Digital marketing strategies to increase your leads

As you already know, a lead is any user who visits our website and who, at a certain moment, decides to provide us with their details in a form, becoming a contact that we can follow up on. Getting leads is, therefore, a fundamental process for our business to grow.

what is the usual lead generation process?

The lead generation process starts by attracting visitors to the brand's website and generally this traffic is directed to the "landing page", which will be designed to get new contacts.

The landing page will include a brief description of the benefits of the content offered, focusing on what it can bring to the user and not on its technical features. Here you can also add a form that the user must fill in with their data, so that the target customer is incorporated into the database and becomes a lead.

which digital channels are the best for lead generation?

• email marketing: Email can be suitable for both first-time users and for maintaining contact with them, and segmentation is essential for this tool to be successful.
• sEM: Search engine ads, such as Google Ads, are a very suitable channel for lead generation, as they allow us to target our actions according to the terms searched for by users.
• display campaigns: Although banners have a reputation for being intrusive, if used intelligently they can be a good way to capture the attention of the target audience and encourage them to leave us their details.
• social media advertising: Some social networks, such as Facebook, even have ads specially designed to capture leads without the need for users to leave the social network. It is also possible to use social networks organically to generate quality traffic to your website.
• content marketing: Branded content (e.g. blog articles) is a good place to introduce lead generation campaigns.
• video advertising. Thanks to the possibility of adding banners within a video, we can incorporate lead generation within our audiovisual content .

The best digital marketing strategies to generate leads in your campaigns

1. analyse your potential customer. There are many tools that can help you find data on your potential customers and their usual patterns of behaviour .
2. produce quality content. Good content attracts quality traffic to your website or blog, attracts users and convinces them to leave their data in exchange for ebooks, guides, reports and/or other downloadable products.
3. analyse your distribution strategy: not only do you need to produce quality content, but you also need to make sure it reaches all users, so think about how you can use SEO and SEM tools to multiply quality traffic.
4. optimise your forms - forms are one of the means by which a visitor becomes a lead, so they are a critical point of contact. Make sure they are adapted to different devices, try to keep the number of fields to a minimum and try different calls to action.
5. don't forget the middle of the funnel. MOFU, for middle of the funnel, is what we call the second stage of the conversion funnel. It is in this part of the funnel that you should offer extensive and enriching content in order to obtain more personal information in return. Also, at this stage, the vast majority of users begin to take you into consideration when looking for an option to meet their needs. It is here where you must be clear about the needs of the buyer persona in order to accompany them throughout the funnel and prepare them for the final sale.
6. offer simple and personalised experiences. It is very important to connect with your audience through valuable and relevant messages, adapted to their context and the point in their journey. Place your ads strategically, to boost the effectiveness of your campaigns and obtain more qualified leads.
7. track results- measurement is a key part of any marketing strategy, so spend as much time as you need to establish what your key metrics or KPIs are and also set up regular check-ins to see how your marketing strategies are evolving and how you can improve.

We hope that now that you know what a lead is, how they are usually generated, which are the best channels to get them and the digital marketing strategies you should use to get the most out of your business, you will improve your customer traffic and grow your business.