Generate an Unlimited Amount of Leads for Your Business- Part 3
For the last two weeks we have been looking at the right processes for generating unlimited amount of leads. This week we will examine how to get more leads from your existing strategies.
The first thing I have to say about this part is that increasing your lead generation doesn’t necessarily mean diving in and implementing an expensive array of new marketing strategies. Marketing and customer outreach for the purpose of lead generation can be inexpensive, and bring a high return on investment. You are likely already implementing many of these strategies. With a little tweaking or refinement, you can easily double your leads, and ensure they are more qualified. Here are some popular ways to generate quality leads:
Direct Mail to Your Ideal Customers
Direct mail is one of the fastest and most effective ways to generate leads that will build your business. It’s a simple strategy –in fact, you’re probably already reaching out to potential clients through direct mail letters with enticing offers. The secret to doubling your results is to craft your direct mail campaigns specifically for a highly targeted audience of your ideal customers.
Your ideal customers are the people who will buy the most of your products or services. They are the customers who will buy from you over and over again, and refer your business to their friends. They are the group of 20% of your clients who make up 80% of your revenue.
Identify your ideal customers.
Who are your ideal customers? What is their age, sex, income, location and purchase motivation? Where do they live? How do they spend their money? Be as specific as possible.
Once you have identified who your ideal customers are, you can begin to determine how you can go about reaching them. Will you mail to households or apartment buildings? Families or retirees? Direct mail lists are available for purchase from a wide range of companies, and can be segregated into a variety of demographic and sociographic categories.
Craft a special offer.
Create an offer that’s too good to refuse – not for your entire target market, but for your ideal customer. How can you cater to their unique needs and wants? What will be irresistible for them?
For example, if you operate a furniture store, your target market is a broad range of people. However, if you are targeting young families, your offer will be much different than one you may craft for empty-nesters.
Court them for their business.
Don’t stop at a single mail-out. Sometimes people will throw your letter away two or three times before they are motivated to act. Treat your direct mail campaign like a courtship, and understand that it will happen over time.
First send a letter introducing yourself, and your irresistible offer. Then follow up on a monthly basis with additional letters, newsletters, offers, or flyers. Repetition and reinforcement of your presence is how your customer will go from saying, “who is this company” to “I buy from this company.”
Advertise for lead generation
Statistics show that nearly 50% of all purchase decisions are motivated by advertising. It can also be a relatively cost effective way of generating leads. We’ve already discussed the importance of ensuring your advertisements are purpose-focused. The general purpose of most advertisements is to increase sales – which starts with leads. However , ads that are created solely for lead generation – that is, to get the customers to pick up the phone or walk in the store – are a category of their own.
Lead generation ads are simply designed and create a sense of curiosity or mystery. Often, they feature an almost unbelievable offer. Their purpose is not to convince the customer to buy, but to contact the business for more information.
As always, when you are targeting your ideal audience, you’ll need to ensure that your ads are placed prominently in publications that audience reads. This doesn’t mean you have to fork over the cash for expensive display ads. Inexpensive advertising in e-mail newsletters, classifieds, and the yellow pages are very effective for lead generation.
Next week I will provide you with some top tips for lead generation advertising
Until the next time
Vernon Simpson, Nydes Business Coach,
Coaching Business Owners and Executives to their next level of Excellence
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