Direct marketing using the direct mail channel tends to fall into one of two categories: selling something today or setting the stage for selling sometime soon. This “setting the stage” or lead generation tool it’s what direct marketing mail does with remarkable efficiency and finesse.
Sometimes lead generation can be a simple, single-step activity. Such as a press release invitation to attend an event, request a free sample, or register online for this or that. At other times, when you’re trying to create a relationship or deal with educating your market about a complex product or service, lead generation can be a multi-step activity.
For example, who you mail to and they respond. Then you mail or use another communication channel, such as email, a call-to-action landing page or a social media channel they responded again and so on.
What you offer in this lead generation process can take many forms. You can use content marketing paper, a video demo, a newsletter, a free sample, or to register online for this or that, for a prospect to respond.
Each time a prospect responds, they’re saying to you, “I’m interested and I’m listening.” They’re saying to you, “I’m qualified.” Each time a prospect responds, you move closer to a sale more efficiently because you spend time with those prospects that are the most interested and qualified. Potentially most are eager, ready, and willing to buy.
5 lead generating ideas to keep and get more customers.
In order to get the most out of your lead generation activities, consider these five critical points. The first is relevancy. In order to capture your prospects’ interests in the first place your initial solicitation must be relevant to their interests and their needs. In fact, each response or activity that follows such as a sales call must be equally relevant. If it’s not, the interaction between a prospect and you end. The lead disappears.
Second, remember that in the end it’s all about selling. It’s not just about sending out the whitepaper or free demo. Everything you deploy must be engineered in such a way that it moves the sale forward as part of your formal sales process.
A strategy to incorporate here is the same one that streaming video channels have used for years to ensure they have an audience the next day. That is, they always leave their audience hanging. As it relates to lead generation, you may not want to tell the complete story in any single piece you deploy. Your goal isn’t to give away information, it’s to get an audience.
Third, frequency is the primary driver in the lead generation process. Communicate once to a prospect may work. However, communicating a second, third, fourth, or fifth time might make the difference. Using a different channel or two in your communication tactics can also be a success. Your goal is to have your information on their desk the day that their immediate crisis calls for the solution that you offer.
Fourth, when prospects respond, you want to answer their questions quickly. If they ask for a free sample, send it immediately before they’re move on to something else. Always follow-up in any channel that they prefer.
Fifth, test everything. Test your initial solicitations. Test your offers. Test your premiums. Allow your lead generation activity to grow and evolve as you grow and evolve along with it.