Lead Generation Techniques
There are many lead generation techniques that you can incorporate into your marketing plan, and there are many different media. You can have literally thousands of people raising their hands, telling you ‘YES, I am interested in hearing from you about…………..’
To get people to raise their hands you have to get the basics of direct response down…
First, you have to get their attention. Whether you’re using the internet, newspaper advertising, the phone, whatever, you have to say something right up front to cut through the clutter of advertising.
Lead generation techniques are commonly used in the financial service industry: mortgage brokers, financial advisors, and insurance agents. But almost every business can incorporate lead generation into their business. For example. Lead generation marketing in the salon industry? Let’s say you want to find customers for your hair salon. Most people would put a basic ad in the local paper and rely on passing foot traffic. One of the most common techniques is to advertise a ‘free report’. How about a free report on the 3 ways to prepare your hair before having it colored at a salon?
People who ask for that report are probably thinking about getting their hair colored.
Whether you are a salon owner, mortgage broker, or insurance agent, you can create a report or guide that you can offer as a ‘lead generator’ in your marketing.
One of the best lead generation methods is still the good old toll free message bank. They don’t pay for the call, and they don’t have to talk to a person. Very non confrontational. You send out the report, and the report ‘sells’ them on having their hair done with you.
The internet is of course a major tool for lead generation techniques. And more and more people are using it to find local businesses. Google Adwords can be set to display local type ads, so people doing a google search will see the name of their city underneath the ad. There are also many local directory websites where you can list your business.
An under-utilized method of attracting leads is Joint Ventures, or JVs. With a JV, you work with another business, to promote your business to their customers. It can be as simple as an endorsed mailing. In an endorsed mailing, you send your sales letter to their list, along with a cover letter from the other business owner. This letter basically tells them to trust you, listen to you, and read your letter. If the other business owner has a good relationship with his customers, then just about all of your letters will be opened and read, and you will have a fantastic response, thanks to the endorsement. This works much the same on the internet. The other business owner sends an email to his list, with a similar cover letter, and a link to your website. Most JVs are set up with a 50-50 split on gross sales, and you pay all the costs because he or she has the list you want access to.
Remember not to restrict yourself to online media. Make sure you at least do something ‘offline’. If you have 100,000 email addresses, and 1,000 street addresses, then you really only have the stability of a business with 1,000 customers, not 100,000. After all, people change email addresses a lot more easily and frequently than they move house. And studies have shown that even in this day and age, people still prefer to read a real paper-and-ink letter than text on a website. Don’t get caught up in trying to use only online methods because of the low costs. Sure, they work, but make sure you also do offline advertising.
And once you get a lead, make sure you follow up with them until they ‘buy or die’. Especially if you sell a high priced product or service. You don’t know when they go from being interested to being ready to buy.
3 Responses
Leave a Comment
Posted on January 21st, 2009 by admin and filed under Uncategorized |
January 27th, 2009 at 5:57 pm
[...] The trouble is that they do it the hard way – by cold calling, door knocking or ineffective flyers in your letterbox. It’s a valid business method, but it’s manual labor, hard work, and there are much more efficient and effective ways to generate leads. [...]
January 28th, 2009 at 2:51 am
[...] the original: Lead Generation Techniques - Lead Generation Made Easy Share and Enjoy: These icons link to social bookmarking sites where readers can share and [...]
January 29th, 2009 at 11:06 am
Thats a wonderful quote,following the leads until “they buy or die”, good for the move and making sure your get right and quolified leads who at last will do business with you.Congrats