LEAD GENERATION
Do you need Lead Generation?
Unless you're in a really fortunate position of not wanting or needing more customers, you'll find that nearly every business has one question in mind: How do you get more customers via lead generation?
And more importantly, how do you acquire new clients cost-effectively?
The answer is to create a customised lead generation plan for your business.
But let's cover some basics first.
What is a Lead in Lead Generation?
A lead is a qualified customer enquiry - someone reaching out to you saying 'Yes, I'm interested in your business! Please contact me'.
What is Lead Generation?
Lead generation is the process we follow to:
- Find the people who are interested in your services
- Inform them about your business
- Get them to fill out a contact form online, or pop into your shop and buy your products
What about B2B Lead Generation?
B2B lead generation is different to B2C lead generation in the following ways:
- Your customers and audiences are businesses, not consumers
- They are primarily active on LinkedIn and potentially on other platforms
- Email marketing is a great way to reach them
- As is PPC Ads and SEO - lots of acronyms!
- Webinar marketing is also highly effective here
Watch our latest webinar on the topic, below:
THE DIFFERENT WAYS TO DO lead generation
There are different ways in which people create sales enquiries. Or as we say, generate leads.
1. APPOINTMENT SETTING for Lead GENERATION
Some hardcore sales reps swear by cold calling. It separates the wheat from the chaff. We're fans of cold calling - fortunately we have team members who are not phased with talking to complete strangers on the phone! Ask us about our Appointment setting service, and find out whether it is something we can do for you.
We also have automated approaches to generating leads that are less reliant on humans, see more below.
2. LEAD GENERATION and SALES FUNNELS
The “spray and pray” approach to lead generation might have worked for you in the past, but it’s not sustainable. To create a pipeline of quality sales leads, you need to sweat it. You need to reach new prospects daily and, hopefully, turn them into paying, loyal, lifelong customers.
This is where funnel marketing comes in, or customer journey creation. This is a great way to build up an automated, consistent lead generation pipeline.
3 . Lead Generation STRATEGY
The beauty of having a clear, unique lead generation strategy lies in the fact that people are contacting you asking for quotes or more information.
Your lead generation strategy should cover:
- Identify your goals
- Determine your budget
- Identify your target market's buying personas to create compelling messaging that appeals to each persona
- Find the right channels that will reach them where they are - this might even be paper or street-based marketing overlaid with digital marketing
- Choose your channels - this is where our magic comes in
- Set the duration of the campaign
- Make it live
- Optimise daily with continual improvement
Then voila, a constant stream of enquiries from people saying 'Yes, I'm interested, please contact me!'
We will naturally monitor the campaigns daily, making improvements and optimising them as we go.
And then it’s up to you to follow up on all the sales leads that come pouring into your business.
TIP:
The more you spend, the more leads you get.
Once we've tested and refined the audiences and the creative message and design, we then ramp up the spend behind it, because then we know we have created a top-performing sales funnel that can scale.
OUR LEAD GENERATION PACKAGES:
Talk to us about how we can create a mix of our lead generation offering, tailor made for your business, to create a high converting funnel of leads for your business.
These packages focus on 'top of funnel' or early stage enquiries. Pair them with our middle of funnel email strategies and you'll be set for success!
LinkedIn Social Selling
- Social Selling on LinkedIn
- Only pay for Warm Leads
- We log in as you or create a new account
- Expect 5-10 leads monthly, we can ramp up or down as needed
- You do the follow up and book the meetings
- Minimum duration of 12 months
- $250 once off setup fee
Drip Auto Mailers
- We supply the databases
- Or we can use your data
- Auto drip mailers for top sales results
- Mailers run each month and replies go to you
- Minimum duration of 6 months
- $500 once off setup fee
Appointments & Data
- We supply the databases
- Or we can use your data
- We set up minimum of 5 MQL appointments
- We can also source databases for you
- Minimum duration of 6 months
- Any country, any job title
- $250 once off setup fee
LinkedIn Sales Ads
- For us to run top converting ads on Linkedin
- LinkedIn Ads generate a stream of enquiries
- Ads can be scaled up or down depending on how many leads are required
- First three months needed to get working optimally
- Minimum duration of 6 months
- $500 once off setup fee
Lead Generation and Your Customer's Journey
Creating customer journeys means that your sales pipeline is constantly full of people who want to do business with you.
But having a full pipeline of leads means you still have to do the conversion (in a B2B space especially). At the end of the day, all we're doing is sending customers your way, it's up to YOU and your business to follow up on those leads swiftly, and turn them into customers, and then delight them so that they turn into promoters of your business.
Turn your customers into your own sales reps!
Integrating Lead Generation into Your Marketing Campaigns
There are various online channels that you can use to harvest fresh leads. However, each platform will require a unique approach and strategy. For instance, the types of customers you’ll find on Facebook aren’t necessarily the same as the types you’ll find through a Google Adwords campaign. It’s important to choose the right mix of channels for an integrated approach to lead generation.
Here’s a list of some of the channels we use to generate leads:
1. Email marketing
Having a clear Email Marketing strategy is key! We are BIG fans of email marketing. Your marketing strategy should be geared towards gathering email addresses and contact details from enquirers and prospects, and building up your database.
So we gather email addresses of interested parties, via landing pages or other means.
Email addresses are GOLD! Why? Because you can slowly woo them over to you through your gentle and informative content marketing, long after they filled out that form, and then turned down the sale.
Every email address in your growing database may be gold, but we have one, very important, rule: NO SPAMMING ALLOWED.
2. Social media
Social media has transformed the way we reach new customers. How? Through brand- and community-building. Social media is a great platform to build your brand, connect and engage directly with your customers, and stay top-of-mind for your industry.
Social media platforms can also be used to cast our lead generation nets, to find customers who have never been exposed to your services.
The trick is in matching the right channel to the right business offer. Not all channels will work for your business.
3. Landing pages
Lead generation landing pages are web pages designed with one goal in mind: to bring in sales leads and contact details for your business to follow up on. These pages are highly calculated and scientifically crafted right down to the slightest millimetre and pantone in order to bring a maximum return on investment.
We perform A/B testing on your landing page to make sure that it is designed to gather the most leads possible, constantly tweaking and optimising.
4. Press
Thought pieces, blogs or press releases that are newsworthy, interesting and full of useful info for your readers will increase your chances of securing some good leads via backlinks (good for Google SEO) and simply being top-of-mind.
5. Online Advertising
Online advertising or PPC (Pay-Per-Click) has revolutionised the way we reach new customers, with more and more businesses opting for advertising via digital platforms like Facebook and Google instead of wasting money on exorbitantly priced billboards and adverts in magazines.
With online advertising you no longer have to hope and pray that your customers see your ads. You can now reach the right people in the right places for a fraction of the cost of traditional mediums.
Google Search Advertising using Adwords, Google Display Network for banners on different publishing platforms, YouTube ads, Facebook, Twitter, LinkedIn, Instagram, are all effective ways to reach new clients.
6. eBooks
When browsing the web, people usually want one of three things:
- To be entertained
- To learn something interesting
- To find something specific
In other words, they’re going to be asking: “What’s in it for me?”
An ebook or white paper for your customers to download straight from your website in exchange for email address' is the way to go.
The reward for you is two-fold:
- You strengthen your position as an industry thought leader
- You earn a chunk of brand new email contacts without breaking a sweat (more gold coins in the bag!)
They score a great ebook or white paper and save themselves a whack of time and money.
7. WEBINARS
Webinars and events are a powerful way to generate leads for your business! Why do webinars work in lead generation? Because they give you a chance to show off your personality, staff, expertise, knowledge and values like no written content ever could.
Ways to use webinars for lead generation are:
- Launch a new product or service
- Introduce a new staff member
- Create monthly themes and introduce your services each month via webinar
- Share knowledge
You can decide whether your webinar will be paid for (lower attendance but higher quality lead generation) or free (higher attendance but lower quality lead generation).
Give us a call if you want a constant stream of leads coming through to your business.
Call Us Today at +27 21 879 5585 or email info@shiftone.co.za
If you are interested in any of our services, contact us today and set up a meeting.
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