Lead generation is one of the most effective marketing tools. This phenomenon is interesting to study both from the point of view of theoretical substantiation and in terms of practical implementation. However, it is not so easy to answer the question about the essence of such a phenomenon as lead generation. What is it - a set of effective techniques or a fashion trend in Western marketing?
General information
What is the meaning of the word "lead generation"? This term came from the English language, in the original it sounds like leads generation.
This is a person or group (usually small) of people potentially willing to buy something. Lead generation is a tool that allows you to stimulate visitors to be interested in the website of an online store and the product catalogs posted on it. The more leads, the more real buyers. In turn, the conversion of the first to the second is already a separate science, a specific area of marketing.
Who is considered a "lead"?
Above, we noted that a “lead” is a person or people (sometimes, by the way, acting under the same name) who have expressed interest in the online store site. But what are its real manifestations? What are the specific forms of this very interest? Marketers identify the following features. Firstly,it can be a full-fledged application for the purchase of goods (the form is filled out, contact details are entered, optionally - the selected product sample is prepaid with a card). Secondly, a “lead” can be considered a person who has issued a preliminary application for the purchase of something. Thirdly, it can be just asking for advice and additional information through an online form, a call back, a message on the forum, downloading an application to a mobile device. All these cases are united by the fact that the "lead" provides personal data (at least the name and method of communication - phone, e-mail or a link to a profile on a social network).
Optimal environment
Lead generation is a phenomenon that is not applicable in all business segments. It is best compatible with online projects with a virtual mode of operation. The thing is that offline expressions of interest in a product, as a rule, do not have a fixed form: the buyer, wanting to buy something, simply goes to the checkout and pays for the selected product. He usually does not fill out any forms with contact details.
Not all types of products are suitable for such a phenomenon as lead generation. Services are also not all compatible with it. It is best combined with products and services of mass segments - inexpensive and often in demand (belonging to the "spontaneous demand" segment). Lead generation is most effective in highly competitive markets, where there are many brands on an equal footing with a large number of points of sale. In this case, people do not care where to buy goods, but inthrough the process of lead generation, you can lure the consumer to a particular store.
Compatibility with different types of business
According to some experts, there are types of businesses for which the use of lead generation is most justified and effective. First of all, it is insurance (especially in the CASCO and OSAGO segments). "Leads" appear very actively in the tourist segment (when selection of a tour is required). People willingly leave their contact details when filling out applications for participation in training programs, courses, and trainings. Lead generation is one of the best tools in the financial segment (when potential clients of credit institutions leave applications for a loan or contribution).
A typical "lead" is a client who has expressed a desire to take a test drive at a car dealership. Almost any service company (taxi, delivery of goods by courier, provision of Internet access) works with people who have expressed a preliminary interest in services. A kind of reference example of a segment where lead generation is the basis of business processes is e-commerce. Almost all customers of online stores are “leads”. They are also fans of online games (especially commercial ones), as well as users downloading mobile applications. Types of lead generation, as a rule, reflect the segment in which work is carried out (although this classification is not generally accepted).
Tools
What is lead generation in practice? What is it - a set of theoretical developments or a set of real tools in the hands of a marketer? Quicker,second. Lead generation tools include online channels. First, it is marketing in the field of search engines (first of all, SEO-optimization). This channel is characterized by relatively low initial investment. Secondly, it is online advertising (in social networks, contextual, banner, teaser). Thirdly, it is work with e-mail (e-mail marketing). Fourth, "leads" are great at generating through social media marketing.
There are several offline lead generation channels. First of all, these are mailing lists. The classic channel - "cold calls", is still effective and in many cases indispensable, the main thing is to use it wisely. Other effective offline tools for attracting "leads" are exhibitions, conferences, coffee breaks, promotions and related events. In practice, however, more and more new methods of lead generation appear, combinations of various tools are tried.
Features of work
What should a marketer do when he gets the contact details of a “lead”? It all depends on the type of information. Experts identify several types of contact data in question. First, it is a "quick" contact. It contains a minimum of information, as a rule, only a name and a cell phone. Secondly, this is a registration contact, where there may not be a phone, but there is the necessary personal data to create an account. Thirdly, there are promotional contacts (they are typical for offline lead generation channels) - the information in them can be very different, it is difficult to classify them. Fourth, it is an "interested" contact - into which the “lead” has clearly made it clear that he wants to buy a product or use the company’s services (filled out the questionnaire as detailed as possible, gave comments, indicated when it was convenient to call, etc.).
Depending on the degree of reliability of the information specified in the application, contacts are divided into verified and unqualified. You can check them in several ways - sending e-mail to the specified address, phone calls, checking with other sources.
Pseudo leads
Among the applications of "leads" there are those that do not have significance for the business. They can be called false, "pseudo" or "empty" - there is no general definition. They are divided into several types. Firstly, these are unforced "pseudo-leads" when the user made a mistake in writing his phone number, name or address, despite the fact that he wanted to indicate the correct ones. Secondly, the “lead” may turn out to be a robot program (some unscrupulous lead generation agencies achieve results by going to such tricks). Variation - applications left by hired people.
Mass lead generation, by the way, is sometimes replaced by such tricks. Thirdly, competing firms can leave customer forms on the site (for various purposes, for example, to find out the specifics of working with potential customers or to identify the names and direct phone numbers of managers who then contact the specified contacts).
There are also "leads" - jokers who make applications in online stores of unusual subjects in the name of friends so that they can laterthe manager called and asked where and when to deliver a wagon of chocolates. No matter how visually spectacular such lead generation may be, the contract between the marketing agency and the customer does not provide for the crediting of such a work result.
Mistakes
Strictly speaking, there is no such thing as wrong lead generation. Examples when a marketer does something out of the blue and achieves success abound. At the same time, the experts tried to highlight several typical shortcomings among lead generation specialists.
Among the most common is the neglect of the subsequent conversion. Not calling the contact means making it clear to the “lead” that the company is not interested in him as a potential client. A related mistake - excessive enthusiasm for lead generation - there may simply not be enough time for high-quality processing of each application.
Among the shortcomings of marketers is the neglect of personalization of interaction with "leads". Communicating with a client, you can adjust the lead generation policy through feedback, encourage a person to contact the company again. A related mistake is the lack of an attempt to resume communication with the "lead", which once failed to turn into a client.
The next flaw is the supply of "leads" with information that is irrelevant to the product or service being sold, the provision of insufficiently detailed or low-quality consultations. Among the most obvious mistakes in lead generation, some experts see copying the mechanisms for attracting "leads" from competing firms. In practice, this mayresult in the fact that additional traffic will be created specifically for them. Experts rightly believe that such work is no lead generation, that it is a waste of marketing budgets.
Where do the "leads" come from?
Above, we outlined the tools that make up such a phenomenon as lead generation. Services and products can be promoted through multiple channels. Now we will consider, in fact, the sources of “leads” traffic – the places from where they most often come to the online store website.
Firstly, these are links from search engines. With some probability, they can be issued due to SEO optimization, but not necessarily. Secondly, these are links linked to advertising banners (now this is usually contextual advertising). Thirdly, these are clicks on ads and messages on social networks. Fourth, from links posted in e-mail messages. Fifth, it can be a direct appeal to the website of the online store due to the interest of the buyer, caused by offline lead generation.
The person liked the sales manager's speech and immediately decided to learn more about the product. Traffic data is usually collected using analytics tools, many of which are free. This will help optimize your lead generation strategy.
Social networks
Social networks are recognized by many experts as one of the most effective lead generation channels. This is argued by the fact that almost all groups of the population spend their time in them, you can find almost any target group there.audience. How to turn social media users into leads?
First, you need to find individuals among them who may have a potential need for the product being sold, and then contact them (directly - by sending messages, or indirectly - through general groups and discussions). Secondly, the marketer must be in constant contact with his customers, not leave them without updated information. Thirdly, data from personal profiles of potential "leads" in social networks can be used for "cold" calls. A future client will be pleasantly surprised if the manager calls him and offers sportswear of the exact brand in which he most likes to be photographed.
Secrets of successful lead generation
The first marketing tip is to motivate the user to complete the online form. This can be done by offering discounts in exchange for an application or a guarantee of a free consultation (in this case, you must specify the cost of the consultation by default). You can place counters showing that the promotion is about to end. The second advice of experts is to work on expanding the base of contacts. For example, if the manager has only an e-mail at his disposal, then you need to try to find out the phone number of the “lead”, as well as the address of his page on the social network. This will help you stay in touch and provide a potential client with information through several channels at once. Another advice from marketers is quite logical - to show the “lead” friendliness, openness, and willingness to solve complex issues. If this does not happen, then it will not be effective.lead generation. What's this? The simplest action is to maintain basic courtesy and respect for the client.
Cost
Pricing in lead generation is a controversial issue. There are few standards or average market benchmarks here. But the experts were able to identify several factors that influence the formation of the cost of attracting a “lead”. First, it all depends on the level of competition in the segment in which the work is being done. The higher it is, the more expensive the lead will cost. Secondly, the competitive advantages of the products or services for which lead generation is taking place play an important role. The more know-how they have, the higher the chance to make lead generation cheaper. Thirdly, the price of a single "lead" depends, in fact, on the number of required applications. Fourthly, lead generation rates are largely determined by the quality of the online store website - design, content, promotion, traffic analysis capabilities. Fifth, an important factor is the geography of lead generation.
Users from Moscow and large cities are usually more difficult to make "leads" than residents of the regions. Each lead attraction specialist is guided by his own practice, offers pricing schemes depending on the client’s tasks: one price model will correspond to personalized attraction of “leads”, another price model will correspond to mass lead generation.
