CVA Heads Digital with Cultur-e

Cultur-e will develop a new on-line presence for the CVA Group – Compagnia Valdostana delle Acque, one of the most important Italian enterprises operating in the...

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Lead generation

In the past, organisations and companies turned to commercial consultants, call centres, fairs and events to acquire contacts. Today, they invest in websites, social networks and e-mail. Returns are direct, more efficient and cost less. Indeed, on-line communications and web marketing strategies are amongst the most powerful means for lead generation and conversion. Their main strength is the ability to intercept individuals who are truly interested in a proposal and guide them towards conversion and loyalty.

This, however, requires that strategies are developed according to a sound and coherent system of brand positioning, value proposition, customer journey and lead nurturing. How? Thanks to experienced professionals who perform a rigorous analysis of the brand and target, creative copy and content, and the right channels that will engage clients potentially interested in a product.

What is Lead Generation?

Lead generation is a set of marketing actions that aim to develop a profiled list of contacts interested in a proposal. Collecting new leads means building relations and earning people’s trust. This, in turn, requires interesting content and initiatives that will attract their attention and guide them on a customer journey that is coherent with their expectations.

This is performed through a marketing funnel process. Starting from a vast basin of information, choices and lead magnets, the lead generation strategy progresses through increasingly selected messages to attract potentially interested clients to a company. Nonetheless, converting interest into action, registration or use of a service is not simple. It requires adequate tools, techniques for lead generation and lead nurturing (SEO activities, web and social advertising, content marketing, e-mail marketing, etc.) and decisions and web marketing strategies that focus on users. By providing an answer to a problem, a personal passion or a desire, trust can be developed and turned into conversions.

Lead Generation Strategies and Actions at Cultur-e

Our web marketing strategies define the best lead generation tools and techniques for a project, starting with in-depth analyses of the client, as well as the client’s on-line reputation, reference target, and competitor. The data that emerges from these analyses allows us to identify specific target segments and the optimal marketing mix to achieve the planned objectives.

We define the best channels and tools for each target segment by identifying customer personas that are coherent with the business or service strategy and produce a customer journey map. We then define the typical situations in which on- and off-line users come into contact with a brand and are engaged by touchpoints through an ideal process that culminates in conversion (purchase, consensus or loyalty). Tracing the customer journey is fundamental to understand the habits, choices and emotions that drive users to satisfy a need or interest. This allows us to develop the most efficient communication actions and manage the conversion funnel.

Depending on the context and objectives, our on-line marketing plans and lead generation campaigns are developed through blogs and magazines, content branding, e-mail marketing, engagement and relational marketing actions, web and social media advertising, and SEO activities for websites and landing pages. The success of any strategy is also based on a KPI (Key Performance Indicator) analysis to optimise our choices based on actual results, as lead generation is based exclusively on the attention and satisfaction of contacts.