As with all methods of collecting leads for any product, service or industry the manners chosen and the modes of implementing service can make the difference between great ROI or holding onto your business by a thread.
Manners are often
also indicative of the attitude with which you approach every lead
that is sent your way. You never know if that one rude contact who
seems to be just another ‘looky-loo’ trying to steal your
techniques or using you to gain ideas on how to market their own
product turns out to be that dream client that every company is
hoping to land.
“The best lead
generation team in the world can only direct qualified traffic your
way. Implementing your best sales techniques to convert a lead into
a buyer at some level is the responsibility of your staff and your
guidelines,” commented WesleyYuhn of Media Oasis
at a recent engagement.
Identify
Your Audience
When
it comes to type of leads, you need to start by deciding if you are
looking for individuals who are seeking to purchase the product or if
you are seeking retail outlets to order the product by the case. For
example, manufacturers may be seeking end-users as well as middlemen
for their product.
While
that seems so obvious, you’d be surprised how many marketing
strategies put this at the middle or end of any discussion.
Creating
Content that Responds to Audience Needs
Inbound
marketing is based on the premise that “Content is King” and
while that may be true, you need to determine what your King’s
purpose is going to be.
- Pain cream leads at the manufacturing level may want to know more about the individual ingredients in the product, how each works separately and how they work together.
- At the individual customer level, the greatest need is to know if there are case studies to indicate that the product has side effects when used in combination with other products or medications.
- In order for the middle man to be effective, he/she needs to have access to information that is accurate and answers all the questions.
Aligning
your content to meet those needs is imperative to establishing
authority and trust.
Channels
for Lead Generation
For
starters, affiliate marketing is one of the most successful modes in
terms of collecting leads; it’s the initial financial investment to
kick-starting an unknown brand of pain cream. This must be supported
with other inbound marketing strategies--including an abundance of
articles on websites, blog posts that inspire interaction, Facebook
pages that starts conversations instead of offering lectures and
videos to show how the product works.
Another
excellent mode of advertising pain creams to the general public is
Pay per Call. The people that you can reach through this ad medium
could include owners of pharmacies, small independent shops at the
beach and people who would like to become an affiliate for your work
when they know it works.
Don’t
Forget a Call to Action
It’s
surprising how many content agencies ignore the importance of
including some type of call to action; whether it’s a blatant “call
for information” statement or a subtle reference to your company or
product call to action could turn an interested customer into a sale
