Client retention will happen only if clients are able to see positive results from their engagement with you. And the sooner they see results, the better. Lead generation companies should be able to guarantee new clients increased leads within the first 60 days of beginning service, but if the lead generation company doesn’t have the tools needed to produce these results, the client is not going to get the benefits of that guarantee and will quickly lose faith in the lead generation company’s abilities.
Below, we have listed 3 important steps that lead generation companies can take in order to produce leads for their clients. Each should be tailored to the specific company/client relationship.
3 Ways Lead Generation Companies Get Results
1.) Understand Buyer Personas
Figuring out who the client’s buyer persona(s) are will greatly increase your ability to generate leads for that business. Some companies have a strong grasp on who their buyer persona(s) may be, others have not yet taken that step. If your client is unsure of who these people may be, encourage them to create buyer personas. Emphasize that this is an extremely important first step when it comes to the effectiveness of your lead generating services. Be prepared to have to walk your client through this process if they are not at all familiar with developing buyer personas. Once the buyer personas are determined, you can begin the process of specifically tailoring all of the content of your client’s site to these particular types of potential buyers. This tailoring process should affect every aspect including: usability, design, text and graphics.
2.) Decide on a Place in the Marketing Funnel
Discuss with your client what types of leads and interaction with their site they would most like to see as a result of your services and then tailor your efforts to produce these types of results. Leads can quickly arrive through the top of the marketing funnel when you offer things like free ebooks and complimentary whitepapers. Other types of offers, such as free demos and samples will produce more mid-funnel activity. Discuss these options with your client and develop a strategy for targeting specific leads at specific points in the buying cycle. Ideally, you’ll want to develop at least one full funnel – a set of offers that includes top, middle and bottom.
3.) Get the Right Tools
In order to ensure quality leads are produced, you need to incorporate several key components of inbound marketing services. The five most vital tools are: quality content, social media promotion, blog promotion, quality landing pages, and catchy CTAs (Calls to Action). These tools should be foundational to the services provided by your lead generation company. If your company does not do these things well, it is likely that you will not be able to produce the amount and types of leads that your clients will be expecting.