Lead generation is probably the biggest challenge for anyone in business, whether your business is online or offline
Arguably, it is also the most important!
Depending on the nature of your business, there are many ways to generate leads, both online and offline.
Offline methods include traditional mail, business cards, flyers and leaflets, as well as TV and radio commercial adverts and billboards, and so on.
For this article, we intend giving a few thoughts on lead generation online.
If you think this may not be relevant to your business, then think again. There are very few businesses that would not benefit from an online presence that actually generates leads!
Before reading on, you may feel like this is all too much work...
Would you think the same if you had twice as many people interested in your products or service?
If you haven't got the time yourself, and feel that you can't afford $10 an hour or more for someone to do the work for you, it may be worth outsourcing the work to developing countries. This is not as scary as it may first seem, and there are many companies and individuals set up to provide the services you need. The hourly rate can be $2-3 an hour or even lower!
That said, before you outsource anything, as with any good business strategy, you need to understand the work first!
So here are some of the best ways to generate leads in the current climate
1. Social Media. Facebook, Twitter and especially Linked in, are great places to find people interested in your products. With social media, it is best to start by getting yourself known, before you pitch anything. Beyond that, keep the pitches subtle! Give value for free, and people will be drawn toward you..
2. Video Marketing. Sites such as YouTube are a great way to get your message out there. Again, we are not talking about hard selling videos, but ones that bring value by answering a question, or even just by getting a smile or laugh. Once you have given something for free, you can leave a link to you website, or whatever.
3. Write a blog. Set up a blog that relates to your business and be sure to keep it current by posting often. Again, for most businesses, we recommended keeping some of the posts pure fun, but don't go too far off topic. You want people to get a good feeling when they visit your blog. Good content and a few smiles works wonders!
4. Forums. Monitor forums, blogs and social media groups in you area of expertise. Reply with useful advice, and where relevant, a link to your website, or further info.
5. Write a press release. Learn from newspaper articles and in particular look at the headlines. Write a highly topical article about your business, and submit it to a company that focuses on press release distribution. They will forward your release to all the major search engines, journalists and bloggers.
6. Learn about SEO. The value of understanding SEO cannot be understated.
Do not pay an SEO company, as they charge exorbitant fees for something that is basically very simple. But it does require a bit of legwork!! The basic elements are appropriate use of keywords on your site; Offsite articles focusing on appropriate keywords to provide backlinks; and social media interest gained from the suggestions above to provide further organic backlinks.
So how do you 'pitch' your product or service?
When you write an article that includes a 'pitch', the basic structure should be as follows:
1. Name a problem the reader can identify with
2. Define a solution
3. Create a call to action
In most cases, the aim will be to keep the Call to Action subtle! Your reader has to feel the value you are providing. Most of us 'shut down ' when we feel we are being sold to!
Most important: Not every article should include a pitch! The percentage depends on the media.
With a press release, 9 times out of 10 it may include a pitch.
But with social media such as Facebook, pitch frequency should be low - less than one in 10 posts usually. The rest of the posts should be about YOU. You should share your story, your values, your life's interests and activities, and your ability and enthusiasm to help others.
The Leads will follow...
In all cases, the fundamental objective is to become a useful authority, as well as a 'friend'. Ultimately you want people to get to 'know, like and trust' you!
Even if they don't realise it, the most important question a potential customer will be thinking is "what's in it for me?" If you have given value first, the customer feels that this question has already been answered!
The emphasis of modern marketing must therefore be on personal branding and building trust through giving great content and being a 'real person'.
So, how do you go about generating leads online?
You establish your name and your personal brand over time. This process can actually happen very fast if there is a strong perception of trust and value behind what you offer.
The leads will follow.
For further knowledge to help increase your awareness of some of the amazing opportunities available to you online, and for tools that you can use to build and grow your business, go to: http://www.xamma.com/
Our aim is to provide you specifically with the best knowledge, and some of the best tools available. These aim from simple free products, that make your life easier, to more powerful free tools that should be an essential part of your internet presence, up to relatively cheap tools and software that can help 'supercharge' your business, and right up to software that can give you a complete 'business in a box'.
For our recommended products, click here: http://www.xamma.com/products
Disclaimer: The contents of this article represent the opinions and views of Xamma, who cannot accept responsibility for any losses you may incur as a result of your reliance on these opinions and views. Xamma will not be held liable for the consequence of reliance upon any opinion, view or statement contained herein or any omission. Individuals should do their own due diligence before following any of the opinions or views expressed.
Copyright Ian Sumner 2012
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