Lead generation can be tough.

But it doesn’t have to be!

We all want sales to come pouring in, but before that can happen, there are sometimes a few necessary steps before gathering leads. To start, we must have market influence and a good understanding of target clientele. We also must have some great systems in place that will help to gently move our leads further into the sales cycle. Lead gathering or generation is an art that requires a full understanding of how your business comes across to your clients.

Here are some general rules to go by with your lead gen strategy:

Study Your Buyers

With the recent advances in technology, you can learn about your leads and pre-qualify them before you’ve even reached out to them. You can see what ads they’ve clicked on in the past, what they’ve been recently shopping for, and even what they’ve purchased in the last year. Knowing how to qualify your leads and then knowing how one’s target customers behave as shoppers can help you with how best to present your services and where your presentation will have the most viewers. Market research, polls, surveys, competitor analysis, website analytics, ad results, keyword optimization, and other sources of consumer insights can help you present your business at every phase of their purchase decisions.

Before throwing any time, money, or energy at leads, it’s smart to first have done your homework and to accurately understand your ideal buyer and their needs. After all, nobody wants to throw a hook with no bait into a pond with no fish.

Fishing for leads

Get Strong Content

No one buys what they can’t understand. The easier your service or product is to grasp, the quicker your client will move down the sales funnel. Keep your message simple and only mention the facts that your client is going to care about. These facts or needs will present themselves once you study your customer. Spend the time writing good sales copy with all of your ads, marketing, and website content. And if you can’t do it, then pay someone who can! Make sure all of your ads, emails, commercials, social media posts and website content echo the same message and voice. 

Speak To The Pain

Every qualified buyer has a problem and they are just shopping for the answer. If you can quickly show that your product or service solves their problem, then you will instantly have their attention as a possible lead. An important key helping them solve their problem is to speak in terms as if you understand what their problem is. In marketing, we call these “pain points.” Once you’ve mentioned these pain points, it’s finally time to introduce your product or service as the answer to that specific problem.

For example, if you’re a carpet cleaner, your message might be: “Do you have stains and carpet that you’re ashamed of? Are you tired of vacuuming with little results? Do you have lots of pet hair on your floors? Our product removes stains, collects pet hair, and restores the color of your original carpet giving you the confidence to have guests back over to the house.”

If your ads and sales copy can immediately speak in terms of the customer’s pain points, your leads with skyrocket through the roof.  

Think through these questions when doing your marketing:

What emotions or feelings do they have? What does your product or service help resolve? What does your service do to give them more peace and life enjoyment?

Educate

You need to teach your buyer about your product, but with the vocabulary of a 4th grader. Keep your instructions simple. Explain the purpose of what you do plainly. Give people the impression that you’re the expert but not unrelatable. You also need to be a regular at teaching people how to actually use your product or what they may experience with your business services. Give people a walk-through of what they will expect before they buy from you. Give them some simple facts about common issues surrounding your business and services.

Study Your Buyer

Diversify Your Lead Methods

Leads can come from a variety of methods and sometimes only one or two main sources. However, until you have spent the time to truly study what works and what doesn’t, it’s best to spread your marketing efforts out.  Some of the most popular lead generating methods are:

  • Websites
  • SEO or search engine optimization
  • Outgoing Phone calls
  • Emails or email campaigns
  • Sponsorships
  • Paid ads
  • Social media
  • Directories
  • Phone books
  • Videos or commercials
  • Billboards
  • Radio
  • Paid lead lists
  • References

They key to having a good lead generation system is to have diversity but also effective results. It’s smart to never have all of your eggs in the same basket, but there’s nothing wrong with having most of your eggs in only a few baskets when they are successful.

The 40-30-20-10 Method

If you’re not sure where to start with your marketing budget, a great marketing method to go by is the 40-30-20-10 rule. Pick the top four areas of your lead generation or marketing efforts and split the total marketing budget across these four areas.

Give the largest portion of your budget to your most successful or proven area of marketing and then diversify down to the least or less proven methods. For example, out of a budget of $1000/mo the 40-30-20-10 rule may look like $400/mo on your website or SEO services, $300/mo on your video, $200/mo on your social media, and $100/mo on your paid ads.

This method is good for accomplishing two things: giving you some proven results from what is successful and yet also allowing some room to test some newer or less proven marketing methods without wasting a ton of money. Ultimately, once you’ve gotten your results, you need to keep track of your results, and you can measure what marketing efforts have a larger Return On Investment (ROI), you can adjust your numbers and budget to fit the highest returns. For some businesses, their needs may be a better fit in the 70-10-10-10 range or even higher in an 85-5-5-5 range.

Tulsa Web Design and Lead Generating

Our team knows the process from A-Z in studying your buyer, building an effective marketing strategy, and then executing to get immediate results. If you’re not sure where to start or you need some consultation on your marketing strategy, contact our office today by calling 918-379-9405 to set up a time to visit with our team.