“Lead generation is a fairly core activity to marketing. Smart marketers know to build qualifying questions into lead forms to form a clearer picture of what people need from you,” – Doug Kessler
Commercial enterprises need to grow the remit of their businesses, expand their customer base, and must register incremental profits in order to stay competitive in modern markets. Brands and businesses must also heighten their interaction with customers and stakeholders in order to leverage emerging opportunities with a view to spur business growth. Businesses must therefore discover and create more leads and demand in a concerted attempt to grow the volumes of customers, thereby expanding revenue streams and meeting profit projections.
Both online businesses and traditional business enterprises can work to generate more leads and demand by participating actively in electronic and real world communities. This approach can yield multiple outcomes that are beneficial to the core objectives of a commercial business. Guest blogging can be highly recommended as an online activity that helps to broadcast a business identity to Internet audiences. These blogs can be created by a business with the aim of providing relevant information to different customer constituencies. For instance, a floriculture business can choose to create an online blog that informs members of the lay public about the various uses of flowers and the importance of flowers in our social and cultural lives. This technique can help the business to create more leads and demand for its products, thereby expanding the scope of the enterprise. Over time, the blog can be populated with volumes of relevant content that can attract inquiries and interest from customers and business prospects. The subsequent interactions can enable said business to establish its identity, disperse useful information, expand its customer base, and to pursue its commercial objectives.
Interviews and interactions with satisfied customers should be pursued as a device to generate more leads and demand for commercial products and services. Businesses can be advised to actively pursue the creation and distribution of video interviews in an attempt to broadcast a brand reputation. The business can choose to interact with key influencers and record these sessions for deployment on video sharing websites. The positive feedback from these influencers should be instrumental in creating goodwill and publicity for the sponsor. These videos can help to create more leads and demand in the form of referral traffic in online domains, thereby generating market traction for a brand or a business. We must note that these videos will likely reside for an extended time span on the video platforms, thereby creating scope for generating leads over the long-term. Therefore, businesses that participate in such initiatives should be advised to invest time and effort in the creation of genuine, quality video artefacts.
Ambitious businesses should drive customer engagement through direct interactions with leads and business prospects. The use of direct engagement is recommended in pursuit of creating more leads and demand because this tactic enables businesses to interact with a wide spectrum of consumers, customers, and business prospects. Live online chat sessions, online customer forums, customer care interfaces present valuable opportunities for a business to engage directly with a variety of individuals. These avenues should be fully leveraged keeping in mind the fact that an engaged customer is likely to offer better word-of-mouth publicity, thereby generating more leads. That said, businesses should be advised to put in place the relevant infrastructure that can aid these techniques to bear the desired fruits.
Modern Internet technologies offer a range of devices that help to further the cause of achieving commercial objectives. Landing pages represent one device that can help businesses to generate more leads and demand by capturing customer interest through online forms. We must note that these devices represent a low-cost approach to generate business leads, and are widely used in modern times. The primary purpose of a landing page is to elicit customer information so that the business can subsequently connect with the customer and pitch a business proposition. Typically, landing pages capture user data such as email addresses, customer name, etc. and in exchange offer a free e-book, a white paper, registration for a webinar, discount coupons, free trials, etc. In light of the above, we must state that every brand and business should be advised to use landing pages in a bid to boost more leads and demand.
Businesses can choose to create long-term lead generation strategies through email newsletters. These can help bring customers closer to a business because the very medium enables businesses to interact with customers on a one-to-one basis. The relationships that ensue from such initiatives can help businesses to capture a stable pool of customers that are likely to present repeat business opportunities. The said newsletters should be populated with useful and interesting content and must be visually attractive to sustain the customer’s interest. Once this tactic assumes critical mass, businesses can work to generate more leads and demand for their products and services. We must note that this tactic plays over the long-term and therefore, businesses must be prepared for this strategy to mature before it yields the desired outcomes.
Pay-per-click advertising is a variation of online advertising methods. This technique displays relevant advertisements on SERPs, thereby offering surfers an opportunity to visit a brand’s web page or a business website. The business pays the ad publisher a fixed amount every time a customer or an online visitor clicks on the advertisement. Pay-per-click can be deployed to direct online traffic at a business website, thereby creating more leads and demand for a participating company’s products and services. That said, we note that businesses should be advised to thoroughly peruse the terms and conditions imposed by online search engines.
Social media platforms offer rich hunting grounds for more leads and demand for commercial products and services. A brand or a business can establish a vibrant presence on social media channels in an attempt to gain new business opportunities. Social media enables the business enterprise to connect with multiple customers and business prospects at the same time. Interesting contests and quizzes can be conducted through a social media handle in an attempt to elevate the profile of a certain brand. At the same time, social media can also help commercial organisations to discover brand influencers and to court their custom. These possibilities are endless and therefore, this strategy should be replicated across multiple social media platforms in an attempt to multiply the scope of positive outcomes.
In the preceding paragraphs, we have examined some of the techniques that can help businesses to discover and leverage new business leads and to generate market demand for products and services. Every business needs to undertake such actions on a competitive basis in an attempt to achieve business objectives and to stand apart from the competition. A high number of leads automatically raises the chances of customer conversion, thereby adding significant momentum to the revenue streams of a business. We must note that modern brands and businesses should gather and accumulate business leads from a variety of online sources. They must also leverage real world opportunities in the form of conversations with customers, annual general meetings, and interactions at live customer forums. These practices should help to widen the funnel through which businesses gain and act upon new leads.