Getting new customer leads is a commonproblem that many new and existing businesses face. They may have a greatproduct or service, but not the right marketing plan and process in place.There are many different ways to generate leads. The most notable ways includeword of mouth referrals, advertising, forming alliances, networking, publicrelations, social media to some extent and then good old direct sales (i.e.cold calling). The method that’s most appropriate for your business will dependon the size of your company, your industry, budget and specific goals.
Online PPC Advertising Campaigns
The quickest method by far will be advertising through Google in a pay perclick (PPC) campaign. With the Google Adwords platform, advertisers are able tomarket to customers through sponsored text listings that are triggered bytargeted keywords. For instance, a mobile application development company maytarget a phrase such as, “find a mobile application development company in LosAngeles.” When searches for that keyword phrase are entered, the webdevelopment company’s ad may appear below the search box or to the right of theorganic listings (non-paid). The searcher may then click on the developer’s adwhich will result in a new visitor to the website, but the developer will alsobe charged for each click. The longtail keyword phrases and the less searchedwords are typically the cheapest as there are less advertisers competing forthat term. The downside to PPC campaigns is that it’s very difficult to beprofitable in the beginning. Most advertisers need to learn and optimize theircampaigns based on customer behaviors, which will in turn improve their returnon investment. Therefore, this method while easy to implement, can be costly inthe beginning.
Don’t underestimate networking and thought leadership
Most businesses can enhance their online and offline reputations throughnetworking and thought leadership work. What does that mean? In essence, it’sspeaking at a conference, conducting a webinar, or even publishing writtenwork. Whether you know it or not, you’re likely an expert in your professioneven if you’re not a doctor, lawyer or accountant and you can certainlydifferentiate yourself from the crowd by joining and leading the conversation.The return on investment for thought leadership may not be measurable at first,but over time it will be, if done effectively.
Don't forget about free public relations
Many companies are familiar with compensating a PR firm thousands of dollars amonth and not necessarily being able to measure the return, which isfrustrating and expensive. Have you subscribed to one of the email distributionlists that connect writers and publishers to experts and companies for sourcesto use in their articles? Help a Reporter Out (HARO), launched by the PR guruPeter Shankman. A successful pitch will take some trial and error, but it’scertainly cheaper than hiring a PR firm. This is also free, but takes time.
What's the best method for our business
You should work on a mixture of the above, but start with online advertising asthat's easiest method to generate leads quickly. You'll need to be mindful ofyour daily spend, but leads should come through that channel.
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