By now, you’re probably already well aware of the importance of lead generation. But what makes some companies able to generate leads seemingly effortlessly, while others are still relying on outdated marketing strategies.
So why do some companies just ‘get it’, and others are not generating anywhere near the number of leads they could be?
Here are a few reasons why some companies are great at lead generation:
They Know Their Target Audience
How well do you know your target audience? Do you know how old they are, the activities they do in their free time, and whether they’re mostly male or mostly female? Do you know their job title, their education level, and what they worry about before they fall asleep?
The companies that are the best at lead generation are those that know their target audience intimately. Most of them have created buyer personas- a representation of their existing customers. When you know exactly who you’re marketing to, it’s much easier to convert those people into leads and prospects.
They’re Problem Solvers
The companies that generate the most leads do more than simply add a catalog or ‘services’ page to their website. Instead, they’re making it clear how they can solve problems for their followers, website visitors, and leads.
This goes hand-in-hand with knowing their target audience. Once you know exactly what problem your potential leads have, you can clearly communicate your value proposition- and how you’re the best company to solve that particular problem.
They Smash Down Roadblocks
There are many reasons why you may not be getting enough leads from your inbound marketing. Often, businesses are unaware that they’ve set up obstacles between their website visitors and the actions that would convert those visitors into leads.
One of these roadblocks could be overly complicated forms. When you’re trying to get specific with your leads, it can be tempting to have lots of form fields for them to fill out. But people hate filling out forms, so minimising these is a smart way to increase your conversions.
Another common roadblock? Not offering an ebook, whitepaper, e-course, or special report. There’s a reason why the companies that are killing it at lead generation have created a lead magnet. Website visitors and social media followers are unlikely to convert into leads if you don’t convince them to hand over their email address. Creating a content offer that potential leads will be attracted to is a critical part of any lead generation strategy.
They’re Using Email Marketing
Email has been popular for more than 40 years. But it remains one of the best forms of marketing. This longevity is impressive when we consider just how much the world has changed and the type of technology we’re using now.
Many companies underestimate just how powerful email marketing can be, and don’t have any strategy around integrating email with their content marketing plan.
Sending out a newsletter every few months doesn’t count as email marketing. The companies that are great at lead generation are sending targeted, relevant, and valuable emails which include call- to-actions so potential leads know exactly what they should do next.
Is your company great at lead generation? If not, we can help. Get in touch today to learn more.