The purpose of lead generation can vary from driving sales to increasing email sign-ups, and more. But the end goal is the same every time – to get prospects to show interest in your brand in one way or another.
Generating leads is critical for your business’s success, and now we have hundreds of ways of doing it. In older days, companies had to work hard to find customers, but now we spend our resources on getting found by them. This is because customer behaviors have massively changed over the years.
Customers today are no longer attracted to flashy advertisements and overtly promotional campaigns. And, there are now more touchpoints between customers and brands across a growing number of platforms, which is why the opportunity to generate leads is narrowing. Also, factors like Covid-19 and economic landscape have compelled marketers to consider smarter ways of targeting the right audiences.
Here’s some good news: Most of the world is in quarantine or forced into isolation – so your target audience probably has more time on their hands. They are spending most of it scrolling through social media sites or browsing the internet, so they can’t escape your lead gen tactics if you use the right platform to disseminate an appropriate message. And that’s just the first reason why you shouldn’t give up on your lead generation processes.
Tweak your tactics to get with the times and ensure that your brand’s sales funnel is full of qualified leads that are ready, willing, and able to buy now, and once the coronavirus crisis passes. If you are still not convinced, here are several more reasons why this is the right time to create a lead generation strategy.
Consumers today have too much information – this has trained them to tune out brand messages, and they have become more particular about the content they consume. You can take advantage of the situation with a reliable and effective lead generation strategy that concentrates on high-quality content. By defining the performance indicators at each step of the customer journey, you can quickly relay the information that your leads require at any specific point in their journey.
Rise of Digital Channels
More people are spending more time on the internet than ever before. Especially now. This is a cost-effective medium to get in touch with your prospects and get them to convert into qualified leads.
A digital lead generation strategy will help you keep up with the demands of your prospects and to let them know that you are still in business and waiting for their orders. Take a multi-pronged approach and use different digital channels such as social media marketing, website optimization, content marketing, or emails to reach new prospects.
Increased Access to Data
Client relationships are built on data, and modern marketing automation tools have made it possible for businesses to access all the data they need to make an impact. This data is gathered through various means such as emails, call records, customer interactions, website analytics data, social media data, and a few other sources.
Rely on this information and predictive analysis to formulate a lead generation strategy that provides an additional business advantage.
Also, plug into the customer journey flow and monitor user’s behavior to measure the impact of these marketing strategies. Through these insights, you can create lead generation tactics that are personalized and based on facts rather than intuition and guesswork.
Demand for Trustworthy Relationships
Previously, a lead generation campaign used to be all about creating interest or a sense of need in the customer’s mind to get them to buy. But the new normal created by COVID-19 means that most buyers will do their best to resist this tactic. However, if your business is good at creating a one-on-one connection with the buyers and letting them know that you care for them, you’ve already won half the battle.
Customers expect to be engaged by the brands in a meaningful way. In essence, they want to enhance communication and need consistent customer experience at multiple touchpoints. Also, they are turning to social media to interact with the companies. In return, they require two-way feedback and a commitment to quality service from the companies.
Deploy a lead generation strategy that initiates interactions and promotes a mutual understanding between the customers and business to build an active two-way communication channel.
In these challenging times, know that you’re not alone. It’s not impossible to leverage the situation and take advantage of the positives. Now is the time to realize that it’ll only take one extra push, that one exciting new idea to give you a leg up the competition. For now, focus on honing your craft and providing better services than ever before.
Lead generation campaigns are all about defining your company and its brand message by creating content that displays your expertise to encourage customers to contact you. Although it takes planning, time, and efforts to attract leads when the times are tough, you will witness that the conversion rates and deal closing rates will break new records if you get this right. And you’ll set yourself up for success moving out of the COVID-19 crisis. If your business is struggling to target audience, make more sales and increase profitability, this is the right time to implement an effective and well-planned lead generation strategy. Let’s talk about what that looks like for your business.