In search of the “perfect lead”: it is not the title of a new TV series, but the goal of every marketer and every salesperson today.
High competition, aggressive marketing, increasingly How to Create an Effective crowded advertising spaces and ever-increasing costs: managing to engage the right contact – and “guide” them to become a customer – is becoming increasingly complex, especially if you are targeting business customers, and therefore operate in the B2B market .
The ways in which users search for information have changed – from passive spectators to active researchers, thanks to the numerous possibilities offered by digital – and consequently the methods of engagement, communication, management and support required have changed.
So, how can you find the “perfect lead” , that is, the contact interested in your products or services that you can “manage” and transform into a customer? Which strategy should you focus on: SEO, display advertising, email marketing, or a mix of these?
As you know, each activity individually can help you achieve only part of the goal or can help you reach the customer at a specific stage of their journey (risking missing all the others).
To have an advantage and differentiate yourself from Chinese UK your competitors, it is not enough to just think about the tool but you must build a strategy, an optimized “path” to acquire quality contacts and guide them to become your customers, working on an effective lead generation funnel.
We already know that the lead generation funnel represents the process of acquiring leads and their journey until they become customers and that this “funnel” is very important because, especially in B2B, the time that passes from the first contact to the purchase or closing of a commercial agreement can be long and you must be able to intercept the user during the journey and “show” them why they should choose you.
In the next paragraphs we will see how you can intervene in the various phases of the lead generation funnel to increase the chances of converting a lead into a customer.
TOFU (Top of the funnel): Attract leads and create a connection
It is the widest part of the funnel that begins when a Kuwait Phone Number List visitor comes into contact with your company, either through your website or your social media pages. The main goals at this stage are: attract a large number of potential customers and provide value (with content and information that can satisfy their need), to create a connection How to Create an Effective and increase consideration for your company.
The first question to ask yourself is: who is my ideal customer? What are their needs, desires, expectations? Once you have understood this, you need to ask yourself why they should choose you and what you can do to create a connection with them.
Analyze your target and build Buyer Personas
Buyer Personas represent archetypes, typical customers, current or those you would like to reach. To build personas you will need to identify, in addition to socio-demographic information, also information related to behavior, consumer habits, online browsing, terms used during searches, objectives and desires. It is precisely this information, of a more qualitative nature, that will allow you to truly understand your ideal customer.
Create valuable content that helps make you an expert and authoritative in your industry
For each Buyer Persona identified you should build a specific landing page, with customized messages and benefits. The fundamental thing now is to create a relationship of trust and a connection with your personas, only in the subsequent phases will you be able to focus on your commercial offer.
There are many tools to do this:
Company blog with insights on topics of interest to potential customers, obviously without forgetting the SEO optimization of the contents, including for example the most How to Create an Effective used search terms of your personas (which do not always coincide with the terms that you or other types of users would use) because a good organic positioning on search engines allows you to increase the visitors of your blog or site and the use of specific terms helps you to obtain a slightly more profiled traffic.
Social media, podcasts, videos: you need to intercept potential customers even in the virtual spaces where they spend most of their time, so it is important to know which social media your personas are on and the type of content they prefer, and this can also include videos and podcasts, which are increasingly popular with certain audiences.
