Perfecting Your High Performance Lead Generation Process
by: DavidB.Ascot |
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If you have your own business, no doubt you know that one of the biggest problems you face is attracting the right kind of customer who can become a lifelong client. Someone like this can then not only make repeat purchases from you, but can also refer others to you. Therefore, you need to understand how to attract these kinds of clients, the right kinds of clients. The biggest constraint to most businesses is attracting the right kind of prospects that can be converted into lifelong clients. Of course, for your success, you need to know how to attract these kinds of clients. Here is a brief discussion of just how you can set up a high-performance lead generation process for your Internet business.
We'll look at the following points:
1. What's Your Selling Philosophy?
2. Determine a Lead Definition
3. How Do You Generate Leads?
4. Testing and Tracking
Selling Philosophy
Why are you in business? How do you engage with prospects and clients? How do you convince them of your value? What do you see as your role, as it relates to your customers? These can be rather existential questions, but what I'm getting at is that your corporate philosophy about why you do what you do, and how you do it, is the driving force behind how you execute your lead generation strategy.
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 more common shortfalls of not having a specific definition is that you spend too much time on prospective customers who just aren't ready to become true customers, thus wasting valuable time that could be spent on those prospective customers who truly are ready for a sale.
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.
Developing an effective lead generation map is one of the key strategic goals of designing an enhanced lead generation process and the more complex the sales process and lead definition the more nodes you need on the map to convert raw "just-looking" visitors into new business.
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.
Test and Track
Because you're on the Internet, you have a previously impossible ability to "read" the minds of your website visitors as they go through your particular process for lead generation. Minimally, of course, you'll need the ability to track your website visitors in detail, using web analytics. A good tool for this is Google Analytics, because it's free and powerful.
Secondly, being able to track your marketing efforts and expenditures, whether it's online advertising, email marketing, or off-line methods like print or mass media advertising. If you're not tracking everything on your website, you're throwing away a huge source of leverage and leaving cash on the table.
If you remember our brief discussion about the lead generation process map, take note that analytics is going to help you turn this into a true business tool. With analytics correctly installed on your site, you can set goals for yourself for all major areas on your map, such as inquiry or opt in rates. Once you have actual numbers for all the key points on your map, next you'll need to be able to put into play optimisation strategies in the right areas at the right times, so as to gain the results you want.
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About the Author
About the author: David B. Ascot shares extensive knowledge about online lead generation that is available to you when you investigate the expert advice on lead generation strategies.
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