Building Lead Generation Channels
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Building Lead Generation Channels

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Strategies to help identify targeted lead channels and foster new business via these channels. ...

Strategies to help identify targeted lead channels and foster new business via these channels.



Key Messages:

- Know Your Target Audience

- Create Relationships & Build Trust

- Go To Where Your Audience Already Is

- Assign Goals, Measure, & Test

More in: Business , Technology
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  • 1. Building Lead Generation Channels
    Professional Networkingat Bethany Lutheran Church
    www.bethany-denver2.org/1g-network
  • 2. Key Messages
    Know Your Target Audience
    Create Relationships & Build Trust
    Go To Where Your Audience Already Is
    Assign Goals, Measure, & Test
  • 3. Gather Intelligence
    Define your current customer base and model your target audience from your existing customer profile.
    What type of person/company buys your products?
    What customer segments are your most-frequent & most profitable?
    Assess target audience demographics & psychographics
    Age, Education Level, Home Value, Family Position, Gender, Interests
    What challenges/opportunities do they have?
    Ask your sales force for input!
    How does you audience consume their information?
  • 4. Crafting Your Message
    Evaluate how your existing customers came to be your customers
    Develop your elevator pitch using the key benefits of your product/service
    Personalize your message to your various customer segments and their sales cycle stage
    Your objective...
    Create Relationships and Build Trust
    Problem to Solution story-telling
    Share valuable information
    Include an offer and a clear/direct call to action!
  • 5. Choose The Most Appropriate Marketing Channels
    Use the channels that your audience already uses
    Traditional Media
    • Newspaper/Magazine Advertising
    • 6. Outdoor Advertising (i.e.; Billboards, Bus Boards)
    • 7. Direct Mail
    • 8. Public Relations (News & Interest Publications)
    • 9. Telemarketing – Outbound call campaign
    • 10. Radio
    Online
    • Online Advertising (News & Interest Websites)
    • 11. Public Relations (News & Interest Websites)
    • 12. Links on Partner Websites
    • 13. Email Marketing – eNewsletters / eBlasts
    • 14. Opt-in Tools on Websites and Micro-Sites
    Search Engine
    Marketing (SEM)
    • Pay-Per-Click (PPC)
    • 15. Organic Search Engine Optimization (SEO)
    Social Media
    • Blogs/Forums
    • 16. Professional and Social Networks
    • 17. Webcasts
    • 18. Surveys
  • Choose The Most Appropriate Marketing Channels
    What channels are your competition using?
    Mobile
    • Text Messaging
    • 19. Mobile Applications
    Live Networking
    Events
    • Speaking Engagements
    • 20. Participate! Provide & Gain Information
    • 21. Qualify leads by asking questions
    • 22. Take notes - Follow up with a personalized message
    Partner & Customer
    Co-Marketing Efforts
    • Partner with organization who share the same target audience
    • 23. Referrals
    Compassion
    Marketing
    • Associate your company with non-profits and interest
    groups that your audience has a passion for
    • Sponsorships
    • 24. Co-Marketing Efforts
  • Be Realistic About Anticipated Response Rates
    Email Marketing:
    Direct Mail: 2.6% industry average(website visit, phone call, reply mailer)
    Direct Mail Response Calculator resource: http://www.a2.com/response-rate-calculator.html
    Your first 6 emails sent give you 80% of all your lifetime response.
    Source: GDM Interactive, http://www.gdminteractive.com/articles/e-mail/45-email-marketing-response-rate-.html
  • 25. Assign Goals, Measure, & Test
    4.
    3.
    2.
    1.
  • 26. Assigning Resources
    Follow up with every qualified lead
    Active participation within each lead generation channel
    Assign budgets/personnel
    If resources are limited, prioritize channels and focus on the best performing channels
    Don’t get spread so thin that you’re not able to actively participate within each channel
  • 27. Thank you!I hope you learned something new that you can test the second half of this year. David Roth720-226-6944droth61@hotmail.com
    Stay tuned for future networking event topics!
    Professional Networkingat Bethany Lutheran Church
    www.bethany-denver2.org/1g-network