The term “Lead Generation” refers to a set of marketing strategies and activities aimed at generating contacts potentially interested in a company’s products/services (leads) and therefore potentially interested in becoming its customers.
As the first goal of a lead generation strategy we find, therefore, to enable the unraveling of anonymous users, that is, those who access a website without releasing data and contact information.
Users, in this case, are enticed to release personal data and contact information in exchange for resources or in-depth content.
Among the activities attributable to the objective of Lead Generation, we usually include all those related to the implementation of ADS campaigns or SEO and content activities designed to acquire new traffic.
It is clear that, even at this stage, an effective target profiling and segmentation strategy plays a key role: the definition of the different buyer personas allows to identify qualified traffic to be directed to the site.
Messages consistent with the target audience will then serve as a real hook to bring the user to the site.
Profiling, in this case, is therefore essential for an initial macro-skimming of the target audience that will be followed by subsequent activities for better audience segmentation.
When users engaged through SEO and content campaigns or activities, land on our site, we don’t know much about them and we don’t have enough information and data to effectively ring them up after the first visit-that’s when the lead generation strategy finds fulfillment through the contribution of marketing automation.
The first step, now, is to make a lead magnet, which is a free resource or incentive that attracts users by stimulating them to release a contact, be it even a simple email, to receive it.
There are different types of lead magnets (ebooks, infographics, checklists, trial versions, discounts). It is always important to identify the one best suited to your business.
