Lead nurturing and lead generation are two terms frequently mentioned together, but each service has a distinct role in sales. Understanding the difference between lead nurturing and lead generation is essential for effectively generating leads and transforming interest into transactions. So, let’s explore what leads are in the context of marketing and how they can benefit your business.
What are leads in marketing?
Leads in marketing refer to any business, individual, or other organization that has had some sort of contact with your company and has the potential to become a future client or customer. Leads tend to be the driving force in facilitating sales, but most of these leads don’t automatically make a purchase during an initial contract. In fact, according to 2023 statistics, just 4% of website visitors are ready to purchase.
Lead nurturing vs. lead generation
Lead generation is the process of identifying and attracting a long roster of potential customers through various marketing channels. You engage in lead generation whenever you advertise a promotion, create an attention-grabbing social media post, or even add SEO-heavy and interesting content to your website to facilitate interest.
Lead nurturing, however, focuses on the steps you take to filter these leads through the sales funnel to transform a lead into a paying customer. Both lead nurturing and lead generation are cornerstones of any comprehensive marketing strategy. However, lead nurturing is more of a long game and can be a little more difficult to plot out and master. In fact, 80% of leads never turn into qualified sales, so executing successful lead nurturing campaigns is trickier than it seems.
B2b lead nurturing
It should be noted that lead nurturing can be further divided into different, targeted categories, including b2b lead nurturing.
“B2B” refers to marketing efforts aimed at organizations and companies. This applies to businesses that sell products and services to suppliers and/or third-party vendors, and not just individual customers. When it comes to B2B lead nurturing, different considerations and targeted marketing initiatives must be considered, as outlined below.
How to generate leads in sales
When it comes to lead generation, a multi-pronged approach works best. Remember that not all customers find your business the exact same way. Some folks may do a Google search, some might scroll through social media, and some might connect with your company through good old-fashioned word of mouth.
So, when it comes to lead generation, consider deploying the following tactics and strategies.
Search Engine Optimization (SEO)
A staggering 92% of all global website traffic comes from Google, and the way to climb to the top of the search results is through search engine optimization (SEO). Conduct deep research to identify the best search queries and keywords that resonate with your target demographic. Also, do a full site audit to maximize all elements – from page titles to URLs to content – for SEO.
Content marketing
Content marketing is arguably a subset of SEO, as it helps increase website and social media traffic. However, it also positions your business as an expert in your field. Add blog posts and informative webpages, or even reach out to partner businesses and media outlets with press releases to have your company’s name added to a broader conversation.
Social media
In our modern era, a strong social media presence is crucial for generating leads. Make sure you have accounts on all the established and trending social media platforms, and post regularly with engaging content that will grab attention.
Email marketing
Email marketing is a great way to connect with new and existing leads and stay on your target demographic’s radar. When it comes to lead generation efforts, ensure that you have multiple and easy-to-find ways that potential customers can sign up to be on your email list, like having a sign-up form on your website and social media channels.
How to generate b2b leads
All of the above strategies certainly apply to b2b leads, but you’ll also want to focus on creating partnerships with potential vendors. For example, when crafting your email campaigns, you may want to have two separate lead lists with two distinct messages – one for your direct customers and one for businesses that may share and use your products or services.
The basics of launching a lead nurture marketing campaign
Now that you have a hefty list of leads, what’s next? How can you turn these first inklings of interest into lifelong customers?
A lead nurturing campaign takes time and in-depth expertise to execute, and partnering with a lead nurturing resource is the best way to ensure that all those qualified leads don’t go to waste. Basically, a solid lead nurturing strategy includes the following:
- In depth research – You need to know everything about your target demographic, including their pain points and interests, what motivates them to make a purchase, the timing of when they make a purchase, and how long the sales funnel process takes.
- Constant communication – Have a schedule for all aspects of your lead nurturing campaign, and don’t take your foot off the gas pedal. Marketing efforts like social media posts and emails should be continuously sent and updated for your company to stay relevant and noticed by your lead database.
- Create a sense of urgency – Using your backbone research, you can give your leads a push by creating a sense of urgency through various promotions and initiatives.
- Tailor your message – Your target audience is inspired to make a purchase in many different ways, so create custom and distinct messages for your different sets of leads based on your research.
Ready to boost your lead generation and lead nurturing? C1M can help!
Creating the best lead generation and lead nurturing campaigns for your specific business and industry requires expert assistance.
At C1M, we can conduct the in-depth research and analytics required to create a blueprint for connecting with your target demographic and turning a little interest into a lot of revenue.
Reach out to us today. Let’s work together to create a smart strategy to increase your reach and boost your bottom line.
