What's one lead generation best practice you can share?

Hi there, My name is Debbie Winkelbauer, and I'm the CEO of Surf Search, a recruiting firm specializing in the healthcare, medical device, pharmaceutical, and biotech industry. My best lead generation tip? Never stop networking. The best and most connected workers have one thing is common: they're sociable. They spark conversations naturally, wherever they go. Make a point of speaking to your seat mate on that red eye flight, the man behind you in line at the grocery store, and of course, your neighbors, friends, and family members about what you're working on. You never know who knows someone perfect for the role, and leads can come where you least expect them. I once placed a pharmaceutical research tech after meeting her in the elevator of my building! Name - Debbie Winkelbauer Title - CEO Company - Surf Search Website - https://surfsearch.org/

Interactivity in content tends to grab the attention of your prospect. It garners a more active engagement when compared alongside relevant passive content. Interactive polls and quizzes are some great elements to add to a website or landing page. For instance, users can take a quiz to determine which of your products or services would suit their needs best. This gives you more relevant leads, makes for a fun interactive user experience, and increases the prospect’s knowledge of what you’re offering.

First, you have to know your target audience well. Then you need an enticing offer to attract them to your website. It needs a good headline followed by the right marketing message to the right audience. Once they land on your website, don't confuse them with a navigational menu and other choices. You should have an offer-specific landing page with enough information to convince the visitor to give you their name, email address and maybe answer up to 3 questions -- no more -- to segment your email list. Ultimately, your drip email automation will nurture them into a sale. Finally, your analytics will tell you if what you're doing is working or not. Set SMART goals, like 50 new leads in 30 days. If you meet the goal, then keep doing what you're doing. If not, then figure out what's wrong. Is it the wrong message to the wrong audience? You'll know this if you're getting reach but no clicks. Is it the website? If they're clicking, but not converting, then that's the problem.

Whether you offer a product or service, you are in the business of serving people! As per Maslow's hierarchy of needs, once your physical and safety needs are met, the three cardinal human needs are belonging, esteem and self-actualization. That means regardless of anyone's social, financial, educational, ethnic or other background we all have innate needs for achievement, reputation, appreciation, belongingness and realizing one's potential to name a few. How can you leverage these needs to generate leads? By directly asking people to help you! If this feels like 'begging' ignore your ego. People like to help people! It's a human need to want to feel helpful and do a good deed. Plus helping others releases endorphins and makes us feel good. So whether you prefer in person or digitally, proudly ask friends, family and former/current clients to help share your new product or refer your service to someone they know will love it too! Just make sure the ask is direct, human and humble.

One lead generation best practice I can share is implementing live chat to generate leads. At Zen, we have been incorporating live chats onto the sites of nearly all our clients. It's proving to be highly effective since its a way to engage customers as soon as they visit your site. Moreso, it is an opportunity for customers to ask questions about their specific needs and wants. Not having that support there is what can drive a lot of customers to just close out the site as a whole. With a live chat option you can confidently know that your customers have that extra support if need be.

If you are running a lead generation campaign, it is important to know your numbers, and more specifically, your KPIs. Only then can you fully know where your leads are coming from, and where they are not. This will allow you to know where to press the breaks, and where to accelerate your efforts in pursuit of profitability.

Qualify, qualify, qualify. This is the most important part of lead generation. Once your marketing team or sales team has generated a lead, send this lead to your SDR team and have theme evaluate criteria such as BANT (Budget, Authority, Need, and Timeline). This will help you decide where this lead is at in the funnel and if now is a good time to present a demo or onsite presentation with this potential prospect. The better your qualify, the more effective your sales team will be and the more leads you will close. You will also be able to predict your pipeline and estimate closed deals much more effectively.

Instead of just creating content for your marketing campaigns and SEO efforts, focus on segmenting your target audience into smaller groups based on their business goals/ objectives and challenges, and the solutions they are looking for. Then integrate your content and account based marketing campaigns to work in tandem; focusing on leveraging each asset created to its full potential. This is the one lead generation hack that leading startups and scale-ups use, but is also one of the tactics that goes unnoticed in the zeal to create campaigns that can reach a mass audience; which essentially results in ABM and content marketing efforts running in silos.

This is one of the most powerful lead generation practices for B2B or B2C businesses, through appearing on podcasts that are in the niche you sell into or have knowledge on you can share your experiences through the power of voice, this conveys trust and also your potential clients or customers can hear the human element behind the business and build rapport, by appearing as a guest on podcasts you get the opportunity to share your insights over a 30-minute conversation and at the end give your details and call to action to the listeners, who are tuned in listening to the episode as they are interested in the niche it serves. A lot simpler than cold Linkedin emails for generating leads :-)

The biggest pitfall in lead gen is complacency: thinking you know what your audience wants. The key to successful conversion is to keep it really simple, make it easy to convert and then test a number of approaches to see what resonates. Tests can include elements like copy, button color, media mix, imagery, offer, timing, and seasonality. Keep testing even after you find a winner, since tastes and needs change.

Keeping useful content gated allows marketers and B2B businesses to generate leads by offering prospects valuable information in exchange for their name, email address, industry, title, and other contact details. Moreover, keeping gated content on your website or landing pages will help you gain Marketing Qualified Leads (MQLs), which can be further nurtured into Sales Qualify Leads. Generally, we do it with a piece of content (blog post, infographic, checklist, pricing table, etc.) and let users download unique and valuable information to help them with their objectives in exchange for their email, phone no, address, etc. Make sure you have a strategy in place to take care of collected marketing-qualified contacts. The process takes some time, and with the right strategy and engagement models, you can efficiently convert your MQLs into SQLs. That's the ultimate goal and keeping gated content can help you achieve it.

I help my team generate more than a 1,000 qualified leads a month via Facebook and Google Ads. I've tried many other lead generation methods like cold calling, door knocking, mailing brochures, but not all of them work to the same extent all of the time. Here's a best practice I can share: all methods of lead generation work, but ONLY to some extent. After a while they hurt your ability to scale your business. E.g. door knocking works, sure. But once you have enough business, you cannot scale manual door knocking by yourself. This means you have to be very strategic about where you are right now in terms of lead generation. How do you do that? You do that by answering 1. WHO are you selling to, & 2. WHY are you selling to them, then you will have a much easier time figuring out 3. WHERE they hang out (online and offline) and therefore, 4. HOW to reach out to them. This is the best practice we're following daily at YKC and as a result, we generate more leads than we can handle.

I would say the lead generation best practice I can share is to never stop asking for referrals. It seems so simple, but it's something that many businesses don't do enough of. If you get in the habit of asking for referrals, you're guaranteed to get more business—and better quality business at that. The people who refer people to your company are going to be happy with what they've gotten, so they're more likely to recommend you than someone who just came in off the street or through an ad. Plus, when you ask for referrals, you're putting yourself out there and showing that you care about your customers' success! It shows that you're willing to go above and beyond to help them succeed because they've helped you succeed in return. So don't forget: ask for referrals!

A landing page plays an essential part in lead generation. One could even say that it pretty much determines the outcome of your lead generation actions. The majority of your target group will probably visit your website on their mobile phones, so making sure it's mobile-friendly is crucial. While creating a landing page, you need to ensure that the website loads quickly and that the site's content is transparent and aesthetic on smaller screens so your potential customers have a positive experience with you and your website.

Generating leads is ultimately an exchange - you want to gather lead information, but you need to give something in turn. The internet is awash with companies promising the world in exchange for lead information. Instead, show your cards early and give people access to something of real value. That can mean anything from an eBook to a free sample; so long as it's of value to your audience and reinforces your brand as an expert authority in that topic. To figure out what to offer, you need to deep-dive research your customers. What interests them, what do they fear, what do they want above all else? Interview existing customers and A/B test different resources. Even after creating your free value (whatever it is), you can continue to review, adjust and optimize your lead magnet over time.

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Most businesses keep on trying to bring more customers to the website but don’t focus on the bounce rate. Focusing on bounce rate is as important as making new customers because it helps in lead generation. Google call bounce rate “Single page session on a website”. This means a customer visits your website the first time and doesn’t come back. People like to bolster their negative comments about website services more than praise good services. So, you should not give them chance. Find the reasons behind the bounce rate and work on them. Some crucial reasons behind the bounce rate- -Improper user interface that makes navigation difficult. -The speed of the site affects the bounce rate -Not understanding the users’ intent. -Misleading titles frustrate users. 5 Ways to deal with bounce rate- -Work on the look of the website -Improve the readability of your content -Heading and subheadings should say it all -Don’t put annoying ads and popups -Use a compelling Call to Action

My tip would be, to share your objective first which is the purpose of establishing something, or state the reason for the things you want. When there is a purpose, people would come to you and you can make your business grow. Prove who you are to society and let out the things that define you. This is the best lead generation practice.

Facebook groups are much more than just a place to communicate with friends. For making the most out of Facebook, create your own niche community on the platform. For example, if you're into Graphic Designing then creating a community around UI/UX design, or WordPress website design will be really helpful to you. Now using some software tool, make sure you collect the email id of a person as soon as they join the community. Next, you can add them to your email list and connect with your potential leads outside the platform. One main benefit of niche groups is that they attract people who are extremely passionate. It makes connections with the right individuals easier and is less chaotic.

Lead generation is about creating a plan and then executing on it in a timely manner. The latter part of that equation is coordination between the sales team and the marketing team. It's imperative that both teams are on the same page as to what the messaging is going to be. This will ensure that the lead capture is in line with the sales process so that when leads are qualified by the sales team, they are qualified to the point where they are the right fit for the company.