You may have heard the term “lead generation” regarding your company’s attorneys and marketing services. You may also have used some lead gen to some point. But what exactly does that mean? How does the practice work? More importantly, how do you develop an effective lead generation system that will generate more leads and better for your company?
To frame that discussion, let’s ensure we’re all on the same page about the basic lead generation concepts.
The term “lead” is often used to describe a potential customer. It includes everyone who subscribes to your organization’s news and notifications via a call to action on your website (“cold lead”), a former client general manager (“warm lead”), or good internal communications with extended responsibilities to long-term clients (“Prospective Clients”).
A “call to action” (or CTA) describes a form or prompt on the website that allows visitors to give you information — name, job title, company, and email address, for example — in exchange for some benefit or information. Most companies keep this relatively harmless, such as website visitors completing subscriptions to company publications. Still, there are other ways to implement a CTA to collect contact details (as a prerequisite for registering for webinars or accessing content portals).
Lead Generation is how you attract leads and move them through sales funnels, from cold leads to leads. It includes several steps:
Developing thought leadership
From blog posts and customer alerts to webinars and in-person seminars to podcasts, videos, and everything in between, develop thought leadership solutions to the problems facing your target businesses for business.
to your target audience via email, social media, website downloads, seminars, presentations, engagement, etc.
Use the content to build relationships with people interested in hiring you.
To turn them into paying customers.
Focus on lifting the quality of your leads so that they are valuable opportunities for the client’s business
How to create more – and meaningful leads
Lead Generation is often seen as a numbers game: the more leads you generate at the top of the conversion funnel, the more leads you have, and the more likely an actual lead will be. But in the field of professional services, where the service provided is complex and meticulous, you should focus more on increasing the quality of your potential customers so that they are valuable customer business opportunities. Here are some ways:
Focus on your content
Leaders who think about their potential customers’ specific problems will talk to them directly and show that they have an idea of their challenges. For example, the recently enacted medical marijuana law webinar will educate attendees about the new rules. Still, in light of the law, presentations on effective drug policies for drug abuse will resonate with employers who need practical compliance measures. So, again, it’s all about focus and being well-communicated.
Comprehensive system implementation
Creating leads that generate more and better leads isn’t just about providing the content. Your system must collect data – about all leads and any specific leads – and share it appropriately within the company to improve the quality of leads. Your system should track new leads, so that marketers and business developers know when new opportunities arise. Leads must be ranked based on their position in the sales funnel at any time. Finally, it must support stakeholders to engage potential customers, foster relationships, and take actions to convert them into customers.
An essential feature in your lead generation system? Flexibility. Trends change, opinions change; The way to stay ahead of this development is to anticipate it. Experiment with creating and distributing your thought leadership, the layout and design of your CTA, and the tags you use to name the content on your website. Consider various tricks when engaging with potential clients, such as offering personal training on a specific issue, for example, or inviting critical potential clients to participate in a webinar with you. Keep your system as fast and flexible as the people you’re targeting, and keep moving forward.