How to generate qualified client leads through the Web

Would you like to approach new business customers, but need a helping hand to establish a clear and effective strategy? How do you reach them? How do you generate qualified leads? Here's the 5-step procedure.

1. Define your objectives and establish your personas

In the hustle and bustle of everyday life, it's easy to put this step to one side. Yet it's the one that will guide your next strategic actions. Do you want to expand your database? Do you want to raise your company's profile? Do you want to promote your corporate event management services? Once you've determined your objective, you need to establish the essential characteristics of the perfect customer. This is your persona. What is their role in the organization? Level of influence? How well known are they in the industry? Establish your personas by analyzing your current and potential customers, and prioritize!

2. Capture the attention of your target audience

To generate leads on the Web, you need to grab your target's attention. How do you do this? By offering them high value-added content, content that provides answers to their questions and issues.

3. Define your content strategy

There are two key words to remember: regularity and organization. To capture your potential customer's attention, engage them and move them along the path to conversion, you need to write relevant content on a regular basis. That's why it's essential to be organized. Developing a content strategy with a publication calendar will enable you to be effective, to communicate with your customers at the right times, and to become a reference for them. And don't forget to share your content on your social media.

4. Propose a call to action

Now you need to convince your potential customers to take action. You can offer those reading your content to download a more complete document or one that deals with a related topic. To generate qualified leads, create a form that will allow you to retrieve all the necessary information to measure the seriousness and relevancy of your prospects.

5. Be authentic

As we know, customers are becoming more and more demanding. To achieve your goal of generating qualified leads, you must demonstrate to your target audience that you are doing everything possible to help them meet their challenges. You must communicate sincerely and be willing to give advice without the certainty that the prospect will become an actual customer.