In the customer acquisition stage, the term «lead» is very common, referring to a potential customer who has shown interest in your product or service. Taking the right steps and actions leads to a potential customer becoming a real and permanent one.
The main element of success for any company is the number of customers, which has never been an easy task to obtain. Therefore, to achieve this goal, organizations use various methods in their practice. Today, we will discuss the solutions we use for lead generation in the Euro24 sales department.
In the era of rapid internet development, it’s no surprise that businesses are moving to social media. One such social media platform for business is LinkedIn, which is increasingly used for sales purposes.
Identify your target group
Lead generation on LinkedIn can be done in many ways. One of them is joining industry groups where our target customers are located. It’s important to analyze who your customer is, where they are active on the internet, and what channels you can use to reach them. LinkedIn is definitely the leader in B2B relationships in Poland.
It is crucial to be an active LinkedIn user. Follow interesting content and comment on it, as engaging in discussions allows you to build relationships with other group members, including potential customers, while building your image as an expert and the brand you represent. If you have something interesting to say, share it with your network of contacts.
It’s worth using additional options on the LinkedIn platform, such as Sales Navigator, which allows you to set appropriate search filters for people and gives you access to a properly selected target group.
Know your competition
Research your competitors’ profiles. In these places, you can meet potential customers associated with your competition and demonstrate the benefits your competitors lack.
Keep your eyes wide open
Pay attention to those who like and comment on your posts. If you have a premium account, analyze who is visiting your profile. Also, take a look at who comments and likes your regular customers’ posts. By participating in discussions under such publications, you also have the chance to generate new leads.
As I mentioned before, your potential customer may be on channels on the internet, such as Twitter, Facebook, Instagram, or TikTok. The simplest way to generate leads on these platforms is by actively managing your company profile. However, remember to adjust your communication style to the medium you choose. If you are just developing your company profile, acquiring valuable followers may be a long-term process. You can speed it up with targeted ads, but in this case, it’s important to actively collaborate with your organization’s marketing department to ensure that the goals of paid campaigns are properly aligned with sales needs.
Although it may seem surprising, many company websites still lack a contact form, which is an intuitive customer path. As it turns out, merely providing an email or phone number is often not enough. To maintain contact, a good tool will also be a chat, even if it’s a well-designed bot. Sometimes, quickly obtaining basic information leaves a good first impression on customers. In turn, a seamless transition to real-time conversation can significantly increase the chances of a successful transaction.
However, for someone to find your website first, they must land on it, and contextual advertising and website promotion in search engines can help with this. Most often, this involves paid advertising, so before including these activities in your budget, analyze the value of a potential lead thoroughly to monitor expenses and make necessary adjustments whenever you notice the initial assumptions are not yielding satisfactory results.
The pandemic has opened us up to online possibilities for meeting customers. However, fortunately, direct relationships still reign supreme in sales effectiveness. Personal contact with potential clients can bring much more profit than generating leads online, although it requires more work from the salesperson. In addition to arranging meetings with clients to present your offer, you can also visit various industry events, conferences, trade shows, etc.
There are many ways to generate leads and reach potential customers. There are no methods that will be effective for every type of business. Only by trying several solutions will you get concrete answers to whether and how it has translated into the number of leads generated. Do not copy others and be authentic. Purchase decisions are usually made based on built relationships and trust, and this process can take a long time. However, the choice of method should always be backed by thorough analysis and sometimes by test activities on small budgets. To understand which approach best suits your business, pay attention to the following factors: budget, the type of product or service your company sells, and your client’s profile – their language, where they spend their time, and their preferences. The better you know your customers, the easier it will be for you to reach them.
Author: Tetiana Lesiuk