We all know that every business needs more leads which means more potential customers ready to buy your product or service, but finding more leads is hard – really hard.
It has become even harder and more complex due to the changing nature of the Internet and the rapid pace at which today’s businesses are expected to grow.
Marketers tried to generate leads through many outbound (and often aggressive tactics) such as cold calling – which is still the main tactic for many small businesses – batch and blast email tactics, trade shows, print and radio advertising, and list purchasing.
Although outbound techniques certainly have their place and are indeed part of a well-rounded lead generation strategy, used alone, they can be a turnoff to many of today’s buyers.
Modern marketers (the business owners) also need to employ tactics like social media, content marketing, SEO, and similar strategies to generate more, and warmer, leads for their business or sales team.
Here’s a video about social media and how to get leads through HobSpots:
Even more important than generating a ton of leads is generating a ton of qualified leads that are interested enough in your product or service that they could potentially become customers. Generating leads like they are going out of style won’t matter if they are bad lead, so take care.
As mentioned earlier, today’s buyer self-educates. And because of the open nature of the internet, he has high expectations for customer service. Additionally, today’s buyer values relationships and trust, and likes to interact with brands on a more personal level through social channels such as Facebook and Twitter. He wants to be spoken with, not spoken at.
Finding more leads, you need to think of lead generation holistically and strategically in order for it to be effective. Integrate many facets of your marketing department including events, email marketing, social media, business directories, paid programs, lead nurturing, and sales.
Companies today need to focus on creating relationships with leads so that when a buyer is ready to purchase, your company is top-of-mind. This is done through engaging leads with educational content, being active on social channels to develop a following, face-to-face interactions at events, and other relationship-building lead generation tactics.
Remember, the days of the faceless corporation are over. Your buyers want to engage with you as they would engage with a friend. Consumer companies like Coca-Cola, Nike and Apple do a great job creating relationships with customers through storytelling, great branding, and creative lead generation tactics.
Appealing to your buyer creates brand ambassadors, ultimately helping you grow your company, finding more leads, and not just that… but finding more quality leads.