Common issues with Lead Generation
Most companies be that B2B or B2C will have some form of marketing plan, and included within that will be how they are going to generate leads. Now, most companies regardless of industry or sector will have similar issues in why they cannot generate enough leads to be sustainable. But fear not, we have got you covered! We have put together some of the most common issues within Lead Generation and some ways in which you can overcome them.
Putting a plan together/cost
Usually the best place to start is at the beginning so that is what we shall do. Putting together a plan of how you are going to do your overall marketing, and how this will affect your Lead Generation can sometimes be even harder than actually generating the leads themselves. With the variety of social media platforms, various content channels, and also knowing your market, it can be difficult to get started.
Also linked to putting a plan together is the cost. All social media platforms such as Twitter, LinkedIn, Instagram and Facebook are free for businesses to use. However, promoting posts to a wider audience do cost. Some companies may even bring in a marketing manager to help conduct their plan. This is not going to be cheap!
Solution- There are some easy routes around the putting a plan together and also the cost, very simply do your research. Use what your competitors are doing and add your twist. Once you become super confident you can try to reinvent the wheel. Costing can be lowered by either taking on the role yourself, or looking for a freelancer who can help. Usually they will be able to put a plan together and point you in the right direction.
Getting the right attention
Getting the right leads, and also enough of them is always going to be the main priority. You have spent time and money on putting together a plan, and now you are executing it. When you first begin, you may find it hard to pin down your audience if you have not put together a strong plan. This is where businesses find a scattergun approach which can be of detriment to their lead generation.
Solution- Have a deep understanding of your target audience and how they view content. If most of your audience has Instagram utilise that platform, if they use LinkedIn then use that. Having a presence on all social media will help your overall number, however being targeted will help you get the right attention. Many marketers will also use a blanket approach to attract more clients, this is also a good plan when first starting out. Having an understanding of generic marketing strategies as well may also improve your chances of attracting the right attention. The 16 Best Marketing Strategies to Try in 2020
Improving the quality of your leads
Quality leads are the goal, and are usually hard to come by when first starting out. Many companies are investing time and money into their lead generation will start to give up when they do not receive what they are looking for. Quality leads do not have to come in the form of customers who are going to spend thousands now, some buyers will take time to purchase.
Solutions- Firstly, improve your content. Making your content more targeted and engaging will help to attract the right audience, and potential buyers. Secondly, make sure the leads and people are you searching for are relevant. There is no point searching for leads from people that are a bit left field. Thirdly, and lastly, make sure you have looked at the reasons why you are looking for the leads. Not just for financials, but why you are looking for these customers.
Prioritising your leads/Measuring Lead Generation success
How do you measure success? Clearly it must be all revenue based right? Well in actual fact no its not. Some industries and sectors can take months to close deals, and within that time who knows what is going to happen. Businesses can be confused into thinking if you have outsourced you lead generation you are going to be making millions. Unfortunately brand presence and awareness does take time, and this is where people tend to give up and let their marketing fall by the waist side.
Once you have leads, what do you do with them? That seems to be the most common thing businesses want to know. They have numerous leads and do not know where to start. If you are a small company and do not have access to vast amounts of resource you are risking losing those leads to other businesses.
Solution- Success is what you make of it, and everyone’s levels of success are going to be perceived as different. Utilising a tiered system could be a way to track how successful your lead generation is. Using headers such as Leads Generated, Leads Contacted/Qualified,Warm Leads and Leads Converted could show the process you have undertaken. Success goes hand in hand with prioritising. In order to be successful you need to prioritize your leads. Potentially having a pre screening process would work to be able to save time. Some basic questions to ascertain if that lead is genuine or not.
No matter what industry or sector you operate in, most companies will have common issues with lead generation. What is key is to make sure you persevere and do not give up. Trust the process, and understand if you keep on your journey you will reap the benefits from it.
If you are using Facebook as one of your social media platforms, take a look at our previous blog on 15 great ways to increase Facebook likes and engagement. 15 Great Ways To Increase Your Facebook Likes And Engagement