4 Tips to Proper Sales Lead Generation
Lead generation is defined by Wikipedia as the initiation of consumer interest regarding a company or business’ products and/or services. Leads can come in many forms (from phone numbers to email addresses) and can be obtained through diverse methods that range from traditional advertising to inbound marketing.
Whatever the case may be, the acquisition of potential customers for businesses is a daunting task mostly because of the spending that goes into it. To support this, a study states that getting new customers cost five times more than just keeping one – and that’s just for the acquisition. There’s no assurance that these newly-acquired leads would convert into customers.
At the end of the day, poor knowledge of the consumer, having no clear path or strategy and marketing at the wrong place and the wrong time leaves the business struggling to get more business leads and, worse, made it lose more than gain.
In light of this, here are at least 4 prolific tips that can help you sort out your lead generation strategy.
Establish Your Buyer Personas
Knowing your audience can spell the difference between a successful lead generation campaign and a complete waste of time and money. Establishing your buyer personas might take a relatively long amount of time (mostly because of the surveys and studies you do towards your baseline audience), but knowing how they tick can help you identify how you can communicate with them.
You also get to know their respective goals and, as a business, align theirs with yours. Once that’s done, you can identify the challenges they face and describe, in your marketing pitch, how your business can help overcome these. In this process, you can also find out
How is establishing your buyer personas done? It’s really through looking at your current base of customers and asking through a series of surveys what made them gravitate towards you. If you’re starting, having an idea of what your ideal audience is and plotting it out can help – the validation of can come later on.
Define Your SMART Goals
What makes your campaign a campaign in a first place? A sound and well-thought out strategy. Strategies, however, are driven by goals and this is where most companies and businesses fail. They paint very broad strokes about what they want thereby establishing a rather blurred picture as to what their key performance indicators and what their ultimate vision of success is like.
To resolve this, you need to have a Specific, Measurable, Action-Oriented, Realistic and Time-bound set of goals. These targets help you determine whether you’re progressing further on or if you need to recalibrate your strategy and tactics a bit in order to move forward.
How do you go about defining your goals? First is to simply establish your point A – having a baseline for your efforts gives you a clear target. Next, establish what efforts you’ve made and 1) what worked, 2) what didn’t work and 3) what can work better. It’ll be much better if you can quantify these items in terms of getting you the most results; these Key Performance Indicators should allow you to get a clear picture of what must be done task-wise to reach a certain goal.
Choose Your Platforms
Part of this strategy creation is choosing where to market and generate your leads. There are many platforms to choose from but, ultimately, you’d want to consider the following: 1) where your target audience is at and 2) where they’re most likely going to get into contact with you.
For instance, if you’re running an IT development company and you’re looking for clients to whom you want to sell your latest desktop application to, Facebook might be great but LinkedIn would be best. This is because people in Facebook are in there for making friends and catching up on a personal context where as in LinkedIn, people want to expand their professional network and are looking for opportunities.
That said, it makes more business sense to invest ads in LinkedIn than it is in Facebook — but that doesn’t necessarily deem the latter as unnecessary because you can manage your brand reputation from there.
Keep in mind that picking your battles can help you spend less and get the most out of your campaign. To keep it simple, having a website and a few chosen social media platforms to manage your reputation and obtain leads from is a good way to start.
It’s All About Establishing A Relationship
At the end of the day, whether these audience members of yours are following you or not, you need to establish that you want to create a relationship with them. How is this done? Simply by providing value. Providing value is simply just solving problems for your audience without asking for any payment other than perhaps an email address or a phone number.
This might seem counter-productive, but in order to gain your audience’s trust, you need to give them a reason to follow you and your content. Provding value can come in the form of a free membership or trial to any software or product. So long as you give them this incentive of solving their problem, you’ll have their interest.
Do this on a continuous manner until such time that they finally opt to avail of your service or products. At the end of the day, you don’t only increase your chances of converting these people, you get to know more about them as well, thereby allowing you to adjust your strategy accordingly. Either way, it’s a win-win relationship for both parties.
Regardless where your leads can come from or how you acquire them, these 5 tips are guaranteed to help make lead generation efforts more fruitful and effective. What other lead generation strategies do you have in mind? Share your experience in the comments section below.