October 15

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Targeting the Right People: Effective Lead Generation Techniques Part I

By Skip Gilleland

October 15, 2020


When we design and plan our business goals, we always have customer profiles or audience persona.

These people are our target audience.

But the challenge is, how do we reach out to them?

In 2015, a lead generation report conducted by BrightTALK cited lead quality over lead quantity as the main priority based on survey results.

“B2B marketers have demonstrated a clear preference for generating high-quality leads (68%) over generating a high volume of leads (55%).”

Find these types of leads with the right marketing mix! Follow these best practices below.,

But wait, take note of some of the ways that you should avoid in acquiring leads:

 

  • Buying Leads
  • Not having a clear call to action
  • Not testing different channels
  • Not understanding buyers pain points
  • Poor implementation
  • Too long or short Form
  • Not nurturing leads
  • No clearly planning
  • Not segmenting leads
  • Not being consistent

6 ways you can win at generating leads:

1. Email marketing

With the right strategy and best practices, emails can turn out to be your reliable lead generating tool.

What are the best practices?

Here's where you can start.

For starters, you will need to get permission from your target audience to send an email marketing to your target audience. Moreover, it will be a way to generate leads for itself. You will need, for example, to ask them to fill a form on your website, blog, or landing page, allowing you to keep their email address and send promotional material to it.

Nobody will bother opening an email that will give them the same information that they will find somewhere else. They will just delete it or keep it for later – meaning that they will never read it again. So if you want that your email marketing affects your target audience, you will need to offer something special to them. 

Forget personalization for now. Many experts will say that too much familiarity soon will sound fake and awkward. Especially if it is your first contact. On the hand, what you need to do is send an email marketing with content tailored to their needs and interests.

Don't overdo offers. Our already poor attention span gets worse facing our race against the clock. In order to deal with this situation, the best is that you only add up to three offers per message.

You also need to keep an eye on the length of your email marketing. Except if you are sending emails to a specific audience who likes to read as their favorite hobby, you are better off sending short emails to your mailing list. Don’t be afraid to sound too straight to the point.

Bottom line is, when it comes to email marketing you need to get to know your target audience very well, starting from their background to purchasing behavior and preferences. In this way you will know which methods and strategies will have more impact on them in the short and long term.

2. Content Marketing

Why content matters?

If you’ve taken the time to research online marketing opportunities for your company, you’ve probably heard about content marketing.

Many successful businesses today invest time and resources into creating blog posts, articles, and other original content, and it’s becoming an increasingly popular marketing tactic.

Just like why you are here reading this  blog post. There must be a specific reason and purpose as to why you are here what information we needed you to absorb.

The whole concept of content marketing is pretty simple - it is the way that you present information to users on your website. Content marketing can take the form of blogs, articles, infographics, videos, and more.

When used together, these forms of content can increase your ROI and attract leads to your website.

Strong content can attract quality leads because when the audience is more drawn to your content, they will more likely build trust around your brand.

3. Search Engine Optimization

There are several elements that go into creating a successful marketing plan for our digital era—with two important tactics being lead generation and SEO.

Lead generation is the process of cultivating an interest in your business to build an ongoing list of potential clients (or ‘leads’). As I mentioned in a previous article on B2C and B2B lead generation—all businesses need a steady stream of leads to grow and survive.

SEO, or search engine optimization, is the practice of refining web pages to ultimately improve their ranking on search engine results pages. The goal here is to have search engines (like Google) return links to your website when a user types in a relevant question or query. The higher your website ranks, the higher the likelihood that users will click, which not only increases the organic traffic to your website but your company’s online visibility.

Skip Gilleland

About the author

Skip Gilleland is the VP of Marketing at tranzpay.io. and is a CERTIFIED Customer Value Optimization Specialist, Content Marketing Specialist, Email Marketing Specialist, and a Certified Customer Acquisition Specialist

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