Lead Generation is the first and most important part of finding more customers and growing your business.
Because without it, you cannot fill your sales pipeline and eventually you’re going to run out of repeat customers, referrals, or however else you’ve been generating business up until now.
Simply put, having an effective Lead Generation strategy means you control the flow of potential customers into your business.
Combine this with a strategic, effective and scalable *marketing automation* – one that Eight Clients can help you design, too – and you have a specific and efficient sales funnel that belt feeds you customers.
Whilst this is great – ideal, even – knowing exactly what you need to do across social media, digital and your CRM to generate leads, means you have even greater clarity on your market.
You know exactly what content to put on social to attract them into signing up to your websites, content and forms.
So you can put more targeted content out and attract even *more* leads.
And because you know how your customers think and what they respond to, you can better tailor your product to them – anticipating features, services and even new products that they want. Regardless of what type of business you’re in.
So you can spend less time finding *quality* leads that are likely to convert, and more time developing your business into something that stands on its own two feet… without you having to do any legwork.
Finally, a Lead Generation strategy means you know what, how and where to attract new customers, so you can stop wasting money on ads that don’t work, conferences with the wrong people or salespeople and VAs that don’t know what they’re talking about and ruin your brand’s image.
Which means you can stop spending money on things that are meant to grow your business but instead end up eating away at your bottom line.
Instead, you can spend that money on actually converting leads that you know have the potential to convert, instead of having the headache of trying to work out how to get them into your pipeline in the first place.
Lead Generation, simply put, is the first step toward creating a business that consistently pumps out results. Results you have control over, so you can improve them.
Which sounds like the reason you decided to start a business in the first place…
But what exactly is Lead Generation?
And how does it work across different digital and social channels?
More importantly… How does Eight Clients do Lead Generation in a way that makes it more effective for your business?
What exactly is Lead Generation?
Lead Generation is the process of generating new leads.
But these aren’t just any old contact names, email addresses or telephone numbers.
Because as you know better than anyone else, your business sells to a specific market, within which is a specific type of customer, each of whom respond to different triggers, are motivated by different emotions and want different things than any other random customer in any other random market.
You want your Leads to be people with the authority to buy directly from you.
And you want us to propel them toward your website using any method we can.
So first and foremost, effective Lead Gen starts with us working together with you to define who these Ideal Customers are (see our article on Marketing Automation and Buyer Personas).
Once we have defined these Ideal Customers, we’ll then work to define what engages them.
This could be content on certain topics, it could be researching whether they are more likely to download eBooks versus white papers, but at the end of the day we know need to know two things:
- Who they are
- What engages them
Once we’ve defined these two things, we are ready to put together a strategy of exactly how we’re going to reach the right people, with engaging content, on the right digital channels online.
Then, we use all the available channels – social, email, website – to convert these targets into real, engaged prospects inside your CRM.
Prospects that want to talk to you, and, depending on your needs, have even booked appointments to talk to you and your team about buying from you.
So, what are digital channels we work across?
Digital Lead Generation Channels
In short, we understand every business is different.
Like we said before, every business has different customers and yours is no exception!
So in order to generate high quality Leads, we need to meet them halfway.
We can’t force your customers to read your content on LinkedIn, if they spend all day on Facebook – no matter how game changing your articles are (unless we write them!).
So, what are these different channels?
Roughly speaking, we can break them down into the following:
- Social Media
In an ideal situation, we would set up a strategy where we have the contact details of each Lead we have identified together, and we contact them on one channel Monday, then a different channel Thursday and so on… however all with the same end goal of getting their contact details and converting on your website.
This stops your Leads from feeling bombarded.
However, it still achieves the effect you want.
More Leads and therefore more Customers.
However, for most this is a luxury. It takes an incredible amount of time for even experienced Lead Gen companies to get hold of enough information to utilise all the above forms of engaging with your Prospects (potential Leads) on a consistent basis.
So we work with you to identify the highest probability channels.
The ones that will work the fastest.
And in the most effective way possible – in order to produce the best results.
So we might put out content on LinkedIn, whilst contacting prospects through email.
Or, we might message them on Insta and Facebook, whilst following and adding them on Snapchat.
The exact strategy is based *entirely* on you and your target audience.
However, all of our strategies – regardless of the channels we employ them across – have one thing in common.
Which is that once we identify who you want as customers, we don’t stop at first contact.
We keep going until we get them to engage. Whether that takes 1 DM or 20 cold calls.
Which is something most Lead Gen companies simply aren’t going to focus on long enough for these people to raise their hands and ask to speak with you.
You see, whilst it takes a lot of time and effort, if you are targeting the right people, eventually they will actually *ask* to take a shot with you.
And you need to be ready when this happens.
But unless you build enough engagement with your leads, 90% of them that will *never* ask.
That’s why Eight Clients focuses on Lead Gen *and* Lead Engagement as part of the overall, holistic strategy.
Lead Generation Engagement
Whilst we need to effectively choose the target customer, decide which channels are best to contact them on and then build a strategy to contact them that makes sense…
We can’t engage them effectively, if we don’t contact them repeatedly over an extended period of time.
Because, here’s the thing.
Most people don’t reach out to a company until they’ve been contacted upwards of 10 times.
For some industries and companies that number rises to 20 and beyond.
So we need a Lead Generation strategy that engages them, but *keeps* your ideal client engaged, interacting and reading for long enough that their brain finally ticks over and they commit to reaching out.
Reaching out and discussing your service or buying your products.
This might be through creating an initial engagement that prompts them to sign up for a newsletter.
Or, they subscribe to your email list and you engage with informative, educational emails until they buy your flagship product.
Or maybe they sign onto live webinars each week until signing up for your info course.
Whatever strategy you choose, you need to keep people engaged.
And luckily for you, Eight Clients are experts at defining the strategy and then keeping your Leads engaged until they buy.
Whilst there are many different services and channels we can utilise to achieve this – as mentioned above – here are a few of the main ones and how they work in practice.
This is where we directly leverage your social media channels – Facebook, Twitter, LinkedIn and so on – to generate qualified Leads.
We start by focusing on the channels your Ideal Client visits the most, and from there we can publish content they’re interested in, which keeps them coming back for more.
Additionally, we can also reach out to them directly, in order to further grow your Lead Database and engagement.
Using your established online presence, we generate new Leads in a few different ways.
We can use targeted ads to isolate the people most likely to buy from you, and we can then track the people who click on these in order to follow up with them directly.
Or, we could do something like setting up a specially designed form on your website.
This allows us to capture your Leads contact information in order to add them to an email list or newsletter.
From here, we can build engagement even further *and* you have more information about your Leads, resulting in higher quality engagement and targeting.
This is one of the most popular forms of Lead Generation as you can go straight to your Target Customers.
No more waiting around for them to come to you.
Remember, this is about generating consistency and reliability for your sales funnel.
It also means that you’re engaging with your Leads in a place where they go every day.
Regardless of which social channels they like to use, or how often they surf the web.
Whether your Target Customer is a student of a Fortune 500 CEO – everyone has to check emails and so this is one of the best places to nurture engagement.
At the end of day however, your CRM is your treasure trove for Lead Gen.
Whatever channels you choose to use to engage with potential customers, all their information – including demographic, psychographic and contact data – is stored on your CRM, which stands for Customer Relationship Management system.
You might have heard of these before.
This could be something like Salesforce, Hubspot or PipeDrive.
Or, you might just be using an Excel spreadsheet.
Regardless, this allows you to store information which can then be used to automate any further outreach you do using marketing automation.
It also allows you to have clarity on different trends in your marketing efforts.
So you can test whether new versions of emails generate higher conversions than existing ones.
Whatever your CRM system is however, we can integrate it into your overall strategy as we have experience with the following systems: (and more)
And these are just the tip of the iceberg.
Putting It All Together
At the end of the day, if you want to grow your business, you need more leads.
More than that, you need high quality Leads with a high probability of converting into actual customers.
That’s the bottom line.
Eight Clients will help you identify who those Targets are, define what engages them online, and create a strategy to effectively convert them into Engaged Leads who know your company and want to buy from you.
Click on the button below to book a call with us and start creating your strategy with us today.
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