Everything Important That You Need To Know About The Lead Generation Process
Part 1
The Basics Of Lead Generation
When it comes to lead generation, there is so much to know about the process. However, basically, it is a type of marketing process for energizing and capturing interest for a specific service or product, and then leverage them to develop a sales pipeline. Digital channels are critical for generating leads, and the techniques that are applied to the changes that have continued to evolve over the years. Today we have modern social and online techniques that are available. One notable development is the rise of a “self-directed buyer,” who thrives on the degree of information that is available online. Now we have modern social and online techniques. These new techniques help to create and evaluate prospective leads before they are converted into sales.
Here Is Why Lead Generation Is So Important
The buying process’s new face calls on marketers to come up with fresh ways of getting their messages across to prospective buyers. Up until now mass advertisements and email blasts were acceptable ways to advertise. However, marketers have the new now to do more in order to remain on the radar screen and increase their chances every day of customers being able to find them. After they are discovered, they need to develop close working relationships with customers.
Attention Economics And The Abundance Of Information
The rise of the internet has caused information to be more abundant. Although it is great to have so much information available, it also comes with a challenge. An abundance of information results in the security of attention: this is a basic principle associated with attention economics. Herbert Simon, a pioneer of attention economics and a social scientist, says that in the economic sense, that information obviously consumes its recipients’ attention. And it has changed the buying process. Now, buyers have so much information that is available to them, and in an attempt to not be influenced, buyers are continuing to ignore or reject a majority of these messages. They instead rely on personal research in order to learn more about a topic that interests them.
The New Buying Process
IN the past, in the age of information scarcity, lead generation involved marketing, which was the process of finding out the name of prospective buyers and then converting the information into sales. Buyers then relied on engaging with sales agents to assist them with making a decision. On the other hand, the sales agent might be lacking in the knowledge that is needed to convince early stage, uneducated buyers.
The new buying process, by contrast, the new buying process involves buyers doing their own prospective research online where they search for resources that can help them make the right decisions. They rely on search engines, other online channels, and social media for obtaining more information on a specific service or products. They are well-equipped before they ever engage with a sales person.
That is why businesses need to ensure that have a solid digital presence. This new buying process puts the vendor on the tail end of the buyer journey of the consumer since they have obtained the information that would have received when they were in contract earlier with the seller. So they are more of their own experts.
Any business that has a well-developed lead generation strategy will stand a much better chance of earning a potential buyer’s total trust and sparking their interests before reaching the final stage of meeting with the vendor. This also saves stress and the waste of time for the sales team with a reduced need for cold-calling. It is an easier process when you have solid leads for your sales, and you ultimately will get faster and higher conversations of the leads into revenue.
Rented Attention and Owned Attention
Currently, the buying process is experiencing a shift away from “renter attention” and over to “owned attention” instead, due to attention scarcity. Before now the common practice was to apply a marketing strategy that thrived on rental attention, i.e. attention that is built by other individuals. For example. renting a space at a tradeshow or purchasing an aad in a magazine. however, those are less expensive now, due to information overload. So more needs to be done to gain the buyers’ attention, maybe a combination of refined attention and owned attention – to archive results from the lead generation efforts that you make.
IN order to build attention for yourself, the only way to do that now is to establish yourself as a trustor advisor for your prospective buyers. This can be done through constantly creating and disseminating thought leadership and valuable content. When done correctly, it will help to increase your chances of your lead generating success instead of being a very complex buying environment that we are in now.
Leading Down The Sales Funnel
It is critical that you understand that the current process demands you do more than simply convert a new lead into a sale. A business needs to go beyond marketing at the Top of the Funnel. If you consider that noo every new lead will purchase something tat the moment, then you will understand that there is the need to retain your leads, so that they don’t get ignored, lost, or snapped up y the competition.
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