Hоw Branding Can Improve Your Lead Generation Strategy

Lead Generation

Hоw Branding Can Improve Your Lead Generation Strategy

Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing the sales pipeline.

Lead generation often uses digital channels and has been undergoing substantial changes in recent years from the rise of new online and social techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new techniques to develop and qualify potential leads before passing them to sales.

Why is Lead Generation Important?

The buying process has changed, and marketers need to find new ways to reach buyers and get heard through the noise. Instead of finding customers with mass advertising and email blast, marketers must now focus on being found and learn to build continuous relationships with buyers.

In marketing, lead generation is the initiation of consumer interest or inquiry into products or services of a business. Leads can be created for purposes such as list building, е-newsletter list acquisition or for sales leads. The methods for generating leads typically fall under the umbrella of advertising but may also include non-paid sources such as organic search engine results or referrals from existing customers.

 

Leads may come from various sources or activities, for example, digitally via the Internet, through personal referrals, through telephone calls either by the company or telemarketers, through advertisements, and events. A 2015 study found that 89% of respondents cited email as the most-used channel for generating leads, followed by content marketing, search engine, and finally events. A study from 2014 found that direct traffic, search engines, and web referrals were the three most popular online channels for lead generation, accounting for 93% of leads.

 

Lead generation is often paired with lead management to move leads through the purchase funnel. This combination of activities is referred to as pipeline marketing.

 

A lead is usually allotted to an induvial to follow up on. Once the individual (e.g. salesperson) reviews and qualifies it the lead gets converted to an opportunity for a business. The opportunity then has to undergo multiple sale stages before the deal is won.

 

Branding to Boost Your Lead Generation

  • Develop a “relevant” Unique Selling Proposition (USP) – A USP reflects the essence of your company and may be condensed into a tagline like Nike’s Just Do It. But it’s more than that. It also promotes company image and brand awareness. Therefore, your USP must be current and relevant. An outdated USP can cause more harm than good.

 

  • Promote Brand Awareness Consistently ­ Someone once said, “Trust is built with consistency”. Effective branding comes from consistent messaging in content, delivery, and dіffеrеntіаtіоn. generate buzz online an off. Get your message out with Twitter, Facebook and LinkedIn. When you promote your brand consistently, you’ll build trust and leads.

 

  • Integrate Branding with Your Marketing Communications – Integration goes beyond brand awareness. It means weaving your brand into your Marcom (Marketing Communications), such as white papers and press releases. White papers are especially effective because they position your business as an industry thought leader. This further builds trust, translating into more leads. Also, create buzz with press releases and super-charge your Marcom by optimizing for search.

 

  • Integrate Branding with Your Marketing Events – Integrate online and offline events. Employ different platforms and delivery methods to reinforce your messaging. Publish a press release about a future promotional event. Broadcast it using LinkedIn Groups. Distribute brochures at a trade show. Later, follow-up with prospects by email. This enhances brand awareness and leads generation.

 

  • Enlist Your Customers – Cut your rabid brand fans loose. Brand Advocates author, Rob Frugetta, says raving fans are 50% more influential than other customers. Nothing beats “unbiased” marketing. Let customers tell their stories about how your business solved their problem. Publish case studies often and consistently to generate more leads.

 

  • Develop your community – 80% of profits come from 20% of customers. Go one step further. Build on your customers brand enthusiasm. Publish a blog to engage them. Solicit their input and feedback and build that emotional connection on Twitter or Facebook. And, address concerns in more depth with email.

 

  • Put it all together – Leverage all the above. Employ them in a coherent, strategic, and holistic manner. This combines left-brain and right-brain marketing. Results from this synergy outperform results from pursuing just one or the other.

 

 These branding strategies and business tactics have additional benefits. You can implement these tips without a huge budget. 

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