The technology has made human life easier and turned the world into a global village. In the last three decades, this planet has seen some magnificent innovations. Who can forget the first-ever smartphone launched by Steve Jobs! It revolutionized the entire digital industry.
According to Nielsen Company Audience reports, in the United States, an average person spends approximately 639 minutes in digital devices each day. Mobile phones and personal computers lead the chart here.
The changing habits of common individuals have a vital role to play in the evolving dynamics of marketing and lead generation. Therefore, sellers are being forced to change their tactics to attract their potential customers. Technology has evolved with time and so does the techniques to generate leads. The arrival of the smartphones, high-speed internet, and Google and Facebook like influential media make the lead generation easier than ever but at the same time, it has opened up the market for more competition.
Let’s start from the beginning
For those who are completely new to the topic, a lead is a piece of contact information that can lead to sales. Lead generation is a part of marketing strategy which works as an interest-initiator for the potential customers.
It is about contact management with the hope of nurturing them all through the buying process, to educate and convince them about your plans and then convert them into a paid buyer; this is how the business works.
Why do we need to adopt new strategies? A comparative analysis
The Shifting Trend:
In the last century, people used to spend most of their leisure time in sports like outdoor activities and reading newspaper was the only option to know about their surroundings. However, modern man carries the digital world in his pocket. Service providers are using that tool to reach their probable customers.
These days lead generation is practiced through digital channels. Thus the online lead generation is emerging as a weapon to conquer the market. Traditional marketing is becoming slow and moving towards saturation point and not yielding the desired outputs. Due to heavy digitalization, almost all institutions are planning to have a digital presence.
If you consider it from a buyer’s perspective, they are getting the necessary services on their fingertips and unlike before, now they have unlimited options to choose from. Here the sellers can directly connect to the end buyers, skipping the middlemen. This is benefitting both the sides and in the long term, the cost of the product will be reduced significantly. So, these days organizations are adopting the “Digital First” policy by promoting their product across various digital platforms.
The online lead generation is more focused as compared to traditional lead generation. The rejection rates are remarkably higher in traditional marketing. However, digital promotion specifically reaches the target audience, who are already interested in the product. Therefore, here the conversion rate is significantly higher than that in conventional methods.
Saturating Offline Market:
Most of the traditional markets are saturating due to the high offline competition. Therefore, small and medium-scale entrepreneurs are targeting digital marketing to find their leads and increase sales at the local level.
How to acquire leads?
A business website is a primary source to generate traffic. There are multiple ways to generate traffic like SEO, keywords, paid search, social media advertising and the list goes on. Content like blogs, articles, video, e-books, and infographics attracts a good number of people to your website. Further, content promotion is also an extremely important aspect. Promoting the content in various social media ads, direct emails, and pay-per-click (PPC) increases the presence in the digital arena. Traffic generation is a continuous process and all it takes is consistency.
Lead Generation Form:
Just driving traffic to your website will not solve any of your problems. Just visiting your site only makes them a visitor, not a lead. Communication is an essential part to convert them into your lead. Therefore, getting customers’ email addresses and phone numbers will simplify your task to convince them later.
You might want to consider indulging your site visitors in one of the following activities to turn them into a lead:
- Register for a free trial.
- Register product demo.
- Webinar registration.
- Lead capture page.
- Free trial registration.
There is no doubt that the lead generation plays an important role in any commercial organization. Everything changes with time and so do the methods to generate leads. The online lead generation is remarkably efficient than its counterpart. As a result, this method is going to stay for at least the next couple of decades which provides an excellent opportunity for youngsters to consider it as a career option. The future seems great and the emergence of artificial intelligence and machine learning will further broaden the scope of online lead generation.