In the world of marketing, there are few concepts more important than lead generation. But how can smaller companies get started? Read our latest blog post to learn why lead generation is so important and how it can lead to higher profits.
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The Importance of Lead Generation
In the world of marketing, there are few concepts more important than lead
generation. Regardless of the type of industry you're operating in, the
success of your business will depend not only on existing customers that
you manage to turn into repeat ones through high quality products and
services, but a steady stream of new people coming in the door. The
process of lead generation is not necessarily a simple one, though, and can
be broken down into a few core concepts that you need to understand
moving forward.
The Value of Lead Generation?
A lead is one thing. A qualified lead is something else entirely. One thing
that you
don’t
want to do is subject your sales team to hour after hour of
making cold calls, hoping to randomly come across those one or two
people who may actually be interested in what you have to say. Thankfully,
with the advent of digital marketing, lead generation is much easier now
than it has ever been.
In essence, the mutual relationship between a customer and a business
begins at the moment of lead generation. Capturing emails is one way to
get this process started. If you wrote an eBook with content relevant to your
target audience, for example, you might publicize the release of that eBook
and set up a form on a
landing page
for people to use when looking for
more information. In exchange for downloading that free eBook, they can
provide their name, email address, telephone number and more—thus
providing you with the actionable information you need to then strengthen
the relationship with that customer over time.
Suddenly, you're no longer "stabbing in the dark," hoping to find someone
that might be worth going after. After capturing emails and performing other
data collection tasks, you have a real point of entry into someone who has
already showed an interest in what you have to offer, thus improving your
chances of taking that lead and converting it into a sale. This is the power
of lead