Do you know what generating lead means, but don't know how to do it effectively? Phoning isn't the only way to acquire qualified contacts. There are many digital levers you can use to gain visibility, attract prospects and communicate your offer. In our guide, discover the best techniques for generating leads while keeping your CPL (Cost Per Lead).
Personas
Before starting to generate leads, it's essential to think about a target profile. Here, the aim is to establish a portrait of the typical customer: motivations, obstacles, demographic and behavioral elements. Knowing your target is essential to adapting your overall marketing strategy to the market (responding to a real need) and to your clientele (finding the right message).
Content marketing strategy
Content marketing is all about creating and promoting quality content that is useful to your target audience. It's all part of a multi-channel, even omnichannel, approach. This strategy aims to attract visitors, convert them into leads and then into customers. The aim is to build customer loyalty.
To choose the right type of content, you need to ask yourself the right questions:
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- What needs does your offer meet?
- What kind of information is it looking for?
- What channels does your target audience use?
- What formats does he prefer?
- What are his reactions to the message?
SEO or natural search engine optimization
A natural referencing strategy is based on the insertion of keywords in the pages of a website. The aim is to move the site up the search engine rankings. To be effective, the SEO strategy must be managed in tandem with the content marketing strategy.
Among the elements impacting natural referencing, we find :
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- Content relevance ;
- Linking quality;
- The responsive nature of the site. 46% of French e-buyers are multi-screen;
- The presence of keywords consistent with queries;
- Domain authority.
Landing pages
A landing page is a page designed as part of a marketing or advertising campaign. Its sole purpose is to convert: in other words, to lead visitors to perform a specific action from within the content. This may be, for example, clicking on a call-to-action (CTA) or a commercial/sponsored link, in the case of advertising.
Landing pages are accessible via links, to be inserted in strategic locations (e-mails, blog posts, etc.) The construction of a landing page is based on the association of different sections. They must provide social proof and differentiate your site from the competition.
For a successful landing page, it is advisable to :
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- Defining KPIs ;
- Optimizing user experience (UX);
- Include reinsurance elements ;
- Getting to the point;
- Customize page ;
- Individualize the message.
SEA or paid search
Paid search, or SEA, is the practice of placing sponsored links at the top of search engine results. The best-known SEA platform is Google Ads.
Paid advertising on Google includes banners, pre-roll videos, inserts and more. With personalized advertising, you can reach your target audience in the right place at the right time.
Develop your social networks
First of all, it's essential to choose the right networks for your target audience. A well-managed network is preferable to several with little content.
When it comes to generating leads, social networks provide visibility, brand awareness, promotion and authenticity.
To benefit from the potential of social media, it is important to :
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- Conduct an audit of the current situation;
- Setting goals;
- Choose the right network(s) for your target audience;
- Designing an editorial charter ;
- Publish content regularly;
- Measure the performance of actions to improve the content of your strategy.
E-mailing
Acquisition e-mailing can deliver a significant direct return on investment (ROI) when orchestrated with an expert approach, adapted to your environment and in line with your objectives.
The aim of acquisition e-mailing is toobtain new customers or qualified leads. E-mails are sent to rented, purchased or co-registered databases.
With Dataventure, distribute your performance-based campaigns on exclusive opt-in databases (proprietary databases of the Dataventure Group with over 1,000 partner publishers). Benefit from full support from our account managers (objectives, solutions, management, tracking), right through to delivery of leads according to your needs, and the integrated Créa/tech Studio (creation, integration, hosting of advertising visuals, etc.).
At Dataventure, we offer two lead acquisition strategies : hyper-segmentation data or performance marketing. If your target audience is within a specific industry, geographical area or job function, your campaign will be geared towards the turnkey rental and activation of targeted data. If, on the other hand, your target and coverage are broad, you could consider a performance-based campaign, remunerated according to the lead generated.
SMS
SMS marketing is based on sending promotional campaigns or transactional messages by SMS. This marketing lever is mainly used to communicate, alert or notify customers of limited-time offers.
It has advantages (read rate, recall rate, effectiveness, immediacy), but also disadvantages (importance of dosage, compliance GDPR). This activation channel meets the objectives of Drive-to-Web, Drive-to-Store and lead generation (OneClick).
With Dataventure, engage your core target audience by launching an Interactive SMS campaign. Choose the customer acquisition strategy best suited to your campaign objectives:
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- Generate revenue on your website : Drive-To-Web;
- Generate point-of-sale traffic : Drive-To-Store;
- Generate qualified leads: Lead generation.
Benefit from precise geotargeting for your local, multi-local or national campaigns. Design studio helps you develop responsive landing pages and mobile mini-sites. You'll be accompanied by an expert throughout your campaign.
