In digital marketing, we find many companies that one of its main functions (most if not the most important) is how to generate qualified with which leads to nurture sales force (contact center) formed and prepared, with the aim to achieve good conversion rates.
For the uninitiated…
– LEAD: When a user comes to our website and fills out the form contact for a call back or we send product information with name, email, phone for example, that’s a lead.
That is the great source of users interested in our products generating sales opportunities for the site in question. Hence one of the major headaches of Marketing is responsible for: sack that source qualified leads that I can sell and profitable exit well, the main sources to generate leads are the following?
1- SEO: Search engine optimization. If we optimize good website to be found by Google get traffic for recurring likely to fill our form and generate leads. Recommended strategies for medium to long term. Over time, it is arguably the most reliable source of leads.
2- SEM: Paid advertising on Google primarily. If we throw a good campaign in this channel with which we get good CPC (cost per click), we will be sending users to a page on our website where you can generate the precious useful contact. Strategy used short – term in combination with SEO.
3- Email marketing: Here we try to send a lot of emails to databases containing qualified users of interest. This type of campaign, it is advisable to be managed by a separate agency to plan shipments and build a page (landing page) where ye may collect leads. Although the quality is slightly lower, the cost is usually lower than in SEM.
4- Co-registration: Type of records obtained by less skilled internet sweepstakes or sponsoring campaigns where users leave their mail to receive offers in exchange for the chance to win an iPad for example. These actions are more focused on getting large volumes. The conversion rates will be lower but work well in leisure products or compulsive shopping.
5- Display: Advertising banners scattered sites related to your target audience. The conversion leads is lower but are recommended in those campaigns where we want a bit of branding or products that people do not usually look for search engines, in which case there is no choice to generate new needs through displays.
6- Re-targeting: Obtaining leads by users who have visited our website before.
7- Social ads: This channel will try to get leads using social networks:
– Facebook ads: Facebook sponsored ads
– Twitter ads: Sponsored Tweets and profiles on Twitter
– Linkedin ads: Leads on Linkedin. Recommended in a B2B (business to business) strategy
Once captured a good database, our task can not end there, we have to try to qualify those previously unconverted leads itself to become customers in the future. For them we can use two rather novel techniques:
– Lead scoring: System with which we will try to score and evaluate our leads through their behavior on our website. That will tell us what leads can become qualified to sell poderles.
– Lead Nurturing: Techniques that use to guide leads, through series of email and communications, through our products and services in order to qualify them.
Like everything in life, there are no magic formulas to know that channel becomes better for your product and which get better returns in front of another. There are guidelines, previous campaigns and experience that allow you to make very valid approaches but until test do not get the data you need.
What do you think is the most appropriate channel for highly qualified leads?