Whether you are a small business working from home, a startup, or a big business with offices in different cities and countries, the one thing that you cannot do without is: customers. This is the one thing that every business desperately needs and craves.
So how do you get these customers in this day and age? Lead generation!
To grow your business, you need exposure to new potential clients. Although this isn’t a new concept, it has evolved into something quite different than it used to be. One of the major reasons for its evolution has been technology. There are many strategies that have been part of the lead generation industry for quite some time, but they have become redundant. If you’re really serious about growing your business, then you need to think of your marketing strategy according to the needs and wants of the people.
Here’s how you can create an effective lead generation strategy for your business.
Create The Perfect Strategy
Most lead generation strategies fail because of marketers and strategists sticking to practices that are tried and tested. Hence the redundancy and repetition. As the industries change, so should the strategies placed in that industry. You cannot implement the same strategy that you had last year, let alone 10 years ago.
To develop the perfect strategy, you need to ask yourself the following questions:
Who Is Your Target Audience?
The most common mistake that marketers make, and we see this more with small businesses, is that they try to target everyone instead of the people that they actually manufacture their product for or provide the service to. It’s all about focusing on the right people. It’s about going for quality instead of quantity. Instead of going for as many leads as possible, you should be going for the highest quality leads. They will be easy to convert and will stay with you for a longer period of time.
This will also help you identify who you’re NOT targeting. Why is that important, you ask? This will be useful when you are coming up with the right kind of content for your audience. Try to come up with as detailed an audience as you can. This will help you in understanding who you’re focusing on and what they want.
How Will You Attract Your Target Audience?
If you’ve come up with your perfect audience, it will be easy to come up with the content to attract that audience and turn them into customers.
To achieve this you need to use good content e.g ebooks, visuals, audio, text, white paper, webinar, or anything else that comes to mind.
Knowing who your perfect audience is and what content to create for them is still not enough, as you have to find a way to get this content in front of them. For this we can use Search Engine Optimization or Social Media advertising, then we also have to consider whether to use organic or Paid advertising like Google, Facebook, Youtube etc. Ultimately we want to do all, the good news is you can create one piece of content and repurpose it for multiple platforms e.g you can create a blog post for your website and repurpose that content into a video for Youtube and Social Media.
What Lead Magnet Are You Offering?
A lead magnet is a reward or an incentive that you offer your customers in return for their personal information like their email, name, or other information. We also use Lead Magnets to build trust, we create irresistible offers that really offer value to our users making it easy for them to part with their valuable personal information like email addresses and sometimes contact numbers. Once they give us their email address we have to nurture them with firstly their valuable lead magnet offer and thereafter we send them follow up nurturing emails to build trust.
According to MarketingCharts.com, the following lead magnets drive the most conversions:
• Reports or Ebooks
• Video content
• Social media content
Create Good Original Content
Once you have attracted your customer you have to offer them good content in order to make them Know, Like and Trust you.
Your Content should help your customers with their confusions, it should help them make sense of the world around them or make sense of your product or service.
Features of good content are:
• Feels authentic and real (provides authentic data)
• Educate instead of selling
• Gives value to the customer
• Thoughtful and engaging
• Connects with the audience
• Uses a mixture of audio, visuals, and text
• Makes the user Know, Like and Trust you.
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Create A Valuable Offer
Now that we have made our potential customers Know, Like and Trust us now they are more likely to try our products or services, buy our products or services and refer us. Ultimately we have to create value to our customers, there are just too many companies out there just out to make a quick buck, we need to stand out from the crowd of companies and give our customers an experience that’s just too good to turn down.
Now that you are fully aware of your target audience, what they want and how you should deliver it to them. You can devise multiple lead generation strategies that will help your customer base soar higher than its ever gone before. Just remember, one size doesn’t fit all.
I hope you found this useful, let me know if you have any questions and share this if you feel it may help someone.
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