We’ve likely had many in-depth conversations about the best ways to generate leads for your organization. In this article, we’re going to drill down and reveal the secret sauce we use to refine audiences.
Identify Your Ideal Buyer
To successfully sell, you need to make connections with people who actually want to buy from you. But given the enormity of your potential range of targets, how do you identify who exactly those people are?
We begin by narrowing your scope. This can be done by analyzing your business and having conversations with your current and past clients:
- Who are your current clients?
- Why did they buy from you?
- What industries have you seen the most success in?
- What suggestions do they have for your improvement?
When completed thoroughly, this researched information can tell you who those prospects are, where they are, how to best reach them, what messaging will resonate with them, and how to appropriately segment that messaging. All of this builds transparency and trust with your ideal audience.
In other words, you don’t need to reinvent the wheel. All of the information you need about your ideal audience is at your fingertips—you just need to sort through the data to decipher what it’s telling you.
Determine the Best Way to Reach Out
Not all clients communicate in the same way—so you need to reach them where they are. That’s why we recommend an email campaign for one vertical and social media marketing for another. When you communicate with your prospects, you need to prioritize their concerns. Buyers today are too educated to be fooled by a simple, vapid sales email asking for an appointment. Instead, demonstrate that you understand their challenges and show that your company can provide the best solution.
Quality > Quantity
One of the most common questions after completing these foundational steps concerns lead size—people tend to expect a large number of leads to begin rolling in. But here’s the thing: more doesn’t always mean better. After identifying your ideal audience and running your first marketing campaign, it can be tempting to think your pipeline will suddenly be filled with more leads than you can handle. However, it’s more accurate to say that your pipeline will be filled with more, higher quality leads. Instead of spending valuable time qualifying every lead in your funnel, our initial steps will have laid the foundation for an account based marketing program, which first qualifies leads. With that in place, your sales team can focus on building relationships with interested prospects, leading to a higher conversion rate.
