Lead Generation: The Formula for Success

KBs note- This is a great article from my friend Deepak Gupta @dpak5150 

Lead Generation: The Formula for Success http://ow.ly/4hzSk

To be successful in Lead Generation, a good Marketer has to embrace, align and harmonize all the elements involved. Together, these form the equation:

Lead Generation = (Branding + SEO + Social Media + Traditional Marketing + Customer Svc + PR + Mobile Marketing + Landing Pages)

Let’s examine each element briefly –

Branding: According to Brand Strategist, Richard Harmer, “Brands build loyal customers by consistently meeting their needs . . . it is like a reputation or gives one a certain feel or charisma that is not substitutable.”

SEO: Search Engine Optimization is simply being in the right place and time when your customer is on the prowl for your service or product. And if you are there to help them right when they need it with a strong online presence – they will be more likely to purchase from you.

Social Media: Relationships are everything and the same can be said about developing relationships with consumers. For instance, I believe companies should use Twitter as a customer service channel.

Traditional Marketing: There are consumers who still watch TV on a TV, see billboards on the freeway, receive direct mail and even read paper periodicals. The only drawback to targeting this demographic is traditional advertising can be expensive and requires detailed ROI analysis.

Customer Service: Every time you lose a customer, it costs 5 – 6 times more to acquire a new customer than to retain or up-sell your existing ones. Use sales and marketing to increase your base and customer service to ensure retention.

PR: Networking Guru Hank Blank, says “Last year I sent out four press releases on Business Wire about some of my marketing engagements, speaking events, and thought leadership. Why? Because they help my organic SEO dramatically and provide validation material for pitching new business. And I know the value of being above the crowd.”

Mobile Marketing: Projections suggest that phone- and tablet-based Internet access will continue to increase. Therefore, this is a mandatory channel for the savvy marketer.

Landing Pages: Many times, I have seen an ad, clicked and then was directed to a page that has nothing to do with the product/service I looked for. Mary O’Brien admonishes marketers not to build a “bridge to nowhere.”

Lead Generation: These elements need to constantly feed each other as one integrated strategy – an IMC (Integrated Marketing Communications) plan – to be effective. Consumers should be able to feel the harmony and consistency in their interaction with your company.
Completing the Sales Cycle by Nurturing your Leads

It takes times for an egg to fully develop and hatch. Think of your lead generation as an incubator. You need to nurture and make them feel comfortable about you!

In our current economic climate, companies need to innovate and not hesitate to use highly targeted marking techniques to invigorate your life’s blood: consumer relationships. Using the “spray and pray” approach and expecting sales to be pulled out of a hat is unsustainable.

Terms like “SEO” and “social media” are being abused by charlatans. For instance, garnering a large presence online is a great way to establish credibility; however, you need a long-term monetization plan.

Being involved in marketing means nothing unless you are paying attention to attracting self-qualified leads to justify your marketing investment. Consumers are more savvy and selective than anytime in history.

Directing visitors to interactive landing pages and offering free whitepapers, e-books or special offers for commodities is the smart way to work in a lengthy sales cycle and consumer driven market and address the consumer’s question “What’s in it for me?”
Why the Quick Fix won’t work

Many companies still want the quick fix. Using dating as a metaphor, they liken being online for a short time to going to the singles bar. Business isn’t built from one night encounters but by fostering relationships. Provide people with added value; closing the sale will follow.

For instance, some companies will try AdWords for a week, not get immediate gratification and move on. Like a one night stand, lead generation doesn’t work like that and requires nurturing. You have to be seen repeatedly, but with an appropriate frequency.

That is how your awareness spreads and your reputation grows. When humans get to know you, you earn their trust and they become more engaged. You earn respect through demonstrating thought leadership.

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Deepak GuptaDeepak Gupta is serving as the VP of Marketing for Help My Resume, a Florida-based non-profit and is the Founder of California-based Marketing By Deepak Consulting Group. Marketing By Deepak Consulting Group partners with clients and successfully converts their marketing efforts into qualified leads.

Kevin L. Brown www.kbsinsight.blogspot.com