LEAD GENERATION
The article on Lead Generation consists of every aspect of the Niche, I learnt in Lead Generation Masterclass by Digital Marketer Deepak Kanakakraju.
Topics to be covered:
*What is lead?
*Why Lead Generation is important?
*Where LG is required & and where isn’t needed.
*Ethics of Lead Generation.
*What is the law of Nature & how to predict the future by following it?
*B2B Lead Generation tools.
*Email Marketing tools
*B2C Lead Generation: CATT Funnel
WHAT IS LEAD?
When you have a product or service to offer, you would want someone to sell the product to. A lead comprises of a Name, Email id or phone number, or all these.
*A lead is called lead as it turns to a sale or conversion.
*While some product/service requires Lead generation, i.e the methodology to generate the information of prospect customers, others don’t require it.
WHY DO WE NEED LEAD GENERATION?
A low-cost chips packet don’t need LG as the efforts on the hands of the Lead generator isn’t worth the Profit one would get through conversion.
Whereas an industry with products such as AC or refrigerator would want to generate leads, nurture them or make them trust their product & turn them into sales.
As is shown in the diagram by Deepak Kanajraju, the right-hand side spectrum indicates low-cost B2B products with no complexity to the product & as such don’t require lead generation but just Marketing. Similarly, the extreme left-hand side spectrum indicating B2B services with High ticket cost wouldn’t require LG but direct meetings with CEO or decision-makers.
It’s the middle spectrum of both B2B & B2C industry that requires one to perform Lead Generation.
ETHICS IN LEAD GENERATION
As one should not expect trust in return from others without laying the foundation of Ethics themselves, Lead Generation also should be done following certain Ethics.
With a Dark Web lurking around, it's easy to pay some bucks and get leads generated in a few minutes, one should always follow the ethical way.
Spam Emails not only leads one to get banned from Email services but also subvert their service reputation.
While in B2B Businesses, approach & prospecting is done, in B2C businesses, one should always opt for Inbound LG rather than outbound, ie. their prospect reaching out to their product with the Lead Magnet rather than pestering them with Emails & phone calls.
HOW DO WE PREDICT THE FUTURE OF CONVERSIONS?
By applying the law of Nature
*Nature follows the laws of equal numbers.
We come into this world fighting off millions of sperm with no prediction on the gender of the Child. But still, if we see estimates, there is approximate no. of equal males & females in the world. So how does this get possible?
Because Nature follows the laws of equal no.s, when similar law is applied to the Social Media campaigns to generate leads, the future of CPR becomes predictable.
*Always aim for at least 1000 leads which makes the CPR reach the mean level.
*If the cost per result is 10Rs and sale per lead gives 50Rs and you know the per cent of Prospect conversion, the process becomes predictable, enabling the campaigner to further his campaign.
B2B LEAD GENERATION TOOLS FOR PROSPECTING AND REACH
•SNOV.IO
-Free and paid version available.
-Is used to fetch Emails publicly added on any website.
How does it work?
After Installation of the chrome plugin, the Emails available on a site could be availed by simply visiting any Website or domain site & clicking on the Snov.io plugin.
•FINDTHATLEAD
-Another tool to find Emails according to categories, industries & countries.
How does it work?
One need to write the company's name into the search bar or Linked In or Social Profile to get the Emails.
Another feature it offers is the Email-verification section which helps in finding accurate or valid Emails.
•GETPROSPECT.IO: Email generating tool on Linked In.
•LUSHA.IO: Will also help find Phone no. of the leads apart with Email Ids.
•ROCKETREACH.CO
EMAIL MARKETING TOOLS:
•GSUITE: Professional Gmail option for corporates with Emails being sent under the custom domain name.
• MAILSHAKE.COM: An Email-sending tool, could integrate with Gsuite account to send hundreds of Emails without having to send them manually.
•WOODPECKER.CO: Similar to Mailshake Email sending tool & can integrate with other Gmail Tools.
•KLENTY
C-A-T-T FUNNEL FOR B2C
Content-Attraction-Trust-Transaction
•Content( The lead Magnet): This could in the form of E-Books, webinars, free consultation, free courses or any content. There are various Lead capturing Tools to get the Lead Magnet reach to people-
Landing Pages: Mailchimp, instapage, Unbounce, kickoff pages
Website Email capture: Optinmonster, optinchat, sumo
Forms: Google forms, type forms
Attention: Once the Content is created & distributed, the next step is to divert the attention of people towards it through SEO, Social Media Campaigns.
Trust( Lead Nurturing): Once leads are into your funnel, the next step is to nurture the leads & generate trust in people through direct involvement. As it's not possible to involve with 1000 of leads, Drip Email Marketing is done to reach to the leads.
Here 'Lead Scoring' to know the score of the leads in terms of their position at the conversion stage becomes important so to not wasting time & energy on cold leads at the cost of warm leads.
This score could be given based on the behaviour of the leads: their Email clicks, the links they open and time they spend on a particular article or asking extra info. from them through lead magnets.
TRANSACTION: When content is distributed, attention is diverted & trust is generated successfully, the final step, the transaction is reached out & pursued.
