Lead Generation Quickstart Guide 1
2 Lead Generation Quickstart Guide Copyright 2014 Mooloop Ltd All Rights Reserved You re welcome to email, tweet, blog, and pass this ebook around. But please don t change any of the content when you do. Thanks
Contents Introduction: A repeatable pipeline of new business. 4 So, what is lead generation? 5 How do I generate leads online? 6 What s next? 8 3
Introduction: A repeatable pipeline of new business. If you ve spent any time trying to generate a repeatable pipeline of new business opportunities, you ll know that it s getting more and more difficult. We re all getting better at screening out the marketing communications designed to sell to us, whilst using the internet to research our purchase decisions. But what can you do? Many people have found success using online lead generation, but what exactly is it? And how is it any different from what you re already doing? This ebook will tell you exactly what you need to know to set up a lead generation process using your existing website and give you an understanding of the techniques you can use to start identifying and managing leads today Let s go. 4
So, what is lead generation? Lead generation is a way of systematically identifying people and organisations that have an interest in your company s product or service and a requirement you can meet. Then connecting with them and managing your relationship through to them becoming a customer. Online lead generation is geared towards creating an ongoing stream of leads from your website. If you think about it, these are people who already know who you are, are on your website and are in the process of researching a purchase. This means that your sales team are connecting with people who have a requirement and are already at least partly educated about your products and services. Making their job much easier. The process of identifying these prospects, connecting with them and managing your conversation through to them becoming a customer is simplified by the use of lead generation software. Designed to combine a range of technologies from website analytics (for visitor identification) and live chat, social media and email lead generation software orchestrates the management of leads and be shared across your sales team. 5
How do I generate leads online? At it s most basic level, generating leads online is a process of driving traffic to your website, connecting with your visitors and managing your conversations with them through to them becoming customers. Driving targeted traffic There are many ways to generate targeted traffic to your website and the chances are you are already doing at least some of these activities. From generating content to attract visitors using a blog, optimising your website to get found for the searches that relate to your products and services, to paying for visitors using Pay Per Click (PPC) campaigns, you ll need to have a good flow of traffic to your website for your lead generation process to work with. Identify your prospects Use visitor identification to see the organisations that are visiting your website along with their search terms and the pages they look at. This will give you a heads up on their requirements. Create and offer high value content in exchange for their basic contact details, this could be an ebook, white paper or webinar to help them make an informed purchase decision. 6
Connect with your prospects. Use live chat to connect with visitors that have a strong interest or have returned several times, they may just have a question you can help with and doing so demonstrates a high level of customer service. Research your new found prospects using LinkedIn and connect with them. Lead generation software will often enable you to add your LinkedIn credentials, allowing you to see contacts within the organisations that visit your website. Send helpful and high quality emails to the leads that subscribe to your website or have given you their contact details. Remember that not all prospects will be ready to convert right away. Manage your prospects Working with lead generation in this way allows you to connect with prospects early on in the research phase of their buying cycle, which is great because you get the opportunity to educate and help define their requirements (ensuring they are mindful of the key benefits your company or product offers). But given that it can take a long time for a lead to be purchase ready, you need to keep track of your communications with them, by email, chat session etc. so an integrated contact management system is really important. You can easily export your leads into an existing CRM system to manage them there. However, some lead generation systems allow for contact management and can provide a deeper level of integration with your website, offering customised alerts based upon prospect activity making it easy to spot sales ready behaviour. 7
Work the funnel A common way of visualising the process of online lead generation is as a funnel, with visitors entering the top of the funnel, and designing engagement points (such as ebook downloads, website subscription etc) to help provide mechanisms to keep prospects engaged and move them further down the sales funnel to a point where they are well qualified and sales ready. What s next? Now you know the basics you re ready to start identifying, connecting with and managing your prospects. Try some lead generation systems and see what works for you. Online lead generation can transform your sales and marketing processes, by breaking lead generation down into it s component parts then tracking the success of each step within your lead generation software you can carry on improving its effectiveness over time. If you have any questions about the techniques described within this guide or how to start your free trial with the Jumplead online marketing system, feel free to get in touch by emailing us at hello@jumplead.com or calling us at +44 (0)845 123 3755. 8