Leading your lead generation to success

Lead generation is one of those terms that’s bandied about without clarity. We all profess to do it, but do we really know what it means. Businessdictionary defines lead generation as, ‘The process of collecting names and contact information about qualified prospects which will be contacted by the salespeople for generating orders’. So we have what it should look like, but how do we do it?

Online generation

As with most things, lead generation is increasingly online based. Our first step with online generation, is our most old fashioned. That’s right, the classic email. A 2015 study found that 89% of marketeers listed email as the most used channel for generating leads. Emails offer you the best opportunity for delivering tailored content, conversion potential, and direct communication. Most recipients will suss out a sales email instantly from the subject line, do you think they go on to open it? Create informative and educational content that your customers will want to read, and give it a snappy subject line that they will have to open. This is a sure-fire method for some solid conversion rates.

Populate your website with some great content that your customers will find relevant. Unsure as to what they will enjoy? Utilise social media to investigate what your customers are talking about, and don’t be afraid to test some content. Unlike posting content on websites, social media is transitory and therefore ripe for experimentation. Try out different formats, have you tried a GIF or infographic? Now is the time. Just ensure that any content posted has your contact details or a hyperlink to the website attached in some way to follow up on.

Physical

Just because your website and social media are sorted, do not neglect your physical lead generation! We will start with the most important and effective form of lead generation, customer referrals. This form of lead generation appears (and is) genuine and unforced. It’s free, it’s easy, and it’s transferrable across multiple platforms. It’s also an absolute no-brainer, of course you are going to want to utilise this. Encourage word of mouth referrals amongst your existing customers by creating a testimonial section on your website, and allowing the review widget on your Facebook page. Consider, also, creating a reward scheme. I’m sure you’ve experienced this before, when you refer a friend to a service, you receive your next treatment or product free or discounted.

As salespeople, we tend to shy away from working with others who are outside our company, but there is massive potential here. Consider teaming up with non competitive vendors in your lead generation strategy. Are there products out there that are complementary to yours? It might be worth creating an alliance with the brands behind these products, mutually support social media efforts, appear in coordination at industry events, and consider cross promotions. You will reach a whole new audience, and save a bit on your advertising budget to boot!

Lastly, it’s an oldie but a goodie, attend industry events wherever possible. This will get your name out there in the marketing, helping to establish your reputation among customers. Ensure you have lots of literature and branded freebies to share out. No matter how old or successful someone is, no one can resist free sweets or stationery!

To conclude

We hope we’ve given you some inspiration for your lead generation. Don’t be afraid to try new techniques and mediums, just remember to keep your traditional lead generation going at the same time!

 

*****

You’re reading an article from the Borg and Overström Academy programme.

Borg and Overström are a manufacturer, and trade-only supplier, of top-quality, beautiful water systems.

We take pride in working with our clients to help them to develop their businesses, providing tailored sales, marketing, and technical training and advice.

Visit the Borg and Overstrom Academy homepage


Our drinking water dispensers are available through selected partners