Lead generation: how to develop the right digital strategy?

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What is lead generation?
Let's start with the basics: what is a lead? In marketing, the English term " lead " refers to a commercial contact with a prospect that we want to convert into a customer.

Lead generation ( or " lead gen ") consists of developing a marketing strategy that is favorable to the multiplication of quality contacts that could result in sales. These commercial interactions can be direct (at the point of sale, for example) or indirect (via the company's website).

This is a key concept in BtoB ( business to business ) marketing as well as in BtoC ( business to consumer ). Lead generation refers to all the strategies deployed to capture contacts (called leads ) and convert them into customers.

Why implement a lead generation strategy?
Implementing a lead generation strategy is primarily used to acquire new customers . By following a conversion funnel, you target Internet users who are likely to be interested in your product or service offering. Then, you qualify the leads that you have managed to capture: this is what is called lead nurturing . The goal is, of course, to conclude a sale and, possibly, to retain this new buyer.

Retention is a key step in the conversion process. However, it is often neglected by entrepreneurs in favor of acquisition , even though retaining a customer is significantly less expensive than convincing a new one.

In addition, your lead generation strategy also serves to develop your reputation . Indeed, thanks to the marketing actions carried out to generate traffic and convert your prospects, you will optimize your online presence. This is as much visibility gained. It also gives you the opportunity to cultivate word of mouth: your audience can recommend you to those around them. You thus cultivate a virtuous circle, conducive to the growth of your business.

Understanding your target: who are your ideal customers?
Lead generation begins with a fundamental step: understanding who your israel telegram phone number list ideal customers are. This is essential to building an effective digital strategy.

To generate leads, you first need to reach out to the right people. This involves defining their profile as accurately as possible. You can focus on customer segments , represented by marketing personas (also called buyer personas ).

Marketing personas are semi-fictional characters that borrow the key characteristics of each target segment, to which you also assign names, photos, family situations, etc. These marketing tools aim to save you time in developing your prospecting or communication campaigns.

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Example of a marketing persona
Let’s take an example: we are targeting marketing managers of SMEs. We could imagine the following profile:

Sophie Thompson, 32, married, two children. She lives in a medium-sized French city and is the marketing manager of a technology company.

Her goals: Sophie wants to improve the visibility of her company and, above all, increase annual turnover. To do this, she plans to strengthen her brand's online presence and generate qualified leads for her sales team.

Her challenges: Sophie lacks the time to manage all marketing tasks optimally. She needs to improve her digital marketing skills and has difficulty targeting the right audience and adapting her communication campaigns accordingly. In addition, her management puts pressure on her to achieve tangible results: she must demonstrate the return on investment of marketing efforts.

We could then develop this persona by deploying a marketing scenario that our company could respond to. As such, we would detail the solutions that we could offer to Sophie as a web agency expert in lead generation.