Lead generation techniques revolve around 2 phases: inbound and outbound lead generation. The former involve the potential customer finding you, for instance, through an incentive like a free download on your site. The latter refers to efforts to reach out to your customers. Successful lead generation involves a smart mix of the two approaches. For these two lead generation phases to work, you need to understand the target market. In this article, we will begin by understanding whom we are selling to and then delve into the techniques used by lead generation companies such as OklahomaCityLeadGeneration.com that will best serve them.
Defining the customer persona
A customer persona, in simple terms, is who you think your ideal customer is. Defining your customer could be difficult, especially when starting out. You may define your customer, only to discover that you are attracting the type of clientele that you do not intend to.
When you are a small company, you are more likely to base your customer persona on assumptions. The first thing that you need to do is note down your assumptions. You can use a tool like Personapp. Describe your customer persona using the following criteria:
– Facts and Demographics
– Problem and needs
– Places, for instance where you can find him or her online or offline
– Goals and dreams
– Key influencers
The next thing to do is to validate or eliminate your assumptions.
Testing your assumptions
There are two ways to do this. You can use Google Analytics or social media. The former allows you to get insights about the people who visit your site. You can use the latter to evaluate how people describe themselves, what time they are mostly active on social media platforms, whom they listen to and the type of content that they want.
While defining a customer persona looks like a preserve of startups, even established brands and companies have to continually ensure that they are selling to the right people. The people’s needs keep changing. It pays off to stay abreast of what the market wants, any new customer segments you have not explored, and changing customer needs.
Lead generation techniques
When you have defined your customer persona, it is easier to know how best to reach them. Below are some of the lead generation tactics that you may want to explore:
1. Content marketing
This technique works best where you need to build relationships with your potential customers. You can create a broad range of content ranging from blogs, eBooks, videos, social media posts, to infographics. You need to know the type of content that your customer will easily access and relate to.
Webinars are very useful for building a relationship with your customers. While some of the participants may not be your direct clients, they may refer you to other people who would need your services or products.
3. Third party websites or forums
After creating your content, you need to distribute it. You could do this via third party websites or discussion forums on LinkedIn.
4. Social media
The social media platform you choose to focus on should be the one that your potential customers use most. Better still, the type of content that you share here should be one that is in line with the platform’s goals. For instance, Instagram is mainly designed for sharing photos, while Instagram is designed for sharing videos. Another way you can use social media is by building authority. You can advise and discuss matters in your niche with your audience.
5. Email marketing
You can email your target customers. Tailor make your message to make it capturing. Raise curiosity even with the subject.
6. Participating in events
Your online efforts need to be supported by offline efforts. You can look out for events around your area and set up a booth. You can also participate in events through sponsorships. Sponsorships give you opportunities to work with influencers like civic or community leaders who can generate leads for your business.
SEO helps your website to rank higher. Successful SEO is a combination of factors: link building, keywords, content distribution, social media, participating in discussion forums, among others
8. Paid advertising
You can also run advertising campaigns on social media platforms like Facebook and LinkedIn or pay for Google AdWords.
All in All
As aforementioned, successful lead generation results from first understanding your target market, and then creating a combination of inbound and outbound lead generation techniques, some of which we have discussed above.