Generating leads: our tips for success

The generation of leadsallows B2C companies to attract prospects and then convert them into customers through aacquisition strategyIn 2024, the margin of progress was important for marketing specialists, as 71% of companies did not fully respond to requests for prospecting.1. Yet a well thought out LeadGen strategy can increase sales. Learn how to generate leads efficiently.

What is the lead generation?

The generation of leads consists ofattract, identify prospects interested in your products or services. You collect their contact information to contact them and then turn them into customers. The purpose of this technique is to supply the commercial pipeline while stimulating sales. It is based on the use of dlead generation toolsas content marketing, SEO or advertising campaigns.

Steps to generate leads

A structured approach maximizes the effectiveness of your campaignsgeneration of leads. To do this, you must:

Identify your target audiences

Createpersonas details, representing your ideal clients. Analyze their demographic characteristics, behaviours, needs by conducting customer surveys or using your CRM data.Adapt your messages, offersbased on the results obtained.

Set the goals of your LeadGen campaign

EstablishSMART objectives(Specific, Measurable, Achievable, Realistic, Time) for your LeadGen campaign. For example, "generate 500 new qualified leads in three months".KPIslike conversion rate or lead cost to measure your performance.

Create an efficient conversion tunnel on your website

The conversion tunnelguides visitors to the desired actionIt includes attraction, interest, desire, action. Analyzing tools like Google Analytics, Hotjar or Crazy Egg help you toidentify friction points, like a long form.

1https://www.hubspot.fr/statistiques-marketing

Setting up the campaign, optimisation

Choose theappropriate LeadGen channelsaccording to your audience.A/B testingFrom several versions of d的e-mails, posts, blog posts, paid advertisements, etc. allows you to optimize performance. For example, compare two emails with different objects.

Create landing pages and forms

Targeted page landings for each offer or audience segment are essential. Optimize them with aclean design,impacting messages. Limit distractions, highlight your value proposition.

For forms, aim for brevity: up to 3-5 fields. If you want to generate prospects with a longer form, the ideal is to display one field at a time. You avoid demotivating users to fill it out.

Putting in place effective call-to-action

Usestrong action verbs, create afeeling urgentin your CTAs. Examples include:

• Get 20% immediate reduction.

• Try for free for 30 days.

• Subscribe to our newsletter.

• Customize your product.

• Get your free quote.

The analysis of theclick ratehelps you identify the most powerful call to action buttons.

How do I qualify a lead?

Thequalification of leadsoptimizes your resources intargeting the most promising prospectsand prioritizingcontact connections. Define criteria based on your business goals. Evaluate each lead according to their profile, their behaviour.The BANT methodis often used: Budget, Authority, Need, Timing.

Segment your leads into categories (hot, warm, cold) to adapt your approach.lead scoringcan be valuable: assign points according to commitment or demographic characteristics. Automate this process with a CRM tool like HubSpot or Salesforce for more efficiency.

Our techniques to generate qualified leads

These proven strategies help you attract, then convert,qualified prospects.

Strategy content marketing

For 93% of companies, marketing content generates more leads compared to traditional strategies2. Createvalue contentto capture as many prospects as possible: blog posts, infographics, videos, etc.regular newsletternourish the relationship with your prospects. Customize its content according to the interests of each audience segment.

Work your natural SEO

Use tools such as SEMrush or Ahrefs foridentify high-potential requestsCreate content that answers your targets' questions. Improveuser experience (UX): aim for a load time of less than three seconds, intuitive navigation. Getbacklinksof authority sites in your sector. Follow your performance withGoogle Search Consoleand adjust your strategy accordingly.

Paid advertising campaigns

TheGoogle Ads advertising campaignsallowTarget your prospects preciselyChoose relevant keywords, create powerful ads. Adjust your auction, your targeting regularly. Test several ad formats (text, display, video) to determine which ones generate the most conversions.

Conversational marketing

Thechatbotsrespond instantly to the visitors' questions, illustrating theseNew approachesd) Acquisition.qualify leads by asking key questionsThe integration of artificial intelligence (AI) improves the relevance of responses while personalising the experience.

Create lead magnet offers

A lead magnet isoffer a free resource in exchange for the contact details of a prospectThis technique goes beyond simply collecting contacts. It establishes a trusting relationship with your target audience, giving it immediate value.

There are several types ofeffective lead magnetsincluding:

2https://www.hubspot.fr/statistiques-marketing

• In-depth analysis of brands or products of the "Decryption" type.

• Checklists to download/print.

• Instructive video guides.

• Detailed product catalogues.

Use the power of social networks for your LeadGen campaigns

ApplicationsMeta(Facebook, Instagram, WhatsApp, Messenger) are used daily by 3.19 billion people, worldwide3. TheForm advertising4simplify conversion.

TikTokis the 5th social network with the most active users in 20245Create short, engaging content adapted to the platform. 15 seconds tutorials for a make-up brand are an excellent example. Use the growing advertising features of TikTok, such as theInstant form6.

Think of lead nurturing

Lead nurturing means "breeding or brooding of prospects", in French.

What is lead nurturing?

Lead nurturing is the art ofcultivating a personalized relationship with each prospectBy offering them relevant, targeted content, you accompany them throughout their shopping journey. Almost seven out of ten qualified marketing leads (MQL) do not become qualified sales leads (SQL) due to a lack of nurturing7.

Lead nurturing techniques

Set upautomated e-mail sequences. Customize your messages according to the behavior, interests of each lead.remarketingKeep your prospects visible. Target them with personalized ads on social networks and display. OrganizeExclusive eventsfor your most promising leads.

Some data on LeadGen

Thecost per leadThe range of sectors varies. It is between 60 and 250 euros in finance, 50 to 300 euros in health care, 30 to 200 euros in real estate8. Theconversion rate

3https://www.blogdumoderateur.com/chiffres-meta/4https://fr-fr.facebook.com/business/ads/lead-ads5https://www.blogdumoderateur.com/chiffres-tiktok/6https://ads.tiktok.com/help/article/lead-generation-objective?lang=fr7https://www.hubspot.fr/statistiques-marketing8https://hipto.com/blog/generation-de-lead/combien-coute-un-lead-qualifie/

Averageis 40% in energy, 21% in housing, 14% in transport9.

Measure and analyze the results of your lead generation campaigns

Follow these key indicators, use the right tools to effectively measure your results.

KPIs to follow

Compare these KPIs to industry averages, to your past performance:

• Conversion rate: % of visitors becoming leads. Cost per lead (CPL): marketing expenses divided by the number of leads.

• Qualification rate: % of leads becoming business opportunities.

• ROI: Return on investment from your LeadGen campaigns.

• Engagement rate: interactions with your content.

The tools for analysis

Google Analytics 4 (GA4) offers insights into visitor behaviour. Follow traffic sources, conversions, and user journey. Multichannel allocation allows you to understand the impact of each point of contact. Set custom targets to measure your conversions accurately.

Your CRM centralizes the data on your leads. Analyze the sales cycle, the conversion rates per segment. Identify the most effective marketing actions for each type of lead. These data help you refine your nurturing strategy, but also to optimize your campaigns.

The generation of skilled leads is based on a well structured strategy, adapted techniques. Accurate identification of your targets, creating value content are essential. Continuously optimize your campaigns based on the data collected. Lead nurturing and performance analysis play a key role in the success of your strategy.

The 3 key points to remember:

• The generation of leads consists of attracting, qualifying, and then converting prospects that demonstrate an interest in your offer into potential customers.

• Lead nurturing transforms prospects into loyal customers, even brand ambassadors.

• Companies can optimize their lead generation campaigns with analytics tools like Google Analytics.

Want to receive ultra-qualified leads, GDPR Compliant? Discover the lead generation solutionCONVERSOIADS©d-hipto.

9https://hipto.com/blog/generation-de-lead/prix-dun-lead/