No matter the type of business you own or operate, or even work for, there needs to be a constant flow of customers through your sales funnel to keep your business functioning.
This means that you need leads to be coming in, but when it comes to specialty niches or the B2B world, how would you do that?
An answer to this problem would be lead generation!
Now there are numerous types of lead generation you can opt to use. You could use cold calling, cold email, social media, a combination of these, or a few other techniques to reap the benefits of lead generation.
Benefits of lead generation can include:
The greatest benefit of lead generation mentioned is potentially the opportunity to increase overall sales for your product or service. Now you can tailor lead generation to benefit you based on your specific needs, but it can be easily assumed any business could use the stability of more sales making it all the way through their funnel.
Photo Credit: Allen Marketing Group
To reap the benefits of lead generation, it is best to know what lead generation methods you want to use. These fall under either outbound lead generation or inbound lead generation. The types of lead generation you opt to use will all depend on your overall goals and skill sets.
A combination of both outbound and inbound methods can often allow for a lasting improvement of your sales funnel. An example could be investing in your SEO and social media presence to establish a better brand and site presence and then engaging in cold email as well to begin to reach your prospects more directly while your site builds traction.
Outbound lead generation is a form of lead generation that goes outward to the customers. Your company will make an effort to be recognized by going direct to the consumer in a way. Methods of outbound lead generation that will bring you a variety of lead generation benefits include the implementation of:
Inbound lead generation is when you set up your brand and campaign to bring customers to your brand often like a trail. Content and lead generation campaigns are crafted to make your company easier to find when common search terms and keywords are used through places like Google or Bing. Inbound lead generation methods include tactics such as:
There are not many drawbacks to opting to launch a lead generation campaign. The biggest one comes down to if your lead generation campaign is poorly crafted and is not tracked properly to catch errors early on.
As with any other marketing or sales method, if changes are needed and they do not happen, money is further wasted and ROI drops as bookings and sales do not happen.
To fix this you need a tool that will be able to track conversions and you need to be able to craft the best outreach to use in your campaign to best suit the method you use.