Let us first start off with the
definition of Lead Generation. It is the process of identifying and engaging
potential customers for a business’s products and/or services. A lead is a
person who is interested in purchasing something which your business provides.
To pull those buyers in you must put your business out there and give them the
chance and knowledge to buy from you. However, make sure the customer has an
interest in what you are selling. If you push a product/ service on a customer
who is not interested they will become less receptive to your good or service.
There are 5 definitive ways to grow your business with lead generation. These
methods will also make sure you do not end up pushing the customer farther
away. Free content is one way to pull in leads, correctly utilizing emails is
another, social media, blogging and product trails are all additionally great
ways to make that lead a customer.
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Content, provides
customers with free information. The key point in creating this information is
to provide your customers with information that they want to click on. You need
to find out who your demographic is. Are
they of a younger age group or an older age group? What income level are they?
What region do they originate from? What about your product interests them?
From there it should be easier to create information that will draw in
customers. If you are selling specialty hot tea for example, you would have to
discover the type of demographic for the tea. Usually health conscious people
drink hot tea. So providing your customer base information on the health
benefits of tea would be a great way to draw in customers, inform them about
your product and maybe even generate a sale. Information is a great way to
introduce the potential buyer to your product and for them to analyze your
creation freely before making a purchase. They can consider it research to
confirm their future purchase and the information make them feel like their
money is being used wisely.
• Email
is another great way to generate leads for your business. It has a larger reach
than social media. Most people have an email account; you need an email just to
register for a social media account. Those who receive the email see your
message, whereas with social media your post can be easily missed. It is a
building block of marketing. However, it can be a little tricky. Because customers receive and already have a
lot of email, so it is easy to become a nuisance in their inbox. Do not buy
leads, like a lot of businesses do. They buy customer information from a third
party and send those leads emails about their product. Buying leads ends up
putting your email straight into junk mail or becomes just another unwanted
email that he/she has to delete. You do not want to be a nuisance. Avoiding
this is best done by allowing the customers to come to you. They can subscribe
to your email or get their email when they buy your product/ service. These two
paths are definitely more likely to receive a positive reaction from your
buyers than using information from a 3rd party.
• Social
Media is also a great way to actively engage and reach out to potential
customers without coming on too strong. Facebook, Twitter, and Instagram, to
name a few, are spaces where you can share your content easier and more
frequently without becoming intrusive and consumers can easily access your
business through whatever social media source you decide to use. The customers can
look and be exposed to the content that you shared then move on to whatever
else catches their fancy. They have access to your product/ service and are
exposed to it making them more familiar with what is being sold and thus more
receptive of future encounters with your good and or service. Also social media
may be more effective based on your target demographic. Facebook is a better
medium to reach out to middle age and young adults. If your target base is
teens, Instagram is a more efficient media route. Linked in is 79% 35 year olds
and up. Pinterest is another great social media site to have a presence on.
It’s all about discovery and especially great for crafting brands and food
brands. Make sure to do research into your demographic to correctly use social
media, just as with the other lead generation techniques. It is really a great way to make your
business a part of your customers daily lives. 50% of people access social
media daily. This helps immensely with brand recognition. Also, it is cost effective
and helps you to appear in search engines more often.
• Blogging
has a similar pull and categorization as context. It is different however
because blogging is more structured and more about persuasion. You are not
solely informing your customers; you are also drawing them in and framing their
mind set to be more situated for your product and or service. However, that is
not to say that blogging cannot be used to inform your audience. Blogging is
also framed in a context which potential customers may not know they are being
sold to. Making them more open to the ideas they are taking in. The product and
or service that you are selling can be the focus of the blog. If you are
selling hand mixers, the blog could be about recipes that are easier to make
with the hand mixer. If you sell clothing, then it could be a blog about
coordinating outfits with your brand. These are just a few examples. Also,
there is the option of guest blogging to generate more leads. If you can link
your blog to other blogs you will definitely get more views. This can be done
by simply paying the other blogger or it can also be done by generating enough
buzz about your blog.
• Product
Trails are another way to get buyers. By giving out something free to potential
buyers you are giving them a good impression of your product and or service.
Because everyone likes free things. Also, it shows confidence in what you are
selling. You feel so confident in your company/ bottom line you can give out a
certain amount of your product free. In addition it introduces the customers to
the product and once they try it out for the first time they are more likely to
get it again, because they know it works, they are familiar with the product
and or service. Making them familiar
with your product and or service Is half the battle after all, because studies
have shown that once someone tries something out, they are much more likely to
try it again. The hardest part is getting them to try something new to begin
with. One great example is shopping at Costco, how often are they giving out
free samples. Oftentimes you become interested in the product only after
sampling the free food that you may have never heard of otherwise. Also, some
companies give a free sample as a bonus to what is already being purchased.
This makes the customer feel appreciated and once again makes them more likely
to buy the other product as well. An additional point to be made about product
trails is that they are a great way to appeal to all age groups. Because most
people want to try the free snack that Costco is giving out.
These 5 ways to grow your
business will help you with lead generation. You will see the most success
however, when you consider your demographic first before taking steps towards
lead generation. It is important to market these 5 ways towards those who you
want to sell to. Use titles and graphics that will catch their attention. How
you set up a blog should be demographic based, your posts on social media
should have the tone which is appealing to them as well. As long as you apply this rule to these
methods your business should see a steady increase in the amount of purchases
and the amount of buyers.
Lead Generation is a
great way to help customers take that final step from interest to following
through with a purchase. It is the difference between a customer who merely
browses through clothing racks in the mall and does not buy anything and a
customer who browses and then proceeds to the cashier with their items. So
start with these 5 methods and you are well on your way to generating more
profits and having more buyers, of course there will still be browsers. But
browsing is only a step away from buying. Let’s push them over the edge. When
you are looking for a lead generation company to tech you how to
grow your business with lead generation then
look no further than Industry Army Marketing
About the Author, Colin Hamilton
has been in the Lead Generation business for over 10 years. With the new
Industry Army Marketing platforms lead generation will never be easier or more
effective. Colin is excited to teach people how to generate high quality leads
through digital marketing. Based in Vancouver BC Canada but IAM has clients
from all over the world.Lets make a difference in your dreams and passions with
lead generation!
201 - 3701
Hastings St, Burnaby, BC V5C 2H6 Canada
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