Lidogeneration is one of the most effectivemarketing tools. This phenomenon is interesting to study both from the point of view of theoretical justification, and in terms of practical implementation. However, it is not so easy to answer the question about the essence of such a phenomenon as lidogeneration. What is it - a set of effective techniques or a fashionable trend of Western marketing?
What is the meaning of the word "lidogeneration"? This term came from the English language, in the original it sounds like leads generation.
This is a person or a group (usually a small one)people who are potentially ready to buy something. Lidogeneration is a tool that allows visitors to be interested in the website of the online store and the catalogs of goods posted on it. The more "leads", the more real buyers. In turn, the conversion of the former in the second is already a separate science, a specific area of marketing.
Above we noted that the "lead" is a person orpeople (sometimes, by the way, acting under the same name), expressing interest in the site of the online store. But what are its real manifestations? What are the concrete forms of this very interest? Marketers identify the following symptoms. First, it can be a full-fledged application for the purchase of goods (the form is filled in, contact details are entered, optionally - the selected sample of products is prepaid by the card). Secondly, it is permissible to consider a "leader" a person who has formalized a preliminary application for the acquisition of something. Thirdly, it can be simply asking for advice and additional information via an online form, a callback, a message on the forum, downloading the application to a mobile device. All these cases combine the fact of providing "lid" with personal data (at least the name and mode of communication - phone, e-mail or link to the profile in the social network).
Lidogeneration is a phenomenon that is applicable farnot in all business segments. Well, it is compatible with online projects, with a virtual mode of operation. The fact is that in offline expression of interest to a product, as a rule, does not have a fixed form: the buyer, wanting to buy something, just goes to the cashier and pays for the selected product. He usually does not fill out any forms with contact information.
Not all types of goods are suitable for such a phenomenon,as lidogeneratsiya. Services are also not all compatible with it. It is best combined with products and services of mass segments - inexpensive and often in demand (belonging to the segment of "spontaneous demand"). Lidogeneration is most effective in highly competitive markets, where many brands are present on an equal footing with a large number of sales outlets. In this case, people do not care where to buy goods, but in the process of lidogeneration, you can lure a consumer into a particular store.
According to some experts, there are types of business,in respect of which the use of lodogeneration is most justified and effective. First of all, this insurance (especially in the segments of CASCO and OSAGO). "Lida" appear very actively in the tourist segment (when a tour is required). People willingly leave their contact information, filling out applications for participation in training programs, courses, trainings. Lending generation is one of the best tools in the financial segment (when potential clients of credit institutions leave applications for a loan or deposit).
A typical "lead" is a client who declares his wishtake a test drive in the showroom. Practically any service company (taxi, delivery of goods by courier, providing access to the Internet) works with people who expressed a preliminary interest in services. A kind of reference example of a segment where lidogeneration is the basis of business processes is electronic commerce. Virtually all customers of online stores - "Lida". They are also fans of online games (especially commercial ones), as well as users who download mobile applications. Types of lodogeneration, as a rule, reflect the segment in which the work is conducted (although this classification is not considered universally recognized).
What is the practice of lodogeneration? What is this - a set of theoretical developments or a set of real tools in the hands of a marketer? Rather, the second. Among the tools of lidogeneration there are online channels. First, it is marketing in the field of search engines (first of all, SEO-optimization). This channel is characterized by relatively low start-up investments. Secondly, it is online advertising (in social networks, contextual, banner, teaser). Thirdly, it is working with e-mail (e-mail marketing). Fourth, "Lida" is perfectly generated through marketing in social networks.
There are several offline channelslidogeneratsii. This is, first of all, mailing lists. The classical channel is "cold calls", still effective and in many cases irreplaceable, the main thing is to use it competently. Other effective offline tools for attracting "leads" - exhibitions, conferences, coffee breaks, promotions and related events. In practice, however, there are new and new ways of lidogeneration, combinations of various instruments are being tried.
What should a marketer get inorder contact information of "Lida"? It all depends on the type of information. Experts identify several types of contact data, which are referred to. First, it is "quick" contact. In it, a minimum of information, usually only a name and a cell phone. Secondly, this is a registration contact, where there may not be a phone, but there is the necessary personal information to create an account. Thirdly, there are promotional contacts (they are typical for offline channels of lodogeneration) - the information in them can be very different, they are difficult to classify. Fourthly, this is an "interested" contact - in which the "leader" made it clear that he wants to buy goods or use the services of the company (he filled in the questionnaire as much as possible in detail, commented, indicated when it is convenient to call, etc.).
Depending on the degree of reliabilitythe information specified in the application, the contacts are divided into tested and unqualified. You can check them in several ways - sending an e-mail to the specified address, phone calls, reconciliation with other sources.
Among the requests for "leads" are those that do nothave significance for business. They can be called false, "pseudo" or "empty" - there is no general definition. They are divided into several types. Firstly, it is unforced "pseudo-lid", when the user made a mistake in writing his phone number, name or address, despite the fact that he wanted to specify the correct ones. Secondly, the "lead" may be a robot program (some unscrupulous lidogeneration agencies achieve results by going to such tricks). Variety - the applications left by hired people.
Mass lidogeneratsiya, by the way, sometimesis replaced by similar tricks. Third, the forms of buyers on the site can be left by competitors (for different purposes, for example, to find out the specifics of working with potential customers or to identify the names and direct telephone numbers of managers who then contact the specified contacts).
There are also "leaders" of jesters who makeapplications in online stores of unusual subjects in the name of friends so that they are then called by the manager and asked where and when you can deliver a car of chocolate. No matter how visually effective this kind of lodogeneration is, the marketing agency contract with the customer does not provide for the readout of such a result of the work.
Strictly speaking, there is no such thing aswrong lidogeneratsiya. Examples, when a marketer does something out of the pattern and achieves success, are found in large numbers. At the same time, experts tried to identify several typical deficiencies among specialists in attracting "leads".
Among the most common - neglectsubsequent conversion. Do not call the contact - it means to let know the "lead" that the firm is not interested in it as a potential customer. An adjacent mistake - excessive enthusiasm for lodogeneration - there can not be enough time for qualitative processing of each application.
Among the shortcomings of marketers - neglectpersonalization of interaction with "leaders". Communicating with the client, you can adjust the policy of lidogeneration through feedback, encourage people to contact the company again. A related mistake is the lack of an attempt to resume communication with the "lead", which one day failed to turn into a client.
The next flaw is the supply of "leads"information irrelevant to the product or service being sold, providing insufficiently detailed or poor-quality advice. Among the most obvious mistakes in lidogeneration, some experts see copying mechanisms for attracting "leads" from competing firms. In practice, this can lead to the fact that additional traffic will be created for them. Experts rightly believe that such a job is not a lidogeneration, that it is a waste of marketing budgets.
We have already outlined the tools thatconstitute such a phenomenon as lidogeneration. Services and products can be promoted through several channels. Now we will consider, in fact, sources of traffic "leads" - the place from where they most often come to the website of the online store.
First, they are links from search engines. With some probability, they can be issued through SEO optimization, but not necessarily. Secondly, these are links tied to advertising banners (now it is, as a rule, contextual advertising). Thirdly, these are clicks on ads and messages on social networks. Fourthly - from the links placed in e-mail messages. Fifth, it can be a direct appeal to the website of the online store at the expense of the buyer's interest, caused by offline lidogeneratsiey.
I liked the man speech managersales, and he immediately decided to learn more about the product. Traffic data, as a rule, is obtained with the help of analytical tools, many of which are free. This will help optimize the strategy of lodogeneration.
Social networks are recognized by many expertsone of the most effective channels of lodogeneration. This is explained by the fact that almost all groups of the population spend their time there, almost any target audience can be found there. How to turn users of social networks into "leads"?
First, you need to find among them personalities,who may have a potential need for the product being sold, and then contact them (directly - by sending messages, or indirectly - through general groups and discussions). Secondly, the marketer should be in constant communication with his customers, do not leave them without updated information. Third, data from personal profiles of potential "leads" in social networks can be used for "cold" calls. The future client will be pleasantly surprised if a manager calls him and offers sports clothes of the brand in which he likes to be photographed most of all.
The first advice of marketers is to motivateuser to fill out the online form. This can be done by offering discounts in exchange for an application or a guarantee of a free consultation (you should specify the cost of the consultation by default). You can place counters indicating that the stock is about to end. The second council of experts is work on expanding the base of contacts. For example, if the manager has only an e-mail, then you need to try and find out the phone "Lida", as well as the address of his page in the social network. This will help to stay in touch and supply the potential client with information on several channels. Another advice of marketers is quite logical - to show "lid" friendliness, openness, willingness to solve complex issues. If this does not happen, then there will be no effective lidogeneration. What is it? The simplest action is to keep an elementary courtesy and respect for the client.
Pricing in lidogeneration is a questionambiguous. There are not any standards or average market benchmarks here. But experts were able to identify several factors that do not affect the formation of the price of attracting the "lead". First, everything depends on the level of competition in the segment in which the work is carried out. The higher it is, the more expensive the "lead" will be. Second, an important role is played by the competitive advantages of products or services for which there is lidogeneration. The more know-how in them, the higher the chance of making lodogeneration cheaper. Thirdly, the price of a single "lead" depends, in fact, on the number of required applications. Fourth, the prices for lodogeneration are largely determined by the quality of the website of the online store - design, content, promotion, opportunities for traffic analysis. Fifthly, an important factor is the geography of lodogeneration.
Users from Moscow and major cities do"Leads" are usually more difficult than residents of regions. Each specialist in attracting leads follows its own practice, proposes schemes for determining the cost depending on the client's tasks: one price model will correspond to the personified attraction of "leads", the mass lodo generation will be different.