Lead Generation Methods

Well I've taken a little break from this deep topic because I wanted to keep everyone on their toes. Looking at beautiful women, scandalous topics and pressing political views of famous celebs is certainly riveting, but it is hard work. So here goes according to Yahoo:

Kelly Ripa: I guess filling Regis's shoes is going to be difficult. And one thing we do know now is that it won't me Mrs. Ripa's husband Mark! I guess Kelly wouldn't be able to handle that. By the way, when did Regis leave? Did anyone else know about this?

Vince Young: So here we go. A little more in my comfort zone. But I'm not actually sure why Vince is trending. The only thing I can tell is that he is set to work out for the Buffalo Bills. Not exactly earth shattering news, but I guess football has become America's game!

Paulina Gretzky: Welcome to the world of social media and celebrity children. I can't say I had ever heard of Paulina Gretzky, but looking at her last name, it didn't take me long to figure out who she was. And I guess everyone else knows who she is too after posting revealing photos of herself on Instagram.

Well, as usual, we see a lot of beautiful celebrities, sports and a little social media mixed in this time. Effective marketing communication strategies tend to include these very tactics. At The Allied Group, we work with our clients to provide the best possible solution for effective lead generation. And implementing lead generation methods that capitalize on what's going on in the world around us enable us and our clients to capitalize and put this to work for them.

You never know, if Vince's workout doesn't go well with the Bills, he could be available! Could he be the next face of your organization?  

The answer is yes! So blogging for SEO purposes, as legitimate lead generation methods go, is a good thing, right? Not if you don't do it. For some reason, it has fallen further and further down my radar screen as I get wrapped up and entrenched in the "day-to-day". The cost of not being "heard" is not being "found".

You may get a little overwhelmed with all the new technology and, potentially, face some resistance from those "old school" colleagues of yours who "pound the pavement" and don't rely on those "blueberry's" and "spacebook" stuff. And while I'm not one to completely abandon the tried and true, it is becoming more and more clear that the payoff of some of this new technology is evident. As a marketing communications company, or for any company for that matter, it is imperitive to continue talking. The expression "silence = death" is true!

Remember, the fundamental goal of a business blog is to generate and publlish informational/educational/interesting content that is laser focused on strategic key words/phrases enabling you to be found by search engines. Followership is great, but there are millions of people out there looking for your products and services. There are only a handful of people you can personally connect with or are part of your extended network. Sound marketing communication strategies are rooted in the ability to deliver content the motivates an audience to action.

So there's nothing wrong with "pounding the pavement" or even implementing some tried and true tactics as part of  your business development plan. But remember, if you don't get with the times, you won't be heard. And if you're not heard, your not what?   

Let's face it, your product is probably boring as hell. And your competitive advantages are probably just as much of a snoozer. That doesn't mean you don't have a great product or that your competitive advantages are not accurate (though I might challenge you on that one), but we'll go with it for now. These are pretty harsh words. But to truly strategize, deploy and reap the rewards of compelling lead generation methods, you can let me ask the questions, or you can just ask them of yourselves. Who really cares? Why would I pick up the phone or log on to that personalized URL, or take any action that you request of me?

Most of the time the answer is "I wouldn't". And that's OK. Think about what you are trying to do. You're trying to send out a series of direct marketing postcards to see if anyone responds. Let's talk about expectation. What are you expecting them to do? Have you really thought about that? Have you put yourself in that very same position. Try it. But take yourself out of your business/industry and apply it to something more generic. What did you come up with?

See the problem is that most of us are simply too close. We live, breathe, eat, sleep and surround ourselves with our work. And that's natural. Hell, it does occupy probably 75% of our lives. A truly integrated marketing communications campaign includes a promotion or a giveaway or a contest...you get the idea. And multiple channels—print, digital (microsites, email, phone etc...), social, mobile, phone etc...need to be activated to reach maximum success. Think OTB (I have to use an acronym for "out-of-the-box" because I can't bring myself to say it) — what are you asking them to do...literally? Pick up the phone? Well how could you pick up the phone for them? How about if you were a puppeteer? Are you trying to get them to listen? That means you need to get their attention. How about a singing telegram? Are you trying to get them to a microsite? Send them an electronic device with your microsite already up on it.

Don't worry about the absurdity or cost of the idea. Corporate marketing communications don't have to be so corporate. Have you actually sat down and determined the value of a lead? Once you do, it will become obvious what you'd be willing to pay for that lead. Once you've got a budget and all your crazy ideas laid out on the table, you can start to make some real decisions.

And by the way, last I checked, milk was about as boring as it gets! Unless you're marketing vanilla ice cream, give it a try! 

In the opening sequence of the classic television show, The Beverly Hillbillies, the character of Uncle Jed (played by the actor Buddy Epsen) is chasing a rabbit and fires his rifle - missing the rabbit and only ends up taking a big chunk of dirt out of the ground. But, miraculously, “up from the ground comes the bubblin’ crude”. He and his family had struck it rich with a single random shot from the old trusty family hunting rifle.

In our “hunt” for anew business leads to help create sales however, it’s likely going to take considerably more effort than one or even a few random shots to create a steady stream of prospects. Only with both sustained and intentional effort can we generate the ability to acquire the correct prospecting targets initially and, the right customers eventually.

For many years now, the funnel has been used as a diagram in countless sales and prospecting discussions. Sales training has often focused on bringing prospects through the “sales funnel”.  But that is absolutely the wrong picture to have in our heads. In building a sales (marketing and sales support) list of qualified prospects, the proper image should be one of a pipeline. Something that has a continuous flow of prospects, not a voluminous, unqualified top end.

Your revenue pipeline is likely going to take more time, energy, and resources than you may hope for or be comfortable with. But there are rarely any shortcuts to building a process that will deliver a steady stream of prospects in the long run. Though the tactics will change depending on your business, industry and circumstances, consider implementing the following 3 concepts when building your pipeline.

Identify. For each of your particular products or services – find those customers most likely to buy. Spend some effort profiling your existing best customers. What are the common characteristics? In all probability, similar people or businesses exist who share the same needs and values and would make ideal prospects. And therefore, are more likely buyers of your services.

Communicate. Very hard to get people excited if you told them you winked at them and the room was dark. After you have targeted people who may want what you offer – let them know who you are and what you do. Multi-channel communication tactics in the current day present an almost limitless number of options that include; print, mail, web, mobile and social. Effective communications help establish and control the perceptions of your intended audience as well as offering them the timing and methods they prefer. 

Evaluate. Some things will work. Some things will not. One of the demonstrations I usually give in my speaking engagements is to offer a member of the audience a high quality pair of athletic shoes that will “guarantee” the recipient to run faster and jump higher. After picking one of the many eager participants I hand them a pair of size 17 sneakers.  Again, after the usual laughter I ask the moral of the lesson. It is, obviously, one size doesn’t fit all. What worked at one time may not (and probably will not) work forever. Marketing, by its’ very nature, is experimental.  To be successful in the 21st century and a hyper-competitive marketplace, your marketing program must become sophisticated and constantly measure what works and, what doesn’t.

Maybe you’ve been like Uncle Jed and from time to time hit the one lucky shot that led to some prospects and some customers. But in the long run, leaving the success of your organization to a few lucky shots is unwise. Hope is not a strategy. Instead use identifying, communicating and evaluating to build a pipeline that will bring you a steady flow of business for as far into the future as you can see. It may take more time, effort and resources but it is the only way to enjoy sustained success in the long run.

Research released this year shows the importance of the work done by marketers and IT professionals in driving prospects to your website and converting them into customers. A large number of studies as well as actual experience reveal a way to increase conversion rates and sales with those who visit your site. This method involves good marketing communication strategies and skillful IT work.

Commitment is the Key

Well over 1,000 studies by social scientists have established the fact that the commitments we make can actually change how we feel. One outstanding example was reported by renowned influence expert Robert Cialdini, PhD and his coauthors. Social psychologists Jonathan Freedman and Scott Fraser had a research assistant call a number of homeowners to ask them to participate in a remarkably intrusive survey. Here’s what he said:

The survey will involve five or six men from our staff coming into your home some morning for about 2 hours to enumerate and classify all the household products that you have. They will have to have full freedom in your house to go through the cupboards and storage places. Then all this information will be used in the writing of the reports for our public service publication, “The Guide.”

It’s incredible that anyone agreed to this marketing equivalent of a search warrant, but 22% actually did. But researchers got a far bigger response with a second group by using a different strategy. First, the assistant called representing “The Guide” and asked householders to answer a few questions about which products they preferred. Most agreed to participate. Three days later he called back asking them to consent to the “marketing search warrant.” Amazingly, 53% agreed!

An abundance of research has documented what psychologists now call The Foot-in-the-Door effect. If we make a small commitment to a cause or shopping alternative, we often tend to justify it by feeling a greater attraction to that cause or alternative. 

This is a major reason why marketers are always told to include a call to action in every campaign. If it’s done right, answering such a call can increase prospective clients’ interest in your product or service. One example of this comes from the The Allied Group’s work in lead generation methods used by colleges. Quinnipiac University found that students who requested a customized brochure on their website, revealing their contact information and interests (a commitment), were 69% more likely to apply and some 50% more likely to enroll than similar prospects who had not. A few years ago, Franklin University found that a full 48% of adult learners (a much tougher audience) who requested an eBrochure with a similar commitment applied to the school. Typically, some 75-80% of adults who apply will enroll.

Commercial websites that help visitors easily find what they want make it more likely they will return. But those that ask for the right kind of commitment will increase the chances that they will buy.

Part One considered one technique taught in college that has clearly earned its place among marketing communications strategies. The foot-in-the-door (FITD) technique has helped savvy undergraduate Student Search providers generate large inquiry pools for colleges and universities across America. FITD is just one aspect of what psychologists call the Consistency Principle. It’s people's tendency to change their attitudes to make them consistent with their actions. The Consistency Principle was once viewed as a theory. It has been verified by some 1,000 controlled scientific studies and is now considered a fact.

Why do humans change their feelings to make them consistent with their actions? Some psychologists feel it’s due to society's negative view of wishy-washy people. Eminent psychologist Elliot Aronson, PhD describes it as a way to maintain a stable, positive self-image. But whatever the reason, study after study shows that, under the right conditions, most people will not only take actions based on how they feel, they’ll feel emotions that are consistent with their actions.

Recruiting with Consistency

Consistency has a long and storied role in admissions marketing. It’s among the most effective academic lead generation methods. A major undergraduate Student Search company employs it to get high inquiry rates for hundreds of colleges. If it’s done right, prospective students who respond to Search initiatives using this approach are significantly more likely to apply.

The Allied Group recently deployed an undergraduate Yield Website to help admissions departments improve their yield of accepted students. That website used the Consistency Principle to increase students’ desire to enroll. In a controlled marketing test at one New England university, a considerable number of students visited the interactive site. They enrolled at a rate of 32.53%, a full five percentage points higher than the control group’s 27.5%.

Nontraditional Recruiting Application

Higher education programs for adults can make good use of the Consistency Principle to help them generate qualified adult inquiries. After all, the original studies that led to its acceptance used adult participants. Graduate, continuing education and professional development Search programs can adapt the techniques that work so well in undergraduate Search to the particular interests of adult learners. 

One program in particular demonstrates the viability of the Consistency Principle in recruiting nontraditional students. A few years ago, all-adult Franklin University’s website offered web visitors a customized electronic brochure in exchange for their contact information. Students who requested it had to take action to fill out the questionnaire and choose their preferred field of study.  Did it increase interest? Marketing officials at Franklin reported that this program improved their adult inquiries by 35% and helped them convert an astounding 48% of participating web visitors into applicants. A similar Stealth Program provided by The Allied Group has converted traditional undergraduate “stealth students” into qualified inquiries at a number of institutions in the Northeast, with conversion rates as high as 63.9%.

Could this proven scientific principle increase your inquiries and applications?

In what has become one of those quintessential Rhode Island jokes, when a large winter storm hit last week, the supermarkets and convenience stores were overrun with people getting their bread and milk so they could survive the storm. 

At some point in time I guess, somebody decided that bread and milk were the staples, the things that you could not make it through a tough stretch without.

Almost all of us have had a different kind of tough stretch the last few years. One of the most challenging business climates that most of us have ever seen.

So I got to thinking about what the staples were of a solid revenue engine for successful and sustained business development in our organizations. I came up with 3 must-haves. 

Marketing.  If prospective customers don’t know who you are or existing customers don’t know all the things you could do for them – you have a serious opportunity gap. Fire up your marketing communication strategies and get the word out – continuously so you can avoid the storm of an empty pipeline. 

Sales Process.  I relearned the lesson constructing toys this Christmas. I neglected to read the instructions well enough (at all?) on the air hockey table and paid the price when I had to “undo” all the work to go back to the beginning and put the screw in I forgot. Often in the sales process doing the right things is great – but – you also must do things in the right order to get the right results. Remember, the sales process is the only long-term competitive advantage. 

Customer Service.  The stores that did the best in the storm had the bread and milk on the shelves. How well do you plan ahead to anticipate customer needs and requirements? Often, good customer service is not doing well in a crisis by being reactive but rather, planning ahead and helping your customers avoid anything that leaves them lacking confidence in you. 

What kind of shape are your staples of business development and lead generation methods in for 2011 to help you and your customers avoid any unforeseen storms?

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