Lead generation and the buyers journey

Lead generation

Many business people will tell you they’ve tried all the traditional advertising methods to attract leads. Unfortunately they didn’t work for them and they were a waste of money, simply because they didn’t understand the buyers journey. They failed to realise we are now in a globalised market place.  The globalised market place is driven by information technologies and instant communications which in turn drives modern marketing methods. Before you starts generating leads, it helps to know what your ideal clients will look like and the best way to reach them.

How many websites have you visited that you will never return to? Not only did those businesses fail to capture your attention at the given time with their websites, but they failed to reconnect with you as they developed their offerings. You actually amounted to a lost lead to most of them. Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social lead generation techniques. Instead of finding clients through mass advertising and email blasts, companies must now focus on being found and learn to build enduring relationships with buyers. This massive shift has sparked a huge transformation in lead generation activities.

 Strategies for consistant lead generation

Lead generation strategies in most businesses need to be reworked to better meet the frustrations, problems, wants and needs of their target markets. Companies with mature lead generation practices achieve better, more consistant sales productivity and higher revenue growth.

In order to generate good quality qualified leads, one of your first strategies should be to create compelling content. Use that content to convert website and social media visitors into qualified leads. You must give before you get and every step of your lead generation process must be valuable. Other lead generation strategies might revolve around:

  • Understanding of the buying cycle, or buyers journey.
  • Inbound marketing campaigns.
  • Networking.
  • Engaging marketing partners.
  • Quality systems and processes.
  • Your website and social media.
  • Word-of-mouth and endless referrals.
  • Cultivating advocates to promote your brand.
  • Becoming a recognised authority.
  • Special events.
  • Co-branding and lead swapping.

Systems are an integral part of lead generation

There is a plethora of new innovative lead generation systems to suit every sized business, with the better ones being cloud based. The starting point is a good easy to use Customer Relationship Management (CRM) system. This is also called a Contact Management System as it should include all your contacts from clients, prospects, employees, influencers, advocates, suppliers and contractors.

Of course you need other tools and platforms to get your messages into the right hands. This means a quality website for capturing leads that is linked to social media and search engines (SEO).

Lead generations requires you to capture and use quality information 

Without a good website, systems and content most visitors will never return to your website, another possible lead lost. Therefore you need to capture some bit of information from visitors and prospective leads, irrespective of their source. An email address being the most important. Visitors are not always willing to give personal information and become a qualified lead, unless they are getting something in return.

Compelling content plays a huge role in lead generation in the modern market place as most customers do their own research before contacting and selecting any supplier. Creating compelling content is your key to establishing yourself as the go-to leader in your industry. Next you need to decide on the type of content you will be using, for your website, blogs, tweets, articles and newsletters. It is critical that the information and knowledge you utilise is reliable, practical, useful and helpful to clients and potential clients in addressing their frustrations, problems, wants and needs.

Metrics help you to drive lead generation in the right direction

Always measure and test all your lead generation activities. Most businesses find it difficult to generate ongoing leads, which means you should always be measuring and testing. Sustaining consistent lead generation is not static; therefore you need to know what is working well for your business and what is not. You need to build a system that involves systematic lead generation and without good metrics this is difficult.