Have you ever wondered why your business failed in 2016? Do you ask yourself, “why haven’t I been generating sufficient leads from my ads, email marketing and online marketing?” Understanding lead generation is a big deal in 2017 and I’ll show you strategies on how to generate more leads that will eventually turn into buyers.
Imagine walking into your office in the morning and finding ten hot leads flowing into your inbox. What a way to start a business for a new year, huh?
Lead generation is not a new form of gaining new business, but it now has a new approach. Rather than sitting at a trade show table for hours on end, or setting up a display in hopes that targeted consumers will complete a form, you can have leads generated and sent to you using the technology of the Internet, your website.
In marketing, lead generation is the generation of consumer interest or inquiry into products or services of a business. Lead generation could work for just about any business, but most industries using this type of marketing include insurance agencies, education institutions, office suppliers, and furniture stores.
Trends show that lead generation will become even more popular in the future, especially for service oriented businesses not just in Nigeria, but in USA, UK, Canada, Ghana, South Africa and many parts of the world.Conversion rates on leads that you receive often have a higher conversion success rate than… Click To Tweet
Often do I get this questions “how does lead generation work?”
It is simple, you develop a landing page with a business goal to collect information then you drive traffic to the landing page and keep optimising your site for conversion then watch the leads comes in. Wow, that sounds so easy.
Well, lead generation is a win-win for both the buyer and seller. A buyer is able to request information from several businesses that offer the product or service that they are looking for and the seller is given the opportunity to pitch their product or service to someone who has given them permission. Conversion rates on leads that you receive often have a higher conversion success rate than cold contacts because the prospect is pre-qualified before you ever receive the lead.
Lead generation has become popular with businesses in Nigeria because it enables a business to:
After explaining all this, people still ask me “Is leads generation for me?”
If your calendar for 2017 is empty and you need business fast, then, lead generation is a way that you can grow your business rather quickly. It’s an easy way to increase your ROI and get more business on your books.
Approach it just like you would any other advertising endeavour, set aside a reasonable budget to test it and see if it works for your business. The key to being successful in lead generation is to brush up on your sales and marketing skills so that the leads you receive convert at a high sales rate. Do not try to approach this method of marketing without the ability to follow through and close the sale.
While it is indisputable to say that customers are essential to any business, I want you, instead, to think of them as the water that was used to finally fill the jar. The water was poured in only after everything else was firmly compacted in the jar. Your business can benefit from taking this same mindset in your inbound marketing strategy.
Your content is your stones. Compelling content plays a huge role in generating leads. This includes the tools used to generate traffic, such as your blog, SEO, PPC, and social platforms. Marketers reported that demand for content creation increased by 70.94% in 2013 and has continued doing so. Creating compelling content is your key to establishing yourself as the go-to, educational leader in your industry.
The first step of lead generation is identifying your target audience. You can’t successfully reach and sell to your ideal customer if you don’t know exactly who that is, so it’s important to research your audience and come up with a clear picture of who they are, where they live, what they like to do, how much money they make, what their lifestyle and personality is like, etc. If you don’t already have one, you should also create a comprehensive marketing plan as part of this step.The best landing page in the world won't matter if you can't get people to look at it.… Click To Tweet
Before you start actively marketing for customers, you need to a good landing page. That will be your “front line” in digital marketing, this page would contain concise details about your services or products you’re marketing.
It’s important to get the landing page right because it’s likely to be the first impression that people get about your brand. If you don’t do a great job at marketing your product or service on the landing page, you’re likely to lose a lot of potential buyers right at the top of the sales funnel.
Hubspot has a list of some of the best landing page designs to inspire you. You can also use a tool to design a landing page that will convert curious visitors into paying customers. Unbounce offers a service to help with that.
The best landing page in the world won’t matter if you can’t get people to look at it. That’s why you need to actively market it.
Yes. You will end up marketing your marketing page. That’s how it works.
How do you get people to visit your page? There are several ways to do that. The best option depends on your business model and budget.
Here are a few alternatives you can think about:
Bear in mind, you might have a series of steps after your landing page.
For example, first they hit your landing page, next they click a button to watch a video and following that they are prompted for a free download. When they get the free download, you get their email address.
With so much to accomplish at work every day, promotional products are often the last things on a marketer’s mind. But what if you could increase the return on your promo product investment and, at the same time, use promotional products to actually generate leads for your company?
In order to generate leads, you need a promotional plan that will get your landing page in front of members of your target audience. There are a number of ways you can promote your business, and again, you will want to use your marketing plan to identify the most effective methods for your business.
Promotional products have traditionally been considered branding tools; Increase the ROI of your next promotional products by strategizing about how you can use them to generate leads.
a. Create giveaway tiers for qualified leads: Most companies use giveaways when they attend a trade show or expo. But often the giveaways consist of large quantities of inexpensive items that are given to anyone and everyone who passes by. Use promotional products (such as umbrellas, t-shirts, etc) as ways to qualify potential leads and determine whether they are actually a good fit for your company.
b. Take an outbound approach
What do I mean when I say an “outbound” approach? I mean reaching out directly to the companies and individuals with whom you would most like to do business and mailing them a nice promotional item with some meaning behind it. These people may or may not have expressed interest in working with your company in the past, but the goal of this outbound approach to promos is to get people to engage with you. Once they do, they become a lead.
c. Offer incentives for referrals
The final strategy for generating leads with promotional products is to offer branded merchandise to existing customers or partners as an incentive (or thank you) for a lead referral. If you receive a true, viable referral from a customer, consider sending them a thank you gift in the form of a custom promotional product.
d. Digital Rewards: Digital Rewards consist of a “gift card” and a website landing page for your business. Prospects receive a gift card and redeem it on your company’s the online landing page. You receive their contact information, and the lead receives their reward—whether it’s movie tickets, restaurant vouchers, music downloads, or digital magazines.
Once you know who you are targeting and have determined how best to reach them, you need to have a plan for collecting contact information. The first part of the process involves funnelling all prospects to a standard form on your landing page that encourages them to share their contact information, generally in return for a free gift, a coupon, a sample or some other value-added incentive.
At this point, it is vital to have a customer relationship management (CRM) database that will help you keep track of potential customers through the process.A conversion funnel is less exclusive and puts more emphasis on customer behaviours.… Click To Tweet
A conversion funnel, or sales funnel, is the path that a prospect takes through your site that ultimately results in a conversion. Because the amount of traffic (visitors) your website gets will likely be larger, with prospects dropping off at various points in that path, those that do convert will be a smaller percentage of the original group – thus the funnel shape.
In the past, you may have seen examples of conversion funnel visualisations. Here is a typical example of a sales funnel chart:
In essence, a traditional sales funnels vary based on AIDA (attraction, interest, desire, action) — whereas, a conversion funnels are not quite that simple and straightforward. Potential customers shouldn’t be treated like cattle — they’re not designed to be sorted or wrangled.
A conversion funnel is less exclusive and puts more emphasis on customer behaviours, which makes nurturing and retention at each step very important.
More questions are asked at each level of the conversion funnel:
A conversion funnel is more open-ended and understands that the true art of converting doesn’t just end at checkout. Here is a conversion funnel chart:
Looking at the infographics above, we can both agreed that, a conversion funnel is a continuous mission of getting, keeping and growing your ideal customer base, while using technology, social media, and other available tools to meet their needs more efficiently. It’s lead nurturing, behavioural targeting, retention and referrals, all rolled into one marketing strategy. Get more insights about how a conversion funnel works.
Assuming your funnel is not built for a lead, but instead is a nurturing online lead generation funnel, the next thing you want to do is collect the email addresses of people who visit your landing page. This step is easy.
Why? Because if you’ve got a great landing page, then that’s most of the battle right there.
Just be absolutely sure to make it as easy as possible for people to submit their email address. Your landing page form should be highly responsive – easy to use on a laptop, desktop, or mobile device.
Once you have the prospect’s email address, then it’s time to start the drip campaign. There are many tricks to capturing emails, so make sure you do a little homework
Now that you’re in contact with prospects, it’s time to cultivate those relationships so you can take them from the lead stage through a sale (and eventually a repeat sale!). One of the best ways to create consistent communication with your prospects is through an email newsletter.
Social media provides a number of opportunities for small businesses to create conversations with prospective customers and generate new leads. You can create a Facebook page, Twitter profile, LinkedIn company page, Pinterest account or a YouTube page to attract and engage your audience, then funnel them through your process to become leads. Plus, once you have leads in the system, you can use social media to talk to them and find out more about what they need and want. The more positive touch points a customer has with your business over time, the more likely he or she will be to trust your brand and eventually purchase from you.
Finally, lead generation should be thought of as a long-term and continuous process. If you get an efficient system in place using the tips above, you can streamline the lead generation process and increase your opportunities for business growth in 2017.