By Alan Graner
There are books, online content and courses galore devoted to the art and science of lead generation, magnets and nurturing. Here’s a simple outline to explain the differences among them.
Marketo https://www.marketo.com/definitive-guides/lead-generation/ defines lead generation as “the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline.”
Lead generation helps your company increase brand awareness, build relationships and generate qualified leads—the key word being qualified—that ultimately results in sales.
Justin Gray offers six tips for improving your lead generation program:
- Define what constitutes a “qualified” lead
- Develop an integrated, multi-step, multi-touch marketing plan
- Enhance your landing pages and call-to-action on each page
- Test constantly
- Use segmented lists for targeted marketing promotions
- Acquire accurate, reliable campaign analytics/metrics to understand where your marketing dollars are generating sales.
A good email list is essential for generating leads, and lead magnets are marketing tactics to build that list.
Barry Feldman http://feldmancreative.com/2016/05/what-is-a-lead-magnet/ defines a lead magnet as “a free offer you make in exchange for an email address (and possibly additional information).”
In other words, think of a lead magnet as bait that attracts prospects.
To generate leads, Gini Dietrich suggests you should have lead magnets, a landing page and a traffic source. To create lead magnets:
- Choose a specific segment.
- Identify one specific problem.
- Create content that provides one specific solution
A typical lead magnet might be a:
- Event recording/transcript
- Case study
- White paper
In “The Definitive Guide to Lead Nurturing” https://www.marketo.com/definitive-guides/lead-nurturing/ Marketo defines lead nurturing as “the process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.”
The process is often automated and may be long term as you draw leads down your sales funnel to an eventual purchase.
The key to lead nurturing is a drip campaign where you offer relevant content at each stage of the sales cycle.
There are five essential elements to a successful lead nurturing campaign states Meg Hoppe. They are:
- Establish a campaign goal
- Create a meaningful buyer persona to target
- Develop the right content
- Determine a timeline
- Devise a method for measuring and improving your campaign
What would you add?
Image: Jared Sexton via Flickr®
About the author
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.