As a company you are always in the lookout for ways to generate leads. You fail and you succeed, but you should never give up trying. Whether using PPC, emailing or social media there are key factors that will ensure that your lead generation campaign is successful.
1. Understand the buyer
Knowing your buyers, their patterns and what drives them is important if you want to create empathy with them, acquire long term customers or close sales. You need to know what they have in common and their location. The more you know, the easier it will be to generate leads. For example, if you are selling beauty products, you need to define your target market, such as women between 18 and 40 and create a message that will resonate with this audience. Trying to market to a broader audience will not be as effective since those above or below the target age group will not be interested.
Before starting a lead generation campaign, you need look at the market afresh. For example what need is fulfilled by your service or product and who is the ideal customer? Most businesses want to sell to everybody. Your results will be better if you focus on at least two target groups. You need to learn all you can about your target customers including interests, values, geographic location, income level and age.
2. Revisit and refine your list
The prospect list is the most critical aspect in any lead generation success. Everything starts with trial and error so as to get a list of high quality. When you want to turn your list into leads, you need to nurture as something living so that it can thrive. As you get names through referrals, trade shows, inbound marketing and sales calls and once the outbound campaign is done adjust your prospects contact information in relation to phone numbers and other contact data. Track the emails opt outs, and those interested and those that become customers. Your credibility will take a hit if you do not continuously update your customer database.
3. Movement
Set goals that are tangible with lead generation campaigns. When you do not have a clue where you are going, you will end up somewhere else. Your prospective customers will not act until you have demonstrated your value proposition clearly. Remember, not all leads are created equal as some will be ready to buy now and some will but later. You need to give your target group an incentive so they will give you information as they rarely give their information out for free. Additionally, you can think of other incentives such as gifts, free trials, discounts and promotions.
4. Communicate clear values
Do not assume that consumers understand why they are in need of your service or product. It is critical that you a look at what consumers value in relation to your service or products so your sales team can provide valuable information. With this you are able to come up with lead generation campaigns that will speak to the needs of your customers as well as show how you can add more value than that of your competitors.
Your whole company needs to adopt the value statement so that any communication given to the prospects is the same. No one should raise questions on what you are doing and what your service or products are all about.
5. Don’t sell. Educate
It is important to remember that lead generation is about credibility, rapport and brand recognition. You will attract more buyers when you offer to teach your prospects something valuable rather than simply trying to sell them your products or services.
Remember most leads will not automatically turn to a sale. Most will need to be nurtured over time so that the prospects have your solutions at the forefront of their mind. Track all your conversions as this will help you build a pipeline of strong prospects.
6. Measure success
Keep track of your lead generation activities. Log the number of clicks and opened emails in an email campaign. Track all opportunities that have been created and the deals that have been closed. Keep in mind your objectives and give time for the plans you have made to bear fruit.
The messages that you send out need a strong headline which will engage your audience. For example when you are marketing beauty products, you need to first give an engaging headline and follow it up with benefits the products offer and the services or products your problem solve. Include testimonials and proof and structure a call to action that will impact your audience to action.
There are technical tools that can help you know what is working and what is not. They help you measure the result and adjust the campaign of lead generation accordingly to help improve ROI. Persistence and patience will be the key to having a successful lead generation campaign and not everything you try will work. Keep searching for opportunities to tweak the campaign so that you can get the best results.
