What is Lead Generation?
Lead generation is the process of identifying and engaging with your prospective clients in an effort to promote your business’ services and or products. Lead generation is carried out through various forms of direct marketing methods with the aim of increasing your client base and building a sales pipeline.
Why is lead generation important?
Lead generation is vital to the success of any business. If there are no customers, there is no business, it’s as simple as that. Some businesses will not see as much success from some lead generation methods as others might. Finding the right approach can take a bit of trial and error but once you have found it, you have a method which you can use to generate business leads and increase brand awareness.
What are the methods I can use for lead generation?
There are a range of lead generation methods out there, each with their advantages and disadvantages. Navigating the various methods of lead generation is not a simple task. You may have a method which suits your area of experience, and in some cases, limited budget, but you have to think about an approach that will have a positive impact on your target audience or any money spent will be wasted. Here are some of the most popular lead generation methods:
With engineering companies making up over a quarter of the UK's enterprises, new entrants to the industry have a lot of competition. It can be hard for these new businesses to stand out amongst the crowd and increase their awareness with so many others trying to do the same. This short article explains how three different marketing methods can be used to effectively increase your company's awareness, boost your sales and grow your business as a whole.
The first important step in growing your company is increasing brand awareness. When it comes to increasing awareness of your products, services or your business in general there are many different ways of going about it. As mentioned in the title, I am going to focus on three different marketing methods that can be used to achieve this.
The first method is social media marketing. Say for example your company specialises in vehicle engineering, not everything you do will warrant a post to social media, however, unveiling the designs for a new range of 4x4s will be something you will want to share with your target market.
Using a social media platform such as Twitter, you could create a post with images of the designs, a few short sentences and tags that will allow you to reach your target audience. For example, the tags you could use in this instance could be '#4x4, #OffRoader, #NewCars, #CarDesign', obviously these are just basic example tags, however, car enthusiasts that are looking for the latest designs might use these tags and could find your post about your amazing new vehicle.
Another method that you could use to increase your awareness is email marketing. Email marketing is a great way to increase awareness through well-designed, personalised email campaigns that tell your prospects exactly who you are, what you do and why they should buy from you. Email is a bit more of a professional approach to marketing as it's not as informal as some social media networks. If your target market is mainly businesses, this is when email marketing might be better than social media.
Using this approach you may be contacting your prospects and letting them know about your new range of 4x4s that have brilliant features for the travelling salesman. For example, you could highlight it's great fuel efficiency or comfort for longer journeys. When using email marketing, you want to make sure you understand your prospect's needs, and explain how you can fulfil these needs. If you are using email marketing, you will need a good understanding of different email techniques and which methods will work best for your offering. You also need to bear GDPR in mind as you will be contacting your prospects directly.
Telemarketing is a great method for increasing your company's exposure, not to mention an excellent sales tool. The reason that telemarketing is a great tool to use is that you are in direct contact with your prospective clients, meaning you have the opportunity to tell the client about your new products and how it could benefit them, in a more in-depth, personalised way. Even if the prospect isn't interested at the time, your brand will stick with them so that next time they are looking to buy a new car, for example, they will think back to the time you explained all of its brilliant features and took the time to hear what they had to say.
When attempting to increase your sales, there are many ways to go about it. As previously mentioned, increasing your brand awareness is something that will definitely boost your sales. The more people that recognise your brand as a trustworthy and reliable figure in the engineering industry, the more likely they are to buy from you. Increasing your sales can be done by using the same methods above, and typically increasing brand awareness and sales happens simultaneously.
Social media marketing can be used to promote new deals and offers that you are currently offering. Provide in-depth demonstrations of your products via video platforms such as YouTube and develop more of a personal business relationship with your clients. When attempting to increase sales via social media, you shouldn't just go for the hard sell, you need to provide interesting, useful content about your offerings that your prospects will enjoy watching. If they are interested in the videos, images or other posts, they are more likely to follow the links to your products page or enquiry page. You can use different tools that measure the conversion rates of different types of posts on different platforms, and then adjust your marketing activities to maximise your sales.
For business-to-business sales, email marketing is one of the primary tools that a company can use. 76% of businesses in the UK have reported that they see email marketing as 'very important' to their businesses, with 8% of all UK businesses acquiring over half of their sales via email marketing. With email marketing, all you really need to invest in is a good quality software package such as Campaign Monitor or MailChimp, and a set of GDPR compliant data. You then have everything you need to create an email marketing campaign of your own. Making email marketing one of the most cost-effective marketing methods.
Telemarketing is the most effective sales method out of the three when it comes to B2B sales. The reason that telemarketing has the edge over the other two methods is that it allows you to have a much more in-depth and personalised interaction with your prospects. This is something that not only benefits you, but it benefits the prospect too. You will have the chance to get your point across clearly whilst also hearing what the customer has to say. Telemarketing also offers you the chance to get to know your prospects, on a more personal level, allowing you to build a trustworthy relationship with your clients. Sending emails is a great method for generating sales leads, however, it can sometimes take weeks of sending emails backwards and forwards to get the prospect to agree to a call or a face-to-face appointment. This is where telemarketing speeds up the process. Instead of weeks of emails, you are instantly at the point where you are in contact with the prospect directly. Provided you can get past the gatekeeper first!
How Can You Manage This?
When it comes to the planning, you may be wondering if you will have the time to run these campaigns. After all, running a business especially in the engineering sector is very time-consuming. You may not have the time to organise, set-up and run the campaigns yourself, or you may not have someone who is dedicated particularly to marketing. This is where outsourcing is your best option. By outsourcing your marketing activities, you are able to carry on with your usual business responsibilities whilst still receiving all of the benefits of the campaigns. In short, another company does all the work, whilst you reap the rewards.
At Inspired, we offer services such as lead generation, appointment setting, email marketing, GDPR compliance and verification, data cleansing and more. We handle the full campaign process leaving you and your teams to do what you do best, close business. Our cost-effective services allow you to make the most of your time as the leads and appointments we provide are qualified to ensure their quality.
If you still haven't sorted your marketing strategy for the New Year, don't panic! We offer full end-to-end campaign management that can double or even triple your conversion.
Contact us today to find out more about how our services can help increase your sales and grow your business.
As the most hectic time of year approaches, one thing all businesses are going to be looking at is marketing. Whether it's looking at marketing strategies before or after the New Year, there will be a lot of preparation to do and very little time. Every year, some businesses find themselves short on time when it comes to marketing, and as a result, end up missing out on the many opportunities that come around at Christmas and in the New Year.
Why Is Planning So Crucial?
There are so many aspects to consider when it comes to marketing, it can take months to plan for a single campaign. When planning a campaign, it's not just about getting organised. You have to think about what approach suits different situations. Whether it's planning the best strategy to use on different platforms, what tone you are going to use when writing the content or what your prospects might be expecting to see, you are unlikely to have much success without the time to fully consider all of your options.
So, in short, without good planning, campaigns are unlikely to gain much traction and could end up wasting time and money.
With the New Year approaching rapidly, businesses need to begin their planning their marketing strategies for 2019. Most businesses will have already begun their planning, but there will be some who are leaving their planning to the last minute. This of course is a risky way of running marketing ventures for the business, as there will not be enough time for analysis, comparison and evaluation of different strategies and how they will fit in with the business' plans for the New Year. Not to mention, all of the work that must go into these strategies to make them effective.
How Far In Advance Should I Plan?
The answer to this question relies on a multitude of factors such as, what type of campaign you are running, how much work there is to be done, how long the campaign will run for, how much needs to be organised and more. Smaller campaigns could take a month in the planning, but for larger ones, you could be looking at needing 2-3 months to ensure you have considered all the options to increase the success.
To put this into context, you might already have a preferred strategy and all you need to do is create content or a script and source good quality data. If you're a veteran marketer, you may have done this hundreds of times and might not need months to plan. However, if you're relatively new to the world of marketing and haven't had much experience creating campaigns, you will need to give yourself more time. You might need to take on more staff to manage the campaign, and recruitment can take months. You might need to conduct research on which marketing strategies will best suit your business, products or services and goals. You may need to find a supplier of regulation compliant data, or even find an appropriate alternative such as outsourcing.
So, to answer the question "How far in advance should I plan?", you need to consider experience, workload and resources.
What Should I Do If I'm Short On Time?
If you find that there is far too much work and planning to do in a short amount of time, don't panic, there are ways to sort it. Instead of running yourself into the ground trying to put something in place in terms of marketing, look for an alternative marketing method that isn't just a fall back.
If you know you won’t have the time to put a good marketing strategy in place, outsourcing becomes your best option, this is especially true for newer businesses that may not have an abundance of marketing experience.
By outsourcing your marketing strategies to a more experienced company, your campaigns are more likely to be successful as they will have been planned and executed by marketing experts that can tailor campaigns to fit your requirements. You will also have more time to focus on and perfect other marketing ventures, improving your overall marketing efficiency. Not to mention making the busiest and most stressful time of the year, a little less busy and stressful.
Email Marketing. One of the most widely used forms of marketing communication today. When used correctly, it can be one of the most effective forms of marketing that you can use for your business, despite the bad press that marketing emails receive.
According to a data from Radicati at the start of the year, there are around 124,500,000,000 business emails sent and received each day. Which just goes to show how widely used email is in the business world. The decision makers of a business will be regularly sending, opening, replying, deleting emails. So how do you make your email stand out and increase the chances of it being opened and followed up rather than marked as spam and deleted?
Email marketing can be a very time consuming and frustrating method at times, especially if you are new to creating these campaigns. When you outsource your email marketing you're not just making one less job for yourself. You're handing the reigns over to marketing experts who have extensive knowledge of how to create effective, high-yield email campaigns that will promote your business and increase company awareness.
Our email marketing services allow you to carry on with your day-to-day business running and gives you one less thing to worry about. All you have to do is work with us on creating the content, and we will create and manage the entire campaign for you. From creating the content, managing the delivery and the analysis of post-campaign data, our mission is to provide you with a successful and effective campaign each and every time. Our email services are offered in conjunction with our highly effective and renowned telemarketing lead generation services, by combining the two, you could triple your conversion!
It's no secret that online retailers have had a detrimental effect on the high street. With many big companies today like Amazon, Argos, Littlewoods etc. many high street retailers are struggling to compete. But why? Why is the high street experience diminishing whilst the online experience flourishes? Why does this need to change? and how can this be done? These are the questions that I'll be answering in this article.
What's So Good About Online Shopping?
On average, people in the UK and US spend one day per week online, so it comes as no surprise that businesses wanted to capitalise on this. With most businesses having online stores, you can buy nearly anything over the internet and have it shipped directly to your door, which, let's face it, is easier than travelling to shops in a lot of cases. Especially with most supermarkets now offering the online shopping and delivery services.
When shopping online people can easily find the same item on multiple websites and compare the prices to find the cheapest one. Whereas on the high street it could more than an hour to get to each shop, find the correct item and compare the price. So online shopping does make this considerably easier.
Not everyone has an efficient mode of transport and depending on where they live, it could take them hours to get to the nearest shopping centre or high street. This is another reason why online stores are dominating high street retailers because shoppers can receive their items the next day, or in some cases on the same day as ordering them.
Why Should High Street Retailing Be Kept Alive?
There are many reasons why in-store shopping shouldn't be forgotten, here are just a few:
1. You Can See and Try a Product Before Purchasing. When it comes to online shopping all you see of a product before you buy it are images, which oft-times will not show the full product and will not have an abundance of detail. This is why in-store shopping is still important because you can physically see and try a product before you purchase it, meaning you can make an informed decision based on what you think of the product.
2. Human Interaction. Shopping online is something that requires very little interaction on the business' part. Whereas in-store there will be staff there to aid you in finding the item you are looking for. It's their job to make sure your shopping experience has a positive result, and if not, give you recommendations on other places that might have what you’re looking for. This is what shoppers need, interaction with a helpful, friendly member of staff. Online, the closest interaction between the customer and the business is the order confirmation email.
3. No Waiting Times or Delivery Charges! When you purchase products online you often have to wait at least a few days for it to be delivered, unless you spring for next-day delivery which can cost nearly as much as the product in some cases. When going in-store, you can find the item, pay for it, and that's it, you have it in your hand. There are no lengthy waiting periods or special delivery charges, just instant purchasing.
4. Supporting Local Business! Supporting local businesses and ensuring that they remain active in the community is essential for keeping high streets alive. There are many benefits to keeping small, local businesses up and running, for example, creating a community with its own unique character. Depending on your location, your community could be a popular holiday destination, meaning that the original, one-of-a-kind businesses will attract more visitors than chain stores, and therefore bring more income into the local economy.
What Can Small Businesses Do to Remain Afloat?
The main struggle for small businesses is trying to compete with online vendors. The first thing to address is “What are they offering customers that I'm not?”. The best way to answer this question is to analyse information about your customers and who your product is aimed at. There are many different tools that you can use for this.
You will need to look at how many customers you have in a certain period of time and the age range of these customers. What products are the most popular and how long customers stay in certain areas of your shop. If your customers often require assistance and if so, is there enough staff on hand to handle this?
Answering questions like these will give you a good idea of who your target market is, the demographics of your target market, how you can facilitate these customers and what you can do to ensure that they come back. Once you have information about your customers and your competitors, use it. Create bold and eye-catching marketing campaigns, give customers an incentive to come to your business. For example, special offers and deals, reward schemes, special events etc.
Another method could be to look at the B2B sales route. You may be focusing on your public consumers but there is a lot to gain from business clients. The benefits can vary depending on your brand, product and business goals but you may be able to increase your sales exponentially. Also, creating a co-branded partnership can be a way to expand your business. Creating projects and events together with another business could help you both gain exposure for your businesses, and also catch the eye of the media which is essentially free marketing. A good co-branded partnership to look at is GoPro and Red Bull, who jointly organised the 'Stratos' project in 2012. Obviously, for a smaller business, it could be something as simple as a joint managed charity event, which gains positive publicity for both businesses.
For the B2B route, telemarketing is still one of the most prominent methods you can use to interact with your prospects. Despite some of the bad press it receives, telemarketing is undoubtedly one of, if not the best, ways to generate new business. However, some business owners don't have the expertise, workforce or even the time to organise effective marketing campaigns. That's where outsourcing comes into play. By outsourcing telemarketing to a specialised company, you no longer have to worry about creating the campaign yourself or finding the staff to manage it. All you need to do is give enough information about your business, product and goals to the lead generation business and they manage it all of you. Simply put, another company does the work, whilst you reap the benefits.
So, in conclusion, high street shopping is an in-depth shopping experience that can't be matched by online retailers, supporting high street businesses is more likely to benefit your whole community as local retailers will have a greater chance of putting some of their income back into the local economy. To remain present and gain more exposure in the retail environment, businesses need to analyse their customer and target market needs and behaviours so they can tailor their products to match. You shouldn't focus on just B2C but look at opportunities in the B2B environment, as you could be missing out on opportunities to gain exposure and grow your business' reputation.
On this page you will find all of our informative mini-articles written by our expert telemarketers and other members of our team.