As part of the business process, lead generation is suitable for everyone who sells online. Compared to a cold audience, leads are easier to contact, as they have already heard about the product.
In addition, offline businesses actively use lead how to sell on shopee? a quick guide to success on the platform – stores, cafes, restaurants attract attention by sending out newsletters with information about special offers.
Lead Generation Stages
The lead generation process begins with the creation of an offer – a unique proposal for the target audience. From it, the consumer should learn how the mobile lead is useful, how to benefit from it. It is important that the advantages are obvious from the client’s point of view.
Then, lead generation channels are selected, most of which are on the Internet. These can be:
There are also exchanges – platforms where you can buy leads on a topic of interest. There you can take existing ones or create your own applications.
Based on the data received from the advertising offer, the client forms an opinion about the product. If he feels interested, he visits the site or offline store, compares the cost and characteristics of the product with competitors.
Then he makes an application, orders a call back or leaves his contacts. And the salesperson or marketing specialist gets a real opportunity to convert the lead into a real buyer.
Where to find quality leads
You can get contacts of potential clients offline – at exhibitions, conferences, business meetings, during promotional campaigns.
Many companies work with leads on the Internet. The following tools are suitable for this:
- A lead form is an area on a website where a client enters their contact information: name, phone number, email address.
- A chatbot is a virtual interlocutor that can clarify the client’s needs, help them with navigation, and receive and save data.
- Lead-magnet — an offer to exchange client data for a discount, free consultation and other bonuses.
Many people use callback widgets. They can be permanently installed on the site or pop up when performing certain actions, for example, when using a calculator and trying to calculate the cost of an order.
The quality of leads depends on the offer – the more it meets the expectations of the target audience, the higher the adequacy of the collected base. And the quantity depends on the work of the site: it should load quickly and be adapted to mobile devices.
The convenience of the interface is also important: a site visitor who is forced to spend a lot of time searching for an application form will simply lose patience and leave the site.
Why is the cost of a lead calculated and what does it mean?
The cost of a lead is sometimes called Cost Per Lead or CPL. This is the money spent on attracting one customer.
How to calculate the total cost of a lead:
- Take the amount spent on advertising. It consists of the cost of all sources of informing the public: lead generation channels, staff work, website.
- Divide by the number of customers who showed interest as a result of the advertising campaign.
The cost of leads can be calculated for each channel separately. This makes it possible to obtain channel efficiency indicators, find the most profitable and effective ones.
Before launching an advertising campaign in marketing, it is customary to calculate the predicted cost of attraction, and then compare it with the actual one. If the predicted values are significantly lower than the actual ones, this may indicate low efficiency of the event.
Conclusion
Leads in sales are potential customers who have shown interest in a product. They can be targeted and non-targeted, cold, warm and hot. Knowing what a lead is and how to turn it into an active consumer is necessary to expand your customer base and increase sales.
Sales departments and call centers build their activities on working with leads, where the success of a business depends on the quality of communication with customers.
We have an effective tool for improving the quality of communication by phone – speech analytics . The service integrates with IP telephony and CRM, allows you to record and translate 100% of calls into text, tag and process them: find successful scripts, identify ineffective employees, increase sales, reduce the cost of CPL.
