First: You’ve got to get the attention of prospects or attract them, whether they be strangers unaware of your product or service, or visitors who may have a passing familiarity with you or who may just be curious about what you sell.
Second: You’ve got to take that initial interest and see whether it pays to convert it into a qualified lead.
Third: The real value of a qualified lead is when you take the next step, close the deal, and turn them into a paying customer.
Fourth: An often-overlooked step by some salespeople involves taking customers who have had a good experience with you, or have been delighted, and turning them into promoters of your company. (Think of them as brand ambassadors.) In effect, they become extensions of your sales force.
While we’ve broken out these four stages separately, they are all part of a process where each stage complements the others. One way to make the lead generating process work efficiently is to run what’s known as a drip campaign.
Quite simply, a drip campaign is a series of contacts or messaging sent automatically at different times in the customer experience cycle. The contacts are typically emails, but can also be items such as your company newsletter or posts from your company blog. The contacts are set up in advance and are sent automatically when an action is triggered. For example, the customer could get an automated email thanking them every time they make a purchase. Drip campaigns are an easy, effective way for lead nurturing that reinforces the relationship with your customer or prospect throughout their lifecycle.
As you can see from the illustration, there are different channels to help you successfully execute and fulfill each stage in the buyers pipeline, which our GRI team can manage for you.
Define Your Buyer Persona
A key element to creating a targeted lead generation campaign is to come up with a clear picture of who you’re trying to sell. Again, it may seem an obvious thing to do, but many campaigns omit this necessary step.
Put another way: you need to create a buyer persona of your ideal customer. Why? By knowing as much as you can about your prospects, you can tailor a lead generating campaign that speaks to them more clearly…resonates with them more strongly…touches them more deeply, compared to a generalized, untargeted campaign.
GRI is expert at defining the key characteristics of your best customers. Here are just some things we may consider when building a buyer persona: