Lead Generation Specialists
dapa have been in the lead generation business for over a decade, successfully working in the most competitive markets in the world.
PPI, Debt, Investments, Commercial Finance, Wills – all are markets we’re delivering thousands of leads for each day.
Though not just limited to the financial markets, it’s where we seem to find ourselves.
If you’re looking for more leads in your business, get in touch and we’ll see if your goals match ours.
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Lead generation is the process of identifying and bringing in potential customers for a business’s services or products.
It generally uses several digital channels but in recent years the landscape has changed due to the rise of new social media and online techniques.
In essence, the abundance of readily available online information has resulted in the rise of buyers who are self –directed.
This has also led to the emergence of new methods of developing and qualifying potential leads prior to converting them to sales.
Why is Lead Generation Important?
The process of buying products or services has changed and marketers now need to look at new ways of becoming visible, so that they can reach potential buyers. Traditional marketing techniques such as mass advertising and e-mail marketing are things of the past and therefore marketers should now concentrate on being found and must learn to build a long lasting relationship with their buyers.
We at DAPA, love to see our customers succeed, so we implement various lead generation techniques and assess which strategy is more likely to achieve your lead generation objectives. We also implement a discreet lead generation campaign depending on the industry you belong to. For example, we have a customised lead generation campaign for finance companies and can devise a campaign tailored to your business’s niche.
This means that you’re not just throwing cash into generating traffic to your website, but instead adopting a balanced and organic method of generating business through effective lead generation.
Abundance of Online Information Leading To Attention Scarcity
With the Internet boom, the world, which previously suffered from information scarcity, has been transformed into a place with abundance of information.
Eric Schmidt, Chairman of Google states: “There was 5 Exabytes of Information created between the dawn of civilization and 2003, but that much information is now created every two days and the pace is rapidly increasing “.
However, this abundance of information has led to attention scarcity- known as attention economics.
A social scientist named Herbert Simon was the first person to bring this concept forward when he wrote “in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes.
What information consumes is rather obvious: it consumes the attention of its recipients.”
This attention economics has transformed the buying process.
Since the buyers are overwhelmed with all the noise, they have found ways to ignore the messages they don’t want to hear. Instead, they are researching what they want to buy and are learning about them on their own.
The New Process of Buying
Going back into times of information scarcity, the concept of “lead generation” meant finding the names of potential buyers and passing them to the sales department.
Buyers were required to talk to representatives of the sales department who were expected to speak to early stage buyers.
This has changed over time and today buyers can do their research online, on their own and can find a plethora of informational resources through search engines, social media, and other online channels.
With the help of content resources, today’s buyer can learn a lot about a service or product without having to speak to a sales person and can make a purchase decision based on their research.
This is why businesses must make sure that they build a strong digital presence for their brand.
Creating an effective lead generation strategy will help you build trust with potential buyers and capture their interest before they contact the sales department.
Additionally, you would not want your sales teams to spend time going down a list of people and cold calling them. If you can generate leads for sales purpose, the process gets easier and you will see more of your leads turning into revenue.
The Basics of Lead Generation
Let’s start with the definition of a lead. The definition of lead can be different depending on the company. It is dependent on the sales cycle, but standard definition of a lead is a qualified potential buyer who’s interested in purchasing your service or product.
For the leads that generally fill out a form, it is done in exchange for some relevant content or for getting a compelling offer.
Lead generation can be broken into two main categories: inbound and outbound.
At dapa, we define inbound marketing as “the process of helping potential customers find you or your company, often prior to them looking to make a purchase and then converting that early awareness into brand preference, and finally, into leads and revenue.”
Those days are long gone when a marketer only relied on outbound techniques like cold calling and advertisements to get leads.
Today’s buyer is more in control.
Due to the buyer self-education, your job as a marketer is to be heard through all the noise and come up with latest ways for leads to find you.
To be a successful marketer in today’s world, you need a firm grasp of inbound lead generation to maximise your impact.
How to achieve that? You need to nurture interest by offering a relevant mix of informative as well as entertaining content to your target audience that builds a meaningful relationship with them. You also have to ensure that you are distributing your content through all the right channels – where your targeted buyer spends most time.
This is where we at dapa come into picture. The marketing team at dapa knows the ins and outs of lead generation and ensures that the various entities of inbound marketing are covered.
Content and SEO
Content is the foundation of your inbound marketing efforts. It is a marketing technique of creating and distributing valuable and relevant content to attract, acquire, and engage a clearly defined target audience with the aim of driving profitable customer action.
Content can be deemed as the fuel that runs all of your marketing campaigns ranging from email to social. Create content that is impactful and drives sharing.
By creating high quality content, you can begin to gain your buyer’s trust and get ahead of your competitors.
Since search engines equate high-quality content with a high-quality business website, creating content with value is vital.
Lots of companies are jumping on the content bandwagon, so you as a marketer need to do it right. Focus on quality over quantity, and on providing useful and not just promotional information.
Once you have the right mix of high-value content, including visual content, start promoting it on popular social channels.
The more engagement you get, the more Google will consider your content to be of high value, which in turn boosts your SEO (Search Engine Optimisation) rankings.
Search engines such as Google look for natural links, so the more informative your content is, it is more likely that people will link to it naturally.
Your website is the place where all the magic happens. This is where your audience needs to convert. Whether it is about encouraging prospective buyers to fill out a form for a demo or to sign up for your newsletter.
The key is to optimise your website for converting users into actual leads. Pay close attention to forms, Calls-to-Action (CTA), layout, design, and most importantly –content of your website.
Blog is a great vehicle to establish trust with your buyers. Readers can stumble upon your blog from all over the web, so ensure that it is search-engine optimised.
Keep in mind that someone reading the blog may not wish to instantly sign up for a demo, so highlight the Calls-to-Action that asks readers to subscribe to the blog or to follow you on social media channels etc.
A well laid out blog will not only keep your readers interested, but will also keep them coming back for more. Keep your readership up and position your blog as a gateway to conversions.
The increasingly growing popularity of social channels has been directly attributed to information abundance.
Through social networks, buyers are able to research and learn about products and services through peers and influencers.
In addition, a profound shift has taken place in the social media channel landscape. Although social media is still important for branding and for creating buzz, it is becoming even more crucial for lead generation. By tapping into all the social media channels available, from LinkedIn and Google+ to Facebook and Twitter, you can reach where your customers are and build the required trust for conversion.
While inbound marketing is getting more buzz, a well-rounded marketing mix should include both inbound and outbound marketing strategies. Inbound marketing does wonders for broad lead generation activities, but outbound is required to amplify your inbound efforts, and to target specific opportunities. So what exactly is outbound marketing?
It’s the usage of outbound channels to introduce your brand message and content to your prospects, typically through rented attention, rather than making your content and messages available on your own website.
Outbound communication is generally highly targeted, with an obvious call-to-action. As a result, good outbound marketing can push someone through the sales funnel at a faster rate, assuming they are closer to being ready to buy.
Inbound alone does not necessarily drive someone to buy. Outbound gives them that extra push they need to drive a lead down the funnel.
At dapa we believe in combining outbound and inbound marketing strategies to multiply the number of views generated, dramatically increase sharing, and the number of potential customers who see your content.
Below are some of the outbound tactics that we implement for a lead generation campaign:
Email is a key component of every marketing campaign. Whether you are sending out a new piece of content, promoting a new service offering, or staying in touch with your customers, email should be one of your main forms of communication.
Studies say that most used lead generation tactic is email marketing, with 81% of respondents citing it as the most effective channel. By putting your content in front of prospects, you can find people who might not be looking for you.
Display ads are highly targeted to different demographic as well as behavioural actions. You can choose where you want the ads to be seen by selecting an online publication that you feel is a place where most of your potential leads spend time, or you can also leverage re-targeted ads that can cookie a lead upon viewing your site.
With retargeted ads, once a person gets ‘cookied’ your ads appear on other sites that they visit afterwards. Through online ads you can reach more of your potential buyers, educate potential prospects, and drive leads.
Display ads also serve a purpose at every level—first in building brand and audience, then educating and helping evaluation , and finally in increasing conversions .
Pay-per-Click (PPC) Ads
With PPC (Pay-per-Click) ads, you pay for each click on your ad which is displayed on search engines or on a website.
For PPC on search engines, your ads show up as sponsored results on the top or at the side of the search terms.
PPC ads are a terrific way to draw attention to your latest content or service offerings. They are also highly targeted so they generate very high quality leads.
Advertisers bid on keyword phrases relevant to their target markets and an ad gets displayed when a keyword query matches your chosen keyword list.
Since prospective buyers won’t always end up at your website, it’s imperative that you establish a presence where they are more likely to show up.
A great way to deliver high-value content to the right prospects is through content syndication – a content sharing strategy used to promote your white papers, articles, news releases, etc. on other websites for greater reach and engagement.
With the help of content syndication, your content appears on third-party sites and newsletters. And since most content syndicators deliver leads directly to your site or inbox, it’s a great way to keep leads coming in.
It may appear that direct mail is a thing of the past, but it is still effective for more targeted communications.
Consider a content asset developed for high-level executives. Generally, executives don’t browse the web for information and it can be hard to get through to them via email.
This means that they may not come across the content you’ve developed having them in mind. This is where direct mail can prove to be powerful.
A direct mail piece can be sent to this audience to make them aware of your new, targeted content asset.
Direct mail also gives you a chance to grab the attention of a good prospect by being creative and interesting with your presentation and message.
How Can dapa Help You in Lead Generation
You can count on us to provide comprehensive lead generation services. We can provide you with a mix of both inbound and outbound services as per your requirement to get you leads that convert into sales in no time. From creating content to Search Engine Optimisation for lead generation, DAPA does it all.
We do not guarantee a magical fix to all your problems (and we strongly advise against choosing firms that give you such promises), but we can assure you that in time we can achieve all the long-term lead generation objectives of your business.
We are honest to all our clients and are always at hand to keep you updated with your lead generation campaign.
If you need help with your lead generation strategy or have any query about our services, contact our knowledgeable expert at dapa Marketing on 0800 634 3007 Today.