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That means you either need to encourage them to seek your business out or you need to go and find them. Neither of these tasks is simple. Before you start, you need to consider how attractive you are to prospective customers. The world has changed and lead generation has changed out of all recognition. What then? How are prospects actually going to find you?
These are indicative rather than exhaustive and you should take time to evaluate all of your options and how you can best target the buyers you seek. Referrals — This is the most potent source of leads since you gain the credibility and recommendation factors. There is less likely to be competition and, theoretically, the chance of success is much higher. Therefore, clearly the more you can encourage referrals the better.
Search enquiries — Another great source of leads not least since prospects that make inbound enquiries coming from search are clearly in the market for your services.
But is this happening regularly for your business? Inbound leads from search are much more difficult to gain for many reasons. Otherwise, why would people look at it or share it? As a consequence, we get regular enquiries through our website and have had excellent leads from LinkedIn. But, advertising can be expensive and wastage can be high.
Inbound Miracles eBook by Clarence Alexander - | Rakuten Kobo
The alternative to driving inbound leads is targeting prospects through outbound marketing. You target them. Telemarketing — We always stress to clients that two things matter when it comes to effective telemarketing. These are specifically the message and the audience. The same can be said of most marketing methods.
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But telemarketing lives or dies by the ability to reach the right decision-makers. It can be extremely effective if you have a compelling message, story or proposition for the right person. Where the value of sale is high, human interaction is essential in the buying process. In those cases, email marketing is targeted and should be relevant for recipients. If you get the content right, it should encourage opens and click throughs to your website that supports your SEO. You can of course buy a list and send out cold emails.
The challenges here are many especially in b2b marketing. Maybe a data build is needed to gather the right contacts and emails.
However, in some ways with the increased clutter online, well-crafted and targeted direct mail can be extremely effective. Are the recipients likely to receive a lot of mail? What would they respond to?