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?
And more importantly, how do you acquire them cost effectively?
The answer is a customised lead generation plan for your business.
What is a lead?
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
So what’s all the fuss about lead generation?
There are different ways in which people create sales enquiries. Or as we say, generate leads.
1. Cold Calling for Leads
Some hardcore sales reps swear by cold calling. It separates the wheat from the chaff. We're not fans of cold calling - we've tried it and it is soul-destroying.
Plus, managing a host of sales reps who earn nothing but commission isn't our idea of fun. We much prefer an automated approach to generating leads that is less reliant on the mood swings of a rep.
And let's be honest: how many sales calls do you turn away every day?
2. "Spray and Pray"
The “spray and pray” approach 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.
3 . Lead Generation for WARM Customer Enquiries
The beauty of lead generation lies in the fact that people are contacting you asking for quotes or more information.
Because it's digital, with the right lead generation campaign, you can:
- 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
- Set the duration of the campaign
- Make it live
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.
Here's what you need to know:
The more you spend, the more leads you get.
We have one customer who spends R5k per day on Google because that's where he gets all his business from.
Lead Generation and Your Customer's Journey
Creating customer enquiries means that your sales pipeline is constantly full of people who want to do business with you.
But creating leads isn't the be-all and end-all. 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
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.
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.
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.
Give us a call if you want a constant stream of leads coming through to your business
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