Stages of the lead generation journey and why they are important

  • MARKETING
  • 4 MIN READ
Susan Margret Correya Senior Technical Writer
stages of lead generation

Lead generation is one of the most critical steps in sales. It involves strategic planning on how to win the business’ life force - the paying customers. Lead generation done right can be extremely rewarding for businesses since it brings in massive ROI in a relatively short period when compared with other methods of sales.

To be successful in lead generation, you need to understand how the process works. The stages in sales need to be broken down and designed as a funnel through which leads are filtered into each stage. Finally, those viable as sales leads reach the end of the funnel and are converted to customers. 

Understanding which stage your customer is in the lead generation funnel is imperative to success in lead generation. Once you’ve understood the stages, you need to evaluate the customer journey as they move through each stage of this funnel. You then must concentrate marketing efforts on addressing customer queries through each stage to keep them engaged and eventually pave the way to make them your customers.

What is lead generation?

Lead generation can be called the process of identifying prospects for your products and services using lead generators such as blog posts, social media, online content and so on. These lead generators are some of the strategies used to attract potential leads and have them consider taking up your offer.

So, what are the unique ways in which you can attract people to your business? What are the solutions or offers you can afford to give people to get them interested in your offering? What is the perceived value that you aim to have to urge people to associate with your product or service and eventually make a purchase? And most importantly, why is a strong lead generation strategy important for business success?

The lead generation process

When you get an inbound lead, who shows an interest in your service and is coming to you to purchase your product, the transition from being a stranger to becoming a paying customer happens naturally. Lead generation is all about employing strategically targeted methods to elicit interest in strangers and making them come back to you to know more and finally make a purchase. 

So, how does the lead generation process work?

It’s quite simple.

1. The Attract phase

First, the person has to be reached out to or has to reach out to us. 

So, in the ‘Attract’ phase, you need to leverage the services of social media, blogs, keywords and so on to elicit curiosity about your services in your target audience. To achieve this, smartly curated and curiosity-eliciting content has to be created. It should be in a form that best represents your services, complete with design and written elements. This serves the purpose of generating interest which eventually gets the lead to move to the next stage.

2. The Convert phase

Now, the visitor has spent some time on your landing page, interacted with your content and is interested in knowing more, so they click a call-to-action or they fill a form.

A visitor taking some sort of action on your website is interested in your offering. Using a form, collect required details from the visitor to help you gauge where in the sales cycle they are and to evaluate how ready they are to buy. One of the best ways to have people fill a form is by giving exciting offers. Once you get an understanding of stages they’re in, keep them engaged with relevant content on your offering.  

3. The Close phase

A customer who’s filled a form wants to know more and becomes a lead. Therefore, it is essential that we keep them engaged with content that speaks directly to them so that they are naturally led through the stages of sales and finally takes a desired action. 

Using a CRM to manage interaction with clients can go a long way in improving business relationships with customers.

4. The Delight phase

Your offering becomes a delight for customers once your post-sales activities, such as support and monitoring, are spot on. Help your customers get the best out of your services. Seek feedback from them with surveys. 

Lead generation channels

1. Content

Engaging content delights visitors. The more delighted a visitor is with your content, the more likely they are to take a desired action such as click on a CTA or move onto a landing page, generating a lead.

2. Email

It is essential to have compelling copy in your email. While reaching your customers is a whole lot easier since they’re receiving an email since they’ve either subscribed to your service or filled a form, having them proceed to the next stage depends on how convinced they are to take a desired action. Therefore, make sure CTA in the email grabs attention and evokes a response.

3. Social media

Social media platforms are a thing today. Create engaging posts and actively push your offering on social media. And always include CTAs in your captions.

4. Digital advertisements

Ads are made to elicit action. So, if you want people to convert, create ads that get people curious and have them take an action.

5. Blog

Create blog posts to promote your offers and have the post end in the CTA. 

Published: Sep 26,2019 03:00:00 PM IST