lead generation - one of the most effective marketing tools.It is interesting to study the phenomenon from the point of view of theoretical justification, and in terms of practical implementation.However, not so easy to answer the question about the essence of a phenomenon such as lead generation.What is it - a set of effective methods or a fashionable trend of Western marketing?
General
What is the meaning of the word "lead generation"?This term comes from the English language, the original sounds leads generation.
This person or group (usually small) people potentially ready to buy something.Lead generation - it is a tool to encourage visitors interested in online store website and posted on its product catalog.The more "disabilities", the more real buyers.In turn, the conversion of one into the other - it is a separate science, specific area of marketing.
Who are the "lidom"?
Above we noted that "lead" - a person or persons (sometimes, by the way, operating under the same name), have expressed interest in the site an online store.But what are the real manifestation of it?What are the specific form of this most interest?Marketers identify the following characteristics.Firstly, it can be a full application for the purchase of goods (the form is completed, the contact data is entered, optional - selected sample of products is prepaid card).Secondly, "lidom" permissible to consider the person who has issued a preliminary application for the acquisition of something.Third, it may simply be an appeal for advice and more information through an online form, return call, a message to the forum, download the application to your mobile device.All these cases are united by the fact of "lidom 'personal data (as a minimum the name and method of communication - phone, e-mail or links to social network profile).
optimal environment
lead generation - a phenomenon which is not applicable in all business segments.Well it is compatible with the online project with a virtual mode.The fact is that the Offline expression of interest to the product, as a rule, has no fixed form: the buyer want to buy something, just coming to the checkout and pay for the selected product.Any form of contact with the data it usually does not fill.
Not all types of products are suitable for such phenomena as lead generation.Services are not all compatible with it.It is best to combine it with products and services to the mass segment - cheap and often claimed (belonging to a segment of "spontaneous demand").Lead generation is most effective in highly competitive markets, where there is on an equal footing are many brands with a large number of sales outlets.In this case, people do not care where to buy products, but in the process of lead generation can attract consumers to a particular store.
Compatible with different types of business
According to some experts, there are businesses for which the use of lead generation is most justified and effective.First of all, this insurance (particularly in the segments of Hull and CTP)."Lida" appear very active in the tourism sector (requiring selection of the tour).People are willing to leave their contact details, making out the application for participation in training programs, courses and trainings.Lead generation - one of the best tools in the financial sector (where the potential customers of credit institutions leave the application for a loan or contribution).
typical "lead" - a customer, said the desire to take a test drive in the showroom.Almost any service company (taxi, courier delivery of goods, provision of access to the internet) is working with people who have expressed a prior interest in services.As a benchmark example of a segment where lead generation - the basis of business processes - e-commerce.Almost all customers of online stores - "Lida."They also are both fans of online games (particularly commercial) and users downloading mobile applications.Types of lead generation, tend to reflect the segment in which the work is underway (although this classification is not considered to be recognized).
Tools
What is, in practice, lead generation?What is it - a set of theoretical developments of real or complex tools in the hands of the marketer?Rather, the second.Among the tools have an online lead generation channels.Firstly, it is marketing in the search engines (especially, SEO-optimization).This channel is characterized by relatively low upfront investment.Second, is the online advertising (social networking, PPC, banner, teaser).The third is to work with e-mail (e-mail-marketing).Fourth, "Lida" excellent generated through marketing on social networks.
There are several off-line lead generation channel.First of all, direct mail.Classic channel - "cold calls" is still effective and, in many cases irreplaceable, important - use it wisely.Other effective tools offline to attract "disabilities" - exhibitions, conferences, coffee breaks, promotions, and related activities.In practice, however, there are more and new ways of lead generation, broke through a combination of many different tools.
Features of
What marketer, tap into the contact details of "Lida"?It depends on the type of information.Experts distinguish several varieties of contact data in question.Firstly, it is a "fast" contact.In it the minimum information, as a rule, only the name and cell phone.Secondly, it is a contact registration which may not be the phone, but there is the personal data required to create an account.Third, there are promotional contacts (they are characteristic of the off-channel lead generation) - the information in them can be very different, they are difficult to classify.Fourth, it is "interested" contact - in which the "lead" explicitly made clear that he wants to buy a product or use a service company (fill in the questionnaire as detailed as possible, given the comments pointed out when it is convenient to call, and so on. D.).
Depending on the degree of reliability of the information provided in the application, contacts are divided into proven and unskilled.Check them in several ways - sending e-mail to the specified address, phone calls, checking with other sources.
«Pseudo-Lida»
include applications "disabilities" there are those who do not have significance for business.They can be called false, "pseudo" or "empty" - there is no common definition.They fall into several types.Firstly, it Unforced "pseudo-Lida" when the user made a mistake in writing your phone number, name or address, even though I wanted to correct.Secondly, "lidom" may be program-robot (some unscrupulous lead generation agencies achieve results, going to such tricks).Variety - the application submitted by employed people.
Mass lead generation, by the way, is sometimes replaced by a similar trick.Thirdly, the form of buyers on the site can leave the firm-competitors (for different purposes, such as to find out the specifics of the work with potential customers or to identify the names and direct phone numbers of managers who then communicate by specified contacts).
There are also "disabilities" -shutnikov that make applications online stores unusual subjects in the name of friends, so that they then called the manager and asked where and when we can deliver the car chocolates.Whatever visually spectacular nor was such a lead generation, marketing agency contract with the customer does not provide the reading of the result of this work.
errors
Strictly speaking, there is no such thing as a wrong lead generation.Examples where the marketer does not reach the pattern and success abound.At the same time, experts have tried to highlight some typical shortcomings among the experts on attracting "disabilities."
Among the most common - neglect followed by conversion.Do not call the contact - it means to understand the "Lido", the company that he is not interested as a potential client.Terraced mistake - overreliance on lead generation - for high-quality processing of each application may simply not be enough time.
Among the shortcomings of marketing - personalization disregard interaction with the "Lifecycle".Communicating with the client, it is possible to adjust the policy lead generation by feedback, stimulate human contact the company again.Terraced error - lack of attempts to resume the dialogue with "lidom", which once could not turn into a customer.
Next defect - a supply of "disabilities" information irrelevant sell products or services, the provision of inadequate or poor-quality detailed consultations.Among the most obvious errors lead generation, some experts see up mechanisms to attract "disabilities" in competing firms.In practice, this could lead to the fact that it will create more traffic for them also.Experts rightly believe that this kind of work - not lead generation, it's a waste of marketing budgets.
How come "Lida"?
We have identified the tools that make up the phenomenon of lead generation.Goods and services can be promoted through multiple channels.Now we look at, in fact, traffic sources, "disabilities" - places where they often come to the online store website.
Firstly, it links to the search engines.A chance they may be issued by SEO-Optimization, but not necessarily.Secondly, it links tied to the advertising banners (now usually contextual advertising).Third, it clicks on the ads and messages on social networks.Fourth - with links placed in the e-mail-message.Fifthly, it can be a direct appeal to the online store website by buyer interest caused by an offline lead generation.
liked person presentation sales manager, and he immediately decided to learn more about the product.Traffic data is usually obtained by using analytical tools, many of which are free.This will help optimize lead generation strategy.
Sotsseti
Social Networks by many experts recognized as one of the most effective channels for lead generation.It is argued that they spend their time, virtually all population groups, where you can find almost any audience.How to convert users of social networks in the "disabilities"?
Firstly, the need to find among them individuals who may have a potential need to sell goods, and then communicate with them (directly - by sending messages, or indirectly - through common groups and discussion).Secondly, the marketer must be in constant communication with their customers, leaving them without an update.Third, the data from the personal profiles of potential "disabilities" in social networks can be used for "cold" calls.Future customers will be pleasantly surprised when he received a call manager and will offer sportswear precisely the brand, where he most likes to be photographed.
secrets of successful lead generation
first tip marketers - to motivate the user to fill the online form.This can be done by offering discounts in exchange for an application or a guarantee free consultation (with the advice you need to specify the default value).You can place a counter indicating that the stock is about to end.The second panel of experts - working to broaden the base of contacts.For example, if the disposal of the manager there are only e-mail, then you need to try and find the phone "Lida" and the address of its page on the social network.It helps to stay in touch and provide the potential customer information from multiple channels.Another tip of marketing is quite logical - show "Lida" friendliness, openness, willingness to tackle difficult issues.If it does not, there will not be an effective lead generation.What is it?The most simple action - to maintain common courtesy and respect for the customer.
cost
Pricing lead generation - the question ambiguous.There are no standards or benchmarks of the market average is a little bit.But the experts were able to identify several factors that influence the formation of prices does not attract "Lida."Firstly, it all depends on the level of competition in the segment in which the work is underway.The higher it is, the more expensive will cost "lead."Secondly, the important role played by the competitive advantages of the products or services in respect of which there is a lead generation.The more they know-how, the higher the chance to do lead generation cheaper.Thirdly, the unit price "lida" depends, actually, on the number of applications required.Fourth, prices for lead generation is largely determined by the quality of the online store website - design, content, promoted, the opportunity for traffic analysis.Fifth, an important factor - the geography of lead generation.
Members from Moscow and large cities do "Lifecycle" is usually more complicated than the inhabitants of the regions.Each specialist to attract disabilities is guided by its own practice, determining the cost of the proposed scheme, depending on the client's objectives: attracting personified "disabilities" will correspond to one pricing model, the mass lead generation - different.
