Before you can start selling a product or service, you need customers. To find customers, you need to identify businesses or individuals who have the potential to buy from your company. These potential customers are known as “leads,” and “lead generation” refers to the process of identifying these leads, getting them interested in your products or services, and ultimately convincing them to make a purchase. There are two main lead generation methods you can use to grow your business: inbound and outbound.
Leads are interested in what your business offers, but there’s no guarantee they’ll make a purchase. Sales, on the other hand, are leads who have turned into customers by signing a service contract or buying a product. Depending on your business and the lead generation methods used, you may only have a handful of sales for every 100 leads.
The leads your sales team targets can be divided into two primary categories: cold or warm. Although they both can make their way onto your client roster with the proper nurturing, there are distinct differences between the two. Cold leads are the result of purchasing data from one of the many data-gathering companies on the market today. These leads require a cold intro, which can make them more difficult to turn into customers. When a person chooses to interact with your company first (meaning they visit your website, provide information in exchange for your content, or fill out a contact form), that’s called a warm lead. Because the latter made the first move, nurturing them is a little more navigable.
It’s easy to feel like you’re constantly being over inundated with information on a daily basis—for a lot of us, the first thing we do in the morning and the last thing we do every night is check our phones. So, how do you avoid just adding to the noise with the content you create for your business? One great way to attract, nurture, and ultimately close the deal with quality leads is to generate SEO-driven content. If you’re incorporating relevant keywords into your homepage, landing pages, contact forms, and service/product pages, you’ll be able to increase inbound traffic more efficiently than ever before. And since it’s organic lead generation (vs. reaching out “cold,”) it’s much easier to minimize the cost per lead.
A lot of companies run into issues when they limit their lead generation tactics by putting all their eggs in one basket. So many businesses overlook other methods that might actually work for them, solely because they don’t align with what they’re doing currently. How can you make sure that you don’t fall into that same trap? By expanding your strategy to include a diverse range of outbound marketing tactics, including social media advertising, email marketing, direct mail, or any other strategy that makes sense for the kind of audience you want to attract. Think about what platforms and mediums your ideal customer would utilize—are they likely to be engaged social media users? If so, Facebook, Twitter, Instagram, and LinkedIn are all good places to start. Make sure that the strategy you’re using makes sense for the leads you want to generate.
Whether it’s through search engine optimization (SEO) driven content including blog posts or other creative content, targeted ads and direct mail, or any other inbound or outbound strategy you want to implement, Abstrakt Marketing Group is here to help you identify the audience you’ve always wanted to reach. The core practices of improving your inbound and outbound marketing strategies aren’t overly-complicated, but they do take some time to get exactly right. To find out how we can help grow your business, reach out to our team today.