In a nutshell, lead acquisition is the process of seeking and obtaining customers for a business. Specifically, it is the process of identifying and attracting people who may be interested in a company's products or services, and collecting their contact information so that they can be contacted again in the future.
Lead acquisition, or "leadgen," involves a variety of different tactics and strategies, such as creating content that draws visitors to a website (inbound marketing), using social media to interact with potential customers, or using paid advertising to target niche audiences.
The ultimate goal of lead acquisition is to create a list of qualified prospects that a company can then nurture, enrich and convert into customers by providing offers that precisely meet their needs.
Lead acquisition or lead generation refers to the process by which a company collects customer contacts and uses them to make personalized offers.
There are different ways to go about acquiring leads:
It's important to know that it's rarely wise to focus on just one acquisition technique, even if it works. It's more important to find the right balance between these different traffic acquisition strategies so that your business doesn't depend on a single source of leads.
Each lead generation strategy works according to its own codes. For example, inbound marketing works very well with the proposal of a white paper to be downloaded for free in exchange for the prospect's e-mail. Outbound marketing will be more effective if it is implemented by establishing a very precise persona, so that its offer or proposal falls in front of people who really need it.
That said, the tools used for one strategy are also valid for another. Establishing a persona (or customer avatar) also helps to target potential customers more accurately on social networks. They can then be redirected to a high-converting landing page, where they can download a white paper in exchange for their e-mail. This e-mail will then enter a sequence of messages programmed to convert the lead into a customer.
As explained above, the hardest part is finding the right balance between the different techniques. The goal is to maximize the conversion rates of each of them while keeping the experience as smooth and enjoyable as possible for visitors, readers and consumers of your content. This is an art that we master at Growth Agence!