This is the most interesting part and the one that drives every company.
Doing Sales is like doing a marriage, you really need to understand and know your partner (your customers).
We focus solely on In-Bound Organic lead generation strategies. Organic because we don’t believe in paid marketing. Here is a small comparison to help you understand the user behavior based on your approach.
- OUTBOUND lead generation strategy:
Outbound means when you try to reach out to your clients to sell your product or service.
The most common ways used in this strategy are:
- Cold Calling,
- Email Marketing,
- Social Media Spamming,
- SMS Marketing,
- Personal Message Spamming,
- Group Spamming,
One time or the other you would have definitely come across one such mode, most common is the bank people trying to sell you credit card or the telecommunication company calling to tell you of the new offer.
Now be honest and ask yourself about the image you hold for companies who do these companies?
Do you treat them with respect when they call you repeatedly?
And after how many calls do you take them seriously?
- Very low conversion rate,
- Spoils your brand image,
- Customer thinks you are in need,
- Client try to cramp you on budget,
- This game is of quantum not quality,
The term Inbound means when your customers try to reach out to you for the services you are offering.
Such Marketing is of 2 sorts: Paid and Organic. Our expertise is in Organic.
Commonly used strategies are:
- Client References,
- Reviews and rating,
- Content Marketing,
- Social Media like Facebook, LinkedIn, etc.
- Video Marketing,
- Events, etc.
These are much more respected and admired ways of generating leads. The client treats you with respect, you get on the driver seat, you have the control and the ball is in your court.
- Very High conversion rate,
- Builds great image,
- Customer is aware that you deliver good quality,
- Token size per project increases,
- Spend minimum time to reach out to millions of people,
Now that you have a clear understanding of what we do let’s take the next jump to understand it in detail. The sources you will hear in the next phase are not something “just discovered” but it is the way we do it that makes us unique and result driven.
The first 5 steps are majorly for our understanding and research but the fun starts at #6 . And this is how we do it:
Step 1: Understanding the company’s goal:
It helps in understanding how big the company aims and what is the creed on which it is built.
Like Tesla is built on saving the environment, Apple is built on delivering quality, Android is built on innovation.
Therefore the strategies need to be amended to emphasize the beliefs and connect with clients in similar fashion.
- Your client today is your step to future:
Every client you make is your investment in the company’s future. Going ahead, these clients will our biggest lead generators.
- 1 Year strategy:
Even before starting the first month, we form 12 months idealistic goal to judge how far we are from the ideal curve.
Step 2: Problem the company is trying to solve:
You can sell a product only if you can convince yourself to buy it.
The core of building a new product is to solve a problem. A problem could be perception based, hence it is very important to understand that point of view.
This helps in understanding your audience’s mindset and targeting them better. A deeper analysis can also reveal new verticals for a company to generate revenue without putting any extra effort.
Pretty simple, to solve a problem you would involve lot of extra effort, analysis, surveys, market research and connections.
Do you honestly think, there is a kind of hard work that doesn’t pay?
It is just about the awareness of the sources and smartness to earn without time investment.
Step 3: Identify the potential customers:
Once we know the problem, we start to think of every person who is directly or indirectly related to the problem, making them a potential lead.
It often happens that companies miss out on the prospective client or don’t use any specific resource to drive new leads. This overlay is a huge default, one must have multiple lead sources so that the risk is minimized.
Even your service providers could become your client (yes we have already proved it in past, check out our case study)
We need thorough analysis to discover directly as well as indirect customers to construct future maneuvers.
Step 4: Potential sources to reach:
The above analysis enables you to understand the nature of your audiences. Next step is to showcase your services to the audience.
Any potential website/ app where your target audience visits are your place for pitching. Just my making one move or one action you have the possibility to reach millions of people. JUST BY 1 MOVE.
For an IT company, any adult (18-55) is a potential client. So where would an adult visit most, Facebook, Instagram, Twitter, Entrepreneur.com, TechCrunch, Reddit, Linkedin, etc. hence all these are you platforms to meet new clients.
And in doing this you don’t even spend a penny, just some quality time of introspection.
We analyze the complete lifecycle of the audience, this gives us a better vision of the best time, phase, and place to reach the audiences, hence improving the chances of conversion.This research is generally very time taking and lengthy as it needs a lot of drilling down.
Step 5: Targeting a country:
We prefer to stay focused on one country at the start and then grow to the expectation.
Number of active target audiences,
- Ease of reach:
A smaller area with more traction is a better choice than a larger area with same or even more traction. The percentage matters.
- Language barriers:
People generally prefer to communicate in their native language. As they feel more connected, chances are better conversion.
- Concept Awareness:
Your audience needs to understand your product in detail before you start the conversation else you would end up spending lot of time, money and resources on educating the audience rather than driving business.
- Digital Awareness:
If we don’t want to keep location as a constraint in our business and have clients globally it is very important to understand the digital footprints of the population.
Step 6: Understanding the habit:
This is the part of your interest.
The platforms to reach your target are probably the same as you know but it is the approach that matters. Some people are able to generate a million dollar only via LinkedIn and some can’t even make a penny.
So what is that differentiating factor for both these models?
It is the way you are trying to connect with your audiences.
Step 7: Action Plans:
The plan always vary company to company and person to person.
To understand this we will take an example of a “Software development company”.
We can break the action plan in 2 ways:
- Making your service providers your client:
The best way and the most profitable way to get new clients. We help you strategies when and how to take the references making sure you have minimum 3 convertible leads per customer.
It is a game of human behavior and psychology, at least that is what we like to believe. Right timing and right leverage are very crucial.
If you can nail this art probably you will never need anything else, EVER.
We devel only in the image building part. It works online as well as offline, just a way to boost your social media and build a wider network.
We love this part more than anything else, it is like art. It is super fun to create a community where your service provider is able to bring the clients for you and we do it with multiple tested strategies.
- Rating and Review:
- Ease of understanding:
- Delivering value:
- By selling your services:
Showing the world what great things/services you have delivered and what has been your approach towards achieving it.
- By selling you as a person:
Lot of people want to work with a company because they are motivated by the people in it.
We emphasize on bringing out the personality and thought you have for the world to see.
- Social Media:
- Popular sites:
Have you ever bought a product about which you have never heard of, which has no presence on any form of marketing platforms.
Definitely NOT!! Think of what Messi is doing promoting a Nike Shoe, he is giving his “review” on how awesome it is to play with this shoe.
We will make sure that you collect as many reviews as possible over different platforms which matter.
If you are a technology company then writing a post on “How to handle your Finances” is probably not a good idea since your target audience is more keen developing a product.
Even if the target audience is interested in Finance it does not help you in any way.
You need to write the content that reflects your services and displays your depth understanding of it.
While writing a relevant content you need to make sure your audience can easily understand.
As a software company, if your target is startups then your audience may not be too technical hence using lot of tech jargons and tech language may turn down your audience.
It becomes your duty to write an article in such a language (or with such example) which they can easily understand. I generally choose to write with real-world metaphorical examples.
We try to deliver value in 2 ways:
You need to be present at every place where your audience is. And, NO it is not always Facebook, LinkedIn, Upwork, etc. The media platforms vary highly based on country, age group, occupation, and genre of work.
Also, the way you use 1 media account may not necessarily give the same result on another. So, if chosen wisely social media is probably the easiest and fastest way to acquire clients.
Many companies fail to use strategy whereas it works like a charm when it comes to lead generation.
Websites like Quora, Reddit, Entrepreneur, Huffington Post, etc. can give a serious boost to your image and reach to potential leads.
No matter what you do and how much effort you put your top priority should be DELIVERY, if you have that managed then you will not just survive but rather thrive in your entrepreneurship journey.
And that’s a promise.