Winning new business for your business, firm or practice depends on having a solid and functional lead generation system. This is the key to marketing success. There are, however, several components of a good lead generation system.
It simply is not enough to get the attention of a prospective client or customer. You must also lead each prospect through a process by which you provide the information and the persuasion necessary to get them to commit to a purchase or an appointment. Once this task is accomplished, the next step is to deliver on your promises and follow up with all additional information or persuasion necessary to win a commitment to purchase from the prospect.
Getting the attention of a prospective client is a relatively easy part of the lead generation system. Converting the prospect from lead to client or customer or patient is probably the most difficult part of the system. But the most frequently overlooked element is follow-up. This is what seals the deal or loses the sale.
Generating leads today most often involves a combination of tactics to get the attention of your market and provide enough information and encouragement to get them to talk face to face. The key elements of a lead generation system are:
— Keyword research
— Web site creation and optimization
— Listing with online business directories
— Testing and tracking
— Article marketing
— Lead capture
— Pay-per-click advertising
— Video marketing
— Blogs and Web 2.0
— Media buys
— Mobile marketing
You probably have a web site. You probably use some of these marketing tactics to generate leads for your business or practice. But if you have not at least considered each of the items listed, you could be missing opportunities and making it too easy for potential clients to choose your competitors. You see, generating leads for your business is a bit like fishing. Just as you probably would not go out to fish in a contest with only a single fly stuck in your hat, prospecting for business leads also should not rely on a single means of attracting new clients.
It is the way you balance and counter-balance and weave together the many ways to reach out to prospective customers and clients that defines your lead generation system. You need to build your own lead generation system that is designed to attract the most likely prospects. There are many ways to draw attention to your business or services. Deciding which methods will speak to the right people – your target audience – will probably require some trial and error. But with some tracking and testing, you will develop your messages and refine the approaches you use to reach these people.
Once you have the attention of the people in your target audience, you must find ways to provide enough of the right information to get them to ask for more. This is called lead capture. Then you will convert them to customers or clients. The final element is to follow up appropriately at every step of the relationship with the new client or customer.
Because you are a professional or an expert at the service or product you provide to the public, you are not a marketing expert. Nobody expects you to be a marketing guru. You might not even know what is involved in some of these marketing or lead generation system tactics. Here is the good part: you don’t need to know about marketing. This is the reason for outsourcing. You outsource the work of making each of the pieces of your lead generation system happen to the experts. Then you focus on being the very best at what you do.
Whether you know all of the ins and outs of building a lead generation system, especially in the world of the new and rapidly changing technologies, does not matter. What matters is that you connect with someone who does have the knowledge and experience to build an effective lead generation system for you.