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What is Lead Generation?
Any person who has an interest in your company’s products or services is considered a lead. But take note: Not everyone is a lead, many businesses make the mistake of targeting all kinds of audiences when they should just focus on people who are interested in what their company has to offer.
Why is Lead Generation important to your brand?
Focusing your brand to target the right audience can ensure that your brand is ideally matched with the right customers.
More benefits of lead generation include:
- Target the right customers
- Increased awareness
- Opportunity to collect valuable prospect information
- Brand Loyalty
How to generate leads?
There are several options available to any business when it comes to generating leads for your business. Here are some reliable methods for generating leads
- Paid Search using Google or Bing advertising
- Paid Social advertising on social platforms
- Content Marketing by being an authority on your domain
- Video marketing using YouTube, Vimeo
- Email Marketing
Understanding Our Customers
Studies have shown that there are four types of potential customers out there for any business.
- 3% of customers are fully intent on buying our product or service
- 17% are in the information gathering mode
- 20% are problem aware
- 60% are not problem aware
So from this, we can understand the biggest potential sectors for marketing are stages 3 and 4 which are areas that a lot of advertisers neglect.
Collecting Your Leads and Using Lead Magnets
How do we incentivise a completely cold customer to act in some way to engage with our brand or service? By offering something of value that will help them in some way. That might be a pdf download, a white paper, an eBook or a video that is useful to them. It must have genuine value in order for the next steps to take place. All we want for them is to put their hand up and say, I’m interested in what you are offering. The trade-off is they will give you their name and email address in order to access the value item, the lead magnet.
How To Turn Cold Leads into Customers?
The biggest mistake that most businesses make is that they do not warm or nurture their leads before trying to convert them to being a customer. As the old saying goes, you don’t ask someone to marry you on the first date. You must warm to the person, get to know them and gain trust. Similarly, when marketing online we must do the same, especially when cultivating cold leads.
We can achieve this by using tried and tested CRM email marketing tools such as Mailchimp, infusion soft, HubSpot to deliver personalised timely emails to gradually gain trust and respect from our potential lead.
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