What You Need to Do to Start Your Qualified Lead Generation

How many times has your company’s sales team had to chase after new contacts and, often, ended up losing efficiency and performance by working with unqualified leads?

Lead generation, especially those more aligned with the ideal customer profile, is what drives the work of the sales team, which focuses its efforts where the real opportunities lie.

If you want to intensify your company’s lead generation efforts, keep reading the post and learn from those who understand the topic!

What is a lead?

A lead is a potential customer. We can call anyone who shows interest in your solution and provides contact information to your company a lead.

There are qualified and unqualified leads, and leads exist at different levels of purchase maturity.

What’s lead generation?

Lead generation is the process related to attracting visitors’ attention, offering something of interest to them, and exchanging these resources (which can be exclusive content, consultancy, a demonstration, or an offer) for the consumer’s personal data.

The purpose is to include them in the sales funnel, creating a direct relationship with the brand, and, at the right moment, making a commercial approach.

Processes involving lead generation:

There are many ways to work with lead generation. Below you will find some possibilities:

Attraction baits or Lead magnets:

Attraction baits are offers that will spark the visitor’s interest in converting to a lead.

These baits should be aligned with the consumers’ interests and the stage of the sales funnel they are in. Some examples of baits are e-books, exclusive tools, webinars, discounts, demonstrations, free trials, consultations, etc.

Lead Generation Pages/Landing Pages:

LPs are pages created with a very clear conversion goal. Most companies use capture pages (Landing Pages) as a way to deliver these attraction baits.

However, this is not the only way to make offers available, as we will see shortly.

Forms:

Forms are resources inserted into LPs or other pages of a website so that visitors can provide personal contact data.

With this data in hand, your company can start a closer relationship and qualification work through the marketing and sales funnel. Forms can be static or interactive.

Either way, remember that the information requested in the forms should align with the value of the offer.

However, here’s a tip: forms have long ceased to be a good option for lead generation. If you still don’t believe it, let’s go over 4 reasons why forms are dead:

• Static forms do not generate interest – that “contact us” model no longer affects visitors because it doesn’t show whether your company will provide a quick response or not. Nowadays, people need quick, almost instantaneous answers.

• Forms with many questions have low conversion – let’s be honest, just seeing a page with many questions makes us lazy. Again, users want something objective, quick, and attention-grabbing.

• Forms with few questions do not provide interesting information for the strategy – what’s the point of a form with just name and email, for example? Well, for nothing. You don’t need to overload with questions, but make sure you’re asking the right ones for lead qualification.

• Consumers need interactivity and personalization – caring about customer service and experience is essential for lead generation. Therefore, with personalized service, leads are more likely to convert after solving doubts and establishing a dialogue with the brand.

So, let’s move on to our next point: chatbots – especially those focused on marketing and lead generation.

Chatbots:

Chatbots work through texts, predefined scripts, and artificial intelligence systems that generate automated conversations between the tool and consumers.

They can be used to collect information, clarify doubts, assist commercial processes, offer personalized content, and even process payments.

They are tools for service, communication, automation, and also data storage – and can replace forms in the lead generation process.

Lead Nurturing:

Often, attracting leads and creating direct communication with them is not enough to encourage them to buy or contract with your company.

And that’s where lead nurturing comes in. Contact nurturing works to build a relationship between the brand and the potential consumer and to guide them through the sales funnel or buying journey.

Why does every business need lead generation techniques?

Lead generation is related to the complete sales funnel strategy. This stage is crucial for generating business opportunities and working with consumers with different needs and at different stages of purchase maturity.

It is through lead generation techniques that companies can obtain personal contact information from potential customers. And best of all, in a way that these data are provided by the consumers themselves, attracting leads more interested in the offered solution and creating a bond of trust and relationship between person and brand.

How to generate leads?

You already know how lead generation works, its importance, and some resources that can be explored in this journey. Now let’s go step by step on how to bring or improve this strategy for your company?

Define your goal according to the funnel stages:

It is essential to know how to capture leads at different stages of the sales funnel with the right communication, tools, and baits. After all, a top-of-funnel lead doesn’t have the same challenges and desires as a bottom-of-funnel lead.

Keep in mind that the funnel is divided into three stages:

• Top of the funnel: focus on attracting attention, generating awareness, and traffic to your website or pages;

• Middle of the funnel: focus on capturing and nurturing leads;

• Bottom of the funnel: focus on showing the value of your product and converting leads into customers.

Determine the offers for lead generation:

With this initial sales funnel planning in hand, you should determine at least one offer for each stage. This way, you capture visitors with different interests and purchase maturities who come to your pages.

Remember that the offers should be interesting to the lead at the moment they are in.

Define where lead generation will occur:

Now that you understand your consumer’s needs in the three funnel stages and have defined the baits, it’s time to think about how to make them available to your audience.

You can offer materials, discounts, consultations, or free trials through Landing Pages, static forms, or chatbots.

Integrate your platforms:

With the offers set up and the supporting materials schematized, make sure how the data of the leads that convert will be stored.

Moreover, platform integration is essential so that you can work on next steps such as nurturing and directing qualified contacts for commercial approach.

Integrate the tool that will capture the leads with other tools like marketing automation, CRMs, email marketing dispatchers, reports, etc.

Promote your baits:

All set? Now you need to get visitors to your baits.

To drive traffic, whether to your Landing Pages, website, or forms, you need to advertise on the brand’s communication channels.

Use what you already explore and where your target audience is. Here, banners on the site, social media posts, WhatsApp and email sending, ads on social media or Google, among other forms of advertising, are valid.

The important thing is to bring qualified visitors there.

Monitor and adjust your lead generation:

All the previous steps can be improved, even after the launch of your bait.

For this, monitor the results, understand the behavior of your leads, and make adjustments as needed to improve your lead generation strategy.

How to generate leads on Facebook?

It’s possible to generate leads directly on Facebook without requiring the user to leave the social network to provide data in exchange for some form of bait.

For this, you can explore a feature of advertising within Facebook Ads, called Facebook Leads Ads.

With it, you select desired targeting, set up an ad, and attach to it a lead generation form.

How to generate leads on Instagram?

Lead Ads is a format that can also be applied to Instagram since the platform is part of the same company as Facebook.

With the option of an ad focused on lead generation, you grab the attention of users browsing the social network, offer the bait, and convert them into leads, obtaining personal data without them needing to leave Instagram.

It’s worth mentioning that in both cases, both on Facebook and on Instagram, the forms are static.

How to capture leads via email?

If you already have an email database of your leads, communication through this channel can be explored.

And it’s still very powerful!

Some ways to capture leads via email involve using this already-built base for referral actions and programs, as well as using other channels to secure new emails, such as pop-ups, newsletter forms on the website, and social media.

Email can also be one of the data requested in forms, Landing Pages, and chatbots.

8 tips for creating the perfect lead generation page

Now that you already know how to generate leads on various platforms, let’s explore some strategies to improve the process.

Here are 8 tips to make your pages even more interesting and appealing to your visitors:

Use chatbots to multiply your lead generation results

These tools improve conversion rates since they are more engaging than static forms and make users more comfortable providing contact information through personalized assistance and fluid dialogue between the brand and the consumer.

Through personalized approach, lead generation increases by up to 202% (Source: Hubspot).

Leads also receive better qualification through the same tool, as more in-depth and relevant information is obtained from the beginning of the interaction, allowing for a more strategic understanding of each generated contact’s profile.

Evaluate the information requested on the page

We’ve already mentioned it, but it’s worth reinforcing: the data requested must align with the sales funnel stage and the level of connection that lead has with your brand and solution.

Many companies make the mistake of wanting too much information, which ends up deterring conversions.

For example, if you’re offering a top-of-funnel e-book, asking for budget-related information, purchasing power, or even information related to interest in your solution, may make the visitor apprehensive and lead them not to fill out the form or chatbot.

Monitor your traffic sources

Do you know where your visitors come from?

This information is crucial, especially if you promote your baits across various channels.

So, monitoring the origin of your visits and leads is essential for your strategy.

This way, you can identify the channels that bring the most results and invest more in them.

Segment the leads you capture

Segmenting the leads you capture into different lists will make all the difference in the nurturing and qualification strategies that follow.

Use form questions already thinking about these segmentations.

You also need to know at what stage of the sales funnel the lead is in, to know if it’s time for a commercial approach.

Use A/B testing to optimize conversion

A/B tests present two versions of the same material, but with small modifications in a variable, such as some text element, visual, or even some functionality.

Both versions are applied to the audience during a testing period, and then the one with the best performance continues as fixed.

This type of strategy helps to understand what is better accepted by the audience.

You can apply A/B testing, analyze the conversion rates of the test, and then invest in the one with more satisfactory results.

Have mobile-optimized design

Ensure that your conversion pages or lead generation tools are adapted for different devices and screen sizes.

Without this, you may lose leads that come through this type of access.

Don’t forget the CTA

The CTA (Call to Action) serves to indicate and guide the visitor to the action your company wants them to take.

If your goal is for your visitor to take some action after engaging with your conversion materials, you need to make that clear to them, right?

Explore short CTAs, with visual emphasis, action verbs, and clarity for decision-making.

Invest in quality content

Content affects how the visitor is stimulated regarding your offer.

Therefore, invest in this part, both in the material that the lead will access and in the text writing of the Landing Page, forms, chatbots, and promotion of your lead generation bait.

Frequently Asked Questions About Lead Generation

What is a lead generation form?

A lead generation form is a resource that includes fields to be filled out by the visitor, usually in exchange for something, whether it’s an offer or a conversion bait.

The form is used to capture the requested data and turn a visitor into a lead.

But what they don’t tell you is that using a form to capture leads is doomed to fail. Why?

Well, forms have a low conversion rate, lack sufficient information for qualification, and have no differentiation for each user.

Remember that people need interaction, so opting for a marketing chatbot is ideal.

How to create a lead generation form?

You can create your own form with the help of specific tools designed for this purpose, as well as create your version from scratch with the help of a programmer.

But, friendly tip: you can replace forms with other capture alternatives, such as chatbots. Don’t forget that the form is static, uncustomizable, and outdated.

Where to use the lead generation form?

Lead generation forms can be used on different lead generation pages of the brand, such as website, blog, Landing Pages, social media, and ads.

Even though you can use forms on various channels, think that they will always be the same. Opt for chatbots, which, besides being present on various pages, are customized for each one of them.

What to do with the captured leads?

The data of the captured leads must be securely and responsibly stored.

In addition, segmentation lists should be created according to the obtained data, profiles, sales funnel stage, and qualification.

Leads should also be nurtured with other materials and brand communications to build relationships.

Qualified leads, who are already in the decision-making stage, should be forwarded for commercial department approach.

How to generate qualified leads?

You can check out how to generate qualified leads and what to do after this capture in the complete post: “Lead Qualification: Tips from Experts to Receive Hotter Leads”.

We have reached the end of our strategic content!

But, I still have a crucial tip for you who are thinking about how to capture leads for your business.

Forget the contact form, and get 3x more leads through your website with Leadster’s Chatbot!