In a fast-changing and highly competitive market, it is important to pursue a diversified approach to generating leads. These methods entail efficiency and effectiveness through the exhaustion of both online and offline platforms. Our CEO believes lead generation is the key ingredient in fast growth companies and has often been caught saying “Why would you take the bus when you can take the high speed train? And why would you market when you can engage?” So to help you on your way, here are some expert lead generation tips to reach prospective customers quicker!
1. Online
Social Media outlets such as LinkedIn, Facebook, Twitter and Pinterest are effective in generating leads. However, it is vital to prioritize each tool according to your target market as the demographics tend to vary on each platform.
It is a good idea to focus on a customer-centric website with calls-to-action and provide contact information, which will increase the likelihood of interested individuals contacting you. A common approach of many companies, even a large number of e-tailers, is relying on the “contact us” page as the sole location for obtaining leads. In websites with a lot of content, this information is generally not easy to find and with more consumers utilizing their mobile devices you have a very small window (no pun intended) to engage the consumer and address their questions or interests.
If your company website or ecommerce website seems to fall within this category consider the following:
• Adding a live chat box for the online user as they prefer immediacy and quick responses.
• Adding a lead generation widget on every page with an inviting call to action i.e. “Got questions? We’re here to help“
If you’re of the opinion that a lead generation widget on every page is overkill, there is a classy alternative: Contact Tabs. These sit on top of your content and are only expanded when the consumer clicks on it.
Surveys are also another means to build on list acquisition. For example – www.festivehealth.com requires users to fill out a short, engaging survey prior to signing up as it serves a purpose of customizing results
Consider utilizing small incentives. These are a great means to generate user engagement and a buzz around your brand. Incentives need to be used cautiously though, as you must maintain a balance between promoting your brand and product without devaluating your customer’s need and want for the product.
One thing to keep in mind with any of these approaches is that any content you provide on your lead generation widget, survey, or tabs should be relevant to the individual`s interests and needs, based on their demographics/psychographics. Therefore, if your focus is to promote one specific product or service, consider creating a landing page for that specific product and/or service and creating a sales funnel that can entice and engage your consumer. It’s not about marketing, “it’s about engagement”. This is a useful method through which you can build on your list acquisition and further categorize your target market.
2. Call Centers
Speaking with clients and building relationships is a profitable use of time, hence outsourcing a portion of your soft touch pre-qualification process to a call centre can be a tremendous and efficient way to increase the speed of your sales cycle and generate higher qualified leads. Perspective is key. So it is important for you to work with a company that understands your sales cycle, and communicate this effectively to the representatives on the floor. In this way, your sales team (this could be just you if you’re just getting started) can start making more sales presentations in a shorter amount of time, rather than just knocking on doors.
Don’t forget to follow up! It is vital to make calls every now and then in order to build momentum to the development. This is a process where your ROI goals may be slightly higher than desired at the beginning but will normalize over time, so be patient and remember your long term 2-5 year plans and give it time to deliver.
3. TV Leads
As opposed to content published online – where the user is actively seeking a specific type of information, Television works differently with a more ‘laid-back’ and leisure nature, reaching out to a wide reach of audiences. Hence, sometimes it can be very difficult to control the recipients of information. For this reason, it is of vital importance to ensure you have an engaging commercial, with a strong call to action for your target market and product/service niche. Select channels, whose viewership is in sync with the demographics of your target market. A well-managed TV campaign has the potential to generate high-quality and a high volume of leads if and when it’s done right. What does this mean? It takes careful planning, execution and most of all EXPERIENCE.
Contrary to popular belief, Television marketing does not have to set you back a whole lot. Your first bet when selecting a company to help you through the process is to ensure that they ask you all the right questions.
If any company you approach about conducting this service does not ask you about your goals, desired ROI, desired cost per call and how you plan to manage getting back to your respondents, run the other way and look further.
The right agency will ensure they understand the entire sales cycle before they even consider providing you with a quote.
4. Radio
Like television, radio can also boost conversion rates. Whether you’re driving to work, or taking a road trip with your family – radio has a good presence. Similarly, by targeting the appropriate stations based on demographics, a well-managed campaign can generate a number of leads. Keep it short and catchy!
5. Direct Mail
Although direct mail is looked upon as an old marketing tool and one that tends to be more costly than an email campaign, it by far garners a high-quality lead. Like our CEO Zeeshan Hayat say’s” it’s not about marketing, it’s about engagement”. Through direct mail you have an opportunity to engage the consumer with a tangible product such as a sample, a coupon or a VIP offer that helps them build loyalty to your brand. It is important to note that when prospective customers respond to direct mail, they are showcasing genuine interest in your service. A follow up call compliments direct mail greatly and can largely assist in generating highly specific target markets.