The internet has changed the way business and marketing is done.
Instead of focusing on print ads and television commercials, most
businesses invest their time and money in internet marketing campaigns.
While search engine optimization (or SEO) is one of the most popular
online marketing techniques, it is also an important aspect of internet
marketing. The term "lead" refers to a potential customer who has
expressed interest in your products or services. The two types
Business-to-Consumer(B2C) lead generation and Business-to-Business (B2B)
lead generation.
What is lead generation?
Generating leads, or potential customers, is one of the key steps in any business campaign. Lead generation involves building up interest in your products or services using ads, sales, special offers, and other forms of promotion and communication. The more interest and leads you generate, the more chances you have of making a sale.
Companies usually create webpages called "landing pages", where their visitors can provide their contact information in exchange for a free product or service. Any visitor who becomes interested enough to fill out the form is a new lead, and the number of leads you gain from a landing page determines how successful your campaign is.
Both B2C and B2B have the same end goal of generating interest for your business' products, but they target two different types of customers. In B2C, your potential customers are regular consumers, while in B2B, your potential customers are other businesses.
B2C Lead Generation
Regular consumers usually base their buying decisions on emotional needs such as security, desire, comfort, and status. This emotion-based thinking causes them to make shopping decisions much faster than business customers. If your products don't catch consumers' attention quickly, they will most likely move on to your competition. This is why B2C lead generation campaigns need to use attention-grabbing techniques like special offers discounts, gift certificates, and vouchers.
B2B Lead Generation
Business-to-Business lead generation requires more time and effort on your part compared to B2C lead generation. Unlike regular consumers, businesses base their buying decisions on more practical reasons. They will only pay for a product or service if it can improve their profitability and overall success. Thus, your B2B campaigns should focus on proving your products and services can provide them with what they need. This can be done through communication-driven techniques like telemarketing, newsletters, and direct mail.
Converting Leads to Sales
Your online marketing work does not stop. Companies that do not work on converting their leads into sales will not earn enough profit to cover their expenses. Lead nurturing should always follow. Lead nurturing involves encouraging your leads to act on their interest in your products by purchasing something from you.
Once you acquire your leads, you should focus on finding out which ones are "quality" leads. Some people in your leads list may be one-time visitors who will ignore any of your attempts to convert them into customers. "Quality" leads are those potential customers who did not lose interest in your services after clicking the "Submit" button. Monitoring whom among your leads returned to your website or contacted you regarding your products or services should help you determine which leads are worth nurturing.
What is lead generation?
Generating leads, or potential customers, is one of the key steps in any business campaign. Lead generation involves building up interest in your products or services using ads, sales, special offers, and other forms of promotion and communication. The more interest and leads you generate, the more chances you have of making a sale.
Companies usually create webpages called "landing pages", where their visitors can provide their contact information in exchange for a free product or service. Any visitor who becomes interested enough to fill out the form is a new lead, and the number of leads you gain from a landing page determines how successful your campaign is.
Both B2C and B2B have the same end goal of generating interest for your business' products, but they target two different types of customers. In B2C, your potential customers are regular consumers, while in B2B, your potential customers are other businesses.
B2C Lead Generation
Regular consumers usually base their buying decisions on emotional needs such as security, desire, comfort, and status. This emotion-based thinking causes them to make shopping decisions much faster than business customers. If your products don't catch consumers' attention quickly, they will most likely move on to your competition. This is why B2C lead generation campaigns need to use attention-grabbing techniques like special offers discounts, gift certificates, and vouchers.
B2B Lead Generation
Business-to-Business lead generation requires more time and effort on your part compared to B2C lead generation. Unlike regular consumers, businesses base their buying decisions on more practical reasons. They will only pay for a product or service if it can improve their profitability and overall success. Thus, your B2B campaigns should focus on proving your products and services can provide them with what they need. This can be done through communication-driven techniques like telemarketing, newsletters, and direct mail.
Converting Leads to Sales
Your online marketing work does not stop. Companies that do not work on converting their leads into sales will not earn enough profit to cover their expenses. Lead nurturing should always follow. Lead nurturing involves encouraging your leads to act on their interest in your products by purchasing something from you.
Once you acquire your leads, you should focus on finding out which ones are "quality" leads. Some people in your leads list may be one-time visitors who will ignore any of your attempts to convert them into customers. "Quality" leads are those potential customers who did not lose interest in your services after clicking the "Submit" button. Monitoring whom among your leads returned to your website or contacted you regarding your products or services should help you determine which leads are worth nurturing.
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