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How to Make the Most of a Lead Generation ServiceIf it has been a while since you have turned your focus to lead generation then you may be surprised at how much information is available now from a wide range of suppliers. One thing that hasn’t changed is that you still need to actively manage a lead generation system and common sense still rules. Even if you intend to fully outsource lead generation, the processes still needs to be managed, and information needs to be vetted to ensure information is current, relevant and reasonable. The avenue you choose will depend on how aggressively you want to pursue lead generation and how much of your budget and personnel you can devote to the task. START SIMPLY The easiest entry point is to simply buy a portion of a master database by selecting those attributes that most nearly match a prospect profile. This may take a little digging to locate someone that has the right kind of data that you need. Companies pride themselves on the size of their databases, but if they don’t match your needs, or the information is not current, then it’s best to move on. A common approach is to use your existing customer base as a template for your prospects. This works best when you have a narrow niche to address. For example, if you provide window cleaning and repair services within a limited geographic area you could look for homeowners in a metropolitan area limited by zip code. This still means that you need to generate an offer and have the people available to follow up to any leads that you generate. EXPAND YOUR REACH If you work in the B2C environment, one of the more effective means of lead generation is through referrals. This is especially effective for fairly short duration home services: kitchen/bathroom remodel, solar installation, patio/deck, etc. These projects run from several days to several weeks. At least one company offers a mobile app that allows your customers to download and keep track of their project and then provide a rating of the service [GetTheReferral.com]. These ratings, along with comments are a good way to leverage to other jobs. Of course you need to manage these referrals, match them to customer needs, develop your unique value proposition from the customer point of view and get permission to share contact information if you are relying on a personal referral to close a deal. When properly managed, referrals can be a very effective form of prospecting. TARGETING BROAD GROWTH If you are in a competitive B2B environment, then your options expand tremendously. Most lead generation services promoted on the internet are targeted to the B2B customer and offer a wide range of advice. In this case a lot depends on how broadly or narrowly your prospect base is defined. Usually the more specific, the better in terms of allocating internal resources. If you have a product or service that can be used pretty widely, you will need to cast a wide net. The following techniques (available via existing software, or you can build your own) would be productive.
GOING ALL PRO Finally, if you are investing heavily into a long term strategy to really grow your business, you may need to hire specific talents either full or part time to execute more strategic initiatives, such as:
From database mining to AI Chatbots there are a lot of tools that can be used to generate, grow and nurture leads. This is by no means the complete list of actions that are available. Some can easily be done in-house, depending on your resources. Others will require more experience. Feel free to explore. Try some simple A/B testing, make some "How To" videos, add some data mining. Start simply and see how far you can grow. Read other technology articles |