With the digital transformation of a sales process, converting visitors and curious prospects who visit your website into customers is no longer a complex or abstract task.
A lead is the first sign of a business opportunity for any company. It is anyone who has interacted with your company through any channel, such as your social media or your website. The first step in the sales process is converting that stranger into a contact by obtaining basic data (name, email, phone number, or company they work for) to guide them through the entire sales process structured through a pipeline in any CRM tool.
In other words, in marketing, a lead is simply the record of a user interested in the products or services you offer, or in other words: a potential customer.
But how can we generate leads sustainably?
Define a clear value proposition
For a visitor to feel motivated to share their contact details, we must offer an exchange of information. This information must be relevant to your industry, provide value to the visitor, and support their progress in the purchasing decision-making process. The more personalized the information we provide, the easier it will be to engage the visitor with your product or service offering. This exchange should provide compelling or valuable material, such as videos, downloadable resources, ebooks, etc.
Determine the ideal channel to deliver your offer.
Each market segment has a preferred channel to learn about offerings before making a purchasing decision (phone calls, chatbots, WhatsApp). The more information you share across multiple channels, the more likely you are to reach the right person, generate conversions, and consequently gain more leads. Social media is one alternative; advertising on these platforms is currently a highly pragmatic way to gain broad visibility through educational content for buyers, prompting them to visit your website and discover how your product or service can solve their needs.
Creating Buyer Personas.
To achieve this attraction, it is important to build a buyer persona, which is an extremely detailed profile of the people who purchase your products or services. These customer characteristics serve as the perfect guide to determine which messages and channels we should develop to capture them.
Perhaps not all of these people will visit your site or make a purchase; however, the process will help you segment and qualify the most advanced leads in the sales process to focus your sales force on them and avoid wasting time on those who are in early stages.
It is important to understand that in order to optimize lead generation and the buyer's journey through the sales process until it translates into a sale, it is necessary to use tools that support registration, tracking, and conversion in an automated and standardized manner. Sales automation and CRM tools support companies in creating workflows, tasks, and stages that allow commercial strategies to be mapped, measured, automated, and corrected when necessary.
