Category Archives: Strategy

Blogs under this category explore strategy in lead generation and the many marketing methods that fall under this term.

Are you being noticed or just seen?

The Leadership coach Tanya Geisler rightly said that people should not confuse getting noticed with being seen but what is the difference?

I think this is best demonstrated on Social Media where many companies choose to be seen rather than be noticed:

When you are noticed:

  • People react to your posts naturally
  • You get higher volume of views
  • Others want to connect and work with you
  • People mention your posts in conversations

When you are seen:

  • You get little feedback
  • Your posts are ignored
  • You get no tangible value from your content

It is worth remembering that posting daily does not get you noticed unless you choose your material wisely and invest the time in making it authentic to your Brand.

Now this sounds like a lot of marketing speech, so how do you go about doing this successfully?

Create a content strategy: As always, a strategy should be your starting point here. Consider the following factors:

  • Who are you targeting?
  • What products/services/skills/ knowledge do you want to share?
  • Have you got any specific solutions that you want to promote?

Consider the key phrases and terms which will interest your target markets. There are a number of free tools like Semrush and Answer the Public that can help you understand what people are searching for which means you are more likely to get noticed. It is important to remember to consider the google suggested searches as part of the mix too.

Set up a theme and posting type structure: Having a weekly structure makes creating the posts easier as you know what you are looking for. Consider your strategy and decide what types of posts you want to share and in what order. Here are a few examples of types of posts you can consider here:

  • Your own Blogs/ articles
  • Interesting articles from others
  • Images
  • Videos
  • Quotes
  • Jokes

Use the above information to write a monthly content plan. This is important for a number of reasons:

  • It makes creating the posts much easier
  • It will allow you to create and use themes
  • Your posts will be more meaningful and interesting
  • You can delegate the post creation or outsource it

We hope you have found this useful. Should you want more, we have created a small series of targeted eBooks, designed to help you put together a successful sales process from lead generation to conversion. Click here to download them from our website.

Three things you might want to consider between Christmas and New Year

I think that we all agree that Christmas this year is not going to be as we are used to. Just like the rest of our lives through the pandemic, we will need to make do with a quieter Christmas. People I speak to are divided between those who are looking forward to having a quiet time and those who can’t wait for Christmas 2021…

Wherever you are on this, you are likely to have a bit more time for resting and recreation between Christmas and New Year. Just in case you get to a point where you are in need of some constructive thinking in the holidays, I thought I would share some great lessons I learnt this year whilst reading John Jantsch’s book, The Referral Engine.

The book explains how to create an effective referral system through focusing on key elements within your organisation. It made a big difference to our business in terms of customer satisfaction, increased referrals, and retention. Here are the main elements to consider:

  • Make your company the one people are speaking about: People don’t talk about boring products and they certainly don’t talk about boring companies.’’  John Jantsch, The Referral Engine

How can you make your company interesting? Here are a few ideas to consider:

  1. Come up with a new product or innovation which will make your company stand out against the competition.  This can be a small thing that makes a difference to your client like offering some training or best practice, so they get more out of your product.
  2. Write your business story: consider how it all started and what really matters to you and the rest of the team.  People buy from people and your story can make a difference to their buying decision.
  3. Identify the elements that define your business and make you different. Things to consider are your unique process or approach to doing business as well as your core strategy.
  •  Everyone is in Customer Service: I believe marketing, sales and customer service falls to everyone in your organisation. Widely referred businesses seem to find ways to empower everyone to create, deliver, mend and extend the total customer experience’. John Jantsch, The Referral Engine

In order to achieve this level of engagement, the book suggests that you consider ways of changing your team culture. Consider what mechanism, training and mind-set is necessary to ensure everyone in the company is delivering the right attitude which is aligned with your vision and mission statement. A few examples include

  1. Share your vision and mission with the team.
  2. Promote your company values in internal meetings. Ask your team how they relate to them.
  3. Share company performance figures and put together goals that matter to everyone.
  4. Ensure you are clear on the type of people you want to work in the organisation.

Create a customer network: ‘…It is not enough to simply provide a good product or service, that’s probably the minimum of what is expected. Your marketing, sales, content and service must all converge in a systematic fashion to move your customers through the referral lifecycle of know, like, trust, buy, repeat and refer.’ John Jantsch, The Referral Engine

Whilst referral marketing is recognised as a key marketing approach, you should consider how many referrals you get from your own customers. If you feel you could do better in this, there are a few key things to consider:

  1. Figure out a way to introduce referrals as a key element of your relationship with new clients. Make sure it fits with your brand and culture.
  2. Exceed your customers’ expectations; surprise, and delight them.
  3. Work out an appropriate way to reward your customers for referrals.
  4. Equip your team with tools and processes to make referring your business easy.

I hope you have a lovely break and think this should keep you busy over a few constructive sessions if you so wish. I hope you can then take it further and introduce some changes to your organisation.

Whatever you decide, to have the full affect, I recommend that you put the Referral Engine on your Christmas list this year: it is one of the best business books I have ever read.

Top 5 tips for business growth in 2021

Whilst 2020 has not been what we planned for, for many, 2021 needs to be a year of significant growth if we are to return to where we were pre-pandemic. This time of year, is traditionally a time to gather your plans for new campaigns launched in the new year. This week, we wanted to offer you our top tips for business growth:

Tip #1CHOOSE THE RIGHT MARKETING TOOLS TO SUPPORT YOUR MESSAGE

A successful campaign needs a specific approach and message which are relevant to the issues that you wish to solve. As part of this process, you will decide which will be your target markets and then choose the appropriate tools.

We are not suggesting that you have to choose one marketing tool only; you can run a number of campaigns using different tools and tactics. In many ways, the tools and tactics you use are all relevant as long as they appeal to your target markets and convey your message correctly.

Tip #2: HAVE A CLEAR SALES PROCESS:

How many times have you been told that selling is not rocket science? Whilst we agree that you should keep things reasonably simple, don’t be too simplistic.  A clear process that everyone works to, can help streamline your process and increase productivity and success. Some things to consider are:

  • Speed of response to enquiry
  • Accuracy in identifying needs
  • Demonstrating your capabilities
  • Packages and standardisation of products
  • Your CRM and automation tools
  • Relationship building

Tip # 3: FOLLOW UP, FOLLOW UP, FOLLOW UP

One of our favourite quotes demonstrating this is from Wanda Alan, who wrote Follow Up Sales Strategies. She said that 80% of sales are made between the 5th and 12th contact, yet most salespeople only make three follow up calls or less. The number of contacts are irrelevant; what matters is that you make as many as it takes to get a definitive answer.

Against popular belief, prospects normally appreciate your follow up as long as it is done in a polite and appropriate manner. Timelines will depend on your product and sales cycle, but we have been known to keep in touch with people for several years before they eventually became clients. Don’t give up: believe in your product and remember that you are talking to people who expressed an interest in your company.

Tip # 4: UNDERSTAND YOUR PROSPECTS

When we get frustrated with following up, we take a deep breath and remember some research undertaken by DISC which identified that only around 35% of the population make decisions quickly.  The remainder still like to take their time but, importantly, do make buying decisions eventually. To help you use this in practice, consider your prospects’ buying persona, of which there are four:

  1. The Decisive: These buyers have a clear picture in their mind of which results they want. They value rapid action so will typically make quick decisions if they feel your solution is right.
  2. The Interactive: These buyers want to shape events and enjoy “getting their way” when it comes to negotiations or buying something. They typically make quick buying decisions, particularly when they feel a sense of connection with you.
  3. The Stabiliser. These buyers are more passive and introverted and interested in the how and why of a solution. Their primary interests are in maintaining stability, so they prefer to “take their time” and weigh up all options and outcomes before making a decision.
  4. The Conscientious: These buyers are also more passive and introverted. They too take a much more detailed and accuracy-based approach to their buying habits. Without sufficient data to prove any statements made to them, you will fail to achieve their buy-in.

Tip # 5: TEST AND MEASURE

Once you are clear on your message and campaign tools, start experimenting to see how you get your message across best. This will ensure that you get a better return from your campaign. Here are a few things to consider:

  1. Try a number of platforms to promote your message
  2. Segment your data and send smaller campaigns to see which get better engagement
  3. Try to use new tactics you have not used before

All of the above are great ways to test, but the key thing is to measure your results carefully to ensure you understand what works best at the moment. One more thing to remember is to be realistic and give it time and some repetition to ensure you are being heard.

We hope you have found this useful. Should you want more, we have created a small series of targetted eBooks, designed to help you put together a successful sales process from lead generation to conversion. Click here to download them from our website.

Planning in the age of uncertainty

Here is a wonderful quote from J.R.R. Tolkien which is particularly apt for the current environment: ‘It does not do to leave a live dragon out of your calculations, if you live near one.’

Planning is recommended by experts in all walks of life as a way to support business growth but what happens if planning becomes very difficult due to uncertainty, as we are experiencing at the moment? Do you abandon it all together? I believe that you should always have a plan in place, covering short and long term, whilst not forgetting the dragons nearby. Here are five tips I have collected for you to consider:

  1. A tip from Oxbridge Academy Blog:

Focus on what you can control: You have to accept that some things are completely out of your control. For example, you cannot control most of the effects that the coronavirus has had on your everyday life. While accepting the things that you cannot control, you should focus on controlling the things that you can. This can include maintaining a positive attitude, controlling your spending habits, or deciding to learn something new. In the face of a difficult situation, you may need more determination than ever before to work on yourself and get through the tough times. 

  • A tip from Life Lanes:

Have “go-to” people who can help you every step of the way. Having people you can reach to in times of change can get you through even the most uncertain of times. You do not need to know everything. You just need to know people and organizations you can trust to fill in the gaps for what you do not know.

  • A tip from Management Centre:

Use scenario planning instead of traditional goal setting: Scenario planning can get you outside the normal strategic planning box by encouraging you to think about multiple futures and how these futures would impact on what you would need to deliver your mission. They may even, if profound enough, encourage you to change or adapt your mission.

  • A tip from Great Performance:

Prepare yourself for various possibilities: The most challenging part of being uncertain is the inability to feel in control. Being human, we want to know how things will go so as to be comfortable. Uncertainty takes this from us. Things change too fast for us to experience this. Therefore, instead of expecting specific outcomes from life, it makes more sense to simply prepare yourself for various possibilities. For example, you can make lists of the activities that you will perform in case things go one way or another. One of the characteristics of an uncertain future is luck. This is when things go exactly as you desired. It is important to know that luck happens when preparation and opportunity meet.

  • A tip from Your Business Development team:

Always be selling: Planning for growth is one of the key things that will make a difference to your future as a business. Creating new business and improving your sales conversion are born from a structured process which you can set up and follow in any environment. This process takes time so use the downtime to plan and start conversations with people in your target market. This means that when things move forward you will be first in line for consideration.

I hope you have found some inspiration in our Blog today. If you are looking to create a sales process or strategy, we might be able to help you. Click here to find out more or get in touch to discuss your specific circumstances.

What are the key obstacles to selling well?

‘Learn from the mistake of others. You can’t live long enough to make them all yourself.’ Eleanor Roosevelt

This quote emphasizes the opportunity to learn from others and use it as leverage to improve your skills. Is this applicable to sales though?

Sales skills are often referred to in a negative manner, from the ‘gift of the gab,’ to free lunches and going home early on Friday; salespeople are not always portrayed in the best of lights in many organisations. This attitude is also used as a reason for many people to avoid developing their own sales skills, even if it can make a big difference to their business or organisation.

This question is particularly important in current market conditions when new business and additional revenue become even more important. This is precisely the time when marketing and sales departments are scrutinised, and the pressure to achieve tangible results is on. So, the key question is not, can you sell? More importantly it is, can you sell well?

To explain what I mean by learning to sell well, I thought it would be useful to review the key obstacles that get in the way. These are generally divided into three areas:

  1. Understanding your prospect: How much do you actually know about your prospects and their company? Consider questions like:
  • Who are the key decision makers?
  • What are the main issues?
  • What are their key preferences?
  • What is their budget?
  • Who else are they talking to?

The list goes on and it can be easy to forget to ask these questions in the initial process of conversation.  Getting better clarification will help you build your knowledge and discover the best way to approach the prospect and close the sale.

2. Having a clear sales process: How many times have you been told that selling is not rocket science? Whilst I agree that you should keep things reasonably simple, a clear process that everyone works to can help streamline your process and increase productivity and success. Some things to consider are:

  • Speed of response to enquiry
  • Accuracy in identifying needs
  • Demonstrating your capabilities
  • Packages and standardisation of products
  • Your CRM and automation tools
  • Relationship building

3.Setting up a review process: Without testing and measuring, you will never find out if the changes you implemented have made any difference. The review process needs to cover all of the aspects of your sales from lead numbers through sales conversion and individual’s sales targets. Having KPI’s in place will allow you to set a standard and define what success looks like thus helping your team to aim higher and develop.

Selling is one of these occupations that you can keep improving upon; you can always find another way, learn a new skill, or rebuild a relationship. The point of our Blog this week is to remind you of the basics because if you get them right, you can free time to evolve your process and identify new opportunities.

If I have helped you identify some elements that need attention, why not take a look at our new sales conversion support service to see if we can help you shake things up in any way. Get in touch if you want to discuss your specific circumstances further.

Post lockdown working environment: has the sales process changed forever?

As we are living in times of tremendous change and uncertainty, I thought I would look for a quote from Deepak Chopra, My favourite change and transformation man. Hope you like this one:

“Simply with a change of mind you can change your life.”

One of the big changes we have all had to adapt to in the workplace, is the lack of face to face meetings. As a result, most people are now used to managing their meetings on virtual platforms. In many ways this has been a revelation showing that travel can be reduced making our working week much more productive.

This change has had a big impact on the sales process, particularly for high value sales. Salespeople typically spend 2-3 days of their week on the road, networking and meeting prospects to build strong relationships and promote sales. Face to face communication is considered an important factor in most sales processes offering great opportunities to get to know people. The tactile feeling you get from having lunch with a client or visiting a prospect’s site is hard to duplicate online.

Another element that differentiates sales activity is that it is not necessarily meant to be productive from a tick box perspective. Whilst your salesperson might be working long hours and running around, a lot of what they do is prospective as that is the nature of the job, particularly if they are developing new business. Current limitations mean that most of this activity is either postponed or undertaken online and that takes getting used to.

A lot has been written about how to adapt your sale style to suit online meetings and I think it is important to spend some time reading and reflecting about this. Here are a few important elements to consider when preparing for a virtual sales meeting:

Preparation:

  1. Make sure you have a reliable Wi-Fi connection at your office
  2. Consider what people can see in the background
  3. Dress appropriately
  4. Do your research
  5. Prepare slides to manage the meeting
  6. Be clear on your goals

In the meeting itself:

  1. Always appear engaged, smile and nod
  2. Look at the people you are talking to
  3. Allow time for questions and feedback
  4. Agree next steps and book the next meeting

After the meeting:

  1. Email all information required
  2. Send the next meeting invitation
  3. Follow up with the key decision maker for their feedback
  4. Make sure you are all on the same page

Going back to the quote from Deepak Chopra, the most important thing to manage now is your sales team’s mindset. If you can maintain a ‘can do’ attitude, you will get better results quicker. I do not see the sales process changing forever but I do think that, in the post pandemic world, virtual meetings are going to be more popular so learning to manage them is time well spent.

Where do you see selling going in the near- and long-term future?

Just in case you need support with your sales operation, we have a new service designed to support your sales kickstart as you are bouncing back from lockdown. You can read more about it here then give us a call to arrange your free target market workshop to kickstart your sales strategy.

Crisis Lead Generation tips from YBDT, round two…

In the past few weeks since the UK has gone into Lock-down, we have been posting tips to help companies consider their marketing during the Coronavirus crisis. Here is a summary of the latest tips in case you missed them:

Tip # 5: Test and Measure

Once you are clear on your message and campaign tools, start experimenting to see how you get your message across best. This will ensure that you get a better return from your campaign. Here are a few things to consider:

  1. Try a number of platforms to promote your message
  2. Segment your data and send smaller campaigns to see which get better engagement
  3. Try to use new tactics you have not used before

All of the above are great ways to test but the key thing is to measure your results carefully to ensure you understand what works best at the moment. One more thing to remember is to be realistic and give it time and some repetition to ensure you are being heard.

Tip # 6: Follow up, follow up, follow up

I hope that our previous tips have helped you put together a winning marketing campaign that is appropriate for the current climate. Our tip today relates to what you should do once the dust has settled behind your campaign. To ensure that you are maximising on your return, follow up with every lead you generated and keep following up until you get a definitive answer.

One of my favourite quotes demonstrating this is from Wanda Alan who wrote Follow Up Sales Strategies. She said that 80% of sales are made between the 5th and 12th contact, yet most salespeople only make three follow up calls or less. The numbers of contacts are irrelevant, what matters is that you make as many as it takes to get a definitive answer.

Against popular belief, prospects normally appreciate your follow up as long as it is done in a polite and appropriate manner. Timelines will depend on your product and sales cycle but I have been known to keep in touch with people for several years before they eventually became clients. Don’t give up, believe in your product and remember that you are talking to people who expressed an interest in your company.

Tip # 7: Identify your clients’ buying personas

Last week my tip was all about ensuring you follow up with your prospects until you get a definitive answer. If you have followed up on this advice, you might be feeling rather frustrated with some of your leads by now. This is why this week’s tip is all about making some sense of buying personas which in turn will help you follow up more effectively.

When I get frustrated with following up, I take a deep breath and remind myself of a piece of research undertaken by DISC which identified that only around 35% of the population make decisions quickly, the rest still like to take their time but, importantly, do make buying decisions eventually. To help you use this in practice, consider your prospects’ buying decision, of which there are four:

  1. The Decisive: These buyers have a clear picture in their mind of what results they want. They value rapid action so will typically make quick decisions if they feel your solution is right.
  2. The Interactive: These buyers want to shape events and enjoy “getting their way” when it comes to negotiations or buying something. They typically make quick buying decision particularly when they feel a sense of connection with you.
  3. The Stabiliser. These buyers are more passive and introverted and interested in the how and why of a solution. Their primary interests are in maintaining stability so prefer to “take their time” and weigh up all options and outcomes before making a decision.
  4. The Conscientious: These buyers are also more passive and introverted. They too take a much more detailed and accuracy-based approach to their buying habits. Without sufficient data to prove any statements made to them, you will fail to achieve their buy-in.

Now you are aware, I suggest that you take some time considering your pipeline opportunities and dividing them up into buying personas where possible. This will really help with setting expectations and probable timelines. It might even help you to get rid of some dead horses too.

I hope this is helpful to your current thinking. As always, I am happy to have a chat and share the insights we are gathering from the campaigns we are running for clients at the moment.

Crisis Lead Generation tips from YBDT

In the past few weeks since the UK has gone into Lock-down, we have been posting tips to help companies consider their marketing during the Coronavirus crisis. Here is a summary of the latest tips in case you missed them:

Tip #1: DON’T STOP YOUR MARKETING ACTIVITIES

As part of ‘doing my bit’ in the current crisis, I have decided to share some daily insights and tips to help your thinking and plans regarding marketing. My first tip is simply to keep your marketing communication channels open.

 I know that everyone is looking at cutting costs and stopping your marketing can be very tempting in this context. However, I think it is useful to remember two things:

  1. If you want to carry on trading, you need to let people know you are working and able to support them still.
  2. This is a time-bound situation, whilst we don’t know how long it will last, we know it will finish. Trust me, once this happens you will want to have a sales pipeline.

Tip #2: FIND YOUR PARTICULAR CRISIS MESSAGE

I see a lot of online conversations about whether you should mention Covid 19 in your marketing content or not. In my opinion, the crisis is so whole-consuming that you have to make reference to it. That said, you will need to find your own voice and decide how you approach it. A few examples I liked today:

  1. Our client, Sentinel Group Security are looking at ways of supporting front line organisations free of charge
  2. My colleague, Adam Young from Fine Young Films, offering a home-made video editing service
  3. Here is our special offer to support companies in the transition to remote working: https://www.yourbizdevteam.co.uk/telephone-services.php

Tip #3: SET SOFTER TARGETS TO YOUR LEAD GENERATION CAMPAIGNS

I often have to manage my clients’ expectations at the best of times let alone in the middle of an unprecedented crisis. Most companies are not in a position to make any purchases right now. This does not mean you should stop all lead gen activities and focus on existing business only. Ask yourself two questions:

  • What can you do which is relevant and helpful right now?
  • Who will benefit most?

There is nothing wrong with offering free of charge or reduced cost services in the spirit of supporting each other. Make sure it is done strategically and within a framework you are happy to support. Then let your prospective clients know what you are doing and target your team to start some useful conversations with new prospects they have not spoken to before.

To let you in on a professional secret, this kind of target is a good one to have anytime. in my experience, all sales start with a useful conversation so make sure you are having lost of them now. This will definitely put you in a better place to develop new business when we are back to normal trading again.

Tip #4CHOOSE THE RIGHT MARKETING TOOLS TO SUPPORT YOUR MESSAGE

If you are looking at running some marketing campaigns at the moment, choosing the right tools to support your message is very important. I have already recommended here that you have a specific approach and message which is relevant to the situation. As part of this process, you will have decided who will be your target markets for this which puts you in the right place to choose your tools.

I am not suggesting that you have to choose one marketing tool only; you can run a number of campaigns using different tools and tactics. In many ways the tools and tactics you use are all relevant as long as they appeal to your target markets and convey your message correctly. Have I managed to confuse you yet?

Here are a few examples to make my point clearer:

  1. If your marketing message is all about reassuring your clients that you are here to support them and still open for business, you may want to choose a personal email with a telephone follow up. This will help you to convey a more personal message aimed at companies with whom you have an established relationship. You will also gain invaluable information through speaking to your clients and understanding their main challenges.
  2. If you are running a webinar to provide business support to companies which is open to all companies in a specific industry, you are better off using Social Media, and LinkedIn in particular, to appeal to decision makers in the relevant industry.

I hope this is helpful to your current thinking. As always, I am happy to have a chat and share the insights we are gathering from the campaigns we are running for clients at the moment.

Lead generation V selling what is the difference?

“Don’t count the things you do, do the things that count.”

I love this quote…too many people are rushing round being busy but achieving little. You have to work smart not just hard! This applies to your lead generation and sales processes too.

Lead generation and selling work hand in hand not against each other.  Lead generation tends to be sending out a message to many and selling is likely to be one on one. Your marketing & lead generation activity provides the leads, so your sales people can then take them through the sales process and make the deal!

The lead generation process:

  • Obtain Leads – Begin by attracting prospects to your website by generating engaging content that can be shared through various marketing channels, where ever your potential customers are active
  • Nurture Leads – Once you have captured the prospects contact information, you have a lead. it is now important to nurture them and build up a relationship with them.
  • Evaluate Each Lead – It is important to know which leads are more valuable, so you can focus more of your attention on the ones that are more likely to become customers.
  • Pass Leads to Sales – When the leads have been, captured, nurtured and desire created by the marketing team it is time to pass the lead on to the sales team to convert in to a sale.     
  • Review Lead Generation Process – Constantly review your lead generation process to ensure it is as effective as it can be.

When the prospect has been turned in to a lead, nurtured and qualified, it is ready for…

The sales process: 

  • Make contact – Get in touch and start building rapport.
  • Find the need/pain – Talk to the prospective client about his business, his issues, find out what problems he has that your product/service can help with.
  • Offer Solution – Show them how your product/service offers them a solution to the problem they have or how your product/service will benefit their business.
  • Overcome Objections & Close the Sale – Objections aren’t always a no, see them as a request for more information. 
  • Maintain your relationship – Keep in contact with the client, make sure they are happy. Happy clients will bring repeat business and referrals.

Businesses need a consistent flow of good quality leads in their sales funnel, so your sales team have plenty of opportunity to make deals, and increase sales revenue.

 A lead generation strategy is essential for a successful business. There are a number of ways to generate leads, some of which have been discussed in previous blogs. Take a look at 4 SME Marketing Tools  or 5 top SME’s off-line marketing strategies . What is most important is working out what works best for your business and having a plan in place to create consistent leads. 

However, don’t just think of leads in terms of quantity, quality is essential also! This is why it is vital to think long and hard about who your prospective clients are and the best way to reach them and what the right message is to send them. See my recent blog on being clear on who your target market is.

Once a prospect has been turned in to a lead, you can use them for various purposes such as data list building, e-newsletter list acquisition or for sales leads. A good lead generation plan and quality leads will not only increase sales, it will help generate awareness of your product/service, target desired clients and collect important information about prospects.Why not take a moment and consider whether you have a good lead generation plan (or any) for your business? If not, don’t panic, we can help you put one in place or maybe make improvements to a current one that isn’t achieving what you hoped it would. Contact us at Your Business Development Team and we’ll help you work out what is best for your business.

How to create a successful campaign plan?

Trial and error is a great tool for learning anything and that goes for your marketing too. We all spend a lot of time looking for lead generation tools that work for our business and when we find one, we hold on to it. At the same time, if we try something and it does not work, we strike it off our list forever. I think that it’s a good way to ensure you are spending your budget wisely and getting results.

So far so good but let me ask you two further questions:

  1. How much of your knowledge of success is based on your preference and comfort zone rather than on testing and measuring?
  2. When was the last time you reviewed your tried and tested lead generation methods?

These are really important questions to consider because,

  1. You should base your lead generation campaigns on your target market’s preference and comfort zone rather than your own
  2. New lead generation tools are developed all the time and trends and approaches are developed so reviewing your approach regularly is important

The beginning of the year is often when companies plan their marketing, so this month I thought I would share my approach to campaign planning whilst taking into account the above considerations:

Break your marketing into individual campaigns first and plan each one separately

Don’t go in all directions in one go; it’s much better to have two successful campaigns than five messy ones.

Set your new business targets by working out the following parameters of the sale:

  • Your average sale 
  • Your conversion rate 
  • Number of leads required 
  • Make sure your goals are SMART

Get a better understanding of who you are targeting. Consider things like:

  • Who is your ideal company and why?
  • What is the specific problem that you can solve?
  • Who do you want to speak to?
  • Where are they likely to go for information?
  • What questions are they going to ask?
  • What are your challenges in winning companies in this market?

Learn from your competition.  Do some research to find out:

  • Who are your main competitors in this market?
  • What are they doing to attract new business?
  • Can you offer something different?

Once you are clear on the above, look at tools and tactics:

  • What worked for you in the past?
  •  What can you do successfully using your own resources?
  • Are there any new tools you could use?
  • What is worth outsourcing?

There are many more things you can do but the above considerations are key to setting you off in the right direction. Many companies are set up to do their own planning successfully but if you lack resources or would like another pair of eyes and ears on the case, give us a call to discuss further. Find out more about our lead generation plans here.