Lead generation, as defined by HubSpot, is “the process of attracting prospects to your business and increasing their interest through nurturing, all with the end goal of converting them into a customer. Some ways to generate leads are through job applications, blog posts, coupons, live events, and online content.”
Blogs, events, and social media posts are all great ways to generate interest in your business, product, or service. However, in this article, we are going to talk about how a lead generator can help you gather quality leads that have a high potential to convert.
Types of Lead Generators
There are a lot of different kinds of lead generators and depending on your business, the kind you use will vary. Here are a few different kinds of lead generators that might work for your business:
If you run a business like a marketing agency, video production company, or social media agency, you could offer a free education course as your lead generator.
This is a great way for people to move forward with your business without having to make a big commitment. Not to mention, it is one of the easiest lead generators to create. Any business can come up with content for a lead generator PDF. A bike rental service could do a lead generator about the 5 best restaurants in the area, or a personal injury law firm could do a lead generator about what not to do when you get into an accident.
A checklist is a great way to provide potential new customers with value in exchange for their contact information. A travel agency could do a checklist on what items to take on vacation to the Bahamas or a family law firm could do a checklist on what documents you need to prepare before filing for divorce. Providing people with a checklist is helpful and can help keep your business top of mind for the downloader.
An eBook can be used in any industry. This is a longer piece of content that users can download by filling out information on your website, generally on a landing page. No matter what industry you’re in, an eBook can be a great way to provide valuable information to potential customers if they’re not yet ready to purchase your product or use your service.
Why Do You Need a Lead Generator?
Most of the time, when someone visits your website for the first time, they aren’t going to immediately buy your product or use your service. Whether they’re there to get more information or just want to see what your business does, having a lead generator can help you establish trust by providing value through a free resource like the ones mentioned above.
Having a lead generator can also help you maintain a relationship with potential customers. Let’s say you run a social media marketing business. Your lead generator might be “5 Free Instagram Templates You Can Use Today.” When a potential new customer is exploring your website, they might find value in that resource, enter their information, and then get an email from you containing the templates, along with a brief greeting and introduction to your business. Now that they have downloaded the templates, they might be in what is called a “nurture sequence.”
A nurture sequence is an automated set of emails that someone receives when they enter their information on your website. These emails should be designed to push people toward the action you want them to take. We say push, but this shouldn’t be a giant, irritating shove. These emails should be spaced out appropriately and designed to help the customer take the next right step for them. If that is to use your product or service, they should be equipped with the right information to do so.
In short, your lead generator should provide valuable information. You’re asking for people’s contact information, so make it a fair trade!
Lead Generators are a Great Way to Nurture Relationships
A lead generator can help you nurture and maintain relationships with potential new customers who aren’t ready to purchase your product or use your service just yet. By providing them with a value-add piece of content, you can establish trust and stay top of mind if they need your services in the future.
8Bend Marketing Can Help You Create Effective Lead Generators.
8Bend Marketing is a premier StoryBrand Certified Agency. We are on a mission to help business owners break the cycle of frustration from bad marketing. 8Bend Marketing helps companies develop inspirational brand messaging, create powerful sales and marketing plans, and then execute them with precision. We believe that supercharged sales and marketing are the keys that will help our customers achieve unprecedented growth.
Sydney Waddle is 8Bend Marketing’s Content Strategist. Responsible for content creation such as blogs, social media posts, eBooks, emails, and more, Sydney helps clients distribute entertaining, informative, and quality content on a monthly basis.