The second way to grow your business is to generate more leads. Knowing the difference between a suspect, a
lead, a prospect, and a customer helps determine the strategies to put in place
to create leads.
A suspect is simply
someone who may be in your target market but hasn't yet responded to any of
As soon as suspect responds to marketing in some way, they
become a lead. They have some level
of interest in your product or service. As you move into a selling phase, your
leads become prospects. When you sell to them, they become customers. When they
become loyal customers, they will often become advocates, attracting even more
customers to your business.
SUSPECT > LEAD > PROSPECT > CUSTOMER > ADVOCATE
When it comes to generating more leads, consider:
1. Who is your target market?
2. Where are they in the highest numbers?
3. How will you reach them?
4. How will you attract them so that they move from suspect to lead?
There are hundreds of ways to generate more leads. Some will be
highly relevant and others completely irrelevant to your business. Generating
leads is both art and science so don't be afraid to experiment.
Here are some ideas to get you thinking:
1. Your website.
Is it an effective lead generation tool or just a brochure? Can you add content of value that future leads can download, once they provide their contact details? This is inbound marketing and for some businesses it's very effective.
2. What advertising channels do you use?
How effective is your current advertising spend? Remember that the purpose of marketing is to generate leads.
3. How powerful is your marketing collateral?
Things like your brochures, product catalogues, educational eBooks, even your branded team uniforms.
4. Do you have strong referral networks?
Do you have a referral system? How do you reward referrers?
5. Have you built strategic alliances?
These should be with other businesses who serve the same market but aren't competing with you. For example, a retail fashion store building an alliance with a beauty therapy business, or a builder working closely with an architect.
6. Are you on social media?
Where do your customers hang out? Is it on LinkedIn, Facebook, Instagram, Twitter? How can you add content of value, earning you the right to do some cheeky lead marketing?
7. Do you host any events?
For product launches, fundraisers, to educate, or simply for fun? Marketing is sometimes defined as the communication of education.
There are so many ways to generate leads. Experiment, have some
fun, and always measure your campaign results.
If you’d like more information, don’t miss out our next education workshop, 7 Ways to Grow Your Business. You will identify potential areas for profit improvement, learn vital business growth strategies and understand how you can easily apply them to your business.
Tickets for this high value workshop are selling fast, so register now to avoid disappointment.
"It's much easier to double your business by doubling your conversion rate than by doubling your traffic." - Jeffrey Eisenberg