Lead Generation
The Core of Marketing
Lead Generation is the process of identifying and gathering prospective clients and converting them into leads for your business.
Where Do I Start?
TRUST THE NUMBERS
Most people automatically think of digital marketing trends when thinking of Lead Generation, but Lead Generation actually encompasses all inbound and outbound marketing efforts. While content, SEO, and social media are great inbound marketing examples, more traditional marketing like direct mail and special events can also be successful lead generation tactics.
61%
61% of marketers say generating traffic and leads is their top challenge. (HubSpot)
How Do I Start?
When you plan a Lead Generation strategy, you need to know who your audience is and go where they are. Where does your ideal customer spend their time? Why do they need or want your product?
47%
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report)
How Can CFI Help?
First we conduct a discovery meeting to learn what marketing you are currently participating in. Then, we work with you to analyze your customers. With this information, we help provide a road map for a successful lead generation campaign that is custom to your business. Additionally, we provide recommendations for what you can do to improve your existing techniques.
74%
74% of people say they use Facebook for professional purposes. (HubSpot)
TIPS TO DRIVE BETTER RESULTS
DON’T RELY ON JUST ONE METHOD
A mix of inbound and outbound lead generation will set you up for success. While billboards, TV ads, radio ads, and flyers are great, you’ll also want to layer in other marketing such as search engine optimization, blog writing, email marketing, and other items that establish you as a thought leader in your space.
DON’T FORGET THE BASICS
Lead Generation can be as simple as placing a fishbowl at checkout with registration slips for a weekly free lunch drawing! Enter these into your MailChimp account weekly to keep building that list. Events like a Customer Appreciation Day can give older clients a reason to visit and reengage.
USE DIGITAL TO SAVE TIME
MailChimp offers a great iPad app that allows you to easily set up a register to win contest at your check out area. This saves you the time of having to enter registration slips into your database and decypher handwriting.
TRACK YOUR MARKETING EFFORTS
It can be overwhelming to determine what marketing is actually driving new and recurring business. There are some simple ways to make sense of what is successful, such as adding a coupon code to a flyer or using call tracking. Add a different tracking number to each marketing medium from billboards to print advertising. Simply asking each customer “how did you hear of us?” during the checkout process can be valuable and rewarding information.
Sources: DMA, inkit.io, USPS Marketer’s Guide
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