Lead generation is often misunderstood. Everyone wants the golden ticket a hot lead with immediate interest. While those leads are really valuable, and we love to hand them over to you, if your focus is solely on chasing them, you’re missing out on a much fuller picture.
Successful lead generation is complex and multifaceted and needs ongoing effort to deliver real repeating success. When done consistently, it delivers benefits far beyond just quick wins. We like to think we have helped telemarketing grow up and have a process that is suitable for the challenges and opportutnies of our time. It measures six key areas of success
Digging out ready to buy leads
Let’s start with the obvious win which is uncovering prospects who are actively seeking your product or service right now. These are the leads with immediate interest, and they’re a critical part of your pipeline. By personal targeted outreach using the phone primarily you can identify and personally engage with them to convert interest very quickly and away from the noise. Consistently reaching out to your pipeline ensures you don’t miss these opportunities when they come up. You aren’t getting into DHL, The Met Police, Krispy Kreme or that local business that you want to work with if you don’t talk to them.
Nurturing a pipeline for longer term opportunities
Not all qualified leads are ready to buy today. Many are qualified, have potential but need time to make a decision or enter the market. These leads require nurturing, which involves building trust through regular, value giving communication. Variety is great so do connect with them over multiple channels including the phone,email, direct mail and social media. Keeping your brand on their radar is the goal so they turn to you when they’re ready to act. A consistent, targeted and personalised lead generation approach ensure future opportunities are building that all important know, like and trust with you and your business which will ensure they consider you when they are ready to buy and, in our experience, smooths conversion – it really is about serving to sell once they are qualified.
BEWARE – It is not enough to just put them into your email marketing platform you have to speak to them and run a living database. We once took a clients hot 100 openers/clickers from the email list and found 13 were competitors, 36 people had moved onto pastures new, 23 had in the last year bought from a competitor (and not even considered our client), 1 had died and the rest didn’t have any recollection. You cannot be passive on familiarity building – actively engage with those you want to do business with so they know you when they are ready to buy. Dont just put a lead into an endless road of emails, create a circular strategy including CTAs and different ways to test, taste, demo and get to know you.
Building authority and creating interest
We work closely with you to stake out a market to target, establish a clear identity (think specialist rather than generalist) so that we pique their interest to talk to you further. A strong lead generation strategy highlights your unique selling points (USPs) and positions you as the go-to choice. With your long term consistent approach you can continually refine your proposition so it resonates deeper with your target audience. Communicate your value clearly and in different ways so the message lands and your prospect understands why you’re the better option, use testimonials, case studies to show rather than tell.
Market Intelligence and feedback
One of the most underrated benefits of lead generation is the market research and insights gained by simply talking to your prospects. These conversations, reveal the language and terminology they use and uncover their reservations, obstacles, and priorities as buyers to you, your industry or just your solutions. Knowing their perception is gold as this forms the heart and soul of your nurture, marketing and content. Knowledge is power. We will tell you if you are barking up the wrong tree or just singing the wrong song as your prospects will soon tell us.
Identifying gaps in the market
Through consistent lead generation efforts, we often identify underserved areas or gaps in the market. These insights allow you to pivot your offerings to capitalise on new opportunities, address unmet needs and establish a stronger foothold in niche markets. Finding these gaps can help you find a way to break into crowded but lucrative markets that you want to be trading in.
Referrals
Lead generation is complex and people come and work with us as they want to generate their own business and not just rely on referrals. It isn’t just about finding prospects; it’s about creating a presence. Consistent outreach establishes your visibility and positions you as an authority in your field so you actually become easier to refer and so get more referrals!
A successful lead generation strategy is about much more than finding ready to buy leads. It’s about nurturing relationships, refining your messaging, gathering market intelligence, identifying opportunities, and building your reputation.
At Your Lead Generation, we help our clients achieve all this by combining a human first approach with consistent and considerable effort and energy.
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