funnel

Lead Generation Tools You Can Use Today

Reuse recycle doesn’t only apply to your trash. Your company most likely has a number of assets and tools at its disposal that can and should be used for targeted lead generation. You already have tools you use for other communications that when organized can become a decent foundation for your lead generation. While I’m a proponent of integrated Saas solutions like Hubspot, Pardot & Marketo, many executives want marketing to “prove the model” before they agree to approve a system purchase. Full disclosure: You will only be able to get so far cobbling together the following tools, but every Saas solution can help you integrate your tools into their system when you get to the purchase point.

Social Media – The profile and feeds for each of your social platforms are a digital business card and lead generator. Using images of your product or services in a consistent format will demonstrate to a potential lead more about your business. A picture is worth a 1000 words, right? Be sure your updates also take the platform’s audience into consideration. Context is as important as content.

Blog – Many companies make the mistake of using their blogs to only write about their products, specials and awards. Just like parents who gush endlessly on Facebook about their child prodigy’s achievement-du-jour, it’s fine every once in a while but contribute something else if you want them to continue to read. Blogging falls under both lead generation and content marketing strategy. If you are just starting out, develop a few product/service categories and sub-topics that ideally map to your keywords. If you can enlist thought leaders from each department or product group to contribute, all the better.

Email Delivery Software – Email is still the number one way to strategically nurture prospects for lead generation. Whether you are using a free service (MailChimp), behavioral campaign management software (Marketo, Pardot, Hubspot) or the internal system in your CRM, you should have a strategy and calendar for connecting with your list regularly. If you haven’t done so, segment your list and send contextually relevant information. If you are using your CRM, invest some time into planning out a schedule for automatic emails based on when the prospect converts.

Presentation Decks – Any recent speaking event that your top-level people have delivered has a slide deck. Odds are these are current topics of interest to many prospects and should be used for lead generation. You may need to edit them a little, but promoting them via social media and your blog as offers will help build a nicely segmented list around that topic or product. Showcasing how your top executives think this way is a natural attractor.

Website – Instead of having a generic Contact Us form as your sole lead generation, take time to strategically place conversion buttons for your offers on contextually relevant pages. If someone is on your site reading a particular product page, they are probably excellent targets for your offer that relates to that particular product.

Content and impatience are where this profitable process erodes, so plan accordingly. Producing regular, contextual content is a process. Don’t over-estimate how much you can realistically produce. Patience and persistence are also needed to achieve results. It can take many months, but setting goals, metrics, regularly reviewing and adjusting campaigns are your keys to success.

 

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April Geer
April Geer
ageer@jstokes.com

April is the Digital Services Director at JStokes Agency and a sports-loving, mother of two from surftown Pacifica, CA. She leads a team of digital stars with a well-rounded mix of technology, strategy and design chops; along with the ol' fashioned common sense and problem-solving determination necessary to tackle the digital challenges that come her way.

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