This article is a recap of “Growth Decoded” — a show that investigates the relationship between the customer experience and business growth — one topic at a time. Register here and conquer the customer experience!
What is ‘lead generation’ ?
Lead generation is the process of creating or building consumer interest for your product or service, with the goal of turning that interest into a sale.
Collecting new leads lets you educate and nurture potential customers through:
- Email marketing
- Your blog articles
- Your social media posts
- Any other content channels you have
Lead nurturing happens before, or alongside, you (or your sales team) contact them directly to convert them into a customer.
This leaves you with leads in 2 different places:
You have new leads, or contacts that have newly become interested.
These are the leads that follow you on social media, read your blog, or have signed up for your newsletter. These leads have taken actions that qualify them for your marketing messaging.
Or, as they’re commonly (and quite literally) referred to as — Marketing Qualified Leads or MQLs.
But you’ve also got leads that are further along in the process.
These are leads that:
- Attended a few of your events
- Converted on a landing page for an offer
- Signed up for a demo or to be contacted by a salesperson
These leads have taken actions that indicate some level of purchase intent. These actions make them qualified for Sales to contact — and they’re commonly called Sales Qualified Leads, or SQLs.
MQLs and SQLs are a pretty basic dichotomy, and you can divide and classify them further if you want to.
You might have different levels of each type of lead. You might need something in between the two.
Some businesses have a lot of different MQLs that depend on their nurture cycle. Some businesses don’t have any at all — customers just buy directly from them on their website or in a store.
Your lead classification is going to depend on your business, your buying cycle, your offering, and any number of other factors.
Now, in the investigations up to this point, there are 2 golden rules when it comes to improving the customer experience:
- Know your customer
- Manage your customer’s expectations
In order to manage your customer’s expectations you have to have a customer. And in order to have a customer you have to have generated a lead.
Lead generation is easier when you know who your customers are.
When you know:
- What they care about
- What problem you solve for them
- What they know about that problem
- Which questions they ask
- The words they use to describe the problem
- Where they go to find answers
- How you solve the problem
These details make it much easier for you to generate leads.
When you can answer these questions — you know which answers to give them, what type of content to create, and where to put the content.
This is all to help your potential customers find you, use your content to their benefit, and become a lead.
On our recent episode of “Growth Decoded” we sat down with a best-selling author, an internationally acclaimed speaker, a college educator, a prolific blogger, and a successful marketing and business consultant.
Lucky for us, it was all the same person — Mark W. Schaefer.
Our conversation with Mark and investigation of “Lead Generation” took place in 2 parts.
- How should you approach the process of lead generation?
- Why is lead generation so hard?
- How should you approach lead generation?
- What do you need to get right before you get out there and start trying to find new customers?
- How do you find the right people, and then what?
Part II — What are some tried and true tactics for lead generation?
- Facebook ads
- Landing pages
- Asking your audience to share your content
- Reaching out to people 1 on 1
- Partnering with others in your industry
The most important thing for lead generation:
It's important to remember that the most important thing you can do is to really get to know your customers.
Who are they? Why do they do business with you? What do you give them that others don’t?
What are the problems they have that you solve? How do they talk about those problems? Where do they go for answers? Where are the “islands” ?
The statement you must be able to finish:
Once you know who your customers are and why they’re your customers and not anyone else’s — THEN you can finish that statement —
The combination of your “Only we…” and your deep understanding of your customers is going to inform you of where your potential customers are, and what they’re looking for.
When you nail that down, you’ll have a much clearer idea of what to do next, and how to do it in a way that generates new leads.
This article is a recap of “Growth Decoded” a show that investigates the relationship between the customer experience and business growth — one topic at a time. Register here and conquer the customer experience!
The post Want to Generate More Leads? Finish this Statement… appeared first on ActiveCampaign Email Marketing Blog.