Digital marketing can help companies meet many different objectives and goals—and one of the most significant benefits it can offer is lead generation. With the right strategy, your business can use its marketing collateral to develop a list of hot leads, furnishing your sales team with some prime opportunities. And yet, effective lead gen is easier said than done. In this post, we’ll outline some of the fundamentals—some things every successful lead generation campaign requires.
5 Requirements for Effective Lead Gen
Fully understand the product or service you’re selling.
The first step toward effective lead generation is knowing the product inside and out. For example, for real estate agents, it’s important to know whether you’re looking for buyer leads, seller leads, or referrals from other agents. Always hone in on exactly what kind of leads you’re looking to generate, as determined by the nature of what you’re selling.
Know your audience.
Once you know basically what it is you’re selling, you can develop a deeper understanding of your audience—basic demographics, pain points, what kind of value they ultimately seek. This is imperative because you can’t define quality leads unless you know roughly what kinds of folks you’re trying to bring in. Create detailed buyer personas to help you here.
Understand the customer journey.
Once you know the customer, you can then start to map out the journey. What you need to know here is what it would take for a potential customer to fill out a form and provide you with their information; and, how long it will take to turn that lead into a sale. The more thoroughly you can chart the customer journey, the better.
Have a sales team.
This may sound like a no-brainer, but it’s important to realize that leads don’t mean much unless you have a sales team that can follow up on them. Prompt and professional follow-ups are crucial to a successful lead generation campaign, as they allow you to nurture that lead into a sale. Thus, if you are a one-person show, lead gen may not be the best way for you to leverage your marketing resources.
Finally, stick with your brand building! Continue branding and promoting your enterprise even if some of your marketing activities don’t result into leads immediately. Data shows that those with a stronger brand will generate more leads. For example, Zillow will get better real estate leads than some new real estate tech startup no one has ever heard of. Brand building is an investment in your lead gen efforts, both now and down the road.
Need Help with Lead Gen?
If you’re serious about branding, marketing, and ultimately generating some new leads for your sales team, we invite you to call us today. We have years of experience in B2B lead generation, B2C lead generation, and even some specialization in real estate leads. Hire us today and let’s start building your business, one lead at a time.