Lead generation is one of the most confusing parts of running a business. Attracting customers is something that takes a lot of work. To generate high quality leads you must first identify your target audience, and then work to find ways to reach those people and convey your message clearly. All too often, business owners use a scatterspray approach to lead generation, reaching the wrong people with their marketing message. Low quality leads are a waste of time and money.
PPC marketing is a good starting point for lead generation. If you do good keyword research then PPC marketing is ideal because you pay only when someone clicks on your advertisement, so you are not wasting money on having your ad displayed to people who are not interested in it.
Another good option for lead generation is social media marketing. Facebook is a powerful platform, and while it has a bad reputation at the moment for the poor reach of posts to Facebook Groups, it is a tool that can be effective if you use it properly. The secret with Facebook is to time your posts at the best time of day to generate lots of engagement – shares, likes and comments will help to improve your reach.
Twitter is another valuable marketing tool for producing leads. The main issue that people have with Twitter is that the “half life” of Tweets is quite short. This means that people struggle to reach a wide audience. You should re-publish your Tweets periodically throughout the day so that you reach as many people as possible.
Do not neglect offline marketing. If you have a good postal mailing list take advantage of direct mail. This will help you to reach people who do not spend a lot of time on social media.