If you’re like me, the idea of tackling ‘lead generation’ might feel less than comfortable. Despite my reluctance to fine-tune my marketing hat into a more proactive ‘weapon’, I’ve been surprised at how much the right tools have eased the process.
With the help of a new lead generation software, I’ve overcome my reservations and started some exciting conversations. Here’s how…
Our most common gripe
As a small business, one of our most common pain points is the time required to nurture new leads. I realised a long time ago that developing those leads is not a short sprint but a process of building long-term relationships. This requires all your skills as a marketer and salesperson- an exercise that we creatives often view as a ‘necessary evil’.
Why is that? Maybe it feels like betraying our creativity? Perhaps the thought of commercialising what we do into a sales format simply goes against the grain?
I’d personally like to think our services are so good that business will just come through the door without an invite, knowing what we do without the need for advertisement. Well, I have certainly been in the game long enough to know that’s just not a good approach to business. In fact, it’s probably doomed for failure, as you’re unlikely to generate the new leads you need in order to grow.
Planning for the dry spells
Let’s face it- the biggest mistake any business can make, is to stop promoting when things get busy. You’re completely focused on the next deadline, but what’s the plan when this busy stretch comes to an end? All too often, we’ve found ourselves in the aftermath of a busy period, wondering why the phone has stopped ringing. Chasing for new business takes time, and time is money.
So we’ve decided to change our ways. We’ve streamlined, reduced our overheads and taken on a more proactive marketing approach, using the tools available to us. One of which, is Lead Forensics.
A helping hand
When a person visits our website, Lead Forensics provides us with information about the visitor and the company they’re from, based on their IP address. It also lists when they visited, what pages they viewed and for how long. We can then identify which of our services might interest them. Then comes the trickier part: finding the person within that organisation, who would most likely have been responsible for the visit.
So how do we do that?
First, we look at the company website. We try to get a feeling of which departments are responsible for procuring the services we identified. Some websites also provide staff details, which can help to identify the individuals to approach. Next we use LinkedIn, to get a deeper understanding of their position and role within the company.
Beyond that, it comes down to emails and picking up the phone. Ouch! Yes, I’m afraid you do have to speak to people but believe it or not you might find they actually want to speak to you too! Approaching these conversations requires a tone of transparency and honestly. Unfortunately, this is sometimes lacking in lead generation and it’s often easy to sniff out a disingenuous sales call. However, you should remember that what you’re offering could be exactly what that person is looking for. If that’s the case, you might find a phone call is just the job.
Like any relationship you will need to develop trust and respect, which doesn’t happen instantly. However approaching the right person and setting off on the right foot can make all the difference. And so the journey begins…
Want to start your own conversations?
Its a sad day but one of our nearest and dearest companions is moving to a new family. Our loved and cherished Bonzini table football is leaving the office. Its fait is in the hands of an open auction on Ebay. We have had some good times with you little table but its time to fly the nest and spread the love. We only hope you go to a good home and are loved as much as you have been here. We also hope to get at least 500 quid for you which would mean you haven’t cost us a penny. It would make a good replacement for a dog, or child if you like that sort of emotional replacement. It does take up quite a lot of space though and we’ve changed over the years.
I think given the time we’ve had the table it held its value very well and has stayed in great condition which is testament to the quality craftsmanship in these kind of tables. Still, it will be sad when you are hauled out of the office onto the back of some fixed wheeled hipster keeno. They will never know the times we’ve had in between our hard work. Many a score has been settled and tense moments dissolved over a quality doubles match.Lee, it all changed when you buggered off to Mexico. On your head be it!