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Part of your job as a marketer is to make
sure that the top of your sales funnel is filled with quality leads who would
be a great fit for your CRM, or Customer Relationship Management. As we
all know, without leads, there aren’t any deals. With no deals, there’s no
revenue. And of course, without revenue, you would be too busy doing something
else as opposed to reading this. So, it is clearly established here that lead
generation is a must. Obviously, if businesses had already perfected this
process, it would be a totally different world right now.
Though lead generation is the most important step for closing more deals, only 1 out
10 marketers can honestly say that their lead generation strategies are
highly efficient and effective. That is why sales people are always requesting,
even pleading, for more qualified leads from the marketing team. After all,
their livelihood is often dependent on the sales they close.
From a tactical perspective, a marketer needs
four crucial elements to make inbound lead generation happen. The best lead
generation campaigns contain most, if not all, of these basic components. And
these components being referred to, would be first, the Offer. This is a content piece that should be perceived as of high
value by the targeted audience. So it would come in different forms, dependent
on that audience. It can be an e-book, white papers, coupons or extra services.
Next is what we refer to as a Call To Action. This would be an
obviously highlighted text, image or button that links directly to a landing
page where people can find and download the offered incentive. And speaking of Landing Page, that is actually one of
the items on our list. Now, unlike normal website pages, this is a specialized
page that contains information about one particular offer, and a form to
download that offer.
Lastly, you can’t capture leads without Forms. Forms will collect contact
information from a visitor in exchange for that valuable offer you are making.
And if you make sure that you have all of these, then it can be assured that
you will have better chances of capturing lead information. And this is
definitely a good avenue for additional market research. The best part is, nowadays,
there are a lot of free plugins or website add on that give you this type of function.
Try to look at some. They can help you a lot in this age of Web Marketing.
