How to improve lead generation and drive more sales
By Catherine Doyle, Enbu Consulting
Are you generating leads that have a realistic chance of conversion?
Are you focusing on the right leads at the right time?
Once you've acquired a lead, do you have a clear process for following up with these leads and converting them into a sale?
Lead generation is a priority for many growing businesses.
Here are four key lead generation strategies you can employ today.
1. Understand your market
Your aim is to reach out to the right people (i.e. those who are likely to convert) across the right channels at the right time.
A focused approach to lead generation will help you attract self-qualified leads i.e. individuals who know they need what your products or services.
You and your team can do this by building accurate buyer profiles and identifying the key concerns of individuals within your target market. Then, your marketing campaigns address those concerns.
You can also focus your approach by identifying key lead generation channels.
- specific social media channels and, for instance,
- specialist forums
- industry-specific websites
- off-line channels that those customers rely on when making buying decisions
2. Track your leads
There are two main areas to focus on here.
Firstly, you should track how potential leads behave when they come across your website and other marketing materials.
Secondly, you should track where precisely where your leads are in the buying process.
Using Google Analytics you can gauge the popularity and effectiveness of your webpages and how effective they are at lead generation.
You can use data from Analytics to help work out what works and what doesn’t work on your site.
Does a particular website layout result in a better click-through rate.
Could you improve your call-to-actions?
Are you juggling multiple stand-alone spreadsheets to make sense of what’s happening with potential leads?
A CRM solution featuring automatic lead tracking tools will provide you with at-a-glance data about your sales funnel.
It will help you answer questions like:
Are there any sticky areas where leads tend to lose interest?
Is there a ‘missing link’ in the schedule of communications you send out to leads?
3. Grade your leads
Your objective is to create a rolling pipeline of leads, enabling you to focus on the right leads at the right time.
So how do you grade a lead’s readiness to buy?
Typically, it’s through a combination of:
Asking qualifying questions by email, online forms, by telephone or by a combination of all three.
Reviewing data you have about leads for example, which of your marketing materials has the lead read and shown an interest in?
Grading your leads by distinguishing between those that have a need now (or in the near future) and those that have potential but are not yet ready to buy.
4. Adopt a joined-up approach
For instance, it one person manages email campaigns, another team member takes care of social media, and another team make sales calls.
Effective lead generation requires a joined up approach to customer conversations.
For example, if a lead posts a query via Facebook or downloads a whitepaper or telephones with a follow-up query, this is an ongoing conversation between the lead and your business.
CRM software lets you keep on top of this ongoing conversation.
It lets team members see the complete history of customer communications across all channels.
The result is an easier to manage and more effective lead generation process.
Want to find out more about how this works in practice? Check out Enbu Consulting’s video presentation on targeted marketing.
About the author
Catherine Doyle is a sales-focused, results driven, Marketing Professional with over 20 years’ experience.
She specialises in devising clear and measurable marketing strategies within the budget and resources available, to help achieve sales targets for clients.
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