Getting new potential customers is the primary goal of marketing departments. Customers fuel your business and allow it to grow. However, new potential customers rarely come to your business out of nowhere and that’s where inbound lead generation comes in.
How can you use inbound marketing for lead generation?
Inbound lead generation is a process of attracting potential customers to your business. You do that with content, filled with practical information and value for potential customers at every step of their buyer’s journey.
The content that works best is the content that solves potential customers’ problems. The solution can be in the form of an explainer video, blog post, webinar, demo of products or services etc.
Potential customers are in control of how, when, if they’ll engage with your content at all, and if they’ll give you their personal information. Potential customers decide when it’s the right time for them to get in contact with you and interact with your content, not the other way around.
3 main benefits of inbound lead generation
There are 3 main benefits of using inbound strategies for lead generation.
- You’ll get better-quality leads.
Potential customers that are familiar with your products or services are more inclined to buy from you. That’s because you’ve built relationships with them, and they trust your business.
- It’s more cost-efficient.
Quality and engaging content offers will continuously attract new customers. Be mindful about updating your content so it stays relevant and up to date. Only then will it supply helpful and valuable information for potential customers.
- Your revenue will increase.
When you create content offers that address potential customers at every step of their buyer’s journey, you’ll get better-quality leads. That means that you’ll get more sales-ready leads, make more sales and in the end increase your business’s revenue.
How can potential customers find your business?
Potential customers have to find your business’s website first if you want them to become leads. There are several ways how you can bring potential customers to your website or landing pages.
- Search Engine Optimisation (SEO)
SEO will help you bring organic traffic to your website and landing pages. It can also help you improve your brand visibility.
- Content marketing
Content marketing works for all business models - B2B, B2C or hybrid models. It allows you to bring in leads with content, CTAs, and landing pages.
- Social media
Social media are a great tool for bringing potential customers to your website. Your business doesn’t have to be present on every social media, it’s more important to build a presence where your target audience is.
- Email marketing
With email marketing, you can target those who are already familiar with your brand. Because they already know you it’ll be easier to convince them to click on CTAs in your emails.
- Live chat and chatbots
You can have several chatbots on your website and each of them can perform a different lead generation task, based on your user actions and behaviour. With live chat and chatbots, you can also more easily capture sales-ready leads because you catch them at the right moment - when they are deciding whether to buy from you or not.
- PPC (pay-per-click) advertising
With PPC advertising you’re actively targeting users who are actively searching for solutions you provide.
So, why should you follow the inbound method for generating leads?
The answer is simple. It’s one of the best ways to interact with customers and introduce them to your brand. When you’re able to give potential customers what they want and need at the right time and build a two-way relationship with them, you can bring in many potential customers. With nurturing, producing quality and relevant content at every stage of the buyer’s journey, and personalisation you’ll be able to turn potential customers into customers.
Download our free guide The 30 best practices for lead generation and improve your lead generation strategy.
