Marketing Tips

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Lead Generation Tactics to use in 2012

Leads are the lifeblood of your business. If you are looking to increase sales, you need to develop the right attitude towards developing these B2B sales-ready leads. Imagine going to your office and finding hot leads in your inbox – what a great start to your business week. This could soon become a reality through lead generation.

There are a number of lead generation options available for your business. The best is one that will suit your business profile and the types of product and services you offer and will help find the customers who are interested in these services.

Lead generation is a marketing strategy that works toward generating client interest in your product or service. Lead generation ultimately helps drive targeted traffic to your website from customers looking for additional information to help them make decisions. Effective lead generation techniques, implemented even on a minimal budget, can assure high-quality leads. Research shows that 75-80% of business-to-business buyers go online to find information about products and vendors.

In a good lead generation campaign, a business will analyze a client’s target market and decide the best ways to approach it, taking into consideration the geographical area that the client is interested in and choosing the appropriate product or service for that area. Businesses will also determine pricing on a per-lead basis and control budget and pay depending on the number of leads that are received.

Effective Lead Generation Tactics - One reason why some companies do not derive much result from their lead generation campaign is the low quality of their leads. Effective lead generation will fill your sales funnel with meaningful and qualified leads that will eventually be converted into sales. The Three "Rs" – reach, recognition, and reputation—really do matter when it comes to sales and lead generation. Converting your web traffic into qualified sales leads does not require a magic formula, but a good Marketing Automation Software. Consider the following tips you can incorporate into your existing marketing program to improve lead generation:

Formulate An Effective Online Social Networking Campaign - An advertising campaign should be geared to meet the client’s needs and evaluate different key performance indicators (KPI) for each project. Once the campaign is in place and the target audience identified, a clear perspective of the product offered, its benefits, etc. has to be provided. Top social networking sites such as Twitter, Facebook and LinkedIn offer a platform for interacting with prospects. Thus, by facilitating real-time communication, social networks can take lead generation to a new level.

Make Your Content More Relevant – In order to generate interest and engage your leads, it is crucial to have the right content on your website that really represents your business and the services that you can provide. Additionally important is to communicate with your prospect by providing meaningful, consistent information about your product or service. Demonstrate that you understand the prospect’s core problems and have a unique solution. Back it up with proof and be reliable in your approach.

Nurture the Prospect - An effective lead nurturing solutions program is vital for any campaign. This means finding the best channels of communication to send compelling messages within a specific timeframe.

Companies must continually engage prospects with relevant information and personalized communication until they are thoroughly qualified. You need to keep the prospects active and interested. With close and effective contact, you will be more prepared to close the sale at the same moment that they are.

Complementary Channel Partner Referrals - By teaming up with complementary channel partner program, you can fill up your lead generation and lead nurturing pool, making it easy for companies to engage in doing business with you. It is possible to not only generate the highest qualified sales leads, but also nurture the leads using this technique of complementary partner referrals.

Using Direct Mailers - If used effectively and efficiently, sales letters can be an excellent lead generation technique. The goal is to target direct response marketing to the right audience. The marketing efforts can then be directed at companies and individuals who are similar in nature.

Make the best use of your website - Optimizing your website content for search engines and back-linking can boost traffic. Evaluate the effectiveness of the website and look for areas that need improvement. Enhancing aspects, such as user-friendliness, content clarity, aesthetic appeal, etc., can help increase traffic on the website.

It is extremely important to ensure that no lead slips out during the marketing-through-sales conversion process. Hence, for your lead generation strategy to be successful there should be a well-planned framework that identifies all areas that require work and attention.

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Ensuring Effective Lead Generation with the Right Techniques

For many marketing teams today, the biggest challenge they face is generating sufficient B2B leads. Businesses today are trying out innovative and progressive techniques to connect with their customers. Your marketing activities are not garnering the desired results if you are not converting prospects into leads and acquiring customers.

Many demand generation programs fail to work efficiently because of a divide between the marketing department, which produces the leads, and the sales department, which is responsible for turning them into sales. Marketing teams are therefore under enormous pressure to come up with effective strategies to consistently generate qualified leads.

The right lead generation plan is speedy and reliable and provides helpful tools that can make the difference. You can ensure effective lead generation with a complete set of sales lead generation tools. Though it’s not a one-size-fits-all solution, the following lead generation techniques can help.

Make content the priority in your marketing strategy

Studies show that a large number of interested prospects use Google to obtain information before purchasing a product or service. It is therefore important to be found by prospects with the help of search engine-optimized content. Optimizing website content for search engines and back linking can help. Thought provoking content in the form of blogs, whitepapers, video, presentations, etc. can engage your audience. Effective lead generation methodologies also include multi-touch contact efforts such as acquired lists, email responders, and webinar registrants.

Effective lead nurturing is imperative

Nurture your leads by providing relevant information at the right time. It is important to understand just how different leads are from one another in terms of functional role, industry, and company size, and to what extent those groups have different needs or need to be directed to different products. Nurtured prospects bring in more initial revenue and will have a more positive impression of your company. An effective and successful lead nurturing program provides a predictable and sustainable flow of qualified sales leads over the long term.

Ascertain the ROI of all of your online marketing activities

Analyze all of your web traffic, from first visits to most recent conversion and sales. It is important to know exactly what is working and what is not. You need to understand what is resonating with your audience. Evaluating the effectiveness of the website can help understand if any improvements are required. Enhancing aspects, such as user-friendliness, content clarity, aesthetic appeal etc., can help increase your number of prospects.

The key to effective lead generation is to keep in touch with your prospects using a series of ongoing communication methods and offers throughout the consideration process. Keep your campaigns flexible so that your messages can be adjusted to the changing market trends and demands. A powerful channel partner marketing program can greatly improve the sales efficiency of your team. Industry studies show that it takes an average of 12 points of contact to convert a cold prospect to a fully qualified, sales-ready lead. In order to make that happen, companies must continually engage prospects with relevant contact until they are thoroughly qualified.

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