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Small Business Owners Are Generally Consistently Inconsistent In Lead Generation

Let’s face it small business owners are generally consistently inconsistent. Those who are consistent operate off a business plan. The difference boils down to action versus desire. I can desire change but never implement it. I can know that my business needs new leads but haven’t picked up the phone or sent an e-mail. In its truest form, lead generation builds on consistent messaging to interested or semi-interested parties about a product, process, or service that will change the status quo. Everything else adds fluff to the definition.

Take A Lesson From The Fair

Popcorn in one hand and arm entwined with your significant other strolling down the glittering lane of vendors at the local carnival. You spy a venue with huge stuffed animals as the prize.  All you have to is pop three colored balloons with darts. Each set of three is $1.00. At face value, easy, right? Maybe not. Unknown to you the flights have been trimmed, the tips are dull from use, and the goal is three balloons of the same color which are strategically placed and smaller. Regardless of the risk you step up and throw. $15.00 and 30 minutes later, you are frustrated and in disbelief.Lead Generation Take Practice

From the time you walked up to the booth until you left empty handed, you responded to a lifetime of messages about carnivals, games, and personal experience with darts. The game was rigged to distract you with a gratuitous prize for a little investment. Obviously location plays a huge role in this scenario but lead generation by the dart/balloon vendor is pretty straight forward. You wanted to change your situation with a huge animal, admiration from your partner, and an increase in self-esteem. The level of interest dictated the action and you paid for it. So ends the lesson.

Lead Nurturing In Business

The biggest fallacy in lead building is that purchasing back end/front end technology, “scrubbed” lists, links, or joining interest groups will create a fertile field of prospects. Networking, direct contact, trickle marketing, e-mail campaigning, trade shows, webinars, downloads, etc. are all examples of outbound strategy to develop inbound opportunity with the eventual goal of conversion. I have evaluated executed programs by small business owners who were mystified by low response and conversion rates. Universally, the reason is mis-targeting and unrealistic profiles. Better to pick up the telephone book and dial (if you still have one). You will probably have a higher rate of return. Opportunity develops by the exchange of ideas and knowledge that is pertinent to both the giver and the receiver. This can’t be purchased through a third party.

Mining Opportunity

The first step in building a successful program is to understand components in a typical process and identify/define them in detail:

  • Perfect Lead – profiled to match your product-service-core competencies
  • Best opportunity – maximizes “your answer” to their expectations (not only need)
  • Strongest relationship between opporunity and product mix – selected to create a potential relationship not “The Sale”
  • Cost of generation/conversion – understand how much perlead will be necessary to reach goals
  • Expectations after conversion – define both internal and external demands on the process (think abandoned shopping cart)
  • Onging management or nurturing for the future – if at first you don’t succeed, message again and again

Next, test your results on a small select group of existing partners, loyal customers, and a select target group who are incentivized to respond. Hopefully, the results will mirror your expectations and you are on your way. As your database of prospects builds take note of any trends and capitalize on the profitable ones and get rid of aberrations. The objective is creation of a “potential” sea of opportunity.

Opportunity Is Knocking

A fat database of leads is not a prospect-rich base regardless of what is told to you by marketeers. Just because I can sell you contact information for 5,000 dentists doesn’t mean that each of them will immediately convert to a real prospect. It merely means that generally your “dental appliance” could be fulfilled within the group, as an example. So many business owners buy into social media contacts, e-mail lists, mailing data bases, etc. and find that costs don’t translate into conversion. That being said, there is value in testing large groups for acceptance of your product or service and nurturing potential opportunity for the future. The only caveat is a larger target list nets a smaller percentage of conversions and costs more overall. If you have the cash go for it, if not, fine tune the target profile and attempt to create beta customers who refer new business to you.

Make The Whisper Into A Scream

Two things to remember about lead generation: its always going on and needs to take advantage of message inertia to create virality and market buzz. Stop looking for leads and they will never find you. It is pretty much a one-way street. Don’t rely on word of mouth, publicity, networking, or outbound marketing efforts by themselves. Figuratively, the only way to keep the phone ringing is keep dialing out and asking for a call back. Lead generation is completely action dependent. If you don’t believe me, contact ten companies and ask them about your business.

Oops! That might be considered part of lead generation.

Oh, well…

Print is Dead, Long Live the King “Online Advertising!”…Really?

Print advertising has been the go to player forever, but the online advertising explosion simply eclipsed it. Print is still a viable medium when used as a targeted marketing tool. Sadly many newspapers, magazines, and gazettes have been sent into permanent retirement because of a mix of bias reporting, unrealistic costs, lack of relevancy, and inability to track results effectively. The age of the online experience is in full swing and marketers across every vertical push out endless supplies of critical data, lists, terminology, definitions, and check lists. They attempt to sway opinion and preference through a barrage of data rather than a carefully constructed message. Print is ideal for target marketing

Why?

Two reasons, cost reduction and analytics. What better way to impress the boss than with reports on site visits, page clicks, views, likes, and hopefully revenue. The problem with this scenario is comparable to shooting a shotgun at the head of a pin, from 100 yards – no focus! At least print, although sometimes biased and opinionated, provides a specific platform for the message. Online experience is teaching “users” (who are not necessarily buyers) that graphics are most important while the art of the written word has become an ancient practice, akin to magic.

Next Picture Please

I can already hear the legions of successful online marketers laughing at this comment. In their opinion, the end justifies the means. Kind of a crack pot way of thinking considering that most online exposure is short-lived and tossed aside in pursuit of the next idiom and associated graphic. The true benefit of print lies in the written word and its longevity in building strong relationships between individuals and groups. Online marketing programs tend to push impulsive behavior in lieu of conversation about true value. They overcome obstacles by linking unaccredited sources to data “proving” their position. Unfortunately, all that is proven is ability to use the Internet.  I mean how reliable is Wikipedia for you? Do you use it as a reference or a starting point in research? The answer defines you.

Forming a Strategic Partnership

Alright, I am off the soap box. The truth is that both print and online are necessary in any strategic initiative regardless of a company’s size, budget, or industry. The issue lies in how to best use both together, in parallel, or as a supporting role. Print can be directive in long-term strategy for brand awareness and publicity whereas online exposure is a great way to increase short-term cash flow through discounts, promotions, contests, and daily deals.

I know what you are thinking- online can also do that through blogs, websites, forums, and chat rooms – and you would be correct. Print is simply another tool to enhance targeted campaigns and provide additional touch points with the target audience. So get your pencil and paper out and scratch out a plan to use both print and online in your next campaign. You can’t go wrong. See, I put it in writing...

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