Lead generation primarily is the process of capturing user information, who have expressed some interest in your business. There are various ways and means by which this information can be collected. These clients could have submitted their profile details like name, email or phone number on a subscription form, for a downloadable product or for a free consultation. These connections are called as leads and are crucial to a business’s success as they provide the foundational data for creating bigger email lists, wider customer out-reach and ultimately more business.
So much has been written and researched about lead generation that is available on the web that is difficult to sift through Here is a list of some such myths that you best keep in mind to avoid.
#1 All you need to focus on is big numbers
While generating leads, a quantifiable goal is naturally, to get big numbers. A broad marketing approach that functions on gathering as many contacts as possible can be a recipe for disaster if the quality is being compromised. Many theorists in the marketing industry have confirmed that while generating leads the goal should be to offer something of value, something that answers a question, or resolves an issue faced by the customer and develop a relationship of trust instead of opting for random bulk selection. Enthusiastic leads that take a genuine interest in your product or service are far better than a bulk of people who you’ve managed to gather but have little interest in your company. Quality trumps quantity every-time!
#2 More Leads translate to more money
Not all leads translate to paying customers. The sooner business professionals realize this, the better they can strategize their marketing campaigns. Leads are only the people who you have managed to convince to take interest in what you have to say and what you have to offer. This does not make them your customers. Instead, customer retention can be more profitable for a company as returning customers tend to trust the brand more than completely new users. They are easier to sell to and are more likely to make larger purchases once they have gained faith in the brand. It is profitable to maximize on the existing customers’ lifetime value instead of getting large number of new leads.
#3 New Leads need immediate contact
Getting new leads is an exciting prospect for your business and sales teams are generally motivated to step ahead of their game and get their hands on a good lead right away. There are however, a few things to be considered and kept in mind before such a step is taken. When a new person comes in contact with your brand as a lead, the nature of the relationship is very passive. Whether it is through signing up for a subscription or submitting contact details to gain access to some piece of information, it hardly qualifies them as a potential paying customer. It is suggested however to give your new leads some ‘nurture time’ where they can familiarize themselves with the brand and understand what you have to offer to them. It also gives you the time to analyze what is it about the company that interested them in the first place.
#4 One Landing Page Opt-in Form does it all
Opt-in forms on the landing page of your website can only go to a certain distance in providing leads as they are not sufficient for quality lead generation. As one cannot depend of all leads to convert into customers, one can also not expect every person who visits the site to be a quality potential lead. Organic web traffic is a mix-bag of consumers who may or may-not have particular or relevant interest in your brand. Instead, one is advised to create specific landing pages and drive targeted traffic to them. Further, ample investigation needs to be done on what kinds of opt-in forms are the most effective in generating quality leads and collecting target consumers.
#5 Too frequent emails will result in a drop in leads
While true for most cases, this does not hold true universally. Nobody likes to get their inbox spammed, yet there is no defining boundary beyond which appropriately timed emails become spam. Instead of limiting your content in a scheduled calendar, your focus should be on the content that is being sent out. If the fast paced development of your brand produces relevant information that may add value to your consumers’ experience, then it doesn’t matter whether your emails are received once in a few months, or weeks or even days. If your target consumers really do benefit from your emails and newsletters containing fresh useful content, they will convert into successful leads despite the frequency of your posts.
#6 The communication flow is a one-way process
When serving your customers, there are no better people than the customers themselves who can educate you on what you need to improve with your brand. The information you provide to educate your customers is of course crucial in attracting qualified leads, yet customer feedback should be given equal importance
when it comes to nurturing those leads. It is a two way street and brands can educate themselves on customer feedback with site analysis. Your customers might not always be up for filling lengthy feedback forms and you will be required to read between the lines of your site activity. A strong analytics process can help determine what pages attract most traffic or what posts get the most shares or downloads. A successful business is one that listens.
Author: Aditi Saxena
Aditi is a blogger/freelance writer from Delhi with a Masters degree in English Literature. Having worked with a variety of companies as a content expert, she loves to dab into various fields of research and write about pretty much everything under the sun.