Top Lead Generation Techniques
Is there anyone out there that doesn’t want more leads? Are you happy enough with the existing amount of business that have where you don’t secretly dream of wanting more? If you are then you are certainly in the minority and this article is not geared towards you. For most businesses, generating new leads is critical because that equals future income not dependant on the clients you have right now.
Certain industries demand new blood each cycle. Products and services you sell have a shelf-life and the longer they last, the more clients you need to come through your doors if you want to stay in business. So what some of the top lead generation techniques and how effective are they?
The Top 10 Lead Generators
- Email Marketing
- Search Engine Optimization
- Social Media
- Website Optimization
- Content Marketing
- Paid Search Information
- Print Advertising
- Direct Mail
Looking at this list compared to a similar list from just three years ago, it is apparent that the market has shifted to a more internet-specific way to find leads. Back in 2008 and 2009, tradeshows and seminars were top options for finding leads while email marketing was in the middle of the list. Social media and SEO were not even listed by most companies.
This shows us two things; lead generation is always going to be fluid and diversification is a key.
Spread Out the Eggs
Putting all your eggs in one basket is a bad idea. If the basket get drops and the eggs break you are simply out of luck. In the case of lead generation techniques, the smart money is to regularly employ at least three to four to ensure a wider net of coverage and a consistent stream from sources.
In some cases your business will benefit more from one option over another. Tradeshows can be huge for a business that has a product that really needs to be seen for maximum effect. That business might also want to utilize webinars for an online showcase matched with SEO so people can find the webinars and social media to spread the word about upcoming webinars and tradeshows.
By mixing and matching different methods you will be able to more easily reach your target audience. On the flip side, simply relying on one method leaves you exposed and places a lot of pressure to perform. If all you do is tradeshows and one or two of them are cancelled for some reason, you are stuck without a substantial portion of your expected lead generation.
Statistics Tell the Key
No matter what methods you do end up employing for lead generation, you have to track them. It is absolutely crucial to understand how effective any technique is to see if it makes sense and is cost effective for your business. From the list above, on average 81% of companies surveyed (2012 benchmark survey) used email marketing while 48% attend tradeshows. But how effective are those people within that category? That is the number that truly matters.
Just because most everyone uses email marketing doesn’t mean you have to if your statistics support that it provides a miniscule increase in leads. Your time and money might be better spent pursuing a different option. It has to be effective for you and your business.
The bottom line for lead generation is to be flexible, diversify, and keep track of how effective what you are doing is. New leads are the lifeblood of a continued existence so follow this simple mantra to ensure that you are getting a steady supply to keep your income pumping.