Let us accept one ground reality. Leads are prospects that can become your customers and down the line ambassadors of your brand if you treat them well. Without leads, your business doesn’t exist. According to renowned B2B expert Neil Patel, of all the organizational goals that are set in an organization, 66% of them focus on lead generation. Marketers rely on multiple channels to source these leads to ensure that the revenue stream is flowing constantly in the B2B lead generation process.
The one common objective that all organizations are chasing is growth. If you are a newly set up organization then your key focus should be on having good quality leads that will convert into potential sales thereby yielding a customer. It is very crucial to have a very efficient lead generation mechanism that will give you the desired output. Broadly categorized, for any organization, there are two main channels of lead generation
- Internet marketing
Let us try to understand how each of these channels churns out efficient leads to help you grow your business.
1. Internet Marketing
No one would have imagined that internet would play such a critical role for the success of an organization. Today, organizations are leveraging various internet marketing techniques to promote their products and services and thereby acquire customers. Competition is getting tougher day by and hence it’s becoming all the more important for companies to advertise their product or service; doesn’t matter if you are the best in the industry. With traditional advertising getting expensive, organizations had to innovate to come out with cheaper option like the internet marketing to bolster their lead generation process. So how does this factor help your organization in growth? The answer is science. Internet marketing is all about the science of measuring and tracking the inputs and analyzing the output. Since this entire lead generation process is statistically driven, the leads that are generated as an output are much more effective and efficient to help your business achieve growth. Let us dive a little deeper to understand how this is achieved.
- Driving traffic with SEO
If your business is largely dependent on the internet, then having an SEO friendly website definitely helps you to attract more visitors to your website. Studies have shown that if your website is found on the first page of search results, it can earn you around 50% of internet traffic. Hence, optimizing your website to come in the first page of search results, is one of the best ways to grow your website traffic, which gives your better and efficient leads to help you grow your business.
- Finding customers with PPC Advertising
PPC(Pay Per Click) advertising is the other way of attracting visitors to your website. PPC ads are displayed along with the other search results. Every time a visitor does a search and sees your ad, he will click on it and it will direct him to your website. This is a paid mechanism, but believe me, this is not expensive considering the fact that the lead that is generated is filtered out.
- Social Media
Once you have your SEO and PPC set up, you can create a fan base by promoting your products on various social media platforms like Facebook, Twitter, LinkedIn, Pinterest and many more. This is a never ending exercise that will constantly help your organization increase their fan following and keep them engaged. This could potentially convert into a customer as social media helps to spread the news like a wildfire. As a result, you get leads that are in line with your product or service offering and there is a serious requirement from the prospect front as well, culminating into a sale helping your organization grow.
Other than these factors, there are other factors like content marketing, link building and mobile marketing that results into much more efficient leads helping your organization achieve that all important sale for the growth.
Even though it is considered to be a traditional methodology of lead generation, still it is very effective. It is a quick and affordable method of contacting your prospects and generating leads with a direct impact. Let us try to see the benefits of telemarketing as a “direct marketing” channel that helps you achieve growth through generation of efficient and effective leads.
Results: Through telemarketing, you get instant results. By making the right call, you generate leads and set up appointments
This is the most direct form of marketing. Here you get an opportunity to assess the need in realistic terms and map your prospect’s requirement to your offering; allowing you to generate more effective leads to help you achieve more clienteles for your business growth.
Here you get the opportunity to speak with your prospects directly. This helps you to ease out any issues or concerns they may have with respect to the product or service that you are offering. Your telesales team can explain each and every aspect of your product or service and build strong relationships.
Realistically speaking, the limits are endless when it comes to your organization’s growth. It’s up to you on how far you want to grow. But the pre-requisite to have a stable and consistent growth in place, you need customers. To get new customers consistently, you need a robust and seamless lead generation process that will generate leads efficiently and effectively to give you the customer. Whether you are talking about internet marketing or telemarketing, it all depends on how efficiently you are utilizing these channels and if you have the measurement and analytics component in place to keep a rain check on the efforts that you have put.
So, bottom line – have a strong lead generation encompassing the above mentioned channels that are best deemed fit for your organization and the products/services you offer. This will help in generating leads effectively and efficiently thereby contributing to the growth of the organization as a whole.