Every B2B company needs quality leads to both sustain profitability and take advantage of the market. To win your market share, you must implement a robust lead generation strategy that drives customers to you.
This article explores why you need to invest in your lead generation strategy and how you can start today.
What is Lead Generation? And Why Does Your Business Need It?
Lead generation is a term you might have heard marketers throw around. At the basic level, lead generation earns prospective leads for your business.
But the concept cannot be boiled down to a simple sentence. Lead generation is a long-term marketing strategy brands employ to drive prospective customers to their products or sites. The approach includes various inbound marketing tactics that garner visibility, awareness, and interest from consumers most likely to become long-term customers. First, it engages prospects organically by delivering content that meets their needs. It then directs those engaged users to a product or service that provides the solution they’re looking for.
Lead generation facilitates the first step in the buyer’s journey, guiding prospects through the sales funnel and to the point of sale. It’s essential to your overall marketing strategy, especially if you want to come out on top.
And while the concept of lead generation is straightforward, execution requires time, know-how, and work to see results. Partnering with a lead generation agency allows you to take hold of the experience and methodology needed to see success in your lead generation efforts.
Investing in your lead generation strategy can include seeking the services of a firm that knows how to bring the right prospects to your door. Choosing a lead generation agency can mean the difference between your business merely surviving or thriving.
Reasons to Invest in Lead Generation
Lead generation: it’s a must for companies who want to grow sustainably both now and into the future. Below we outline six unique benefits lead generation brings to the table.
You Need Long-Term Sales
Any business with healthy growth needs a continuous stream of prospects. You need sales today, but you also need them tomorrow, next year, and then past that.
Your marketing team houses professionals who can execute campaigns that earn valuable attention for your products and brand. Still, you need a lead generation strategy for the long-term growth you need to win your market.
Effective lead generation feeds potential customers through your sales funnel. It allows you to nurture solid leads primed to become long-term clients.
You know that your success depends on both present and future performance. Lead generation positions your brand as the optimal solution for your present and prospective customers.
Lead Generation Decreases Your Cost Per Lead
Marketing and advertising can quickly take over your budget. But we all know that it’s a necessary arm of your growth strategy. To earn new traffic, you must invest in marketing. But you want to utilize tactics and methods that give you the highest ROI possible. That’s where lead generation comes into play.
Lead generation is typically the most cost-effective path to marketing and engagement. Because lead generation focuses primarily on earning organic traffic, costs are lower than paid search and digital advertising.
For example, a popular tactic within a lead generation is content creation. You pay once for your content, then reap its rewards for as long as it’s relevant and earning traffic. Some numbers indicate that content marketing can cost 62 percent less than traditional forms of marketing.
Content creation is just one example of the many ways lead generation decreases your cost per lead. By making the most of your resources on the front end of your marketing strategy, you spend less per lead and increase your ROI.
Lead Generation Brings in More Customers than Traditional Marketing
In addition to reducing your cost per lead, digital lead generation can bring in more customers than traditional marketing practices.
In the past, lead generation was synonymous with cold calling, word-of-mouth advertising, and referrals. And while we don’t want to dismiss the efficacy of some traditional lead generation strategies, the old methods simply cannot keep up with modern lead gen tactics.
Lead generation allows you to reach a massive audience with messaging that is relevant to their current station. It automates your marketing efforts on a broad scale, reducing the energy and attention required from your individual team members. Partnering with a lead gen agency allows you to appeal to data and analytics in your strategic decision-making. Data-driven lead generation ensures you’re targeting the right audience with the right content that leads them to purchase.
Lead generation allows you to address your marketing challenges head-on and simultaneously increase visibility and engagement with limitless prospects.
Lead Generation Optimizes Your Sale Team’s Time and Talent
If you’ve got exceptional sales talent on your team, you want to optimize their efforts. Lead generation makes the most of your sales team’s time and talent by reducing or eliminating time wasted on unqualified leads.
Without a lead generation strategy or partnership, your sales team will inevitably need to wear multiple hats to hit its goals. That means instead of focusing on nurturing leads and closing sales, your talent must divide their attention to places where it’s not needed.
Lead generation addresses the first steps of the sales funnel, drawing in qualified prospects. Instead of your team spending time on cold calling and in-house lead generation, your lead gen agency does the early stages of this work. When your sales talent is freed of the responsibility of pulling in leads, they can focus all their energy on engaging customers and, ultimately, closing the sale.
Lead Generation Works in an Omnichannel Market
Whether your marketing strategy reflects this or not, your business exists in an omnichannel market. Your potential customers learn about your products and consume your content across multiple platforms and channels. Therefore, you must do whatever it takes to create a seamless customer experience, starting with your lead generation strategy.
Because your clients approach your company across multiple channels, your lead generation efforts should also exist on multiple channels. You want your business present where your target audience learns, searches, and shops, and you want to engage them through formats and mediums appropriate to those channels.
Unlike traditional marketing, lead generation is ideal for succeeding in an omnichannel market. It allows you to target prospects with relevant content wherever they are.
Get Real Results with Lead Generation
An effective lead generation strategy brings prospects through the entire sales funnel and encourages them to take action and purchase. Whether you’re selling a product or a service, lead generation helps you get data-driven results.
The analytics component of lead generation is essential for your long-term success. Hard numbers, not gut instinct, will lead you to measurable, replicable results.
Choosing a Lead Generation Agency that Works for You
By now, you know that a lead generation strategy is essential for your business to succeed, regardless of your goals. To sell more, you need to secure a consistent flow of quality leads ready to commit. And lead generation does just that.
You can’t employ a one-size-fits-all approach and expect results when implementing a lead generation strategy. Instead, you need an individualized plan from a lead generation company that can execute it.
Linchpin SEO brings decades of experience to our clients, delivering lead gen services that work. Reach out to our team today to learn how we can guide your business to grow and thrive starting today.