We often undervalue the value of leads and lead generation.
Any person who expresses interest in a company product or service in any manner, shape, or form is referred to as a lead.
The process of attracting and turning strangers and prospects into someone who has expressed an interest in your company’s product or service is known as lead generation.
Lead generation used to involve sales representatives reaching out to uninformed potential buyers to introduce them to their products and services and cold calling people at home, but modern advances in technology have made it possible for businesses to generate leads based on specific criteria and information. Today customers have an abundance of information at their disposal. They will conduct research and become experts on a product using search engines, social media, blogs, and other online channels before speaking with a company representative.
In these evolving Covid times where physical contact is limited, businesses will require to adjust their means of leads generation by using inbound and outbound marketing methods as shown below;
Inbound Marketing
This is a marketing approach in which you direct potential customers to your website rather than selling your goods or services in the traditional sense. A website visitor will familiarize themselves with your brand and offerings, which allows you to build trust with high-quality leads who demonstrate an active interest in your product or service. This strategy is particularly important if your business prospects take their time to research different offerings and weigh the pros and cons of your products and services. As Marcus Sheridan, Author of the book – They Ask, You Answer, once said “In today’s business environment, a company’s website is the key to their entire business.”
There is more than one way to get a potential customer on your website. Let us talk about them:
a) A blog
This is an online journal or informational website displaying information that answers your prospects’ pressing questions. Blogging for business helps to rank your website higher in Google and increasing visibility. The more often you update the blog with new content, the more likely you are to establish yourself as a trusted brand among your prospects.
b) A webinar
A webinar is an internet seminar—lecture-style content presented to a web audience. The presence of a person—even if it is just his or her voice—creates the feeling that your brand is in direct conversation with your prospects. Springboard Capital Ltd conducts monthly BizSmart Webinar Forums every last Friday of the month, you can access our previous webinars on our Youtube page. Sign up for our .
c) Social Media
Social media sites are rapidly gaining popularity, and it is critical for small and growing businesses to use them to promote and market their products. In today’s digital world, using social media to reach out to potential customers and share your content is a necessity. You may appear behind the times and untrustworthy to prospective customers if you don’t use social media. Social networking platforms such as LinkedIn, Facebook, and Twitter generate interest among followers and are essential for maintaining a competitive edge in your industry.
Outbound Marketing
The polar opposite of inbound marketing is outbound marketing. This marketing approach refers to any type of marketing in which a company starts a conversation and communicates its message to a target audience. It is obtrusive and forces itself upon an audience, whether or not they want it. Examples of outbound marketing that you can utilize for your business include:
a) Email Marketing
This is the act of sending an email with a commercial message to a group of people. This outbound marketing strategy helps you connect with your audience to promote your brand and increase sales. Businesses will use email marketing to keep their clients informed and tailor their marketing messages to their specific audience.
b) Search and Social Media Ads
Ads on search engines and social media can help drive traffic to your website. With so much competition for consumer attention, it is almost impossible to avoid boosting an Ad or Post. Promoting a post/ad or is one of the best ways to create awareness about your brand, boost engagement and get a click-through to your website.
c) Press releases and Newsletters
Press releases are typically issued in response to a single development, event, significant change, or other similar events. They are a cost-effective and efficient way to advertise your company and get your message out to the right people. Newsletters are also an important component of ensuring the dissemination of information to the public in today’s electronic media-driven environment. They offer a more focused and engaging way of getting your content to interested customers.
In conclusion, lead generation marketing trends come and go, however; your ability to go with the flow, innovate, update and always work to thoughtfully optimize experiences is what will keep you ahead of the game. At Springboard Capital, we offer Business loans at affordable rates and terms that will help, you market your business. Click here to view the requirements and Apply.
Article by: Richard Mwangi, Marketing Officer, Springboard Capital Ltd, who is passionate about brand and marketing. He is a cross-functional team player, possesses strong project management skills, and self-motivated.
