Lead Generation is the Goal with Every Marketing Plan. With InfoStream, Leads Become Lifelong Customers.

Our digital marketing approach is unique because your business is unique. We don’t just focus on getting you leads, but getting you the right leads that are sure to become customers that promote your products or services. InfoStream’s process focuses on analytics and metrics, but the core of our lead generation process is building relationships with your potential customers. Our customized lead tracking reporting gives you the ability to not only see the numbers, but understand the results before you. The goal of our digital marketing strategies is for you to succeed by gaining, and most importantly retaining, valuable customers.

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What is a Lead?

It’s impossible to understand lead generation without first understanding what a ‘lead’ is. Essentially, a lead is a person who is interested in your company’s product or service. That’s it! They may be interested in your product or service because it solves a problem they have or maybe it’s part of one of their hobbies but either way, the interest is there. Nothing is set in stone, but you’ve sparked a flame.

A lead is simply a potential customer- but not everyone is a lead. Not everyone is a potential customer because no one product can please every single audience. That is why we create target markets through specific buyer personas to find exactly who your potential customers are.

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What is Lead Generation?

Lead generation is the process of finding and attracting potential customers for a business through specific marketing strategies. At the heart of lead generation is remarkable and relevant content. Whether that content is a stunning picture on Instagram, a compelling blog post about the implications of social media, or a live video from a company sponsored event- good content never fails. The process of generating leads is different for all businesses. Common strategies for lead generation are blogs, emails, CTA’s, and landing pages. Some businesses may use all of these strategies, maybe just a couple, or none at all. Every business is unique, and every target market requires different strategies that take careful research and planning.

Lead generation is the process of turning visitors into leads, leads into customers and then finally, customers into fans that promote your business. The goal of lead generation is to find these leads that will eventually turn into promoters of your business because at the end of the day, potential customers will trust existing customers more than they trust you. We want people shouting from the mountain tops about the wonders of your business and all the good it has done for them!

It’s important to understand that business lead generation is vital in every industry in every company. Without a structured lead generation program, the number of visitors that become active customers will be very slim, if any at all. It can’t be put on the back burner for someone to get to once they find the time. Lead generation is a carefully planned process of strategies and best practices made tailored to a specific business.

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What is Lead Generation in Digital Marketing?

The most important thing about lead generation in digital marketing is the process of building relationships. It’s tempting to skip that part and shell out some cash to buy leads. Buying leads is expensive, but it takes far less time and effort so why doesn’t everyone just buy leads? The main reason why buying leads doesn’t work is because those leads are still strangers to your business. They have no interest in your business so will therefore ignore your messages, send your calls to voicemail, and waste your money. There is no trust, no relationship, and no revenue.

But how is digital marketing all about building relationships? Of course, digital marketing consists of many different channels like social media, email, and websites, but each of those platforms tell a story. A story that specifies a problem a customer, such as yourself, may have, along with an answer to that problem. It’s not just about telling people your services, it’s about getting the message across that your services can solve their problems just like they have solved yours. Lead generation is successful when a potential customer sees you and your company as an equal; as “human”. Customers care about the mission of your company which explains why you do what you do. They want more than the product or service itself, they expect a meaningful experience. At the end of the day, yes, lead generation in digital marketing is done on any platform that uses the internet, but the process can’t and won’t continue without a proper relationship. This requires great time and research.

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Lead Generation Metrics

Metrics are incredible tools to measure performance. Without metrics, a business is just throwing methods and practices out to the universe hoping one will eventually stick. This wastes company time, energy, and money. When you can measure performance, you can improve it.

A few lead generation metrics to track are click-through-rate, conversion rate, and return on investment. Click-through-rate, CTR, tells you how many people are clicking on your ads or call to actions, CTAs. As a tip, you should have a CTA on every page of your website to keep visitors on your page for longer. One of the most important metrics to track is the conversion rate which tells you how many visitors are taking a specific action. The lead generation process is all about conversion. Converting visitors into leads, leads into customers, and customers into promoters. At the end of the day, the most important metric is your return on investment, ROI. ROI tells you how much money you made. This metric answers the question: was this investment worth it? Hopefully the answer is yes, or you’ll have some serious explaining to do.

Many people measure their company’s success by the number of visitors on their website, but website metrics are not enough. You may have 1,000 visitors a week, but if none of those visitors become customers, your efforts are not working. Visitors and high website traffic does not mean you’ll be converting customers. It’s all the flash without the reward. The same idea goes for social media accounts like Twitter, Facebook, and Instagram. Many people value the number of followers they have on a social media platform versus the actual engagement and conversion. Huge quantities of followers look great initially, but if only 20 out of 3,000 followers are legitimate, your company will ultimately suffer. In order to reap the rewards of lead generation, the analytics have to be broken down into several parts. The metrics that need the highest amounts of attention are CTR, conversion rate, and ROI.

What are Lead Generation Services?

There are many lead generation services that a marketing company should provide. Website leads can’t happen without the creation of a website and that website needs relevant and SEO friendly content. A website should have calls-to-action that lead visitors to landing pages made specifically for a targeted group of people. The landing page is where you offer a special promotion or deal to keep their attention. Two other key services in the lead generation process is the promotion and use of blogs and social media.

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