Marketing guru Peter Drucker once said that “the purpose of a business is to create a customer.” Seems like a pretty obvious statement but it is amazing how often we get so busy doing the work that we forget that lead generation, that hallowed search for new customers, is something that we cannot afford to ignore for very long.
Over the years as a marketing company we have engaged in a number of lead generation techniques with our clients. No one technique works for everyone, so we are constantly on the lookout for new lead generation techniques as well as brainstorming new ways to implement ones we have used before.
In the spirit of brainstorming, here are a few simple lead generation techniques for you to try in your business. Some are purely internet marketing based, some a mix, and some that are just areas every business should be intentional about every single day:
1. Host a Facebook Contest and ask for contact information from anyone who participates
We have done this a few times with clients. It is a great idea to build your prospect list because people like to win stuff. One word of caution here though. Don’t use it all the time or you will train people to only interact if you are giving them a gift.
2. Create landing pages with compelling calls to action and offer great content for those who respond
I know, we say this just about every blog, but landing pages that are specific to a service or a product are at the top of our lead generation techniques list because they work. Conversion from a well-designed landing page can be 25% or higher. That’s solid! Want to know more about landing pages? Check out our other landing page blogs.
3. Use your blog to push out content that people find interesting and helpful
Again, blogging is top of the list of our favorite lead generation techniques because it is a great way to establish yourself as someone who is involved in the conversation online and is willing to give worthwhile content to your prospective customers. They start to trust you before you ever meet them. If you use blogging for lead generation check out these tips.
4. Use PPC ads to drive people to your content, including your blogs and landing pages
Not everything is free, but if Pay Per Click advertising is in your list of lead generation techniques, be sure you design the PPC ads to direct your lead to a desired response so that you can gather their information for further work down the line.
5. Create a direct mail campaign that drives people to a landing page where they can gain more tools or information in exchange for their contact information
We just finished doing a 12 postcard series for one of our clients. Each postcard was tied to its own landing page, with key information provided. It was a ton of work (so you might not want to ask our staff about this till the pain wears off!), but the client now has valuable content they can repurpose, as well as a library of valuable, industry specific documents they can offer to their leads.
6. Offer a free consultation on your website in return for contact information
Ours looks like this and is a great way to help a lead move further down your sales funnel.
7. Offer to write an article for a publication in your industry
This is another great way to set yourself apart and put you in front of people who are looking for what you know or offer. It may take a little time, but a good article placement can really help propel your business forward.
8. Comment on other people’s blogs or forums
Don’t hesitate to get involved in the conversation online. You want people to read your blog? Then read other people’s blogs and share back and forth.
9. Exchange links with non-competing companies within your industry
If you do plumbing in Toronto, you shouldn’t hesitate to exchange links with a plumber in Texas! They aren’t competing for your business, and both of you will be helped online in your website rankings as you help each other.
10. Ask your clients for a referral and offer them a discount on their next service or a gift card for each referral they send your way
A $5 Starbucks card or a 10% off coupon can go a long way in helping people who aren’t natural referrers to mention your name to a friend.
And finally, here are two lead generation techniques that should never be forgotten in the midst of the internet marketing tips, tricks and technology:
11. Be nice to people, in writing, on the phone and in person
The old adage is true…people do business with people they like. So be likeable and hire likeable people who communicate well to represent you!
12. Do what you promise you’ll do so that you get great word of mouth referrals
This last one is my favorite. All the traditional and internet marketing lead generation techniques in the world won’t help you grow your business if you can’t deliver what you are promising.
What are the lead generation techniques your company uses? We would love to hear what is working for you and what other ideas you have.
