[Video] Step-by-step lead generation: the who, the how and the where (Ep9)
There aren't many business problems that can't be solved with more qualified leads. It's a hugely important, and yet massively understood and underestimated skill for business owners. Let's face it, you came into business to do your expertise thing, not to be a marketing guru.
The good news is, that there are some quite simple concepts and a process you can follow that make lead generation much more predictable and a good deal easier. Here I'm shining a light on the key things you need to get right and the things that if you get them wrong can be really costly or feel like the world isn't listening to you, or finding you.
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Video version
Timecodes (video and audio versions)
Audio | Video | Description |
---|---|---|
00:20 | 00:00 | Introduction to lead generation with Gareth Everson |
01:32 | 01:22 | Overview of the episode's key topics: how, who, where |
01:48 | 02:00 | The 'how' of lead generation: five essential steps |
04:18 | 03:48 | Transition to 'who' - identifying your target audience |
06:16 | 06:02 | Understanding the buyer's journey: TOFU, MOFU, BOFU |
10:29 | 10:15 | The 'where': finding leads in the right places |
15:45 | 15:34 | Educate, capture leads, and provide resources effectively |
Understanding the basics of lead generation
At its core, lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service. Do you know when you go to a large conference and to justify the expense and the day out of the business you kid yourself when you buy the ticket that 'hey, I might meet somebody who's interested in my service', but you get there and it's just a mass of people and you give up on the whole idea of it being a sales opportunity pretty quickly. Well, imagine you had an imaginary sign around your neck that magically told those around: "Hey, I know something that might interest you lady with gleamy teeth smile and unnaturally straight hair" That's lead generation in a nutshell. Or, at least it would be, because well, you'd be a bit weird if you did the sign thing in real life 😁.
Knowing your audience is central to this process. It's about understanding not just who might need your service but also who would be most willing to hear your message. It's like knowing exactly whom to talk to at that crowded conference — who would be interested in what you have to say, who needs what you offer, and who would engage in a meaningful conversation. This initial step sets the stage for a more focused and effective lead generation strategy, ensuring that the efforts you put into attracting leads are directed at the right people, making the entire process more efficient and fruitful.
With the digital landscape as vast as it is, lead generation has become at the same time both easier and more complex. The tools and platforms at our disposal allow for targeted strategies that can reach potential leads directly, but understanding how to use these tools effectively can be more difficult to understand than it needs to be. Perhaps worse, is how difficult it is to find clarity on how you do it, who you target and where they are on their buying journey, and where to focus your lead generation efforts. I'll delve deeper into the steps and explore how to capture interest, direct potential leads, and ultimately nurture these leads into lasting customer relationships.
The 'how' of effective lead generation
The journey of effective lead generation unfolds in five key steps, each critical to transforming interest into actionable leads.
Step 1: Capturing interest with ads or social media posts
The first step is all about capturing your audience's attention with a compelling hook in your ads or social media posts. This is the spark that ignites interest and curiosity in your potential leads, drawing them towards wanting to learn more about what you offer.
Step 2: Directing to educational content on your website - blogs, videos
Once interest is piqued, the next step involves directing these potential leads to your website, where they can engage with educational content. This might be blog posts, videos, or infographics that deepen their understanding and move them further along in their decision-making process.
Step 3: Landing pages
A landing page is a page that is focused on a promise of providing something of value or insight to a visitor in return for them providing their details as they become a lead. It should be focused on one particular problem, or topic that matters to your target audience. This could involve signing up to access a checklist, downloading a buyers guide, or giving their details to access a short free training course, which is.... step 4.
Step 4: The call to action to capture the lead on the landing page
The fourth step is the part where you turn your visitor into a lead. Your landing page and other parts of your site should include clear calls to action that guide visitors towards becoming leads. Have a well-laid out, mobile responsive and well-positioned form that clearly lays out what the visitor will receive or be able to access when they register their details. Collect only the information that you need, and no more: name, email and their permission for you to include them on your follow-up emails. See Episode 4: Lead magnets demystified for more insights.
Step 5: Nurturing leads with an email follow-up sequence
Finally, the last step involves nurturing these captured leads with a tailored email follow-up sequence. This step is vital in building a relationship with your leads, providing them with additional value, and guiding them towards becoming paying customers.
The 'who': navigating the buyer's journey
Understanding the 'who' in lead generation is essential for creating targeted strategies that resonate with your potential customers, depending on where they are in their buyer's journey. There's a recap here, but if you would like to delve deeper on this, see the show notes from Episode 3: The 3 stages of the sales funnel.
TOFU: Generating awareness
At the Top of the Funnel (TOFU), individuals might not even be aware of the specific problem they need to solve. They might experience symptoms of a larger issue but lack a full understanding of what it is or how to address it. Content aimed at TOFU should gently introduce these potential leads to the problems you solve, using social media posts and other content that builds awareness in an engaging, non-intrusive way.
MOFU: Educating your prospects
The Middle of the Funnel (MOFU) is where individuals have acknowledged their problem and are actively seeking solutions. They're comparing options, looking at reviews, and educating themselves on the best course of action. Content for MOFU should bridge the gap between awareness and decision-making, offering more substantial information like checklists, buyer's guides, or comparison reviews to help them evaluate their choices.
BOFU: Converting leads into customers
At the Bottom of the Funnel (BOFU), leads are ready to make a decision. They've identified their problem, considered the available solutions, and are now in buying mode, possibly with a budget set aside to address the issue. This stage requires content and strategies that encourage them to take action, such as booking a consultation, requesting a demo, or making a purchase.
The 'where' to focus your lead generation efforts
Choosing the right 'where' for your lead generation efforts involves a blend of organic engagement and targeted advertising, tailored to where your potential customers spend their time and how they prefer to interact with businesses. Social media and paid advertisements play key roles in this strategy, enhancing visibility and lead acquisition rate.
Social media as a lead generation tool
Social media can offer businesses a powerful beacon to capture the attention of their target audience in a vast sea of potential leads. Platforms like Facebook, Instagram, and LinkedIn offer unique opportunities to engage with audiences through targeted adverts, compelling content, and interactive posts. Social media isn't just a broadcasting channel; it's a two-way conversation street, allowing you to listen, engage, and respond to potential customers, building relationships that can eventually turn followers into leads. The only problem? The vast sea of potential leads using social media encounters 100s, if not 1000s of distracting different beacons every single day. So being consistent and creating higher quality content, but not necessarily every day is a way for your beacon to shine more brightly than others. Episode 5, 'Using social media to generate leads', covers this topic in more detail.
The role of paid advertisements
While organic reach is essential, the strategic use of paid advertisements can catapult your lead generation efforts to new heights. Platforms like Google Ads and Facebook Ads provide sophisticated targeting options to reach specific demographics, interests, and even behaviours, ensuring that your message reaches the most receptive audience. Paid adverts are particularly effective for capturing bottom-of-the-funnel leads who are closer to making a purchase decision. By investing in paid advertisements, you can dramatically increase your visibility and lead acquisition rate, making it a valuable component of your overall lead generation strategy.
Next steps
As we wrap up our journey through the essentials of step-by-step lead generation, it's clear that understanding the 'how,' 'who,' and 'where' forms the backbone of successful lead generation strategies. From capturing interest with compelling ads and social media posts to nurturing those leads through personalised email follow-ups, each step a critical piece of the puzzle.
Remember, lead generation is more than just a numbers game; it's about building relationships. Each interaction with a potential lead is an opportunity to educate, engage, and eventually convert them into loyal customers. By tailoring your efforts to meet your audience at each stage of their buyer's journey and choosing the right platforms for your campaigns, you can create a lead generation strategy that not only fills your pipeline but also builds a community around your brand.
The journey doesn't end here, though. The digital landscape is ever-evolving, and so should your strategies. Continue to analyse your results, optimise your approach, and stay ahead of the curve. The path to lead generation success is paved with continuous learning and adaptation.
Next steps for your lead generation journey await. If you're looking to refine your approach or develop a customised marketing plan that suits your unique business needs, visit the Soloprenyear's marketing plan page and use our free planning tool to turn your marketing efforts into a more effective lead-generating plan.
Questions for you to consider
- How can lead generation be seen as an investment rather than just a cost for businesses?
- What are the 5 steps in the lead generation process discussed in the episode?
- Why is it important to consider where the potential leads are in the funnel when creating content and targeting them?
- What are the key differentiators of people in the buying funnel, and how does it impact lead generation strategies?
- How does the nature of a business influence where potential leads might be found in the buying funnel?
- What are the implications of targeting leads at different stages of the funnel, and how does it affect the cost of advertising?
- Why is it essential to consider the context and mindset of potential leads when deciding where to advertise, whether on Google, social media, or other platforms?
- How can businesses avoid spending too much effort at one end of the funnel and missing out on potential leads?
- What are some initial steps a business can take to begin attracting leads, considering both the bottom and middle of the funnel?
- How can businesses ensure they have the right offer at the right time to the right person in their lead generation strategy?
Take aways to action
- The 5-step lead generation process: Create compelling ads or social media posts, direct leads to your website for further information, include call-to-actions that lead to a landing page, offer a lead magnet on the landing page, and set up an email follow-up sequence to nurture and educate leads.
- Different content and leads based on TOFU, MOFU and BOFU: Understand the stages of the sales funnel (top, middle, and bottom) to tailor your content and approach to where the potential leads are in their buying cycle. This will help in targeting the right audience with the right messaging.
- Pick platform by purpose: consider where potential leads may be and target your advertising efforts accordingly, whether it's through search-based platforms like Google for bottom-of-funnel leads, or social media platforms like Facebook and LinkedIn for top-of-funnel leads.