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Lead Generation: How To Get Started

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Lead Generation: How To Get Started

Today’s consumers have an almost limitless amount of information at their fingertips. Podcasts, videos, blog posts, and social media – are just a few of the sources that can drive them toward one brand over another.

If it’s your job to attract these potential customers, you know the struggles of generating high-quality leads.

In this piece, we’ll take a closer look at lead generation, discussing the different types of leads you could attract and providing some strategies and examples for lead gen that you can put to use right away.

What Is Lead Generation?

Lead generation is a marketing process of capturing potential consumers who show interest in your product or service.

The goal is to connect with people early in the buying process, earn their trust and build a relationship so that, when they’re ready to make a purchase, they buy from you.

But lead generation also serves secondary objectives, including building brand awareness, collecting customer data, and fostering brand loyalty.

With this in mind, it’s important to remember that not everyone who visits your store or website is a lead.

That’s why successful lead gen goes after specific targets, using a variety of platforms and strategies including:

  • Landing pages – Using a tracking pixel, landing pages collect information about visitors you can later use to target them for sales.
  • Email – Email is a great lead generation tool because the recipients will have opted in, which means they’re already familiar with your brand.
  • Social media – With unmatched opportunities for engagement, your social media accounts are a great way to encourage your targets to take action.
  • Blogs – A great way to establish authority and provide value, blogs are also a great place to promote specific offers.
  • Live events – When it comes to qualifying leads, live events are a great way to meet your target audience and quickly identify the ones more likely to make a purchase.
  • Coupons and other promotions – Offering a discount or free item is a great way to encourage targets to provide their contact information.

What will ultimately work best for you will depend on your niche and your audience.

As you experiment with different lead generation strategies, you may find one more successful than the others. This means you should probably make that channel your priority, whereas others may not be of any use at all.

But we’ll get to all that later.

First, let’s talk about leads.

The Different Types Of Leads

Sales is the engine that drives any business. Without sales, there’s no revenue. Without revenue, there’s no business. So, it’s kind of important.

But it’s a massive field. The approach a medical monitoring sensor salesperson takes is going to be very different from a used car salesman.

But both of them – and every other sales professional for that matter – have one thing in common: they need to spend most of their time pursuing the people who are most likely to buy.

In general, leads fall into seven categories:

  • Hot Leads – These leads are ready to convert. They are qualified and interested in your offering, and are the most likely to convert to a sale. For example, this might be the purchasing director who has had several conversations with you and received a product demo. They have purchasing authority and a timeline.
  • Cold Leads – These are potential customers who may be unfamiliar with your brand or offering. As of yet, they have shown no interest in what you’re selling. Generally speaking, these are the hardest leads to convert to sales.
  • Warm Leads – A middle ground between the two previous types of leads, these are people who are familiar with who you are and what you offer. They’re the type who watch your videos or read your blogs, but haven’t contacted you directly. Your goal is to warm them up into hot leads.
  • Information Qualified Leads (IQLs) – This is the kind of lead who has already shown some interest in your company and has followed a call to action. Maybe they signed up for your email newsletter or filled out a lead generation form. They are often looking for more information and will react positively to a nurturing campaign.
  • Marketing Qualified Leads (MQLs) – MQLs are one step further down the pipeline from IQLs. They are actively searching for a solution that fits their needs, and are trying to discover if yours is the right fit. These are the types of leads who will download your whitepapers, watch your videos, and attend your corporate seminars.
  • Sales Ready Leads (SRLs) – Sometimes called “accepted leads,” these are the bottom-of-the-funnel leads who are almost ready to pull the trigger on a purchase. It’s important to understand their budgets, purchasing authority, needs, and timeframe.
  • Sales Qualified Leads (SQLs) – These leads are ready to buy and should be in communication with your sales team. They are considered very hot, however, you should be aware that they are likely still considering some of your competitors.

The Lead Generation Process

As you have probably gathered by this point, lead generation is a multiple-step process.

Yours will vary, depending on whether you’re focusing on inbound or outbound generation – but both should follow a similar pathway.

Step 1: Do Your Research

Before you start trying to collect leads, you need to gather as much information as possible about your target audience. You want to know not just who they are, but where they live, what’s important to them, and most importantly, what their pain points are, particularly those that are the most pressing.

It’s often a good idea to create customer personas, in which you define the demographics, budget, and needs of typical customers. You may want to consider social habits, professional experience, and even psychological traits.

Once you know who you’re going after, it’s time to identify where they are. Are they active on Facebook, or more likely to respond to an email? Again, this will vary depending on your specific circumstances.

This is also the stage where you should check out the competition. What are they doing? What differentiates your offering from theirs? And most importantly, why is it better?

Step 2: Create Great Content

By now, you should know what needs your offering fills for your potential customers. Use this information to create content that solves it.

Your choice of medium will affect your content format. For example, videos work great on social media, but you can’t embed them in an email.

Likewise, if you’re going after your target audience on Twitter, your lengthy blogs are going to need to be linked to, or at the very least truncated.

Never forget your focus is on adding value. Each piece of content you create should serve a specific purpose, whether that’s educating your audience about your offering, building brand awareness or promoting a sale.

Step 3: Develop A Lead Generation Database

You can have the hottest leads on the planet, but they won’t do you a bit of good if you don’t handle them the right way.

You should create and use a lead database where you can record, study, filter, and segment your potential customers.

Ideally, you’ll want to get an automated CRM system to dramatically reduce the labor involved with this.

Most of these will allow you to tag leads based on the type and how hot they are. This allows your sales team to work through their lists in a more efficient manner, dedicating the most attention to those with the biggest chance of converting.

Step 4: Qualify And Score Leads

Not all leads are going to be in the same place in the sales funnel. Some will be ready to buy today, while others may just be getting an idea of what’s out there.

You need to adjust your approach based on this.

Most companies use a lead scoring system of 1-100, which indicates approximately where the lead is in the customer journey. They are assigned points based on their actions, with more serious actions resulting in more points.

For example, following your Facebook page could be worth 10 points, filling out a “Request a demo” form might be worth 20, and opening and reading an email could be 5. If a lead does all three of these, their lead score would be 35.

These numbers will give you a general idea of where they are from the following stages:

  • New leads, who have just made initial contact.
  • Working leads, with whom you have had contact and initiated a conversation.
  • Nurturing leads, who are not interested in buying right now, but might in the future.
  • Unqualified leads, who are not interested in your offering. These are sometimes called “dead leads.”
  • Qualified leads, or those who want to do business with you.

Obviously, you should focus more time and energy on the leads that have a higher probability of converting.

Lead Generation Strategies And Examples

The ways you can generate leads are practically endless, but in this section, we’ll discuss some of the more common strategies you can employ, plus give you examples of them at work.

Content Marketing

Content marketing is the practice of creating engaging and informative content that provides value for leads and customers, thereby generating interest in a business.

This can span both traditional and digital marketing, and is an important part of any successful marketing strategy. It can include things like newsletters, podcasts, videos, and social media.

You can use content marketing for any stage of the sales funnel, from growing brand awareness with timely blogs, creating demand or demonstrating thought leadership with white papers, driving organic traffic via SEO, building trust, and earning customer loyalty.

To make the most of yours, offer many opt-in opportunities and make them more enticing by adding discounts, guides, or something of value in exchange.

Email Marketing

Email remains a popular choice for lead generation for a good reason: it works.

A study by Mailchimp found 22.71% of marketing emails were opened, with some industries seeing even higher rates.

Whether you’re sending out a monthly newsletter or a cold outreach email to a potential prospect, email remains one of your best bets for generating new leads.

One of the more cost-effective means of generating leads, email marketing also allows you to segment your targets with customized content that promotes maximum engagement.

Another reason email marketing is a favorite for so many organizations is that it provides incredible opportunities for tracking. A quality CRM will give you a lot of useful data, including open rate, engagement time, and subscriber retention, allowing you to fine-tune your campaigns.

Social Media Marketing

Almost everyone is on social media these days, which makes it the ideal place to hunt down leads.

Social media platforms not only allow you to directly interact with your followers, but they also let you create advertising targeted at highly specific audiences.

Interaction is simplified thanks to multiple user-friendly CTAs like Instagram Stories’ skip option and truncated URLs on Twitter.

Screenshot from Facebook, January 2023

Social media is also a great place to run contests or share gated content.

You can use paid ads like the one above to target new leads,  share content that will generate them organically, or ideally, a mix of both.

Coupons, Discounts, And Free Trials

If you’re like many people, you may be reluctant to provide your email address to businesses in case they start spamming your inbox.

As a business, however, this can be a problem.

The way to overcome this trepidation is to offer people something of value in return for their contact information.

A risk-free trial or discount code is a powerful tool for overcoming sales barriers. And once a target has tried your offering, you can retarget them with additional offers to encourage a sale.

Give them a free gift, offer a coupon, or allow them to take your product for a test drive, and you’ll find many more people willing to give you their info.

Free pizza couponScreenshot from author, January 2023

Online Ads

Display advertisements are videos and images that pop up as you’re browsing websites, apps, and social media.

They, along with paid search and PPC, are a great way to reach your intended customers where they are.

Display ads are particularly useful for targeting leads across the buyers’ journey, as well as promoting awareness and sales, promotions, or new products.

google search ads result for chairsScreenshot from Google, January 2023

Remarketing ads are a great way to reengage leads who have stopped short of a purchase, while non-intrusive native ads are perfect for extending your content marketing efforts.

Referral Marketing

A great way to find new leads is to let your existing customers find them for you. Encourage them to write reviews or recommend friends in return for a discount or something else of value.

AAA insurance referral adImage from AAA Insurance, January 2023

This is an excellent way to fill your funnel of leads – and make more sales. Referrals and online reviews give you an authenticity and trust level that no in-house marketing campaign can ever duplicate.

Did you know that when shopping online, more than 99.9% of people read reviews? Or that 94% of consumers acknowledged positive reviews made them more likely to support a business? And that’s not even including the power of personal recommendations from friends and family.

Referral marketing is a great tool for lead generation because it presents your brand in a positive light to more people.

Best Practices For Lead Generation

To ensure you’re getting the most out of your lead generation efforts, keep these tips in mind:

Use Your Data

You likely have a lot of information about leads and the types of strategies that work for them already at your fingertips.

Gather yours by looking at previous pieces that have worked well, whether it’s blogs that get a lot of reads, emails that have a high open-rate, or display ads that bring in a lot of traffic.

Look for general themes or things you did differently on high-performers. This will give you insight into the kind of things that resonate with your audience.

Be Consistent With Messaging

Make sure it’s very obvious to any web visitor or email recipient what action they should take next. Offer them a reason to click your links and keep your messaging clear and consistent.

You should maintain the same tone of voice across channels as you move prospects through the sales funnel. Remember, you’re not just interested in capturing data – you’re trying to create a customer.

A/B Testing

Every marketer knows the importance of testing different versions of collateral. This is because, no matter how well something is performing, it could always do better.

You should experiment with different headlines, images, body copy, etc.

Just remember to only test one aspect at once, lest you miss which change made a difference.

And again, don’t forget the opt-ins.

Use The Power Of CRM Technology

To ensure your sales and marketing teams are operating as efficiently as possible, but a lead generation platform to work for you.

The right tool can help you gather information about your targets, monitor their behavior on your website and identify what’s driving them to you.

Armed with this data, you can then optimize your pages and campaigns to better target your audience.

Create Enticing Offers At Every Stage

People at different stages of the purchasing journey want different things.

Someone who is just curious about seeing what’s out there isn’t likely to respond to a free demo offer, but someone who is further along the funnel might.

Make sure you’re offering something for every buying stage and that you have clear CTAs throughout your materials.

Integrate Social Media

Social media is the ideal platform for initiating conversations and interactions with leads at all stages.

While many marketers typically think of it as primarily for top-of-funnel targeting, by strategically using proven offers and other things of value, you can also go after those leads who are closer to making a purchase.

Clean Up Your Landing Pages

Users want information presented to them in a clean, easy-to-understand manner. No one is trying to read “War and Peace” to find a new vending machine supplier.

Put your important information at the top, and make it clear where visitors can input their information to contact you or get content.

Use Your Partners

Co-marketing is a great way to generate new leads because it allows you to piggyback on the efforts of partner companies.

Create mutually beneficial offers and you’ll spend the word about your brand to a larger audience, which will attract new leads.

Bring Your Sales Team In

Marketers prime the pump, but sales drives the action. Make sure to loop your sales team into the lead generation process early and often.

They will likely have personal insight into what works best to move targets along the purchasing path.

This will also ensure you remain on the same page as far as what terms mean.

Remarket, Remarket, Remarket

Almost no one makes a purchase on first contact, particularly in B2B sales. That makes remarketing an important arrow for your quiver.

It helps turn bouncers into leads and abandoners into customers – and it amplifies all your other marketing activities.

Make Lead Generation A Priority

No one ever said it was easy to find, score, and qualify leads, but it’s an important part of ensuring the growth and financial health of your business.

Nurturing customers and potential customers is hard work. But without it, you’ll struggle to make new sales.

This piece only covered lead generation from a high level, but hopefully, it has equipped you with some strategies you can employ to attract new leads and nurture existing ones.

If you only take a single thing away from this make it this: Put most of your efforts into higher-quality leads, because they’re the ones who are most likely to make a purchase.

And remember – lead generation is an ongoing process. You’re not going to see results overnight, but if you put in the work, you’ll start to generate the results you want.

Happy hunting.

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Google Clarifies Organization Merchant Returns Structured Data

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Google updates organization structured data for merchant returns

Google quietly updated their organization structured data documentation in order to clarify two points about merchant returns in response to feedback about an ambiguity in the previous version.

Organization Structured Data and Merchant Returns

Google recently expanded their Organization structured data so that it could now accommodate a merchant return policy. The change added support for adding a sitewide merchant return policy.

The original reason for adding this support:

“Adding support for Organization-level return policies

What: Added documentation on how to specify a general return policy for an Organization as a whole.

Why: This makes it easier to define and maintain general return policies for an entire site.”

However that change left unanswered about what will happen if a site has a sitewide return policy but also has a different policy for individual products.

The clarification applies for the specific scenario of when a site uses both a sitewide return policy in their structured data and another one for specific products.

What Takes Precedence?

What happens if a merchant uses both a sitewide and product return structured data? Google’s new documentation states that Google will ignore the sitewide product return policy in favor of a more granular product-level policy in the structured data.

The clarification states:

“If you choose to provide both organization-level and product-level return policy markup, Google defaults to the product-level return policy markup.”

Change Reflected Elsewhere

Google also updated the documentation to reflect the scenario of the use of two levels of merchant return policies in another section that discusses whether structured data or merchant feed data takes precedence. There is no change to the policy, merchant center data still takes precedence.

This is the old documentation:

“If you choose to use both markup and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

This is the same section but updated with additional wording:

“If you choose to use both markup (whether at the organization-level or product-level, or both) and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

Read the newly updated Organization structured data documentation:

Organization (Organization) structured data – MerchantReturnPolicy

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What Is It & How To Write It

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What Is It & How To Write It

In this guide, you will learn about alternative text (known as alt text): what it is, why it is important for on-page SEO, how to use it correctly, and more.

It’s often overlooked, but every image on your website should have alt text. More information is better, and translating visual information into text is important for search engine bots attempting to understand your website and users with screen readers.

Alt text is one more source of information that relates ideas and content together on your website.

This practical and to-the-point guide contains tips and advice you can immediately use to improve your website’s image SEO and accessibility.

What Is Alt Text?

Alternative text (or alt text) – also known as the alt attribute or the alt tag (which is not technically correct because it is not a tag) – is simply a piece of text that describes the image in the HTML code.

What Are The Uses Of Alt Text?

The original function of alt text was simply to describe an image that could not be loaded.

Many years ago, when the internet was much slower, alt text would help you know the content of an image that was too heavy to be loaded in your browser.

Today, images rarely fail to load – but if they do, then it is the alt text you will see in place of an image.

Screenshot from Search Engine Journal, May 2024

Alt text also helps search engine bots understand the image’s content and context.

More importantly, alt text is critical for accessibility and for people using screen readers:

  • Alt text helps people with disabilities (for example, using screen readers) learn about the image’s content.

Of course, like every element of SEO, it is often misused or, in some cases, even abused.

Let’s now take a closer look at why alt text is important.

Why Alt Text Is Important

The web and websites are a very visual experience. It is hard to find a website without images or graphic elements.

That’s why alt text is very important.

Alt text helps translate the image’s content into words, thus making the image accessible to a wider audience, including people with disabilities and search engine bots that are not clever enough yet to fully understand every image, its context, and its meaning.

Why Alt Text Is Important For SEO

Alt text is an important element of on-page SEO optimization.

Proper alt text optimization makes your website stand a better chance of ranking in Google image searches.

Yes, alt text is a ranking factor for Google image search.

Depending on your website’s niche and specificity, Google image search traffic may play a huge role in your website’s overall success.

For example, in the case of ecommerce websites, users very often start their search for products with a Google image search instead of typing the product name into the standard Google search.

Screenshot from search for [Garmin forerunner]Screenshot from search for [Garmin forerunner], May 2024

Google and other search engines may display fewer product images (or not display them at all) if you fail to take care of their alt text optimization.

Without proper image optimization, you may lose a lot of potential traffic and customers.

Why Alt Text Is Important For Accessibility

Visibility in Google image search is very important, but there is an even more important consideration: Accessibility.

Fortunately, in recent years, more focus has been placed on accessibility (i.e., making the web accessible to everyone, including people with disabilities and/or using screen readers).

Suppose the alt text of your images actually describes their content instead of, for example, stuffing keywords. In that case, you are helping people who cannot see this image better understand it and the content of the entire web page.

Let’s say one of your web pages is an SEO audit guide that contains screenshots from various crawling tools.

Would it not be better to describe the content of each screenshot instead of placing the same alt text of “SEO audit” into every image?

Let’s take a look at a few examples.

Alt Text Examples

Finding many good and bad examples of alt text is not difficult. Let me show you a few, sticking to the above example with an SEO audit guide.

Good Alt Text Examples

So, our example SEO guide contains screenshots from tools such as Google Search Console and Screaming Frog.

Some good examples of alt text may include:

”The
”Google
”List
”Screaming

Tip: It is also a good idea to take care of the name of your file. Using descriptive file names is not a ranking factor, but I recommend this as a good SEO practice.

Bad And/Or Spammy Alt Text Examples

I’ve also seen many examples of bad alt text use, including keyword stuffing or spamming.

Here is how you can turn the above good examples into bad examples:

”google search console coverage report
”google
”seo
”seo

As you can see, the above examples do not provide any information on what these images actually show.

You can also find examples and even more image SEO tips on Google Search Central.

Common Alt Text Mistakes

Stuffing keywords in the alt text is not the only mistake you can make.

Here are a few examples of common alt text mistakes:

  • Failure to use the alt text or using empty alt text.
  • Using the same alt text for different images.
  • Using very general alt text that does not actually describe the image. For example, using the alt text of “dog” on the photo of a dog instead of describing the dog in more detail, its color, what it is doing, what breed it is, etc.
  • Automatically using the name of the file as the alt text – which may lead to very unfriendly alt text, such as “googlesearchconsole,” “google-search-console,” or “photo2323,” depending on the name of the file.

Alt Text Writing Tips

And finally, here are the tips on how to write correct alt text so that it actually fulfills its purpose:

  • Do not stuff keywords into the alt text. Doing so will not help your web page rank for these keywords.
  • Describe the image in detail, but still keep it relatively short. Avoid adding multiple sentences to the alt text.
  • Use your target keywords, but in a natural way, as part of the image’s description. If your target keyword does not fit into the image’s description, don’t use it.
  • Don’t use text on images. All text should be added in the form of HTML code.
  • Don’t write, “this is an image of.” Google and users know that this is an image. Just describe its content.
  • Make sure you can visualize the image’s content by just reading its alt text. That is the best exercise to make sure your alt text is OK.

How To Troubleshoot Image Alt Text

Now you know all the best practices and common mistakes of alt text. But how do you check what’s in the alt text of the images of a website?

You can analyze the alt text in the following ways:

Inspecting an element (right-click and select Inspect when hovering over an image) is a good way to check if a given image has alt text.

However, if you want to check that in bulk, I recommend one of the below two methods.

Install Web Developer Chrome extension.

Screenshot of Web Developer Extension in Chrome by authorScreenshot from Web Developer Extension, Chrome by author, May 2024

Next, open the page whose images you want to audit.

Click on Web Developer and navigate to Images > Display Alt Attributes. This way, you can see the content of the alt text of all images on a given web page.

The alt text of images is shown on the page.Screenshot from Web Developer Extension, Chrome by author, May 2024

How To Find And Fix Missing Alt Text

To check the alt text of the images of the entire website, use a crawler like Screaming Frog or Sitebulb.

Crawl the site, navigate to the image report, and review the alt text of all website images, as shown in the video guide below.

You can also export only images that have missing alt text and start fixing those issues.

Alt Text May Not Seem Like A Priority, But It’s Important

Every source of information about your content has value. Whether it’s for vision-impaired users or bots, alt text helps contextualize the images on your website.

While it’s only a ranking factor for image search, everything you do to help search engines understand your website can potentially help deliver more accurate results. Demonstrating a commitment to accessibility is also a critical component of modern digital marketing.

FAQ

What is the purpose of alt text in HTML?

Alternative text, or alt text, serves two main purposes in HTML. Its primary function is to provide a textual description of an image if it cannot be displayed. This text can help users understand the image content when technical issues prevent it from loading or if they use a screen reader due to visual impairments. Additionally, alt text aids search engine bots in understanding the image’s subject matter, which is critical for SEO, as indexing images correctly can enhance a website’s visibility in search results.

Can alt text improve website accessibility?

Yes, alt text is vital for website accessibility. It translates visual information into descriptive text that can be read by screen readers used by users with visual impairments. By accurately describing images, alt text ensures that all users, regardless of disability, can understand the content of a web page, making the web more inclusive and accessible to everyone.

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Google Dials Back AI Overviews In Search Results, Study Finds

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Photo of a mobile device in mans hand with generative google AI Overview on the screen.

According to new research, Google’s AI-generated overviews have undergone significant adjustments since the initial rollout.

The study from SE Ranking analyzed 100,000 keywords and found Google has greatly reduced the frequency of AI overviews.

However, when they appear, they’re more detailed than they were previously.

The study digs into which topics and industries are more likely to get an AI overview. It also looks at how the AI snippets interact with other search features like featured snippets and ads.

Here’s an overview of the findings and what they mean for your SEO efforts.

Declining Frequency Of AI Overviews

In contrast to pre-rollout figures, 8% of the examined searches now trigger an AI Overview.

This represents a 52% drop compared to January levels.

Yevheniia Khromova, the study’s author, believes this means Google is taking a more measured approach, stating:

“The sharp decrease in AI Overview presence likely reflects Google’s efforts to boost the accuracy and trustworthiness of AI-generated answers.”

Longer AI Overviews

Although the frequency of AI overviews has decreased, the ones that do appear provide more detailed information.

The average length of the text has grown by nearly 25% to around 4,342 characters.

In another notable change, AI overviews now link to fewer sources on average – usually just four links after expanding the snippet.

However, 84% still include at least one domain from that query’s top 10 organic search results.

Niche Dynamics & Ranking Factors

The chances of getting an AI overview vary across different industries.

Searches related to relationships, food and beverages, and technology were most likely to trigger AI overviews.

Sensitive areas like healthcare, legal, and news had a low rate of showing AI summaries, less than 1%.

Longer search queries with ten words were more likely to generate an AI overview, with a 19% rate indicating that AI summaries are more useful for complex information needs.

Search terms with lower search volumes and lower cost-per-click were more likely to display AI summaries.

Other Characteristics Of AI Overviews

The research reveals that 45% of AI overviews appear alongside featured snippets, often sourced from the exact domains.

Around 87% of AI overviews now coexist with ads, compared to 73% previously, a statistic that could increase competition for advertising space.

What Does This Mean?

SE Ranking’s research on AI overviews has several implications:

  1. Reduced Risk Of Traffic Losses: Fewer searches trigger AI Overviews that directly answer queries, making organic listings less likely to be demoted or receive less traffic.
  2. Most Impacted Niches: AI overviews appear more in relationships, food, and technology niches. Publishers in these sectors should pay closer attention to Google’s AI overview strategy.
  3. Long-form & In-Depth Content Essential: As AI snippets become longer, companies may need to create more comprehensive content beyond what the overviews cover.

Looking Ahead

While the number of AI overviews has decreased recently, we can’t assume this trend will continue.

AI overviews will undoubtedly continue to transform over time.

It’s crucial to monitor developments closely, try different methods of dealing with them, and adjust game plans as needed.


Featured Image: DIA TV/Shutterstock

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