Lead generation is a broad process that takes time, and should have a solid strategy behind it. When you are looking to build leads for your business where should you start? Do you look at local contact details and build a list from there? Do you do a blanket email and then work on the hottest reactions? Do you find a list of quality data and work through this on the phone? Because lead generation can take so many forms and be tackled in many different ways it is important that you do it in an effective manner to save time and prevent wasted investment.
So what is the backbone to good Lead generation? We feel that successful lead generation comes from having a good strategy. The strategy is what drives the process, giving you the results and feedback that you need to make future decisions about further lead generation.
So what are the lead generation methods you can adopt for your business big or small? We will look at the process from start to finish to identify each step and how it counts towards your lead generation campaign.
Firstly what constitutes a lead? We need to think of a lead as someone that has contacted you but has not been yet converted to a customer. But to generate these leads we need the data in place to enable you to setup further contact, in the form of a meeting or telephone call. To do good lead generation we need to attract someone to what the business has to offer, this contact may eventually come to like what the business has to offer and become a customer.
Why is lead generation important?
Lead generation gives your business the new source of customers it needs to enable it to sustain its current position or to grow. It is important that lead generation is maintained to ensure a natural flow of new leads to the business. This will enable you to have the luxury also of being able to select the leads which suit your business criteria if you have more to choose from!
How do you qualify someone from your lead generation?
From our previous topic we know that you might have a lead which is your ideal type of lead to work with. We might need to first define that lead so that we know what we are looking for in future. To do this we might ask the lead a question about their business, their spending, and their size etc, all of these aspects allow us to determine which lead is best matched to the services or products we provide. You could say that this can potentially cut out some customers, so it is important not to be too specific when setting a criteria (unless you really have to) so that you can speak to the lead directly to find out some more about the specifics. Plus if you ask too many questions up front it may also put a barrier between you and the lead where they feel they do not wish to answer so many questions beforehand.
So what is the structure behind generating a lead? How do we get it all going?!
1. We would recommend you construct a landing page which is relevant to what you are trying to market. It is no good consistently sending people to your homepage, which will make it difficult for them to find what they need. You need to send them somewhere where they have a marketing message that is tailored to match what they are looking for.
2. Once they have hit this landing page the next stage is to try and get them to complete a form so that you have the data saved and ready to use at a later date. It also enables you to process the element we mentioned earlier, to qualify the lead so you know they are the sort of customer you would like.
3. Put in an incentive, what do they get for completing the data capture? A white paper? Some source of valuable information is a good way to get people to react to your content.
Once you have this process in place you are nearly there. You now have the leads coming to your website, using various advertising methods but now you need to turn that lead which completed your form into a customer! This is where we excel in taking your data and booking appointments, speaking to those leads to find out the specifics so that we can offer them something they really need, adding value to their business. We need to use this opportunity to call each of those leads and build a bigger picture of the potential customer, when do they need the solution, do they have any special requirements? This transition changes the process from a one size fits all data capture exercise to personally connecting with the customers. What this does is increase the quality of the lead to the point where that lead has real potential of becoming a customer.
If you would like to know any more about lead generation or have a lead generation project you would like us to consult you on, then please contact us.