One of the biggest mistakes that you can make when it comes to lead generation is sticking with what you know. Putting all of your eggs into one or two lead-generating baskets is unwise for a variety of reasons. Even if it seems like your efforts are paying off, there is no telling how many leads you are missing by not taking a more diversified approach. While the internet is awash with advice regarding which techniques work the best, very little is said about the importance of using a variety of them. Find out why it’s so crucial to take a multi-prong approach to generating leads by reading on below.
One Size Doesn’t Fit All
Sure, you know your industry and business well and understand your target audience’s pain points and other demographics. Given how much you know, you may also make assumptions about how to reach out to those prospects as effectively as possible. For example, if you primarily sell your goods over the internet, you might assume that your bases are covered with a combination of SEO, PPC and content marketing. Although those methods may be working, they may also be falling completely short with certain types of people. In fact, they may be missing entire groups of people entirely.
Cast a Wide Net
When trying to generate leads for a final expense or preneed business, it is tempting to want to stick with what’s worked in the past. Without trying other techniques, however, how can you be so certain that what you’re doing is really the most effective thing? Could it be that you have only been generating leads from a much smaller pool than actually exists? Without mixing things up and experimenting with different lead-generation techniques, you will never know for certain.
Reach New Prospects
Many times, certain types of people respond favorably to certain types of marketing techniques. For example, you are much more likely to reach millennials through the internet than through the mail or over a landline telephone. On the flip side, of course, you are more likely to reach baby boomers through direct mail and other “old-fashioned” techniques. To market effectively, you need to know your audience. How long has it been since you did market research to figure out who they are? If it has been a long time, do it again. Make sure to periodically do new market research to ensure that you are employing the most effective techniques.
Scope Out the Competition
Regardless of what industry you are in, what you are trying to market or who you are trying to reach, you must have competitors. If your current lead generating techniques seem to work for you, might it be that your competitors are using different techniques just as effectively? If so, it could be that you are snagging business from certain people but not from others, and the same could be true of your competitors. A great way to address this issue is by investigating which lead-generating techniques your competitors are using and trying some yourself.
When it comes to marketing a business, there is no finish line. The work never ends. Further, times are constantly changing, and that applies to people and what they respond to as well. To remain successful over the long haul, it is crucial to always be looking for new ways to grow and market your business. A huge part of that is continually finding new ways to generate leads. When you do, you will continually figure out what works and what doesn’t. That way, you won’t waste valuable time using a technique that has become outmoded.
Listen, it’s easy and understandable to fall into a comfort zone of sorts when it comes to generating leads for a business. So much is constantly going on that it is easy to become complacent. Given that the future of your business depends on effective lead generation, however, this isn’t something that you can or should be blase about.
Sit down and think about the methods that you currently use to generate leads. If possible, note how long you have been using a particular method. If possible, start tracking precisely how effective various methods are. Odds are that you will discover that you haven’t mixed things up in some time. Whether you feel like you’re generating plenty of leads or not, start branching out a little. You are sure to find that you’ll not only draw in new business but you might even achieve whole new levels of success.