The next generation of leads: a place to boldly go!
The more experienced reader might remember that lead generation used to be all about thumbing through directories. Yet, even at their best, these were providing what you might term ‘cold leads’, because no enthusiasm had been expressed by the person who didn’t even know they were about to be contacted! Nowadays, in a connected world, there are more interactive and vibrant ways to find new customers – or, more accurately, have them find you. Without regular leads, businesses fail; so let’s examine just seven of these…
1. Informative social media
While companies do advertise on Facebook, in terms of lead generation this medium offers a great alternative chance to be seen as a business which offers help, advice and guidance. Consider how your products or services help solve problems or overcome difficulties and then produce advice-packed content to attract those who are seeking such assistance.
2. Interactive social media
The previous point isn’t the end of a lead-generating journey, simply the start. Such informative posts are useful to potential customers, but it’s up to you to encourage them into action. Such postings should be interspersed with links and contact points and tied to suggestions or questions, with an invitation to contact your business as a key step towards a solution.
3. Sharing social media
A second action point from the original posting is to encourage people to share your content with others who might be interested. Often, people are reading content purely for their own benefit. Make sure you remind them to pass this help to others.
4. Directive social media
Many Twitter postings make valid and helpful points, but it can be more productive to use them to direct people to where you want them to be. So, use it to lead them to your website, social media postings elsewhere; or to hurry them into a swift action with time limited offers.
5. Offered content
Many websites, either in your marketplace, or as a part of your geographical catchment area, will be pleased to receive postable content from you; providing it offers advice, help or information for their visitors; and will be happy for you to add some self-promotion and contact points in the piece.
6. Posting visuals of success stories
From Instagram to Facebook, and elsewhere, if people actually see successful outcomes gained by those in a similar situation, it encourages them to go to that same source.
7. Asking customers
Sounds so obvious, happens much less often than you’d think. Always ask satisfied customers if they can recommend friends, family, or work colleagues who could benefit from what you do.
All of the above are certainly not ‘traditional’ lead generation tactics; rather they are about helping leads to generate themselves. It does take time and effort, and needs to be a regular, rather than infrequent, activity. But those reached are already interested and enthused, not just touched by cold calls!