Make prospecting leads is one of the most important steps of a current digital marketing strategy. However, not everyone masters the tools and techniques to perform this capture satisfactorily, meeting the demands of the company.
It was thinking about solving this problem that we created this article. Keep watching and find out how to prospect for leads.
How to prospect for leads: step by step
After all, how to prospect for leads? Follow seven steps below:
- Understand who your personas are
- Understand what each persona is looking for at each step of the customer journey
- Consider the right tools for each step of the sales funnel
- Create multiple options for the conversion
- Have a landing page that encourages conversion
- Use ads to generate leads
- Use a lead management tool
1. Understand who your personas are
Before any marketing or sales strategy you will need to understand who the personas of your business are, that is, what is the profile of your ideal customer. The one that can benefit most from your product or service and the one that best fits your business model.
It is important that you do this regardless of whether your business is B2B or B2C.
The persona should be defined based on a series of characteristics of the ideal client, which are not only related to demographic characteristics such as gender, size, location, age and so on.
When creating your company’s customer persona, consider information such as:
- types of interests,
To better understand, go to the article, “ How to create personas for your business”.
2. Understand what each persona is looking for at each step of the customer journey
If you’re researching lead prospecting, I’d imagine it’s because you’ve heard of a sales funnel and customer journey.
In short, the customer journey is the path a user takes from the moment of identifying a need or problem to the decision to purchase with your company.
By mapping this path, you can create a strategy that puts your company present in all these steps and makes the customer begin to relate to it.
However, for your company to be present at each stage, in a relevant way, it is important to understand what your potential customer is looking for in each of these stages.
As we are talking about a lead prospecting strategy, it is important to consider that the user may be going through any of the stages, whether discovering or deciding, when having the first contact with your brand.
So create different conversion points for each step of the customer journey.
In other words, create channels to convert users into leads that meet the demands of your personas in the steps of:
- learning and discovery
- problem recognition
- Solution consideration
- Buying decision
3. Consider the right tools for each step of the sales funnel
Once you understand the customer journey it is time to organize all the actions that will be performed using the sales funnel concept.
In the image below, you can easily see that, for each stage of the sales funnel, there is an ideal group of communication and marketing channels that can be used more to achieve the objective.
For example, in the attraction stage, the strategies considered more efficient are:
- social networks,
- optimization ( SEO ).
This is an Inbound Marketing funnel, but we can further open up the range of attraction strategies and include campaigns such as paid ads.
In general, all actions that aim to attract a user to a strategic page of each company is a good strategy for this phase.
And within the sales funnel, the goal of prospecting leads is concentrated in two steps: attract and convert.
Therefore, in a lead prospecting strategy, you must associate a conversion action with an attraction action.
In other words, use attraction strategies to drive users to pages that have forms that make it possible to convert those users into leads.
In other words, invest in landing page format pages, with forms, CTAs and more.
And remember again, to consider campaigns for each step of the sales funnel, for users at different stages of the buying journey (which we talked about above).
4. Create multiple options for the conversion
Let’s recap: you’ve discovered who your ideal customer is, created attraction and conversion strategies for users at different stages of the shopping journey.
However, what would make a user enter a page that asks for information such as name and email and choose to share that information with you?
The right answer is: what you are offering in return is of value to him.
For a user who is in the purchase decision stage, a discount coupon, a free trial, a free demo, a diagnosis with an expert advisor is something of value.
For users who are recognizing a problem, a spreadsheet, checklist or ebook may be all that is needed to convert it.
Fact is, many people focus only on offering the ebook, but prospecting for leads allows you to go far beyond that and the video below is able to prove you.
5. Have a landing page that encourages conversion
Landing pages are the pages used to convert visitors into leads. They contain the offer, the conversion form and the CTA.
It seems like it’s really simple to create a landing page especially with the right tools, but it’s important that you get to know some successful examples first to get inspired. In that case, go to the article, “10 of the best landing page examples you need to see”.
6. Use ads to generate leads
Facebook Ads has created an ad option aimed at generating leads: Facebook Leads Ads.
Through this tool, it is possible to prospect for leads without the user having to leave the social network. This is an advantage because it provides a good user experience and increases the conversion rate.
Consider embedding it in your lead generation plan. With the possibility of segmentation offered by the platform, this can be an important source of attracting contacts.
Also read: How to generate leads on Facebook: from Sales Ads to best practices
Other social networks also contribute to prospecting leads, such as LinkedIn and the Sales Navigator tool . Check out the video below.
7. Use a lead management tool
One of the most effective ways to prospect leads is to use a lead capture tool.
The lead capture tool will optimize many steps of lead capture, such as:
- creating landing pages,
- creating forms,
- lead segmentation,
- lead score
- lead tracking,
- creating nutrition flow and more.
Not to mention that many steps of lead management are also done using these systems.
To better understand automation, check out our ALL about marketing automation page :
- which is,
- advantages of marketing automation,
- step by step how to do marketing automation and more.
If you want to start your journey through Inbound Marketing strategies, we suggest you get to know LAHAR. We are a marketing automation software that offers complete Inbound Marketing solutions for you to generate leads and convert them into customers.