Lessons from Love Island a.k.a How to create a killer lead generation programme
Lead generation programmes should be a key part of your marketing toolkit. It’s the next step on from your acquisition process.
You’ve spent all that hard cash on social ads and PPC, coupled with blood, sweat and tears on social media to get people to show some real interest and share their email address.
You now need something to make sure you get the maximum return from those people, that’s where your Lead Generation programmes come in.
Giving your business a solid repeatable process that will maximise the number of people that sign up on they way to becoming a paying customer.
How good is your lead conversion game
Whichever it is, one thing is abundantly clear. The people that don’t have a solid lead generation programme or ‘game’ going on, are the ones that fail.
That’s important, as that also true in the business world.
According to research by Hubspot, the most successful teams use a formal lead generation process to organise and store leads.
To be more precise, they found that 46% use Google Docs, 41% use marketing automation software (such as Websand), and 37% use CRM software. (Subtle hint: Websand connects with 1,000’s of different software providers including Google Drive and leading CRM software).
So if you don’t have a fixed process to support your lead generation strategy, you need to seriously think about getting one.
“Where is your head at right now?” aka understanding where you stand?
Once you’ve got that initial interest how do you know where each person’s “head is right now” or how that relationship is developing. That’s really difficult as so many other external factors are involved.
No need to “grab a quick chat” with your target audience. If you are using email marketing you can understand if they’re interested by how they have reacted to your marketing communications. Namely do they open? Have they clicked? On the email marketing communication you’ve send to them.
You can use this information as part of a lead generation programme. Sending the next message to develop your relationship with your target audience based on their reaction to the previous message.
Grafting through a lead generation programme
Of course if you couple up and that prospect becomes a customer then you’ve taken the relationship to the next level and that opens up the next stage of your communications. But the customer journey is a story for another post.
A welcome message is not a lead generation programme
If you are selling online you’ll already have the foundations in place with a ‘signup’ box.
A mistake a lot of businesses make is thinking that a single welcome message and a newsletter does the job for converting interest into paying customers.
That process can work, but it’s often discount driven and that can set the wrong behaviour. Do you want customers driven by discount, or customers that value and love your products or services.
Also it’s not a repeatable process, once you’ve sent the welcome message, the one to one focus on that person has gone. They are added to the ‘generic newsletter list’.
Frankly, a welcome message is often a first date, that never leads to a second date.
That’s often why a typical marketing database is made up of 80% prospects and 20% customers. They don’t follow up through a lead generation programme.
And that is a such a shame.
How to create a lead generation programme
Creating a lead generation programme gives extra focus on nurturing prospects and building the awareness of your business. Of course it’s also helping you maximise the conversion of each prospect into a customer.
Phew, that sounds like hard work. Luckily, using Websand it’s easy to create a lead generation programme.
It takes just four steps.
And that’s it.
When you have the correct tools and support the job is often a lot easier than it first seems.
Want to “grab a quick chat” about your lead generation programme?
Fill out the form below and book a chat. I’ll be relaxing by the firepit.
It’s time to start getting more from your email marketing
Sign up for a free Websand demo and let’s show you how to get the best from your email marketing.