Generating leads is not easy. It requires hard work and (proverbial) perspiration.
It’s not just the level of effort that equates to results, however. Like any other business activity, having a process or a plan in place will produce better results, more efficiently and more effectively.
It’s the same with lead generation. For this reason, we’ve created a blueprint for generating B2B leads online.
A blueprint is used as a reference or guide. Like any good blueprint, digetry’s Lead Gen Blueprint is a plan that documents how something needs be built (you can get a complete description of the Blueprint here).
As you can see from the Blueprint itself, there are many component parts, each of which has its own set of details.
In this post, we are going to look at the first element in the Blueprint, Customer Identification - knowing who your customers are and what they are looking for - to understand how it fits into the larger online lead conversion process.
The first step in generating qualified leads is identifying your customers and their needs. But, only by intimately understanding your customers can you accurately address their needs through your marketing – not just who they are, but what they are looking for, what questions they have, and what keeps them up at night.
Without this level of insight your aim will be off, if only slightly, and that’s enough for your marketing messaging to miss its target.
Identifying your customers may seem like a rather obvious and unnecessary step – after all, what business doesn’t know who buys from them – but if you take a moment to think about why your customers buy your services you’ll most likely come up with two or three different reasons, which equates to two or three different types of people who make up your customer base.
For example, if you sell sales coaching your customers are going to be sales reps. But there may be three types of sales people who buy from you, all of whom want coaching for different reasons: 1) those who are new to sales, 2) those who are experienced sales reps but who can’t seem to get to the next level of success, and 3) those who are top performing sales people but who want a coach because they know they can always get better.
For the purposes of lead generation then, you want to identify which of your customers types is your best customer: which customer types most often results in successful engagements, both financially and personally, both for you and your client.
Once you have identified this customer type, make them the focus of your marketing efforts. After all, if you are going to go through the hard work of attracting qualified leads, you might as well be attracting the best possible ones.
To understand how identifying your customers and their needs fits into the larger lead generatio process, get the full Lead Gen Blueprint by clicking below: