10 Tips to Improve Lead Generation
by Russell Kern
In lead management I've found that success comes to those who implement the long-lived, tried-and-true fundamentals.
But if you want to move your lead-generation program beyond the basics, here are nine tips to boost your results.
1. Promote offers that attract prospects early in the buy cycle. It's difficult to reach prospects at the right moment. Hot, active buyers generally use search engines to find vendors and solutions.
To boost response, develop early-buy-cycle offers that allow you to connect with potential buyers. Educational information from third-party sources, value-added Web sites generating custom solutions and webinars are examples of non-threatening, high-value, early-buy-cycle offers.
2. Sell the offer not the product. Prospects don't care about your company, brands or products until they believe you have a solution to their problems. Avoid the common mistake of selling product or service features in your demand-generation solicitations. Focus instead on the value of your offer, telling readers what they'll learn, gain or receive when they respond.
3. Less is more. In b-to-b lead generation, create curiosity. Write only enough copy to motivate response; don't give away the entire story. These days, clear, short, to-the-point communication wins on the Web, in e-mail and in print.
4. Establish a unique, high-value responder capture site. Offer is king; it's the reason people respond. Developing and promoting a high-value Web site, also called a responder site, is critical to boosting results. The site design should be exclusive and interactive, containing content, tools and links helpful to your target audience.
When built-in site value is promoted in your online and offline campaigns, your offer will motivate immediate response, improving results.
5. Use the registration page to profile a visitor's buy-cycle stage. One advantage of the Web is the ability to quickly determine where respondents are in the buy cycle for your product or service. Your Web site is a powerful database collection and processing tool. Use a registration form before you provide access to critical content to motivate a visitor to complete the form. To determine the prospect's buy-cycle stage, include the following five questions, and use pull-down windows to speed response: