One of the most important aspects of growing business comes from Lead Generation. It is much more than just emailing potential leads, it involves consistently identifying and reaching out to them via multiple means of marketing communication in order to convert as many as possible.
So let’s begin with the ultimate step-to-step guide for Lead Generation techniques that will get you the quality ones you desire.
1. Define your perfect lead before starting with your Lead Generation Campaign
Your Lead Generation techniques are of no use if they don’t turn prospects into product buying customers. To make them your buying customers, you need to first and foremost understand and create your Ideal customer profile– what would your ideal lead’s interests be, its problems, its preferences, what content would attract it, its consumption patterns, its preferred channels and even its role in the buying process? How will you realize if it is sales-ready? After understanding and analyzing all these points, you then need to sensitize your team to this persona and mold your marketing campaign for your Lead Generation.
2. Spoil your leads with Perfectly Tailored Content
For the effective execution of a Lead Generation strategy, you need to work heavily on your content marketing to attract the best leads for your business. By creating the profiles for each of the Lead personas you’ve identified and using the answers to the above questions as your guide, you can start creating and tailoring the content to suit your ideal lead persona.
You should produce high-quality marketing content and adapt it to your buyer personas for better optimization of your Lead Generation strategy. You can create blogs, attractive marketing content, send personalized emails, advertise on social media and become a trusting and omniscient companion for your buyer personas in their buying process.
3. Align your Marketing and Sales team with each other for better Conversion Ratio
The disputes between marketing and sales departments for Lead Generation are a long-standing affair in every industry but their alignment is also potentially the largest opportunity for outdoing your business performance in this Competitive Era. When sales and marketing teams align, your revenues expand, your sales cycles diminish, cost per conversion rates lessen and forecast accuracy also improves immensely. You must set up a Central database for Lead Generation and Management for both the teams that stores all the data of the leads generated and also lists the associated marketing and sales activities. When these two teams unite around a central revenue system, they exponentially improve your Business’ return on investment (ROI), sales and marketing productivity, and most importantly, your Top-line growth. Also, define a response time for the lead generated that is valid for marketing and sales, thereby having a successful SMARKETING campaign.
4. Plan your Lead Nurturing Journey that converts prospects to clients
Lead Nurturing is an important aspect of Lead Generation . It is developing relationships with your prospects at every stage of the Sales Funnel and at every step of the buyer’s journey. Lead Nurturing focuses on attending to the needs of your prospects and providing them with details and insights they ask for during your marketing and communication efforts. Design which marketing content should be shown to the lead and in which stage of your Lead Generation strategy. Link your content assets expertly making sure that every reading, sooner or later ends up with a sale. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost (source). Hence, it is important to pass the lead on to the sales team only when it has matured enough.
5. Invest in Marketing Automation for better Lead Generation
Marketing Automation Softwares help you in automating some tasks of your Lead Generation and Marketing Processes. It gives your sales and marketing teams the capability to produce better Lead Generation results saving them the time required to invest in traditional outreach.
All of your campaigns are tracked with automation during your Lead Generation strategy. You can design a series of rules that control which recipients receive your advertisements and analyze who all took action on them. If a potential lead makes a small purchase, your marketing automation software can automatically add that lead to a “customer” list and send the customer emails and messages designed specifically for them, encouraging them to make a larger purchase, sign up for newsletters or complete any of your other sales objectives.
In order to make Lead Generation optimum and efficient, you must invest in marketing automation. All-in-one solutions like HubSpot and Leadzpipe are particularly suitable for this.
6. Always keep your contact details correct and complete for prospects to reach you easily.
Having updated contact details are crucial for inbound Lead Generation. To sell to prospects who are interested in your product, you should have your contact details updated at all times for them to reach out to you easily. With some prior research, your prospects have decided that you are the potential solution for their needs. All you need to do is answer some of their queries, get the right people in front, and make sure your leads opt for you over your competition. For this, you need to maintain your contact database and always keep it up to date. If prospects do not find a reachable contact point, they may develop trust issues and question your reliability and end up choosing your competitor.
7. Set up a feedback loop for better future Lead Generation
During Lead Generation, your Sales and marketing teams gain lots of valuable experiences. These experiences can be used to incessantly to improve your Lead Generation process. However, for achieving this, feedback must always be obtained and communicated to the people concerned. “A feedback loop is a process in which the outputs of a system are circled back and used as inputs. This refers to the process of using customer or employee feedback to create a better product or workplace” (source). The customer feedback loop is an effective way to improve your offerings to your prospects and existing clients and also modify what you get based on their feedback. It’s a business strategy that has been in existence for quite some time.
Still not clear about how to go about with your Lead Generation? Reach out to us and we will be happy to help you!