Whether you are a business owner with a marketing team by your side or an independent advisor or consultant doing most of the work yourself, when it comes to marketing, we will all admit that it is a constant battle to multi-task, generate and evaluate reports, and do whatever we can to ensure our marketing-related efforts pay dividends at the end of the day.
And then we all know that generating leads for the sales team or for the business as a whole lies at the heart of the matter, but how do we scale those efforts while ensuring the leads we generate are high quality? In order to be truly effective in our lead generation efforts, surely, we must concentrate on the prospects who have first expressed an interest in our product or service.
With that in mind, let’s discuss what really matters the most when it comes to generating and converting leads.
There Are Only 3 Things That Really Matter
So, you have to ask yourself – “How am I cultivating quality leads and how am I converting them into paying customers?” We simply cannot afford to be overly concerned about how many clicks and impressions we get on our campaigns. We have to focus on the value we provide upfront and then off course, on the revenue we generate.
It all really just boils down to the fact that in order to make more money and to consistently grow your business, there must simply be more conversations. More conversations will inevitably tip the scales of increased revenue in your favour.
In a nutshell, this is what we all should be focussed on:
- Connecting with and presenting to your ideal customer / client
- Converting your ideal customer/ client into an appointment
- Maximizing your time on the appointment by implementing a systematic, streamlined sales process to increase your success rate
Even a small uplift in your conversion rate can lead to a substantial increase in overall lead volume and conversations. As a business owner or consultant, you can have a greater chance to increase revenue and grow your business, if you adapt to your environment and leverage new technologies in a strategic way.
Create A Compelling Offer for Your Prospects
After all the hard work and countless hours spent in crafting your offer, you finally get in front of your ideal client.
Dale Carnegie states in his book – “The only way to influence other people is to talk about what they want and show them how to get it.”
Unfortunately, the offer only contains pricing, features, and self-serving promotional videos and then we wonder why there is such a low conversion rate? The truth is our offers are often not compelling because it serves you and not your ideal client.
So, if you adapt and utilize a “New Way of Client Attraction” to get in front of prospective clients, you can spark a valuable conversation, motivate your ideal clients to speak to you on a call and truly dive deeper to see if you can help them.
Instructive and educational items like guides, whitepapers, and training videos are compelling because they address a pain point that your prospects are likely seeking answers for.
You might be wondering what are some of the powerful actions I can take today? How you can I provide value upfront and boost my conversation rate?
Have A Clear Strategy for Your Client Attraction Process
As I mentioned right at the beginning , it can be a constant battle to truly focus on what needs to be done, what is priority right now and how do we choose which marketing activities will deliver the results we are all so desperately looking for. After all, there are only so many hours in a day…
It all starts with planning and refining a successful lead generation strategy and implementing a well-structured automated system. If done properly, it can give your business some critical advantages: an increase in lead traffic, more appointments, brand awareness, and ultimately more sales!
Here are some questions you can ask yourself when it comes to your strategy:
- Who exactly is your ideal client?
- Are you a generalist or a specialist?
- What is my minimum viable offer?
- Does my message resonate with my ideal client?
- Am I providing value upfront?
- Do I have a system in place to get in front of my ideal client?
- Do I have a strategy to convert prospects into paying clients?
These are just a few critical questions you need to ask yourself. Sometimes the best strategy is to go back to the white board, go back to the basics so to speak. Get clarity on what actions you must take that will have the greatest impact on your business growth today and beyond.
Conclusion
In a business to business setting, a small number of quality leads that are generated within your business’s target audience and specifically those who are ready buy, will be significantly more valuable than a much greater volume of unqualified or poorly matched leads.
In my next article, I will dive a bit deeper into how you as a business owner or consultant can implement your carefully planned strategy to work for you day and night. How ? – by implementing a proven process and using today’s modern digital marketing tools and advertising platforms to do most of the heavy lifting for you…
Do you agree that there are only “3 things That Really Matter”? What are some of your thoughts on what we discussed in this article?
Thanks for taking the time,
Willem
