You did it! Six weeks of small business lead generation insights. For those of you that may have missed a few blogs along the way, here are five lead generation service tips to help your company adapt selling as a priority and not just a perk:
- Define it for your own company: Marketing lead generation is the creation of buyer interest or inquiry into your company’s products or services. These leads can be used to build up your database or to nurture into paying customers through a sales cycle. The most common channels of lead generation in marketing are through paid advertisements, organic search engine results, or referrals.
- Establish email lead generation systems: Alongside social media, email is a relatively inexpensive and fast-paced online lead generation technique. In order to establish a lead generation email campaign, we must have the most valuable piece of information from our leads – their email addresses. These are captured through website visitor tracking tools, cookies on your site, and valuable assets sitting behind lead capture forms.
- Implement online advertising: The three most prevalent forms are Cost per Impression, Cost per Click, and Cost per Action ads. These strategies should be included as part of your marketing budget. As always, start small by setting aside $50-100 per week for content promotion. Paid online advertising ensures targeted lead generation, especially on LinkedIn and Facebook where you can control the granular details of recipients, such as industry, professional title, location, and even age.
- Get sales involved: Sales lead generation is accomplished by sales reps who are actively engaged in sharing marketing content, educating potential buyers, and being receptive to feedback and questions. The best sales lead generation services are the reps’ own social media accounts. Encourage your sales department to create professional Twitter profiles and be active members of the LinkedIn community.
- Build a buyer persona: In order to establish a well developed lead generation strategy, the marketing and sales teams must collaborate and build a buyer persona together. As you may already know, a persona is the fictional definition of your company’s perfect buyer. As you define your own persona, make sure to pay close attention to the fit of the individual and how involved you want them to be throughout the buying process. Also known as explicit and implicit data.
Remember, the right tools can change everything. Consider investing in a marketing automation software in order to integrate all of your lead generation efforts (email campaigns, lead scoring, website tracking, CRM data) into one system.