Four Tactics Not to Be Forgotten for Successful Lead Generation
Generating leads is no longer a simple, linear process. In today’s sales world, the path to successful lead generation looks more like a complicated spider web. Thus, you’ve got to reach out to prospects from multiple angles and attempt many different strategies in order to find the right customers and close deals. Here are four tactics to get you started:
Don’t Forget About Mobile Leads.
For B2B sales, it’s proven that at least 28% of business executives use a mobile device to research company purchases. That’s a large chunk of potential clients you don’t want to miss. Since you yourself probably know how frustrating it is to attempt to navigate a poorly optimized mobile site, don’t give your prospects an easy reason to leave; make sure you have your mobile site tested for optimal usability.
Check for factors such as making your phone number has a click-to-call option, simplifying any form submissions to a “mobile version” for fingers on touch screens, making sure all pages are responsive to a smaller screen, and considering mobile-optimized ads.
Make a Solid Referral Reward System.
The success rate of a call from a referral is 40% compared to the 1-3% success rate of cold calling, claims Mahan Khalsa, co-author of Let’s Get Real or Let’s Not Play. Some businesses’ sole source of leads is referrals; thus, the effectiveness speaks for itself. However, clients often won’t give a referral unless they’re asked to or given a reason to. Make referrals a win-win for both sides through incentives.
Whether it’s a discount, a gift, or a donation, start a referral rewards program, and stick to it. It’s best to start by only asking clients who have been absolutely, fully satisfied with your product or service, and who’d have nothing negative to say about your company.
Go From Cold to Warm.
While cold calling has its advantages, the best way to introduce yourself to a new potential client isn’t through a random, impersonal phone call, especially if the person or company knows nothing about your business. Rather, a call is better put to use when it’s done to follow up on an action already made by the prospect, such as a form submission, resource download, or video view.
Here, a phone call goes from a “cold” call to “warm,” making it much easier to break the ice. Mastering the art of multiple touches with prospects is what will lead you to more successful sales. Additionally, the more time and effort you spend individualizing and researching each call, the more you’ll get out of each opportunity. Still not sure how receptive a business will be to your call? Utilize lead scoring tactics to analytically determine whether someone is actually ready to be contacted or not.
Simplify, Simplify, Simplify.
All too often, businesses forget that less is more, especially on their website.Giving fewer choices is actually proven to be more successful because it eliminates confusion and makes it easier for a user to complete a call to action. Think of the last time you were on a site that was so cluttered, you couldn’t even find what you were looking for— whether it was directions, a phone number, a contact form, or simply more information about the company— so you left.
Site users have a very limited amount of time that they’re willing to spend navigating on your site, so if they can’t easily find what they want, they’ll likely bounce off. If your site has been struggling with ungodly high bounce rates, you may want to consider investing in user experience (UX) testing and ensuring that all calls to actions are extremely easy to find.