All You Need to Know About Lead Generation
By Dan Radak
Even though every person out there is a potential client, a new business owner soon comes to differentiate between various kinds of audience. On the one hand, there are the so-called low-hanging fruits, people who are most likely to become your customers no matter what you do, and on the other, there are those who aren't going to buy from you regardless of the circumstances.
Aside from this, there is a wide spectrum of potential customers in between these two groups waiting to be identified. This is one of the key points of your marketing campaign, seeing how different groups require different effort, which means that identifying your leads and approaching them in the right way may be crucial in your marketing efforts. With this in mind, here are a few things you should know about lead generation.
1. The conversion rate
Everyone online knows about the term conversion rate. An average conversion rate online is somewhere about 2.35 percent of all traffic, while top 25 percent of websites can brag with a conversion rate of about 5.31 percent. While some of this discrepancy may be explained by the methods that these more successful websites use, the greatest difference between the two lies in their audience rather than in some intricate online techniques.
In other words, whether or not you close the sale, most commonly depends on whether or not you are able to recognize, pursue and engage the so-called qualified leads. If one is to run a profitable business, such a thing needs to be done both online and offline.
2. What is a qualified lead?
As we already mentioned, there are some people who are likely to become paying customers after the shortest amount of persuasion. Still, it is vital that you learn how to recognize these qualified leads in order to be able to pursue them at a later date. The key here is to figure out just how well they fit within your overall business scheme.
Here, you need to answer four major questions. How do they fit with your overall deal? How does your product/service fit their interest? Do they have the authority to make a decision that can lead to a sale (in a B2B transaction)? Is there a motivation to make the deal at the moment? While recognizing these four issues may seem a bit complicated, there are some more than obvious indicators for you to follow.
3. What is the best method of following the lead?
After you answer the 'who', you need to find the answer to the question of 'how'. You see, there are many different means of lead generation, each suitable for a certain group. For instance, when it comes to a B2C outreach, your best bet is to make a 'help video', such as a review or a tutorial that your target demographic will find particularly useful. In this way, you are giving them something of value to lean on and, at the same time, turning yourself into a learning center and a niche authority.
On the other hand, if what you have in mind is a B2B outreach, you might want to try out something a bit more traditional, like telemarketing. This, however, may require a bit more professional guidance. With the help of companies that deal with telemarketing in Australia, your sales team can easily learn how to deal with issues of appointment setting, lead generation and most importantly, lead nurturing.
Perhaps the greatest advantage of the digital era is the fact that it is now easier than ever for even the smallest of businesses to conduct a thorough marketing survey in order to see exactly where most of their customers are coming from. This way, they can focus their efforts where they are the most effective and achieve a great ROI, while still staying on the budget. Like having your cake and eating it too.