In part 1 of this 3 part series, I discussed Setting Lead Generation Metrics for your lead generation strategy. In part 2, I talked about Establishing Lead Generation Goals and using the S.M.A.R.T method to write goals.
In part 3, the final part to this series, I discuss 4 categories of prioritization for your lead generation objectives along with several types of tactical communication vehicles to help communicate your message that drives leads.
Looking back to part 1, you assembled your lead generation team and answered several important questions for setting key metrics. You and your team also identified areas of focus from these questions. Now it is time to categorize, prioritize, and generate your leads. We’ll begin by prioritizing your leads into the categories listed below.
Lead Generation Category Breakdown
Is your lead generation priority to:
- Generate awareness
- Acquire prospects
- Nurture prospects
- Qualify sales readiness
Generating awareness allows prospects to learn more about your business and expertise. Generating awareness activities may include:
- Creating content for your website
- News stories about your business
- Press Releases
- Community events
- Social Media networks
- Search Engine Marketing, like PPC
- Paid email broadcasts
Acquiring prospects is the process of prospects identifying themselves by giving you permission to contact them. This can occur through:
- Landing pages on your website
- Business card collections at trade shows and events
- Calls directly from prospects
- Direct mail responses
Note that acquiring prospects typically occurs through the generating awareness phase. When awareness is created about your business or product, interested prospects will inquire for more information through several types of communication channels.
Nurturing requires prospects to actively engage with your content. Content can include videos on your website or third party websites. Content may also include blog postings, infographics, or webinars.
Qualifying sales readiness is where the prospect meets a Marketing Qualified Lead (MQL) definition and signals sales readiness. (See Sidebar for more on MQL)
A few ways to qualify a prospects sales readiness include, but are not limited too:
- Providing quotes
- Giving DEMOS
- Product/solution webinars
- Providing trials
Once you identified priorities to these four categories, the next step is to develop your tactical marketing strategy. Tactical marketing is the “how is it going to get done” part of your strategy. How will you communicate your marketing message to prospects to generate awareness, acquire, nurture, and qualify them?
Below is a list of various types of marketing communication vehicles to carry out the tactical strategy. Note, this is a partial list.
- Direct Mail
- Email Broadcasts
- Social Media
- Event Marketing
- Search Engine Marketing (Pay-per-click ads)
- Company Blog
Generating leads takes some planning. Gather your lead generation team, which could be your marketing and sales team or just a few key stakeholders of your small business. Identify your objectives based on a set of key metric questions, prioritize, and execute your strategy.
Measure the success and quality of you leads throughout the process. If you find that you are not meeting your objectives, analyze the reasons why and make adjustments to your plan to correct for the deficiencies.