Have you come across an outdated method of marketing such as pamphlets, ads in newspapers, random cold calling etc.? All of these methods require a certain kind of investment but their chances of paying off are quite low. Reason being that they are throwing darts in the air. They do not know who their target or potential customers are.
But let’s just change the approach. Would you not like to be informed about a certain product or company to which you had been actively or passively looking forward?
This is what digital marketing is all about. Generating leads or inbound leads in accordance with the beat and rhythm of the market.
Let’s understand what a lead is. A lead can be defined as those potential consumers who have shown interest in the products sold by your company.
Therefore, marketing gets more effective when we target the audience who has an interest in your products.
Let’s see how we do this:
Through different forms of digital tools, we attract, engage, and create a blueprint in the minds of consumers and target that set of audience which is actively or passively looking for the products sold by your company.
Leads can be divided into different segments depending upon their level of interaction with the efforts put in by the digital marketing agency, which is in alignment with the customer’s objective.
Categories in which leads are segregated:
Marketing Qualified Leads
Marketing qualified leads are those who have closely interacted with the effort put in by the marketing team. They have downloaded freebies or coupons etc. posted by the company but have not yet interacted with the sales team of the firm.
Sales Qualified Leads
Sales Qualified Leads are the ones who have interacted with the sales team and expressed that they want to become paying customers.
Products Qualified Leads
Product Qualified Leads can be described as that set of customers who have engaged with the marketing team’s efforts like downloading freebies and have transitioned into Sales Qualified Leads.
Why are leads necessary for the growth of the business?
Leads or let’s say quality leads are important for the financial growth of the company. It is important to gauge the customer’s level of interest for marketing to function in the most efficient manner. This is because not all leads have the same level of interest and different leads require a different strategy for convincing. Therefore, this level of interest shown by the customers also helps marketers understand the marketing strategies to use to attract the audience.
What are the strategies used by digital marketing agencies to attract the right audience?
SEO – SEO is a powerful way that attracts customers, gathers information about the consumer, the level of interaction with the company’s website and the marketing agencies efforts that helps in making the ongoing digital marketing efforts along with anticipating the next steps the company should take in order to convert visitors into potential customers.
The creative ways that are used to attract the right kind of audience are content marketing and social media marketing. Through these the digital marketing agencies allow the consumers to actively or passively interact and engage with the marketing strategies and also be a passive stakeholder in the decision making of the company.
The higher the level of interest, be it positive or negative can play a role in changing the direction and pace of the business house. Therefore, it is important to engage the consumer and make them a part of your decision-making process to assess what they want. This helps the digital marketers and the company develop strategies that can help in eliciting a positive response from the consumers.
Brand Identity – Creating a brand identity gives the power of creating a “brand identity” in the minds of the consumers. Therefore it is said that products are created in factories. However, the “Brand image” is created in the minds of the consumers.
By using digital marketing tools and marketing strategies, we aim to create a much-needed brand identity.
CRO – Conversion rate or in simple words the rate at which the visitors are getting converted into customers or taking the action that the company wants is important in determining how successful the marketing campaigns were and are.
Therefore, it is important to understand and use strategies to maximize that attract visitors to the page and then focus on the one that increases the conversion.
Importance of lead generation
To bring the customers interested in products to come to the website and know more about the products.
Assessing the level of interest the customer has- Every customer is different and may show different levels of interest in the product. As a digital marketing agency, our function is to gauge the level of interest the customer has and then apply or reapply the marketing strategies that will convert a marketing qualified lead into a sales qualified lead.
To use effective strategies for retargeting the consumer so that the visitor gets transformed into a customer.
The major reason that we would want lead generation to work is to increase our Call To Action rate. While the visitors come into our landing page, the major objective the marketers have is to optimize or maximize the Call To Action method. In simple words, the marketers aim to fulfill the objective the client has wanted i.e that may be to pay for the product in the cart, download freebies and other materials that show the consumers interest in the company.
You may find it iffy to pay a digital marketing agency.
Wait, hear me out as I am here to give a logical explanation on why you should not feel so.
Technical tools when infused with creative measures help target and attract the right audience and convert the right audience.
This helps us create pull factors and helps our clients receive inbound calls from customers.
When people search for your website, bloody oath, there is a higher chance of the visitors getting converted into final customers.
Therefore, before making an investment in marketing think hard whether you want to target the right customer or target them randomly. Reason being, that one decision of yours can make or break the game and will decide whether you will get returns or not.