06 Jul L is for… Lead Generation
Your A-Z of Marketing Essentials
L is for… Lead Generation
Lead generation is one of the most challenging tasks in marketing.
The dictionary describes it as “the action or process of identifying and cultivating potential customers for a business’s products or services.“
But, what is lead generation? Why is it important? And, most importantly, how do you make it work for your business?
Lead generation is the result of your marketing efforts at the top of the funnel, or the awareness end of the funnel, which leads to an interaction with your business.
As it takes approximately 90 days to build a sales pipeline it is essential that your marketing awareness efforts are consistent and frequent. This will help you get an advantage over your competitors when a potential buyer comes looking for a product or service that you are offering.
Ultimately, placing your product or service the path of where your preferred purchasers are looking will deliver the greatest return on investment (ROI).
With this in mind, we’ve listed 13 ideas to help you discover which lead generation tactics will work best in your business.
- Content marketing (blogs etc.)
- Search engine optimisation
- Pay Per Click (Google) advertising
- Social media posts and advertising
- Third-party listings
- Lead conversion tools
- Email Marketing
- Strategic alliances
- Print advertising
But, these marketing tactics alone will not generate leads. You need something to create INTEREST and a reason for potential buyers to contact you or share their details with you. This is where it gets tricky.
You need to create information that your preferred audience is interested in AND in a way they want to digest it, in the amount of time they are willing to spend looking at the information from your business.
Here are 10 ideas to help create lead generation tools:
- Free consultation
The next step is to join these together. For example, a social media advertising campaign could be a competition or quiz that will pique your audience’s interest or a Google Pay Per Click campaign may link to an interesting ebook or report that visitors can download in return for their details. Once you have captured their details you can follow up with an email, call or post (depending on what you have captured) and present more useful content such as a webinar or podcast that will be of interest to them. Remember though, at each stage in their journey they will only be willing to give you a certain amount of their time and you need to provide the content in these time-sensitive chunks.
Once you have generated potential interest with your audience and captured their details the nurturing begins. Depending on the value of the product and the buying process, this can take anything from a few minutes (for an impulse purchase) to several months, even years (for a considered purchase).
The trick is not to push people along their purchasing journey but to lead them so they progress at their own pace.
Michelle Roberts (MCIM), is the managing director and founder of The Creative Marketing Agency. She is trained in both digital and traditional marketing through the Chartered Institute of Marketing (CIM). She is also a member of the CIM and a Certified Practitioner in the Watertight Marketing Expert Community, both of which provide access to an additional wealth of knowledge and experience.