The process of attracting, enveloping and converting prospects on the retailer’s site, and putting them on a journey to eventually buying (source). It’s the start of a touchpoint that converts into a relationship for the retailer with the customer, who has shown interest in the site. The two main types of leads in the lead generation are namely sales leads and marketing leads. Sales leads are based on demographic criteria such as FICO score (United States), income, age, household income, psychographic, etc.
B2B lead generation involves collecting a potential customer’s information—such as name, email, company name, and job title—that will be used to personalize communication and make sales. This overall enables retail businesses to nurture prospects and then qualify them. A lead can range from a response to a mail to sharing contact information in exchange for a coupon or discount.
e-Commerce Lead Generation Best Practices and Strategies:
1. Search engine Optimization :
With a proper SEO strategy, pages rank higher in search results, which then makes it easier for potential customers to locate the site, thereby enabling the retailer to focus their marketing expenditures on individuals who are actively interested in the products they offer.
2. Pay-per-click (PPC) advertising:
Advised as the most effective lead-generation strategy for ecommerce retailers, running pay-per-click (PPC) advertisements on Google Ads paves the way to reach searchers while establishing SEO rankings.
3. Content Marketing:
An effective content marketing strategy helps communicate value to the customer! Publishing blog posts, articles, and other content help customers make informed purchasing decisions
4. Social Media:
This acts as the most effective channel for interacting and communicating with customers. These enable running ads designed to drive traffic to a specific page on the site and use their highly-specific targeting options to reach the exact audience.
5. Email Marketing.
This helps stay in touch with ecommerce leads and encourage them to return to the site and overall helps communicate with subscribers on new updates and notifications.
6. Personalization :
With Personalization Marketing you can be sure to reach your target audience with appropriate marketing messages. This helps tailor ads according to the customer on a 1:1 level.
7. Conversion Rate Optimization:
The process of testing all possible elements on the site to gauge the effectiveness of visitor conversion. This ranges from Product page layout to the CTA’s used, to improve the site for conversions.