Lead generation can be likened to cooking, many inputs required for great results.
Why is lead generation my #1 problem?
Lead generation can be likened to a blood supply, you want leads to be pumping into your business all day every day, not just when you urgently need them, Inconsistent lead generation is probably where many other problems stem from.
With all the time and money that your team invests into your marketing effort, wouldn’t it be nice to prove beyond a shadow of a doubt that your lead generation strategy is working?
You first need to set some clear lead generation objectives to help drive progress toward your purpose, vision and overall business objectives. Then, you’ll be able to see and measure to see if your investment in time and resources is paying off.
You probably gained your first few customers by word of mouth, but now you’re ready for more. But how do get more leads for your own?
With the many marketing options available today it can be very confusing when you use old lead generation methods. A random, untargeted, poorly researched, poorly constructed and a campaign focused on pitching products is not going to help.
You can build a relationship and trust with your subscribers by sending a lot of value to your subscribers via your email newsletters and your email list can easily turn into your best-converting channel.
Today, your attention should be focused on your customers and potential customer’s problems, frustration wants and needs, not yours.
Finding a good marketing fit helps to generate the right customers.
How to potential leads find you?
So you have the market fit right, now you need to be easily found. Most potential leads will look at your website in the first instance for more information, then they will be looking for contact details to engage with you. The customer is in control, quite the reverse to old marketing methods.
One of the secrets of running a successful business is to have a reliable and profitable customer base. This usually takes a lead generation program to replace those customers who no longer deal with you for one reason or another.
Find out what people want and give it to them, but make it easy for them to contact you and to do business. Help people to feel like your business and its products and services were designed specifically for them. This means starting with a good quality website with good quality content.
From there using the same good quality content make full use of modern lead generation methods.
“Attitude is a little thing that makes a big difference”. Winston Churchill
Each of approaches to new potential customers must be carefully targeted, no matter what methods you are using. The ‘Spray and Pray’ approach is not the answer. Become very knowledgeable about each market segment you seek to serve. Don’t make a move until you have a good grasp of what would be compelling and valuable for them.
As one of the first steps on your success journey, you have to implement a lead capturing system on your website. And offering lead magnets will help you to increase the signup rate.
Lead Magnets are an irresistible bribe offering a specific piece of value to a prospect in exchange for their contact information. The goal of the Lead Magnet is to maximise the number of targeted leads you are receiving for your offer.
Social media is today’s big lead generator
The first part of your goal-setting process involves determining which social media channels to focus your efforts on. Your social media content will have a big bearing on your lead generation.
How do you know what channels to choose? Some qualifications that you may want to think about include:
- Where do you have the most active social presence?
- Where do you see the most potential for the new leads you want?
- What social media platform do you understand the best?
- Where are your competitors most successful on social media?
Using those questions you should be able to prioritise which are most important social media platforms for your organisation’s purpose, vision and objectives.
Get your content marketing working
As a marketer, it is important to share good content with your customers and potential customers continuously. In any business, there are so many other things you have to do and we don’t have all day to spend creating content.
The important thing is to focus on content that addresses your market segments problems and frustrations and the wants and needs of the people in each of those segments. Try creating a standard content outline or template in order to ensure you are addressing the right content in the right formats which will make it more inviting and powerful.
You need to have your content really resonating with your audience so they see your business as the one with the solutions they are looking for. Writing is like a muscle, the more you use it, the faster and better you get at writing the right content.
Make your content unique with thought leadership.
Your goal should be to write and improve compelling content and your content marketing approach so that it will keep generating leads over and over again.
Keep in mind word-of-mouth is the best and cheapest form of marketing, and if you focus your marketing effort on customer service and the customer experience you will receive the best outcomes when it comes to marketing and lead generation.
Content marketing is now being used widely to attract new customers, service old customers and give everyone a better customer experience.
Social media lead generation
Today, you can sit in the comfort of your home, read and analyse the news, shop, connect with your friends, mentors, favourite celebrities and meet new people. That’s the power of social media.
Social media is even more amazing than using it to read the news, connect with friends and meet new people. Social media is also a great platform to market your business and get thousands of customers to buy your products and services.
“If you cannot do great things, do small things in a great way”. Napoleon Hill
There are many god social media platforms to choose from:
The important thing is to start with the platform that your market segments frequent. Once you have mastered one platform, move onto the next.
What is a lead magnet
A lead magnet is something you offer to your website visitors for free in exchange for their email address. The more value your website visitors see in the lead magnet the more of them are willing to give you their email address. And the better targeted your lead magnet is at your preferred customer, the better targeted, and the easier it will be for you to turn them into customers.
Marketing generates the leads but how you manage them is critical.
Lead magnets have a very important role in a lead generation program as they stand at the entry point of the funnel. Your lead magnets need to secure more than just that enough people want to have it and sign up, but they must provide real value to the prospect.
A good lead magnet also offers you the opportunity to build trust with your market segments and show how valuable you can be to them. In addition to adding to your email list, an ideal lead magnet assures that you attract the right people you want to do business with. A lead magnet is your chance to provide proof of your expertise and ability to help them.
Ideas for attracting new leads more effectively
- Sign up for your newsletter.
- Invite to a special function
- Additional information on a particular topic.
- Exclusive tips and content.
- Checklists and worksheets.
- Workbooks and templates.
- Webinars and presentations.
- Tools and processes.
- Access to resources.
- Special programs and training
- Whitepapers .
- Free consultations.
A word about cold calling
These are people who we’ve never met or spoken to. For the most part, they aren’t expecting your calls and you are interrupting their day. But that’s where the commonality with other lead generation methods ends.
Each of your cold calls should be very targeted. You know the value you have to offer and you should focus quickly and exclusively on the benefits to the potential customer. Become a thought leader and deeply knowledgeable about each market segment where you are cold calling.
When you are starting out this might be your only options to build a network and customer base to support your lead generation activities.
Winning in the noisy marketplace
As valuable as your information might be, you have to consider how much time and effort your potential new subscriber is willing to invest in your business. When people visit your website for the very first time they are much more likely to be interested in a pdf file they can download and make use of than to subscribe to a webinar or video workshop where they have to invest a larger amount of time.
Understanding and getting to know your audience and your market segments always start with engaging conversations. Lead capturing and then nurturing those leads to give you feedback is the most valuable source of information that you can receive.
Follow the trends in your marketplace, it will make a difference.
Getting started in the noisy market will require you to learn many new things.
It is no secret that in today’s noisy digital world, our overall attention spans have continued to decline as we struggle to come to grips with all the change taking place. You have less than 5 seconds to grab the attention of a visitor to your website or social media, which doesn’t give you much time to make an impact.
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High performing businesses and sales people, usually some make high impact cold calls, never rely strictly on cold calls. They use whatever channels and methods are available to them for lead generation.
Lead generation can always be greatly improved by solving people problems and frustration and giving people what they want and need.
You may have the best idea in the world, but without lead generation, it will go nowhere. The range of marketing options is as varied as the spend it will take to make your business or product work.
The starting point is to establish your available budget and then look for the best marketing activities available for lead generation to suit your business or product. If you are overlooking modern marketing methods such as content marketing you will be missing great inexpensive opportunities.
Never lose sight of what works and what doesn’t. It often pays to take the gamble out of your lead generation activities by seeking expert advice and being prepared to try new things.