Four Lead Generation Strategies That Everyone Can Master
Qualified leads begin with quality content.
How do you define quality content? Effective sales people understand that their job is to consult around a prospect’s problems by offering education and advice rather than focusing on closing the deal. If you want your sales flywheel to churn out profits, you’ll need to create online material that will inform prospects and inspire them to action. The purpose of your content should be to provide useful information that will aid them in the decision-making process. This is especially true if you are a B2B company.
When you seek to engage prospects with something of value rather than pushing them to make a purchase, they will naturally come to you for solutions.
1. Build Relationships With Email Sequences
Email sequences are prescheduled emails with a clear purpose. For example, you may create an email sequence to welcome new email subscribers; onboard new customers; reengage buyers who have abandoned shopping carts; promote an event; or prompt cold email subscribers to reengage with your brand.
Ideally, these emails should provide educational content while also directing people to your product or service.
A sequence is more effective if you begin by establishing rapport and trust. Let your audience know that you understand their needs and want to create a solution for them.
HubSpot provides this sequence example:
Email 1: Address pain points
Email 2: Explain a value message
Email 3: Name drop a big client
Email 4: Qualify your message
Email 5: Include a product message
Email 6: Reach out one last time
Here are a few more tips to make your email sequences more effective:
- Create plain-text emails rather than complicated designs so that your email loads quickly. This will not only save time for your email subscriber, it will also ensure that your content is formatted and readable across devices.
- Avoid using references or topics that may be obsolete in a few months so that you don’t have to go back and constantly update your content.
- Compose attention-grabbing email subject lines to ensure that subscribers actually read your thoughtful content.
2. Contribute Articles to Websites and Blogs
The fastest way to establish yourself as an expert in your field is to blog about your expertise. This is an opportunity to not only showcase your product or service, but to educate your audience.
Consistent blogging is a primary source of lead generation for many brands. Each time you post an article, it’s an opportunity for someone new to visit your site and opt-in for future communications.
In order to generate leads with your blog post or interview, seed your article with calls to action (CTAs). This is a good place to use popups and sticky bars.
When creating content, think bigger than your own company. Consider interviewing someone outside your own organization and featuring them in a post. Consulting another expert lends credibility to your brand and provides a fresh perspective. An outside voice may also be a magnet for new new audiences.
3. Demonstrate Your Expertise With an Online Workshop or Webinar
Hosting an online learning opportunity is a chance to demonstrate more of your expertise and go deeper with prospects than you can with just an article or blog. It’s also a chance to create a more personal connection with people through video content or interactive webinars.
According to Dr. Richard Felder, whose research became the foundation for the standardized Index of Learning Styles (ILS), at least 65% of people are visual learners. Using video, infographics and photos in your presentation increases your likelihood of capturing the attention of this large demographic.
You can also offer a workshop in the form of an email sequence and generate leads at the same time. Software application company Buffer uses this approach by giving away 25 social media strategies over a period of 25 days in exchange for a customer opt-in.
4. Don’t Be Afraid To Ask for Referrals
Many business people shy away from reaching out to their current clients to say thank you and ask for referrals. Yet word-of-mouth advertising is not only free, but arguably one of the most credible forms of advertising, as demonstrated by the success of consumer review sites. Customers like to talk about their experiences, and they listen to other customers.
Further, Bain & Company reports that a 5% increase in customer retention can increase a company’s profitability by 75%. This is due, in part, to referrals from longterm customers.
Conversely, Lee Resource Inc. says that attracting new customers costs five times more than retaining an existing customer.
Here are a few things you can do to make your referral ask more effective:
- Reach out to clients via phone and email to ask for a brief conversation about their recent buying experience.
- Say thank you for their business.
- Ask if they were fully satisfied with your product or service and what you could do to improve their experience.
- Ask if they can think of someone they know who would be interested what you have to offer.
- Obtain the contact’s name, phone number and email address. Find out why your client feels this person or company is a good match for your product or service.
- Ask if they would be willing to provide you with a personal introduction via email.
Following your conversation with a personal, handwritten note and even a small thank-you gift is a classy way to demonstrate that you value your client relationship.
The bottom line is that consumers buy from people and brands they like and trust. Whatever lead generation strategies you choose to employ, they will be most effective if they indicate in a clear and authentic way who you are and what you can do for your customers.
Big Chief Creative Media is a full-service creative digital agency that manages its clients’ marketing processes from concept to completion — with stellar results.