How to ensure business success? With an effective customer acquisition strategy. But it’s easier said than done. Lead Generation Techniques: Discover effective strategies for acquiring customers in direct-selling businesses
Getting leads that turn into potential prospects and, ultimately, customers is an uphill task. Ask any sales professional, and he will say getting leads is the most challenging aspect of the sales process. But lead generation is an indispensable part of a direct selling business.
It defines the path ahead and helps companies and professionals channel their efforts in the direction that is most likely to bring positive results. Under this scenario, lead generation techniques become central to a robust customer acquisition strategy.
We have compiled a comprehensive guide to further your understanding of how lead-generation techniques affect direct selling. Read it and learn everything about lead generation.
Lead generation involves several different methods. Let’s go through them one by one;
Cold Calling is the most utilized lead-generation technique in direct selling. In Cold Calling, there was no previous interaction between the lead and the salesperson. A sales representative calls a potential customer and pitches the product they are selling.
This unsolicited form of interaction is called Cold calling. Cold calling can get tons of high-quality leads if the salesperson uses the right pitch, correctly engages with customers, and effectively explains the product.
Door-to-Door Canvassing is the oldest lead generation technique – as ancient as direct selling goes. Instead of calling potential prospects, the salesperson visits them in person and tries to convince them to buy the product or services.
The direct interaction between sales representatives and potential customers is the key strength of Door-to-Door Canvassing. It significantly improves the odds of customers proceeding with the purchase.
Print advertising leverages print media to reach a broad range of audiences and acquire leads. Direct sales companies utilize the ad space in newspapers, magazines, billboards, etc., to showcase their products to entice customers and convince them to buy.
Print advertising has one significant advantage – local print media have a loyal following. Therefore, they pay enough attention to any advertisement that appears in their favorite newspaper or magazine. It increases the likelihood of leads turning into potential customers.
Trade Shows and Events
Another form of lead generation technique that involves showcasing products to a broad audience is trade shows and events. The advantage of a trade show is that it attracts an audience already interested in the products. Besides, trade shows and events facilitate direct interaction that helps build relationships with potential customers, create personal connections and increase brand exposure and visibility.
The advent of the online era and the increasing penetration of the internet in daily life has opened new avenues for lead generation. In this segment, we will learn about digital lead-generation techniques;
Direct selling companies can leverage their websites to attract leads and turn them into potential customers. For this, companies utilize website optimization to turn visitors into potential leads.
To generate leads through website optimization, companies utilize well-designed landing pages and implement sales funnels that guide customers through the sales journey. Besides, live chat features, attractive discount offers, subscription forms, and CTA buttons are all part of the website and help generate leads.
Content marketing is another popular lead-generation technique. It involves creating content around something that your potential customers search for. Then you need to optimize the content to appear higher in search ranking. When someone enters a particular term related to the product you are selling, they end up at your content, and you have the chance to turn them into leads.
Email marketing is a highly impactful digital lead-generation technique. In fact, email marketing provides the best ROI among all the marketing. Email marketing typically involves collecting customer information through an opt-in form. Email marketing campaigns are run using the data, targeting users with personalized offers. It will eventually lead to more customer conversions and sales.
Social Media Marketing
In recent years, Social Media Marketing has emerged as a powerful platform for lead generation. Social media platforms like Instagram or Facebook offer multiple tools to interact live with the audience. It enables direct sales companies to engage with audiences and initiate conversations relevant to your product. Besides, social media also allows running paid ads for lead generation.
Pay-Per-Click (PPC) Advertising
Per-per-click advertising is very targeted and effective for lead generation methods. As the name implies, these paid ad campaigns charge on a per-click basis. Companies run PPC campaigns which often contain forms to collect emails, phone numbers, etc.
PPC advertising offers better control over lead generation. Companies can use PPC campaigns to bid for keywords users are already searching for. This provides instant visibility for direct sales companies and helps them receive tons of leads in a short interval.
Lead generation is a continuous process and involves several challenges and pitfalls. Let’s take a look at them;
- Engaging customers is a big challenge in lead generation.
- Finding the right contacts for cold calling.
- Acquiring emails for running email marketing campaigns.
- The upfront cost involved in PPC lead generation campaigns.
- Following up on the prospects and pushing them further in the sales funnel.
So, there you have it – the different types of lead generation techniques and how they impact direct selling business. If you are in direct selling, you will need a constant supply of new customers to continue their sales operation. Lead generation is a powerful means to acquire new prospects that can be converted into customers. The most important thing is to try different lead generation techniques and see which works best for you.