Lead generation marketing strategies need to be updated regularly. Even the best plans will eventually stop generating sales, so businesses need to be ready to move in a different direction to attract customers.
Many companies are emphasizing this in 2014. According to WebMarketing123’s 2014 State of Digital Marketing report, 41 percent of business-to-businesses enterprises have made lead generation their top priority for 2014. Meanwhile, 18 percent of business-to-consumer organizations share the same the goal.
Companies, regardless of who their target audience is, need leads and want to do everything within their power to get them. Not all lead generation strategies are created equal, however.
Let’s take a look at some tactics that can help your company easily find new customers.
Link up with groups
B2B enterprises rely on LinkedIn primarily for recruiting, but the social network can also be a great place for lead generation. Real Business explains that one of the best ways to capitalize on LinkedIn is to get heavily involved with groups and become an influencer.
The trick is to find groups that are popular and active so your efforts aren’t wasted. Once you’ve found a few boards to post on, you should position yourself as an expert and thought leader. You don’t want to simply echo sentiments that everyone already knows or something that your competitors preach.
Write about issues that affect your customers and explain how your business seeks to ease those concerns. The news source recommends staying away from being overly promotional unless you’re providing something valuable to the conversation as a whole. If you just advertise your services, other users will start ignoring your posts and likely avoid your company as a whole.
You should also be responsive to other group members. Don’t just write something and then forget about the group completely. When people ask questions or provide feedback, you should join the conversation and keep it going to ensure that your company is viewed as a reliable source.
You should also give potential customers the chance to learn as much about your enterprise as possible. This doesn’t mean that you should have sales representatives cold call folks and ask them to sit through a lengthy pitch.
What you can do, however, is conduct a webinar. Digital classes are extremely popular in many industries because they allow people to get an in-depth understanding of an organization without having to deal directly with a sales rep.
Consider adding a sign-up sheet for your webinars to emails and landing pages. This ensures that leads can easily join your session. Making the process simple is key because consumers likely won’t do business with you if you’re making them jump through a bunch of hoops.
Don’t just have a general presentation. You should make each webinar unique and address different subjects so you can expand your reach. If you start repeating yourself and don’t vary the content, you’ll likely turn off many prospective buyers.
This approach ensures that you’re only targeting leads who are actually interested in your products or services. No one will sign up for a webinar if they aren’t considering working with you in some capacity so after the presentation you can likely convert viewers into customers.
Clean your database
Data quality is important in lead generation. If you’re working with incorrect information, you’re wasting your time. Furthermore, if your database is out of date, you’re likely wasting resources chasing consumers who moved on months or years ago.
Business 2 Community points out that you should regularly cleanse your data. This means going back and ensuring that you have accurate phone numbers, addresses, Twitter handles, email addresses and similar elements. Anything that’s old and hasn’t been used by your intended target should be deleted immediately.
However, you should also be looking for people who have submitted their contact information multiple times. The news source reports that “Velocify found that duplicate leads convert at a 167 percent higher rate than the average lead.” Search for similar information and then make these prospects your priority because it’ll lead to easy sales.
You should make data maintenance a regular part of your lead generation plans. Don’t wait a year before you start combing through contact information – have your sales team perform the task every month. This high level of consistency is crucial for ensuring that you’re fully capitalizing on every detail your company has about potential buyers.
Lead generation is only as complicated as you make it. The above four strategies can help your enterprise improve operations and find new customers sooner rather than later. Of course, these aren’t the only available tactics. How does your business generate new leads? Have you tried anything new in the last year that has led to unprecedented levels of success?
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