Segmenting leads by level of interest

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Potential customers have varying degrees of interest in your services. Some have a clear problem and are looking for a service that will solve it, while others may not be aware of the problem at hand, but may become aware of it through suggestions or suggestions.



The levels of awareness of the issues investor leads can be divided as follows, starting from the lowest:

Potential
Semi-potential
Apparent layer


As mentioned above, potential customers are often unaware of the issues, so it is a good idea to focus on measures that will increase exposure and lead to recognition. Specifically, measures aimed at the masses, such as exhibitions and transportation advertising, can be mentioned.

Effective ways to approach the visible layer who are aware of the issues are SEO measures and listing ads using keywords that are in line with the issues and concerns the visible layer has, so that they come up in searches.



Measures for acquiring leads | 5 online + 3 offline
What kind of measures can you take to actually acquire leads? They can be broadly divided into two categories: offline and online.

Online Measures: Top 5

Pay-per-click advertising
Advertising in online media
Holding seminars and webinars
Content Marketing
White Paper
Offline measures: 3 choices

Exhibition
TV commercials and transportation ads
Advertorial
From here on, I will introduce each of the measures.

Listing ads | Online measures
Listing ads, also known as search-related ads, are ads that are displayed based on keywords that users search for on search engines such as "Google" and "Yahoo!". Ads are displayed at the top or bottom of the search screen.

Since the ads are targeted to users who search for specific words, you can approach a demographic whose needs are already apparent.

In addition, because it is posted in an auction format, if there is a lot of competition and the competitors are also running listing ads, the keyword price will be high. If the keyword price is high, the cost tends to be high, but it is easy to adjust because you can instantly change the ad delivery date and time and daily budget.

Advertising on web media | Online measures
By placing advertisements in web media that are subscribed to and viewed by the target demographic of your company's services, you can create a path from those web media to your company's service site.

Each web media offers various advertising options, the most common of which are banner ads and article ads in web media. It is also possible to appeal to potential customers whose needs are not yet clear, so it is possible to appeal to a wider range of customers than with listing ads.

Costs for the same type of advertisement will vary depending on the size of the media (page views and recognition), etc. Be sure to check the reader attributes of the media before considering placing an advertisement.