Need more leads?
If the answer is yes, you are in good company. According to a recent report 63% of business leaders named generating traffic and leads as one of their top challenges.
So how do you generate more leads?
Successful companies use a combination of tactics that best fit their market and objectives ( see the list below).
Since prospective customers might not be ready to buy immediately, they also design a follow up system to nurture the leads. There are many tactics to choose from including advertising, mailings, social media and events.
Which tactics will work best for you?
Puppies are great (I love puppies) !
But even with these cuties on your side, you will get the best results when you start your lead generation efforts with a solid process like the one outlined below:
For example, Sally Forth Products is new retail business that creates high-end, customized products for individuals. They’ve gotten great feedback from current customers, but this type product is only reordered once a year. Looking at their overhead and other costs, they realize that need to double their customer base by 50% by the end of the year to break-even.
Sally Forth's current customers are in a high-income demographic and women drive the majority of purchase decisions. They have found that customers can be segmented by the way they approach the purchase decision.
1) Nina Needitnow -- has an immediate need for the product, knows the style she wants and the sales cycle is short. This type of customer needs a minimum of nurturing but needs polite, personal, responsive service.
2) Greta Gather -- is thinking and planning. She may love the concept, but may consider it for over a year before deciding.
The team at Sally Forth Products decide they to promote awareness and attract more "Ninas". Both target customer types tend to to to the same sources for information, so they chose tactics to suit each buying cycle.
Sally Forth Products is currently running traditional and search engine advertising, experiencing varying levels of success. To address the immediate needs of "Ninas" they added the phone number in their search engine ads, then streamlined the contact process and trained the team to answer the phone in a friendly, professional manner by the first or second ring.
They've also decided to compliment the ads they are running with a digital campaign to nurture "Gretas". They're developing two downloadable pieces of content to gather the emails of interested individuals and a series of emails to follow up the download. To deliver this content, they are beefing up their social media presence and plan to promote posts to their targeted audience.
Sally Forth Products put their plan into action; they logged the source of all new customer calls and are eliminating ads that did not generate customer interest. Their email list has tripled with some of the "Gretas" converting earlier than expected in the cycle.
Lead generation is important to building your business and following these steps will help you get better results.
If we can help you determine the tactics that will fit your business situation, please contact us.
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Marketing Tips is dedicated to providing busy professionals and local businesses with information on marketing trends, strategy and tactics in a way that is both accurate and easy to read.