Every business owner knows that a lead generation represents the only way to keep bringing the new customers in and in this way keeping your company alive. Now, while the lead generation as a notion has remained the same for a while now, the means through which you are supposed to make them have radically changed. You see, unlike in the past in 2010s you are expected to mostly rely on digital media for doing so. So, does this mean that you need to forget about the traditional methods of lead generation altogether in 2017? Let’s find out!
The Game Has Changed
You see, there are several things that have changed in the world of marketing. For example, in the 21st century, the focus of your campaign should not be on the company but on the customers. Therefore, it’s is much better to let customers discover you on their own than to engage them directly. Furthermore, modern marketers put heavy emphasis on continuous relationship with your customers or creating the so called return business. The easiest way to do so is to take personal or the behavioral approach rather than go with the demographic methodology. In this way, each customer feels like they are receiving some quality 1 on 1 attention instead of being a target of mass advertising.
Direct Vs. Indirect Lead
Another thing you need to know is that generally speaking, there are two major types of leads. The direct leads are links that lead straight to your website. While this is more reliable, it is much less genuine and, truth be told, much less engaging. On the other hand, indirect leads give your audience a chance to stumble upon you ‘on their own’. Now, seeing how there is no such thing as an accident, the very fact that they willingly chose to follow the thread means that there is a great possibility they would be interested in the product/service you offer.
Sure, we all know that infographics, videos and blog posts can be very engaging, but what about a bit more traditional lead generation methods. Experts in telemarketing from Brisbane claim that when it comes to B2B engagement, methods like email or IM are at a disadvantage because they lack human touch. The first thought that everyone experiences when a chat pops up or an unexpected email arrives is that it was made by a machine. This makes online experience of a lot of people into a nearly-impassable Turing test. On the other hand, just the sound of a human voice can be quite reassuring at the right time and to a right person.
The Right Medium
Finally, when it comes to the lead generation, the place where you find your customers (or where they find you) matters as well. You see, audiences of different social networks have different interests. For example, while Facebook generates most sales, a digital gadget or tool is most efficiently advertised through YouTube. Additionally, female audiences between the ages of 17 and 34 are most easily targeted through platforms like Pinterest while professional audience and SMBs are most likely to find LinkedIn source credible. All in all, choosing the medium through which to send the message is sometimes as important as its content.
From all of this, it is easy to tell that while a lot has changed, the basic principles of digital marketing will remain the same in 2017 as well. The key change, however, is that being discovered is no longer the only thing that matters. The way you get discovered is equally important. Because of this, there are two major principles you should adhere to at all times. First, make your message appear as genuine and organic as possible and second, try to engage the audiences that are actually interested in your services. These two alone are all you need to know in order to make your first steps towards a successful lead generation.