You may have launched a new brand or business. But you won’t actually have a business until you make a sale! And even if you have the best product or offer on the market, that doesn’t mean you’ll automatically attract the attention of the people you set out to serve. That’s why one of the best ways to engage your ideal audience is through lead generation. If you aren’t familiar with lead generation, it’s time to kick your feet up and dig in. This will be the cornerstone of your digital marketing strategy.
Why is lead generation so important?
Anytime we mention a potential customer, that person is a “lead.” A lead either matches your customer avatar or has already shown an interest in your brand or what you have to offer. When you generate leads, you’re using free content to attract the right leads to your brand or business.
By planning out your lead generation strategy, you’ll be able to avoid wasting time and money on the wrong messaging or speaking to the wrong people. Depending on your goals and your business model, lead generators can be a series of blog posts, live events, and helpful resources like a lead magnet. Whatever content type you decide to create, you’ll follow this simple cycle over and over:
1. Attract people to your brand.
2. Convert them into leads with your free offer or resource.
3. Continue to nurture that relationship until they become loyal fans and supporters of what you do.
Ready to get started? Here are 3 steps to succeed at lead generation.
3 steps to lead generation success
- Create valuable content.
The quality of your leads depends on the quality of your content! So make sure your offer/generator will help your ideal customer fulfill their biggest needs, or answer one of their hardest questions. Not sure where to get this information? Get really clear on who your target audience is. Follow the brands that they follow, and craft a client avatar that will direct your efforts. The more you speak directly to the needs of your ideal audience, the more likely you are to hold their attention.
2. Give something away for free in exchange for an email.
Social media has a lot of marketing power, but it’s definitely a noisy space. Do not underestimate the power of an email list! Email isn’t going away anytime soon, and it’s one place where you can have the undivided attention of your audience. By creating a free offer that’s delivered by email, you accomplish the major task of turning a browser into a subscriber. Whether you create an eBook, a worksheet, or a short video course, giving away a valuable free resource will strengthen your relationship with your ideal customer and build trust in your brand. (You can see our lead generator, also called a lead magnet, right here.)
3. Don’t forget to follow up!
After you have the email of your lead, you’re well on your way to nurturing a relationship and turning them into a loyal customer! But what you do after lead generation is as important as your work on the front end. Don’t forget to follow up regularly through email to continue building a relationship with your new lead. You need to find that balance of offering useful information and keeping your brand top of mind . With consistent communication, and additional useful content, you’ll be able to provide a bigger ticket offer for your book, online course, or even consulting sessions down the road. The skies the limit when you have a cultivated relationship with your audience.
Lead generation may feel like a large task on the front end. But once you break it down into steps, it can actually be fun to watch your audience go from browsers to loyal fans! What questions do YOU have about the lead generation process? Let our Red Bird Social team know. We’d love to help!