If I could describe lead generation I would say is oxygen. Lead generation is one of the primary things you need to do to grow your sales. The other two are Qualify prospects, sales calls, and closing. Sales are oxygen to your business and you cannot stay long without it, you will die.
You can stop doing lots of things but sales don’t. Now in this post, we will only talk about outbound lead generation, how to do it, what it is, and the best strategies to make the most clients out of it. So let’s get started.
A lead is another word for a person in the sales world. A lead is an interested person in your offer. Lead generation means that you created a system that will help you reach out to interested people or potential clients. So there is a universe of people who may fit into the descriptions you set for an ideal client, but that does not make them potential clients. They may not be willing to buy from you right now, or may not fit perfectly into the criteria. So lead generation filters all of these, and saves you time by only speaking to the right people at the right time.
Inbound lead generation: You may be familiar with this by now, or maybe you won’t. I will explain it here. Inbound means that they reach out to you first. What does this mean? It means that you have a blog, post, or any kind of social account. This person texted you or commented on your stuff. It could be a referral from clients, there are many ways in which they can come from. The point here is that they reach out, raise their hand, and admitted that they need help and are interested in what you have to say.
This is the easiest kind to convert because there is no resistance, they are in buy mode and got interested in you.
Outbound lead generation: This means that you reach out to a lead or potential client. You can do it in the form of paid ads, direct outreach, email marketing, word of mouth, networking events, call calling, etc. But you said hey, I know you work at this or do this, and maybe interested in what I offer and have to say. This lets you target a broader group of people but the conversion rates could be lower.
Learning the basics:
- Every business no matter what they sell should do outbound lead gen, are should do it in more than 1 way.. If you rely on word of month or referrals and you suddenly ran out of them, you will die, you will grow slowler and have more cashflow problems.
- There are paid and organic ways to do outbound lead, we will explain them in this video. There are no excueses here, it doesnt matter your marketing skills, budget or time, there is way for you here
- Not every social media account works for everyone. Be careful here, not everything works for everyone. stick to what makes sense to you and what goes with your budget and personality, clients are everywhere and you can just pick the channel that works best for you.
Best Social Media Channels for Lead Generation
It is a social channel, meaning that people go there to hang out, interact and chat with others. It’s very easy to engage and interact with people on this channel. The problem with Facebook is that there are a lot of fake accounts so be careful with who you speak to. Facebook ads are another great way to get clients if you know the basics or have a great agency to help from.
It works for B2B or B2C businesses and you can easily find anyone in there.
It is part of Facebook, they share the same ads platform and whatever you post on the business Facebook platform you can post it on Facebook and Instagram. It’s also a very social platform and people are very friendly and easy to reach out to. There are millions of influencers out there who can help you promote your services for a fee. Its main use is for B2C businesses.
This is a business platform. If you have a B2B company, then this is your platform. You can pay a sales navigator and filter who do you target, employee count, role, years of experience, location, and many other things. Linkedin is not as friendly as Facebook and people are there to do business. You can also do ads here and pay for exposure.
Youtube is part of Google, it works the same way. People type something and expect to get an answer to it. People create content around those questions and send traffic to their websites. This is one of my favorite platforms, people get to see your face, listen to what you have to say, see proof, interact with you. It works for B2B and B2C businesses.
Organic Outbound Lead Generation
1.- Facebook person profile – You can post content related to your niche, add potential clients as friends, and interact with other people’s content. You can have meaningful and business-related conversations from here. The goal is to move the conversation outside of Facebook and book a call. I will recommend you add 20 people daily and post content frequently.
2.- Facebook Groups- You can create your own group or be a part of a few. Here you can grow your level of exposure, meet new people and see what kind of content people want and need. You add them as friends afterward and repeat process 1.
3.- Linkedin – Create an account with LinkedIn, add your company info, a description, and all your links, Reach to people every day, tell them what you do and how can you help them. Book sales calls. This is the best method for B2B outreach.
4.- Email Marketing – After growing your social media accounts you will want to reach out to people via email, and reiterate what you have to say here. I’ve found that people get busy and sometimes don’t have time to respond on social media, send them valuable emails with free tips and advice to help them with their struggles, and move the person into a sales call.
Paid Outbound Lead Generation
Paid works if you have a proven product and a bigger budget. You can grow your universe of clients a lot by doing paid ads because you can choose more locations and reach out to a lot of people at the same time. Now be careful with how you do it, follow a strategy or hire an expert, otherwise it will be like playing at the casino and just throwing away your money.
The strategy works the same for any platform. You create a compelling offer, you create a website or landing page, and create good ads copy.
- Have a funnel or website that speaks around a problem that most of your ideal clients have. Mention the keywords that they are interested in, add your facebook pixel to the website and a click to action button. This means that people click on a button that will redirect them to your offer.
- Have an offer. This offer must be something of small value, you want to break ice and the resistance of change. Most people give away free stuff like PDFs, webinars, coupons, samples, analysis, etc The goal of the offer is to get their contact info, so that you can send them emails aftewars and convert them later.
- Create a compelling ads copy- The ad copy is the cover of your book. People will judge you based on this copy, and they will decide if its worth clicking on it or not. A book its always judged by its cover, so will your ad. Make sure your know whos your ideal client, how to wake up in them a desired and need to change their current state. Add a nice photo, that sparks interest and curiosity on your ad.
- Create a strategy, from converting a stranger into a clients there are several stages. You can hire a pro or how to doit yourself.
Examples of Outbound Lead Generation
1) Cold calling
Cold calling is making phone calls to people randomly with the hope of getting them interested in your products or services. There are many companies still utilizing cold calling as part of their outbound lead generation strategies. However, the results vary from company to company, depending on how they implement cold calling activities into their marketing plan.
There are many benefits to cold calling, the first being that it is a basic human habit to pick up the phone when it rings or receive messages from unknown callers. Another merit of cold calling is that you can talk to more people in one day than other strategies like advertising on search engines. Some companies can only get 1-2 conversions per day even with large ad spends.
Some of the challenges of cold calling include getting past gatekeepers, talking about your product/service on the phone, and convincing buyers during sales calls. Sales representatives face many challenges, but they require skills and experience, which most marketers lack.
2) Social media marketing
Social media marketing involves gaining traffic or attention through social media sites like Facebook, Twitter, YouTube, and LinkedIn (establishing an account on each site is often a prerequisite for participating in social commerce). These sites provide businesses with information about their audiences (who’s using the site, what they’re interested in, and demographic information.) which can be used to develop personalized interactions to reach them more effectively (customer relationship management CRM).
Social media is rapidly changing how organizations engage with current and potential customers through highly interactive channels where organizations are more visible than in the past. When combined with a good marketing strategy, social networking sites can be an effective way to advertise. These activities include blogging, posting information on corporate websites, creating profiles on social networking sites, and participating in target forums/social groups/blogging communities. As the use of social media continues to expand rapidly with mobile devices like smartphones and tablets becoming all-pervasive, understanding how users behave across different channels is increasingly important for businesses wanting to reach their intended audiences effectively.
3) Content marketing
Content marketing refers to attracting and retaining customers by consistently creating and curating content to change or enhance consumer behavior. It can be used as part of an overall digital marketing campaign. However, more commonly, it refers to original blog posts, industry reports, eBooks, white papers, video blogs (vlogs), webinars, and infographics. Such documents are written for prospects and customers to acquire their business through expanding thought leadership.
Content marketing was born out of the digital marketing need to be relevant in any channel, on any device. A less expensive way to achieve relevance is by producing more content with better quality. However, it’s challenging to engage prospects and customers by just talking about your products or services. Content Marketing adds value to the reader through information, expertise, and entertainment, creating a relationship between the consumer and the brand. It can also lead them down an unexpected path of discovery-bringing new products into view they hadn’t previously considered.
The content must be interesting enough for consumers to remember you when they are ready to make a purchase (consideration). You hope they will share this information through their social networks (word-of-mouth), and when they become customers, they will continue to read and share your content (retention).
4) Industry events
Industry events such as seminars, workshops, and conferences can also help outbound lead generation for your business. These could help you maximize opportunities for generating new leads and developing existing ones creating goodwill among your target audience. If you are hosting an event, invite people relevant to your business plus influencers who can act as opinion leaders to attract more attendees (new leads) before the day of the event. You might also ensure that it works with reputable event agencies with great connections with other marketing professionals and good marketing strategies for events.
It’s all about consistency
I’ve seen a lot of people start with a method and a week later stop doing it. Because they feel rejected, got negative comments, or are making up too many excuses for it. The goal is to pick on things and stick to them, not to get distracted by others’ successes. Most of the time you are prospecting on Facebook but then saw an ad of someone having success on Instagram, so now you want to have success on Instagram tomorrow. Take into account that maybe this person has been doing it for the last 2 years, and his clients are different from yours. What do you like? To write, to speak to pose, to show examples, are you funny or serious. Pick a platform that is for this kind of people and be consistent for at least one year.
Evaluate what is your current lead generation strategy, set up goals for your business, and create a plan. Choose the best platform that goes with who you are and where are your clients hanging out. Be consistent and have fun.
Remember there are no excuses here and you can always find something that fits you.