lead acquisition


If you’re looking to grow your business, you must make lead acquisition a top priority in your marketing strategy. This means mastering the art of selling to people who have expressed an interest in your products or services. Easy, right?

In reality, acquiring leads can be complicated. You’ll need to target the right people at the right time with the right information. However, with the correct strategy in place, you’ll see your conversion rates soar along with your profits.

Understanding the sales funnel

During the sales process, there are a number of steps you must take to maximise your chances of turning an interested party into a paying customer. A sales funnel usually consists of six “stages”:

• Awareness: This is the stage where people find out about your product or service

• Research: Consumers spend some time finding out about what you do.

• Evaluation: Your product or service is compared with others in the market.

• Decision: This is when a consumer decides to purchase your product/service.

• Purchase or conversion: The sale is completed.

• Repurchase: If you’re lucky, the customer will make a repeat purchase down the line.

You can approach consumers at different points in the sales funnel by using various lead acquisition tactics. Here are five tried and tested techniques that will help you generate more leads to your business:

1.Email marketing

Email marketing may be one of the oldest forms of lead generation, but it is still one of the most successful methods for promoting your products or services. It’s also one of the most cost-effective, with ROI coming in at over £30 for every £1 spent.

Email remains the leading form of business communication. It’s a way of engaging directly with potential customers. What’s more, when email is combined with the marketing automation tools, it enables you to send personalised messages to your target audience – the people who are most likely to make a purchase.

There are a few simple rules to follow when using email for marketing purposes:

• Use a short, sharp, personalised subject line

• Keep your email brief and to the point

• Include an image

• Include a CTA (call-to-action) in the email

• Include a link to your website in your signature

• Don’t forget to include your social media links

2.Website optimisation

Your website is the shop window for your products and services, so it needs to be in pristine condition. It must also be easy to use and quick to load so that visitors don’t get frustrated and click away.

You’ll also need to optimise your website for SEO so that it ranks high enough on search engines to have a positive impact on visitor numbers. The more traffic you drive to your site, the more leads you’ll get, and that means more sales opportunities.

In short, your website should have:

• Clearly written, jargon-free copy

• Clear CTAs on each page

• Relevant content

• Strategically placed keywords throughout the content

• Optimised meta titles and meta tags

• Inbound and outbound links

• A site map

• Mobile optimisation

3.Social media activity

Social media is a fantastic tool for lead acquisition. Around two billion people use platforms like Facebook and Twitter every day and a well thought out strategy can connect you with numerous potential customers. Today’s users have become increasingly savvy to blatant sales techniques, however, and will press the unfollow button quicker than you can say Facebook advertising.

Your social media strategy needs to focus on interaction and engagement. Don’t just sign up to all channels; choose those you think your prospective customers are most likely to use. For example, if you’re selling products to businesses, then LinkedIn would be a good choice to help you position yourself as a thought leader and promote your business.

Make sure you post a mixture of information from or about your company and its products or services, industry-relevant articles and other content your target audience is likely to be interested in. Making content personal, for example, giving people an insight to behind the scenes at your workplace can help them connect with you and be more inclined to buy what you’re offering.

Focus on interacting with your followers rather than overloading them with information. Open a dialogue by asking questions or requesting feedback from them and build up your online community that way.

4.Content marketing

Creating and sharing material online is the most cost-effective and organic way to generate interest in your business. According to the Content Marketing Institute, content marketing produces three times as many leads as paid search advertising.

To get the best results from your content marketing strategy, you’ll need to provide users with high-quality, informative content. Ideally, in addition to up-to-date news, statistics and seasonal posts, you’ll also need some evergreen content. This kind of content remains relevant for a sustained period after it has been published. Case studies and instructional videos are great examples of evergreen content that help you maintain high search engine rankings.

Examples of content marketing include:

• Blogging: Helpful and informative content in the form of an article posted on your website.

• Guest blogging: Writing a piece for someone else’s website.

• Vlogging: A video version of a blog, posted on a website or YouTube channel.

• Interviewing influencers: Getting people with large social media following to talk about your products and services.

• Social media shares: Encouraging people to share your content on their social media accounts.

• Giving away ebooks and free resources: Raising awareness of your brand by sharing your expertise for free.

5.Using a specialist lead acquisition service

If you feel you haven’t got the experience in-house or the time to focus on lead generation, why call upon a professional company to help you generate new leads? Instead of having to sift through data to find relevant prospects, a lead acquisition service will provide you with pre-qualified leads and help you build an optimised database to work from.

If you’re a small business or SME owner looking to generate high-quality leads to grow your business, then Simply Media can help. We pride ourselves on ethical and transparent data collection that yields verified prospects, using cutting edge targeting software to generate verified leads for your business. Contact us now for more information.