Generating leads that will convert into customers is at the heart of every money-making business model. Developing and executing a lead generation strategy can be a challenge; it often separates companies that succeed from those that fail.
Great companies view marketing not as a burden, but as an opportunity, and a lead generation strategy presents your company with a tremendous opportunity to make a substantial impact on those you serve. That’s why we are here, right?
When approaching the development and execution of a marketing strategy, you will find success by focusing on 3 simple concepts.
1. Your Audience
Who do you serve?
What are their needs and challenges?
What are their opportunities?
Without a clear, intimate understanding of who you are trying to reach, you cannot truly know how to build value, provide a real benefit to them, or be there when they need your company the most.
Your audiences can be prospects, leads, current customers and brand advocators, such as members of your community, friends, family and professional associations. Learn and understand each of them well, speak their language and build your brand’s value.
2. Your Message
What are you saying to your audience?
What are you offering to them?
How are you talking about it?
After you have identified your audience, speak their language. Answer their questions with useful content. Create a helpful resource, such as a guide, that helps your current customers be successful while attracting new ones to you.
Your message to a prospect searching for your products and services in their local area differs from the message you give to loyal customers or brand affiliates.
The more targeted your audience, and the more refined your message, the higher your engagement rates will be!
3. Your Timing
How often do you engage your audience?
When & where can they see your brand?
Are you there when they go looking for you?
Your message to your audience is not effective unless you are there when they need you. If you can deliver the right message, to the right audience, at the right time, then you can influence them to do business with you.
Timing also means you are in the right place, or on the right platform, leveraging the channels where your audience will be. Every interaction with your brand is the chance to be influential.
How can a referral program help your marketing strategy?
Using a customer referral program as a part of your marketing strategy can have a major impact on the overall success of your business. It is a way to bring in high quality leads with much less investment than more traditional marketing strategies.
A well-designed customer referral program can also help you keep your current customers engaged and attract new business, is a great way to communicate with them using the right message, at the right time.