Within an Inbound Marketing strategy, learning about prospecting for leads is essential to continue the series of activities that will lead an unknown user to become a loyal customer.
The Inbound Marketing strategy includes the concept of a sales funnel. The sales funnel tries to organize marketing strategies according to the objectives of each one so that companies can get the best out of every action they take.
If we look at the image below, with a simple 4-step sales funnel, we can see that while the first step is focused on attracting visitors to the company’s channels (with website, e-commerce, landing pages), the second step has the goal of converting visitors into leads.
And this step in the funnel is what we are talking about when it comes to prospecting for leads.
What is prospecting for leads?
But, after all, what is prospecting for leads? It is the search for users who have the company’s customer profile and who may or may not know the brand.
There are more qualified leads and other less qualified leads, but all, in a way, have reached your company’s channels because they show a certain interest in what you have to say.
That’s why when we define what leads are, we characterize them as “a person who, in some way, has shown interest in your company’s products or services, that is, someone who has the potential to become a customer”.
Understanding what prospecting for leads is, then, involves the search to find those people who have the “potential to become a customer”.
It’s important, however, to understand that a lead isn’t always ready to make a purchase.
As we said above, there are fewer or more qualified leads and this will depend on the user’s alignment with your company’s persona and the stage of the purchase journey they are at.
Therefore, in addition to understanding what prospecting for leads is, it is also important to qualify these leads to know which messages to use on each occasion and type of lead. For that also read the article, “Learn how to qualify leads with amazing tips that work”.
How to prospect leads?
To turn ordinary users into leads, you need to convince them to sign up for a subscription form, whether on landing pages, social media, Google, and more. Next, understand the basic steps for prospecting leads.
1. Understand who your personas are
Understanding who your company’s personas are is the first step in knowing how to target the content offered in the attraction and conversion channels.
A persona is a detailed description of your ideal customer. Not only considering data such as age, gender and location, but also – and mainly – data such as:
- problems you face,
When defining who is the persona that your company serves, you know what to talk to her about, what attracts her attention, what kind of material can be useful.
Basically, from the definition of persona you are able to understand:
- who to talk to,
- what to say,
- where to speak.
Read more at: How to create personas for your business
We also indicate the video below so that you can delve into this very important step of how to prospect leads.
2. Create different content for each step of the customer journey
In addition to the characteristics of the personas, it is important to understand the stage of the sales funnel, or customer journey, in which they are, and then produce content that is aligned with each of these stages.
It is unlikely that a user who is in the discovery and learning phase will convert to a “talk to a consultant” landing page.
Source: Creative Way
But why not focus on converting just the bottom of the funnel leads?
There are many reasons for this, but one of them is that you increase the company’s contact base, conducting the “education” of these leads from the beginning of the purchase decision process.
In this way, you establish a relationship with those leads and place yourself among the brands he considers choosing to solve the problem.
Also, by capturing leads at the top of the funnel, you can start nurturing leads to help them move through all these steps more easily and quickly.
In short, offer content that can interest leads at each step of the funnel.
3. Offer something of value
When presenting a form to your customer and asking them to fill out, it is important to offer something in return, which will encourage them to give their details to your company.
By offering content for users to share their data with you, create something of value that will really help the customer to solve part of the problem or need they have.
Don’t offer something your content doesn’t deliver and don’t invest in purely commercial content.
A cosmetics company might offer, for example, an ebook on “step by step basic skincare products”.
In content aimed at users with funnel bottom, this same company can offer a pop-up in e-commerce offering 25% off the first purchase: “Sign up and receive in your email”.
4. Diversify available platforms
Having defined that all content used to prospect leads must be of value, we went on to define the platforms that will be used to capture leads.
Among the formats and channels most used for this purpose are:
- landing pages,
- exit pop-ups on the website,
- free webinars,
- discount coupons,
- generate leads on Facebook ,
- Google Ads,
- and more.
Curious about other formats? Then watch the video below.
5. Use a lead capture tool
With everything we’ve presented so far, you already know what prospecting for leads is and also how to carry out a large part of the plan to execute this strategy. An important tip is to create forms to capture leads that are efficient and that help encourages the user to register. For this it must be:
- have a good layout,
- include a flashy CTA.
That said, let’s move on to our last tip on how to prospect for leads : 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.
All of this contributes to the result of your strategy and increased team productivity.
Not to mention that many steps of lead management are also done using marketing automation systems, which include lead capture tools.
Of course, we’ve also organized a full content on the subject, so come check out our ALL about marketing automation page :
- which is,
- advantages of marketing automation,
- step by step how to do marketing automation and more.
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