You've Generated Some Leads, What Now? Content Marketing & Sales
If you're struggling to figure out what to do with your leads, think of them like an old-school courtship: you have common interests (in one way or another), you've been introduced to each other (again, in one way or another), and if you're the right fit, you'll be ready to move to the next level.
So, what exactly do you do after you're reaping the benefits that come from your lead generation efforts? Great question! Here are some hints:
DETERMINE WHY YOU LIKE EACH OTHER
Like any blooming relationship, you're both analyzing what you like about each other. In terms of lead generation, you should be able to put your people into buckets, which you can then translate into lists. What do people have in common? Did they find you because someone referred them about you? Did they find you because of a certain set of keywords? Are they looking for a product or service that you offer, which cannot be found elsewhere? You should be able to group each set of people into a category, and from there, they will live in specified list that you can then designate marketing efforts toward their particular needs.
TELL THEM WHY THEY SHOULD LOVE YOU
As with all potential relationships, your potential partner likely has many suitors, but, of course, you're better than all of them. Your customers may think you're awesome, but they may not be able to pinpoint why you're better than the other options. This is why it's your job to present a great offer to them that they can't resist and be so marketable that they will happily tell their friends and colleagues all about you. You don't want them to just like you, you want them to love you, so your lead generation efforts should ultimately provide benefits, products, services, or specials that are simply irresistible to your potential customers.
Yes, this is frustrating when you're on the other side of the relationship, but when you're working with lead generation, you have to understand the psychology of your buyers. People tend to want what they can't have, and this is exactly why the game of "playing hard-to-get" works just as well in business as it does in relationships. Perhaps you can create an offer that has a limited window, and if your potential suitors don't make it to you in time, you cost more. The sense of urgency, by marketing law, creates a need to buy (and buy now). After all, you're ultimately not looking for visitors; you're looking for buyers and people who can help you pay your bills so you can take your business to the next level.
Yes, that's what we said. If you're not sure where to take your leads from here, look for help. Today's technology can do some amazing things, and often times, even the most complex of tasks can be simplified for learners at all levels of a content marketing process. SharpSpring, HubSpot and Hatchbuck for example, offer automated ways to segment lists so you can distribute the proper content, offers, and materials to those people to whom your message is specifically targeted. By utilizing tools that can help you enhance your business, you're more likely to turn leads into sales.
Lead generation isn't as complicated as it may at first seem, and figuring out what to do with your leads can be the most difficult part of the process.