4 Fundamental Components of a High Impact Lead Generation System
Published on August 21st, 2008 by David B. Ascot in InternetThe biggest constraint to most businesses is attracting the right kind of prospects that can be converted into lifelong clients who make repeat purchases and refer others to you. Therefore it is important to understand how to attract the right kind of clients. Here’s an overview of how to set up your high-performance lead generation process on the internet.
We’ll look at:
1. Define Your Selling Philosophy
2. Your Lead Definition
3. Set up Your Lead Generation Map
4. How Do You Test and Track?
What’s Your Selling Philosophy?
Why are you in business and how do you engage with both prospective customers and those who are already clients? How do you make them see your value? How do you see your role as you relate to your customers? These can be rather difficult questions to answer, but what I want to know is what your corporate philosophy is, why you do what you do and how you do it. This is the driving force behind how you will generate leads.
Lead Definition
The next step is to define exactly what a lead is and what it isn’t throughout your entire organisation. In a small business situation it seems obvious what constitutes a lead. When you take the time to define in detail what makes a qualified lead, your ability to attract more of them increases.
One of the most common mistakes businesses make is that they spend a lot of time on leads that aren’t really going to turn into anything. This saps both your time and energy, so that you don’t have the time to pursue genuine leads that could convert to sales.
Your Lead Generation Map
Your lead generation map describes everything that happens in your sales process, from “Hello” to ‘money in your pocket’. Dr. Marc Dussault calls this your Pathway to Profits.
You need an effective lead generation map if you want to design and enhance a lead generation process. The more complex the sales process you have and the more complex your lead definition, the more components are going to be needed on the map to convert those who are just visiting into actual customers.
For example, your lead generation map might begin with traffic generation, followed by running an opt in on a special report or white paper. Then, you could commence with automated messages, which you can design to inform and educate prospects even as you overcome any objections and weed out those who are not true prospective clients. This is quite a simple example, of course, and many other scenarios can apply.
How Do You Test and Track?
If you run your business on the Internet, you can have the ability to see into the minds of your website visitors as they go through your particular process for lead generation. Minimally, you’re going to need to be able to track how your website visitors are visiting you, using web analytics. Google Analytics is great, because it’s both powerful and free.
Another thing you’ll need to be able to do is to track your expenditures and efforts in marketing, whether they pertain to online methods like e-mail marketing and online advertising, or off-line methods like mass media advertising or print media. You need to track everything on your website; if you don’t, you could be losing out on a major leverage source and leaving cash in your wake.
If you remember the lead generation process map we were talking about just a while ago, analytics can give you the means to establish benchmarks for all the things you’re going to need to measure on your map, such as inquiries or opt in rates, as long as they’re correctly installed. Once you know what the numbers are for the key points in the process, you’ll next need to deploy key optimisation strategies in the right areas at the right times to produce the results you want.
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