Over the last decade, lead generation has changed considerably both online and offline. Gone are the days when cold calling, mass leaflet drops or even large scale radio and TV campaigns can be relied upon to generate the all-important inbound new business enquiries. Customers now have a plethora of choices of suppliers and are fully conversant with searching, discovering, engaging with and contacting new suppliers – and they will do this on a device, channel and platform which suits them – at a time to suit them. This means that the lead generation process is more complex and multichannel than ever before and requires a holistic, strategic approach.
The lead generation process can essentially be broken down into sets of marketing activities that directly correspond with various stages of the user journey. This ranges from the initial research phase and spans through to the point where a sales enquiry is made via email, web form, phone call or visit. It all starts with generating traffic (SEO, PPC and Social Media), engaging users with meaningful content (Content Marketing), converting them into leads and can assist in converting those leads into customers, dependent on the sales process in your organisation.
Before commencing a lead generation campaign it is important to research all aspects of the viability of the campaign and assess the potential ROI. This is not restricted to simply competitor research, it also includes the target market, segmenting it into buyer personas who are profiled to ensure that the correct tactics are deployed in order to reach and engage them.
We devise your lead generation strategy around your business objectives and requirements. Whether your business sells B2B or B2C it is important to ensure a steady flow of high-quality leads which can then be managed by your team and converted into customers.
We provide you with a communications plan to ensure you know which activities we have scheduled in order to achieve and exceed your lead generation targets.
All of our campaigns are fully integrated aligning tactics such as SEO, PPC, Content marketing and Social Media – joined-up thinking in action.
Lead generation is essential to the growth of any business. Having a strategy in place means that you are able to keep a steady flow of leads in your sales pipeline.
A lead generation strategy will be a comprehensive plan of how you intend to generate leads, outlining your target audience, the channels you will use to reach them, and the tactics you will employ to convert them into leads.
There are many ways to increase sales, even when working with a limited budget. The easiest way is to look at your current customers: can you offer an upsell on your current products or services? Maybe run a promotion or offer for a limited time period? The best way to increase sales is to grow the number of leads or customers in your sales funnel. By effectively marketing your business you can increase your number of qualified leads and potential sales.
Assuming you (hopefully!) already have a lead generation process in place, the best place to start is a review of your current process. Does it perform well? Are you happy with the quality of leads? Where are the areas it could be improved? Once the process itself has been refined, then you can start working to increase the number of leads in your funnel.
If you have your lead generation strategy and process in place, then it’s time to ramp up your marketing efforts to grow the number of leads in your funnel. Identify your target audience and where you can reach them, plan an effective marketing strategy with clear steps and objectives, then implement your strategy and measure its results.
To market a B2B product or service, first you need to establish your objectives and goals. What are you trying to achieve? How will you measure this? Then, you must clearly define your target audience. Who are they? What is their position within their company? Are they the ultimate decision maker? Next you need to form a strategy to reach your target audience. What channels will be most effective? What copy will you use to get your message across? Once you have these fundamental elements in place, then you can begin implementing your strategy.
How you go about generating leads for sales will depend on your business and target market. Define your audience, research the channels that will allow you to reach them effectively, then form a clear strategy with objectives and goals to follow as you market to them.
New leads can come from any area of the business. Soft lead generation can come from keeping your customers happy so that they will refer you, to encouraging people to leave Google reviews to build trust in the digital space, from networking regularly so that your business (and face) is known to the target market. Hard lead generation is more strategic and will involve researching businesses, emailing speculatively or even picking up the phone!
Having a clear lead generation strategy and process in place will allow you to generate new leads consistently.
There are many ways of generating leads for your business without having to resort to cold calling. Using digital marketing as an example, you can use search engine marketing to be found by your target audience when they are searching for relevant buying terms, social media to generate brand awareness, and content marketing to create informative and engaging content that both educates your target audience and establishes you as an authority. All of these are effective methods of generating inbound leads.
This is where having a good lead generation, marketing and sales strategy comes into play. If you can identify the traits that make a lead high-quality to your business, then you can focus your marketing on not only attracting these quality leads, but qualifying their quality and what stage of the buying cycle they are currently at.
Business to consumer (B2C) lead generation is the process of generating leads and sales directly from the consumer market, who are the end users of the product and services you supply and are using them for personal use. This contrasts from business to business (B2B) sales, where the target market will either be businesses or users buying for business needs.
We specialise in using digital marketing techniques to generate leads, both for ourselves and our clients. Using a range of methods, from driving organic traffic from Google to creating engaging content on social media, we are able to consistently drive targeted traffic that results in high-quality leads.
To generate more B2B leads, you need to define your audience, research the channels that will allow you to reach them effectively, then form a strategy with clear objectives and goals to follow as you market to them. Once you have an effective lead generation strategy and process in place, then it’s time to increase your marketing to grow the number of leads in your funnel.