85% of customers use the internet to get more information before they buy a product or service.
A vast majority of your customers go looking for information on your business before you even get a chance to talk to them. As such, businesses can no longer wait for customers to walk in.
They have to identify and nurture leads so as to win them over.
But which lead generation techniques should you use? The last thing you want is to create ineffective strategies to look for leads that waste your time and resources.
The following are some lead generation tips that can help you grow your sales.
Create and Update Buyer Personas
A buyer persona is a representation of your ideal customer.
When you create a buyer personal it helps you relate to your target customer by fashioning them into representations of human beings.
Any strategy focused on how to generate leads leans heavily on a defined buyer persona. It is to that customer representation that every strategy will adapt to.
To create an accurate buyer persona, dig into in-depth market research. You should also talk to a number of actual customers that your business would target.
Questionnaires, interviews, and surveys are some of the tools you can use to get feedback from actual customers.
Once you have all this data at hand, blend it together to form a clear picture of the ideal customer your business should focus on.
Every piece of content you create, every marketing message and all personalization efforts will center around this customer persona.
Since your customer base, you should not let your customer persona become obsolete.
Ensure that you update it ever so often so that your marketing message remains relevant.
Cultivate Brand Recognition
Customers are drawn to brands that are perceived as leaders in their space. Dealing with such a business gives them the assurance that they are getting the best expertise to solve their problems.
As part of your lead generation strategy, you need to position your business in an authoritative position in the market.
As an example, you can create a case study relevant to your field and publish it as outbound content marketing.
The fact that you were able to design an experiment, carry it out, generate and analyze quantifiable results and then deliver them will convince leads that you know your stuff.
You can also create content that carries out an in-depth analysis of an area of interest in your industry where information is scanty.
On top of leadership positioning, you should also ensure that your brand is clearly understood by the market.
Update your brand identity to enhance your visibility (here is an example that gives more information on brand revitalization).
Formulate Different Offers for Various Buying Stages
When you are trying to generate leads, it is prudent for you to consider the fact that prospective customers are at different stages of the buying journey.
Therefore, a more effective lead generation strategy will be one that properly segments each potential customer according to the stage they are at.
You need to create different offers that will appeal to potential clients at different stages.
For example, someone who is at the beginning of the buying journey has a desire to find out more about your product. If you give them an offer to buy, it may not resonate with them.
However, were you to provide them with an offer that gives them more information like a guide or an ebook, chances are you can cultivate them to the next stage.
Contrast such a potential customer with one who has done their research and is at the purchase point. Were you to give them an informational offer, you would likely turn them away.
However, if you deliver a free trial or demo for a client who is at the purchase point of the journey you will likely convert them.
Use Strategic Email Marketing
Email marketing is still one of your most effective assets when it comes to lead generation.
When you collect email addresses of your clients and other interested customers you can control the conversation.
Furthermore, you get to speak directly to them without an intermediary platform. You, therefore, need to know how to use this asset in a strategic manner so that you can grow your customer base.
Begin by recognizing the fact that your potential leads receive way too many marketing emails every day. They are therefore on guard, and if you add to the noise, you will not get through to them.
A rule of thumb in email marketing is that lesser is better. Do not send out an email every day or every other day.
Instead, be strategic and send out an email no more than once a week. If you can schedule it to once every two weeks, the better.
Such frequency for your email marketing will work in your favor, and you will likely get more leads to open their emails and engage.
In today’s market landscape, your potential leads interact with your business in varied ways.
It could be through social media, traditional television, offline interaction through trade fairs or even by email.
Inevitably, you will have to go where your potential customers are if you want to grow your lead generation numbers.
Thus, a multi-channel approach to your lead generation is an essential strategy for bringing more customers through the door.
During your content creation process, you should develop material in different formats that will go to the various channels.
For example, you can create articles for blog posts, videos for YouTube and social media, audio spots for radio and podcasts and GIFs for quick social media sharing.
Don’t make it a spray-and-pray affair either. Instead, carefully test and measure each channel’s efficacy to determine the best mix for your lead generation efforts.
The Right Lead Generation Tips Will Help Grow Your Business
Today’s customer researches your offerings first, before approaching you.
As a result, you need to identify and nurture these customers so that they can buy from you.
The lead generation tips outlined in this article should point you in the right direction.
Are you passionate about sharpening your business acumen? Keep reading for extensive advice on different facets of entrepreneurship.
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