How to Find Leads?Oleh Mykhaylovych
In a previous post, we spoke about who is a lead and how important lead generation is for your business. The next logical question is how and where to find them. There are numerous types of channels that we can use for generating leads, among them are online and offline techniques. However, it does not mean that they are equally good for everyone.
The most popular and effective offline channels are events and tradeshows. These are various specialized events where you can establish close contact with your potential customer, talk to him privately and show your product without all that noise from advertising. This gives you immediate brand and face recognition and, as a result, distinguishes you from your competitors. After that, you can ask for his business card and then you will have his contact information to further follow-up by email. But this is probably one of the most expensive ways to find and generate leads, as you need to place and organize your stand, develop super cool POS materials, plus usually attending such events is costly in itself.
As a startup or even a growing company, you are interested in a less expensive but also a qualified way to generate leads. That is why we need to discuss online channels, which are usually much cheaper than events or TV advertising.
The easiest way to find your leads is
via social media.
As Gary Vaynerchuk admitted, Twitter is a real gold mine for lead generation. You just need to start listening and create a context with simple people who express their feelings and talk about problems. This is how social interactions can lead to a sale.
So, how to do that?
First of all, write down several keywords for your business. After that, use a Twitter search to see who is talking about your issue. Make different variations of keywords to get more information. Look through the profile of individual from search and verify if they are your potential leads.
Besides, you can create your own hashtag with a keyword so that customers who are interested in your service or product could quickly find you.
Mike Volpe, CMO of HubSpot says that their customer research showed that traffic from LinkedIn generated the highest conversion rate among other social channels like Twitter and Facebook. LinkedIn connects professionals; that is why there is more possibility to connect with a target audience.
LinkedIn is the most business-friendly channel and users are more considerate about adding a stranger to their contacts. However, their techniques for lead generation are a bit different from Twitter.
Use the same keywords as for Twitter (as I assume that they fit the most to your business). In the search bar, select “Groups” and generate a search. Now you can see all groups and select the most interesting for you or work with all of them. You can look into groups of your connections or members-only and sort groups by language. Using groups will make connections and lead generation easier for you.
Don’t forget use Facebook for finding your leads
If you count all Facebook users, you will see that it has more users than every country in the world, excluding India and China. Facebook is more consumer-oriented but still is one of the most popular social media platforms with a diverse audience. According to different research, approximately 50% of marketers generated their leads from Facebook last year. You should consider Facebook not only as a content distribution channel but also as the one for engagement. This network helps you connect with your leads, just like with usual people.
So, how can we search for our leads on Facebook?
You can still use your keywords but update them for a Facebook Graph Search. This search gives you results based on long-tail search queries. The main secret of long-tails in Facebook is that it searches through user profiles. So, after seeing a result page you have numerous ways to contact, engage, and follow up: message people, “like” a page, leave comments, etc.
Pinterest with it’s growing popularity
Pinterest is the third most popular network after Facebook and Twitter. Some would say that it is more consumer-oriented, even compared to Facebook. Considering new marketing trends, we should start thinking in a more H2H way (human-to-human). Pinterest has one thing in common with Twitter and Facebook – searching by hashtags. This is what we are going to use for lead search.
So, use keywords you have prepared for Twitter like hashtags. Look at what other close words pop up in a search. Combine your words and make note of the one that popped up to receive pins: that one can lead you to your prospects.
SEM, SEO, PPC
Gabriel Shaoolian, the CEO of Blue Fountain Media, claims that one of the most effective ways for lead generation is to increase your SEM and PPC campaigns and use long-tail keywords that are highly targeted. The logical explanation of the importance of SEO, PPC, and SEM is that when a customer needs your product they first Google it. That is why it is so important to think about optimization of your website, landing page, or product page.
But in terms of SEO, first you need to create unique content.
The only restriction to this approach for generating leads is that you have to wait until your lead starts searching for you. So, we would like to give you a piece of advice: do not neglect this channel but use it in combination with other channels. If you do so, you will benefit and receive warm and hot leads from SEM and PPC while also finding new leads from other channels that will increase the likelihood of making a sale.
Content is King
According to Google, buyers look through an average of 10 pieces of content before making a decision. As Neil Patel claims: “No matter what type of business model it is, content is still king”. So, the creation of valuable content is an integral part of finding and generating leads. But if you are a beginner, this will be sort of a challenge for you at the start.
First of all, you need to understand that different types of content will generate different numbers of leads for you.
If you create a blog, think about your blog-posting strategy in advance. Research problems beforehand so you can avoid them in your realm: think about the valuable information you can provide to readers. Make sure that your blog is optimized for lead capture and you have a sign-up function for newsletters.
One of the powerful tools in content marketing is video and webinars. Video content has become more and more popular among users. Customers like it so much because it is faster, easier, and a more convenient way to receive the information needed. It takes 5-10 minutes to understand the point and solution of your problem. There is no need to return to previous pages with pictures or graphs. All you need is right on your screen; all the stages of problem solving are shown and explained.
Use the power of blogs, platforms, and relevant websites
Find your leads through blogs, platforms, and other thematically-relevant websites.
Creating your own content is a time-consuming and expensive process. The opposite way for creating content is to use other content. Surf through the Internet and find relevant blogs or other websites. Make a cup of coffee, sit back and surf, and just listen to the crowd. See who comments, what issues they bring on board and engage with them. Article writers and all of his readers and active commenters can be your perfect leads. They are all interested in your product and problems they can solve with it, so all you need is just tease them and warm them up a bit more.
Create a list of all bloggers and engaged readers of articles. You will definitely be interested in columns such as Name, Contact, and maybe social profiles or other information that will help make your email more personal. The hardest part will be getting contact information. But you can browse and find numerous tools that will help you to find emails or verify emails. You can use an extension for Chrome from Datanyze or the Ninja Outreach Lite plugin.
After you created a list of your potential leads and are ready to start communicating with them, do not forget to create and optimize your landing page.
Lead search services
The last, but definitely not the least, way to generate leads is to use different services that will help you with finding leads. Lead search and generation take a lot of time and effort, and sometimes it can distract you from doing other important things like conducting marketing research, product improvement, design renovation, etc. So, the way out is to use a convenient service that will find the best leads for your business and provide you with all contacts, social profiles, and other useful information. All you need is to submit the request. They will contact you for further details to find out more about what type of leads you are interested in. But do not be lazy. If you take advantage of using our 1000Leads service, use the time for other marketing activities that will bring your business to a new level.