Editor’s note: This post was originally published on 12/7/16 and has been updated for accuracy and comprehension.
If you’re still trying to increase lead generation with traditional (or interruption) marketing, you’re doing it all wrong.
You’ve probably experienced interruption marketing at least once in your life – if not dozens of times.
Here’s how it usually happens:
You sit down to dinner, anticipating every savory bite.
You’re just about to dive into the dish, and…
Your phone rings.
You look at the screen and the number is unknown.
Without even answering the call, you KNOW it’s a telemarketer INTERRUPTING your life.
Now, transfer these feelings onto your customers.
If you’re crashing their party with unwanted solicitations, you’re guilty of participating in interruption marketing.
Today’s marketing is all about NOT interrupting your audience.
Instead, inbound marketing and sales tactics involve approaching customers who have expressed some level of interest in what you have to offer.
So, let’s all agree to ditch cold-calling, and instead, use inbound marketing tactics to insanely increase lead generation.
Generating leads is about attracting – and then converting – people who don’t know about your business – as well as prospects – into leads.
Remember, leads are people who are interested (in some way) in your services or products.
To increase lead generation, you need to offer these people “goodies” – or as we call them in the marketing world, “Free Offers,” in the form of discounts and coupons, ebooks, white papers, webinars, etc. – so they get to know you well enough that they are enticed to buy.
With this basic understanding of the inbound marketing methodology and how it drives leads and sales, here’s a rundown of how the primary marketing tactics work individually and together:
These four components work together seamlessly to move consumers and prospects through the lead-generation process.
There are other components of the inbound marketing method that nurture your leads BEFORE they arrive on a landing page and move through the lead-generation process.
Primarily, your blogging and social media posts will get the word out about your business, giving people a non-threatening way to learn about your brand.
AFTER prospects fill out a form and give you their email address and name (and perhaps other information), you can now move them into your email workflows, where you can speak more directly and pointedly to their pain points and problems, and offer strategic solutions (YOUR products or services).
The key to lead-generation success is to AVOID interrupting consumers, and instead, build a connection that potential customers can respect and trust.
The characteristics of a new breed of salesperson include: