8 Great Tips For Generating Leads Online(Beginner's Guide)
Generating leads provides great leverage for your business, and is ultimately how your business is able to to make sales.
In our last article, we talked about 7 ways to turn leads into paying customers.
But HOW exactly do you GET leads for your business?
How do you get leads to come to you, or to know that your brand or product exists?
There are too many ways out there to generate leads, and it can be overwhelming trying to pick which one is best.
Ideally, you’ll want to generate a lot of leads for your business, but they won’t be worth much if very few of them actually want to convert.
Therefore, before trying to generate leads online, it is important to ask 3 key questions.
Who - Who exactly do you want your leads to be?
Where - Where can you find them? (Instagram, Facebook, Twitter, LinkedIn)
How - How do you turn them into leads?(using content marketing, advertising)
Let’s Unpack those three points.
As a business, your first thought would probably be to just target everyone and hope for the best.
But when you really think about it, you’ll realize you’ll probably end up losing good money advertising to people who have NO likelihood of converting.
For example, it just doesn’t make sense to advertise fast food to a fitness group. They would be farthest from your target group.
So, WHO exactly should you target?
The first three groups should be:-
- People who have bought similar products
If they’ve bought similar products, it means they might be likely to buy the same from another brand(namely you).
If not, you have the chance to prompt them to.
- People who are searching for your product or service
Brands take advantage of this by using Google ads to target people who search Google for similar products.
- People who have a problem that you can solve with your product or service
A great tip is looking at bad reviews of similar products and giving better offers to consumers who have had a bad experience with similar products/services.
WHERE can you find them?
Let’s face it, you can’t really narrow down your audience to one social media platform.
Yes, LinkedIn is known as a business oriented social media platform, where you can get great B2B(Business to Business) marketing leads.
Instagram on the other hand has a more millennial persona, which means you can target a younger audience.
But you have to really dig further to find your audience in those streets.
One app that can really help you find your target audience is Facebook.
On Facebook, people join different groups with others who share common interests.
You can easily find these groups using the Facebook search bar, and start generating leads.
Furthermore, with Facebook ads, Facebook allows you to choose which niche you want to advertise to(based on demographics - age, gender, average income).
This is because Facebook recognizes that, even with over 1 billion daily active users, it would simply be a waste of money to just target anyone regardless of whether they would be interested in your product or not.
You can create a custom/look-alike audience by asking:-
- What age group would be interested in your product/service?
- Are they male or female?
- Are they working or in school?
- What’s their average income?
- Do they have common values?
These are some of the main questions that will help you in targeting your audience.
You can also do polls and surveys. Facebook and Instagram both have a feature that lets you do a poll, then gives results by percentage.
Asking consumers questions helps you gain a better understanding of consumer behavior, which helps you create content that attracts your target audience and generates leads.
HOW do you turn them into leads?
So you’ve found your target audience, or maybe done your research and created a custom audience. Great!
But, what kind of content does your audience actually like?
This is where the point of common values comes in.
You don’t want to put out content that offends or doesn’t resonate with your audience.
Generating leads online is great because you can use a lot of different channels, namely:-
1. Content marketing
Content marketing involves creating and sharing of online material (such as videos, blogs, memes, gifs, infographics and social media posts)
Content marketing is more about building trust between a brand/business and its customers, rather than advertising products upfront.
With Talklift, you can use a chatbot to collect information from a post/content that goes viral, and add them to a Facebook contact list.
You can then use the people on that contact list as leads and try to convert them through bulk messaging on Facebook Messenger.
2. Landing pages and Search Engine Optimization(SEO)
Landing pages are the pages where people are directed to from your content, which can be Facebook posts or ads.
A landing page can be a page on your website where people can learn more about your brand, or where they can buy your products.
SEO techniques help you optimize your website and blog content in a way that makes it easy for potential leads to find your website when they search for similar content.
3. Ads(Facebook, Google ads, Pop-up ads etc)
Ads are arguably the best way to get leads. You’re basically putting your product in front of people who want to make a similar purchase, and they can click on it and access it immediately. It’s a win-win situation.
4. Collaborations and guest blogging
This includes influencing, where you collaborate with influencers to talk about your product or market it.
Guest blogging lets you publish your blog in a website that already has a large following, and leverage that following to get more leads for your business.
You may or may not have seen those posts on Facebook where people are asked to like a photo, then the photo with the highest number of likes wins a particular contest.(See Nivea's 'Face of Nivea' contest)
Such contests are great lead generators because they put your product/service in front of a lot of people who could be potential leads.
6. Free trials/web classes/seminars
Leads are more likely to convert when you give them a chance to try your product for free.
After all, no one wants to invest fully in a product/service that they don’t know much about.
And the best part about free classes and seminars is that people actually get some value from your business, which would make them more likely to be a customer.
So many big brands capitalize on the concept of sales/discounts, and 'buy one get one free' promotions.
And that’s because they work. A consumer may not even be looking for that product but they will buy it when there’s a sale just because it’s cheaper.
This could be another version of free trials, where, for example, you could offer a discount to the first 50 visitors to your website.
8. Email marketing
Email marketing is considered dead to a lot of people, but it still has a lot of potential, especially for B2B marketing.
Just think, so many business owners share official information through email daily, so why wouldn’t you use that channel to approach them?
In summary, don’t be obvious about trying to make a sale. Your goal should be to give potential leads valuable information, after which they decide if they want to convert or not.
Would you like to learn how to generate leads with our Talklift Platform? Sign up today for a 14 day free trial.