The Startups. website defines a lead as “someone who has shown interest in purchasing a business’s products or services, and has provided contact details for follow up.” Basically, for your company, a lead would be a potential customer or client.
However, as reported in a LinkedIn article, a quarter of firms see their sales and marketing teams as ‘misaligned’ or ‘rarely aligned’. This is worrying, as these teams share responsibility for lead generation. So, how could you smooth this process in your own business?
Identify your target audience
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The Balance Small Business calls this the “first step of lead generation”, adding: “You can’t successfully reach and sell to your ideal customer if you don’t know exactly who that is.”
Fortunately, as a result of researching your brand’s target audience, you can build up a profile of who they are and what they are like — including in terms of hobbies, salary, lifestyle and personality. You can also get a general idea of where these people reside.
Be selective with your marketing methods
On paper, marketing might seem like a simple equation: you need to get your products and services noticed by people who would be especially inclined to spend money on them.
In practice, however, you could find actually attempting to promote your company’s offerings arduous — not least as you would have various promotional techniques to choose from.
Ultimately, the trick is to choose those that you reckon would most appeal to your target audience. The options include blogging, public speaking, customer referrals and paid advertising.
Take part in networking events
One reason why this can work well is that it can incentivize potential customers or clients of your business to provide you with their contact details.
The networking itself doesn’t even have to take place in person. Using online event solutions like ON24 Forums, you could put on online networking events and even publish branded registration pages for them.
Prospects could hand you contact details either at the registration stage or during the event proper, enabling you to follow up.
Send out an email newsletter regularly
Obviously, before you can start emailing newsletters to a large number of contacts, you will need their email addresses. However, this article already details how you could potentially collect these.
Using an email newsletter to keep in touch with a contact can assist you in building a lasting relationship with them. Hopefully, this relationship will eventually culminate in a sale — and perhaps even repeat sales!
Use social media to foster further conversations
Naturally, there’s hardly a shortage of social media portals for your business to choose from when the time comes for it to build a formidable online presence.
Good examples of corporate-friendly social media sites include Facebook, Twitter, LinkedIn and Pinterest. Furthermore, once you have established social media connections with promising leads, you can easily interact with them regularly to gain an insight into their needs and wants.
Over time, these leads could increasingly trust your brand enough to decide to buy from it.
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