Lead Generation! What is it? Where Do You Get It?
We have spoken about lead generation in the context of trade fairs and exhibitions, but that’s far from the only sources to boost sales numbers and increase your client database. Today we take a step back to explore other ways to generate sales leads, but first, let’s remind ourselves – what are a sales lead?
In short, sales leads are either individual (when B2C) or companies (B2B) that are prospective buyers, but it’s important to underline that this status hinges on whether or not they are qualified. This means determining their level of interest and how well they fit the buyer persona you target. Your business growth depends on your ability to generate sales leads and convert them into sales.
This begs the question; how do you do this?
We bring you several routes to take:
Social media has become the bread and butter of digital marketing and there is no possible way to avoid it. There are different ways that you can draw attention from qualified leads online. There are the most obvious choices – have an active presence on Twitter with targeted tweets at specific times of day, and discover the wealth of Facebook groups that can reveal a strong prospective buyer. But there are more options. Prove yourself as an expert by answering questions on Quora and grow your network on LinkedIn. The more connections you have on LinkedIn, the more visible you become to prospective buyers.
One of the best resources you have that you’re not using is your current client base. Identify the clients that are most satisfied and impressed with your service and reach out either via mail or telephone to identify any sales leads in their networks that are a good fit for your service or product. You have to be careful about how you handle this. Be prepared to make a small gesture in gratitude and be appreciative of the business they’ve provided you.
A strategy as old as the Internet is email marketing and there’s much to be said about their effect on a company’s business development. Email campaigns work wonders in staying in touch with current clients, but also identify new potential leads. Target prospects with enticing, clear and short emails that are hard to ignore, engage the reader and get to the CTA (call-to-action in no time).
This is one of the easiest tools to use to attract sales leads to you. All you have to do is allocate a small budget for a specific time period (best used in conjunction with a limited promotional campaign) and spend some time to identify the keywords that your targeted audience is most likely to search. Once you’ve completed your keyword research, you set up the ads and leave them do their work. There’s not much else you have to do from here on out. Passive tools are excellent supplements to your main active sales lead generation efforts.
Technically, trade fairs could fit into this category as you’re meeting people all day, but we’re talking about the events where you don’t have the associated expenses of exhibiting. These can be social afternoons, conferences, pitching events and networking nights with drinks. This is where you have to prepare your business cards, pick out the best outfit in your wardrobe and charm your way into an email or a phone conversation later. However, for this tool to work in your favour, you should research who attends a particular event and whether you will meet any qualified sales leads. Ask around professional circles. Check-in with peers that have gone and have continued to return.
Embrace these tools as you’ll grow your client database considerably.