Lead Generation: one of the most used buzzwords in the digital marketing space. Despite the term being thrown around loosely, very few understand how to actually do it and even fewer actually master this game. In this article, we are going to share a few things we have learned on our Lead Generation journey.
A sucker’s game – Take before you give.
Most small business owners think of lead generation as their golden ticket. Most of them think that if they are somehow able to make their audience drop their email address in the tiny pop-up on their website and keep on following up, buyers will magically show up and queue to get their product. Nothing could be farther away from the truth!
The fact of the matter is that buyers are first and foremost humans. And we humans have one thing in common – we all have needs. If you do not have what the human on the other side needs, they won’t give you their mula! So, before you grab their wallet, you must learn to see your prospects for who they really are – a human who is looking to make their life easier using what you have to offer.
In order to make the process simpler on yourself, ask yourself these 3 questions:
1. Who is your buyer?
First off, you need to take some time to figure out who your buyer really is? Are they a business too? If yes, what kind of market do they cater to? Is it pharma, travel & lifestyle, food, or some other industry? You may get very specific about who is really going to buy from you. For example, you could say that your buyers are small restaurant owners who serve up to 100 dishes a day and specialize in seafood.
2. What does their journey look like?
Once you know who your buyer is, imagine what their journey would look like. Carrying on with the restaurant example, they would need to find a great location to start selling food at, a great ambiance, a reliable source for buying fresh seafood, marketing tools, someone to take care of their website, social media, etc.
3.What do you offer?
Once you know your customers’ journey, you now only have to figure out where your services fit into the equation. For example, if you are a digital marketing agency, you could offer your social media management, PPC, or SEO services to this particular industry. That way you and your team would have local SEO expertise for small restaurants that serve seafood. You could then target your prospects and offer something of value, such as free SEO pack trial for a month in exchange for their contact information.
So, there it is! That is our secret sauce to get prospects to give us their email address. Lead generation doesn’t have to be a wild goose chase. It is all about offering what the other person really needs and once you adapt this mindset, generating leads will be much easier.