Free Lead Generation: E-mail Marketing for Startups

Depicts relation between lead generation and digital marketing
Lead generation is one of the cornerstones of digital marketing.

There are no one-step solutions when it comes to marketing approaches for your business. However, what are available are the individual puzzle pieces, which sum up to reveal the big picture: sustained business growth. When it comes to driving sales, nothing works better than quality leads, with the focus being on the word “quality,” as this delineates the potency of the lead. If it doesn’t have a solid conversion rate, then you really don’t have anything to work with.

There are quite a handful of lead generation strategies available in the marketplace presently. However, what most people don’t realize is that no two businesses are going to have the same approach to meet their growth projections. Marketing approach varies based on individual targets. For example, a strategy which drove majority of the quarterly sales for Company A might fail to materialize properly for Company B. Hence our epiphany: it’s always better to go with custom-tailored solutions. This is where lead sourcing steps in. It’s an integral part of most custom solutions. If done right, this may enable you to get a solid advantage over the competition; however, this may turn out to be quite expensive, as quality leads are usually hard to come by, and small businesses already have a hard time allocating separate budgets for marketing purposes.

Thankfully, this doesn’t necessarily have to be an obstacle. Free lead generation definitely turned some heads since the fast few years, and has the potential of being as effective as its premium counterpart (if done right). It’s not a singular term; this can be accomplished in more ways than one. However, we’re going to focus on e-mail marketing for the better part of the discussion.

  • What constitutes e-mail marketing?

It can be anything which has the potential to turn a prospect into an actual client, provided it is directed via e-mails to the lead’s inbox. This is hailed as one of the most effective ways to directly interact with your customers, as it is cost-friendly, and borders around minimalism. The objective is usually multifaceted: direct customized e-mails at your target audience, which will enable them to stay sharply synchronized with your offerings while ensuring a solid conversion ratio for your business.

  • Who are the intended recipients?

This is an important highlight of the discussion. The recipients or leads are usually prospective clients associated with your business. Reaching out to them should be one of the foci of your marketing strategy. Singling out the potential customers involve generating quality leads, as customers won’t follow up with a business that they have no interest in. In order to ensure a substantial conversion rate, you’ll need to tunnel your efforts towards your target audience.

Lead generation revolves around the mining of the contact information of your target clientele. This can be accomplished in quite a few ways; however, our discussion will be centered on the free ones. These are the ones which consist of a sizeable online database equipped with regular updates. Some also feature proprietary browser extensions, which latch on to the sites you visit, and mine the relevant leads from the source itself. Again, there are website functionalities, which allow elaborate search parameters. When coupled with a veteran marketing team, the free lead-generation modules can amplify your business’ reach to new extents. As an example, we can refer to Minelead as our go-to e-mail finder service. They have an extensive database of quality leads, and they assist you in redirecting/concentrating your mining efforts with their filtering mechanism, and handy browser extension. You can check them out at their website; alternatively, if you’re looking for the extension, you can download it here (compatible with most web browsers).

  • What is the scope of free e-mail marketing?

The scope of free lead generation can be quite expansive. If you’re going for a multi-step marketing strategy, then it’ll be worthwhile to include this in your advertisement arsenal. It’s a page out of the playbook of many successful startups, and the chances are it’ll work just as well for you.

As with other free services, e-mail finding is likely to have some shortcomings if you’re going for budget options. However, this is not meant to work as a standalone approach; it is rather tailored to supplement your SEO practices in tandem with the rest of your marketing strategies. That way, you’ll be able to go the extra mile to drive your sales up while maintaining a stable conversion ratio.

The 5 best strategies for B2B lead gen

B2B lead generation refers to the process of creating, managing and qualifying sales leads. What we did before entirely “by hand” can today be supplemented by new digital techniques, to offer your sales department more efficiency … Here are the 5 tools of lead gen that we advise you to facilitate your prospection B2B.
Illustration of the lead gen strategies.
Illustration of the lead gen strategies

1/ Trade shows, legendary lead gen tool

The trade show is the historic way to communicate and meet your prospects. It helps to promote and reinforce the message and values of the company.

Although it requires some investment, a trade show concentrates, over a given time and in a specific place, many potential customers. The company can contact prospects directly and evaluate if they can become customers. If your product is suitable, it can be demonstrated on site. All these characteristics make it possible to create a human commercial relationship from the start.

2/ Sales forces, the human to generate leads

The second essential lead gen tool remains the commercial and telephone prospection. Different practices exist: either in the field, by making appointments and meetings, or via a call center.

Direct commercial prospecting establishes a personalized contact with the prospect. The sales person, whether by phone or face-to-face, can collect a lot of information and easily qualify the lead. The sales force makes it possible to generate leads with speed and responsiveness. In addition, the cost of the unit lead is low.

To implement this tool, you can use outgoing call services, which will chain calls. However, this strategy can be very expensive and has average efficiency in B2B. This can also degrade your image, given the intrusiveness of the approach.

If you want to use an outbound call strategy, the ideal is to complete it with an inbound marketing approach. You will be able to interest your prospect with qualitative and relevant content by email and maintain his attention for your product, while contextualizing your approach.

3/ Inbound marketing strategy

The digital transformation induces disruptions in the functioning of our companies. If you want to implement an inbound marketing strategy, you will need at least a website and a content strategy. One of your goals will be to improve your SEO, by offering qualitative content to attract prospects. The good quality of the content positions you as an expert in your field: they reassure your future customers about your reliability and your professionalism and encourage them to contact you “naturally”.

This strategy works and helps control costs. You also have control of your leads:

  • Collect new addresses and phone to fuel your prospection;
  • You can bring these prospects into lead nurturing mechanics: send them specific content that will interest them and bring them into your conversion tunnel.

A good inbound strategy is relatively simple to set up for large structures. This can be more complicated for small: IT and human resources are needed. But it is a method that is proven in the long run: add a layer of marketing automation, and you will reach the summits!

4/ Database purchase

The purchase of databases is another lead gen tool that will allow you to acquire contact details of already qualified prospects (more or less). The company buys data from potential customers from a provider and becomes the owner. She will then be able to use them as she sees fit, to push emailings, enrich her CRM, contact them by phone, etc. But be careful, since the implementation of the RGPD, you must be extremely attentive and respect the legal constraints: think about informing you upstream about the validity of your practices and respect the opinion of your users.

The purchased file is ready to use and its use is not limited in time (however, beware, the data quickly becomes obsolete!). However, this purchase requires some investment and the quality of the data may not be at the rendezvous …

5/ B2B marketplaces

Today, it is interesting to complete your presence on the web by investing in a B2B marketplace, which will increase your visibility. Once you’ve chosen your ideal marketplace and worked out your product listings, just let the leads come to you.

Opting for a B2B marketplace has a huge advantage: it knows how to manage the SEO, the content, the acquisition of the audience to all of its customers. No need to create a whole gas plant on your side! This saves money on these positions and addresses intentional prospects that you could not reach on your own.

Hope this article has been helpful to you, for more articles like this, take a look at our blog side.

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