Ah, lead generation. Is there any better marketing? If you’ve ever heard of Lead Concepts, you know that lead generation isn’t just something we specialize in; it’s something we love. However, that doesn’t mean there aren’t changes to the lead generation game that sometimes throw us for a loop. These changes can range from updated mailing regulations to varying prices.
Luckily, after being in the lead generation business for 30 years, we’ve mastered the art of managing changes in lead generation. And now, it’s fitting to share some of these tips with you. This article will outline just how you can manage some of the changes that come along in lead generation. Some practices include:
A few things can help ensure you stay ahead of any lead generation changes, no matter what they are.
Targeted research is when you research topics surrounding your subject. Your targeted research aims to have a narrowed list of prospects that would fit your target audience, as well as a clear marketing strategy on how to reach and intrigue this audience. Although this should have been done at the beginning of your business’s lifespan, it may be worth revisiting this whenever there are significant changes within the lead generation industry; the first (and best) way in which you can go about this is to create a target persona or someone who is representative of your target audience and a good fit for your business.
You will want to carve out what this person’s name is, what they look like, interests, behavior traits, values/beliefs, and more. The second step is to analyze your competition.
How are they handling these changes? You don’t want to rely on your competitors to tell you if and how you should adapt to lead generation changes, but you do want to know whether this change has led them to shake up their pricing, services offered, or promises. Knowing how they change will help you understand whether you need to reinforce your message or make yourself a formidable opponent. This could mean offering exceptional services to your target audience, changing your guarantees, or more.
Once you have analyzed data and thoroughly conducted your research, you will want to compile it. Think back to your target persona and see how the information you learned could affect them (thus affecting your target audience). This may help paint you a clearer picture of what you should do with the information you’ve discovered.
You can manage changes by staying on top of trends and predicting when those trends will mold into something else. Even if you’re wrong, it will teach you how to adapt on the fly, a valuable lesson everyone can learn in the lead generation game. An example of changing trends is how often companies advertise. What advertising schedule do they maintain between flight, continuity, or pulse? Continuity advertising happens when media is spread evenly across the months.
Flight advertising happens when there is heavy advertising in certain months. Pulse advertising maintains a low level of advertising across all months but more in selected months.
Despite the ever-changing trends and regulations in lead generation, some practices will remain constant. One of these practices is sticking close to what works, like direct mail. Many people believe online marketing is the only way to reach your audience effectively, but that’s not true. Direct mail is still a popular form of advertising and shouldn’t be overlooked. Not only does it have a longer lifespan than any advertisement you see/send online, but it also allows for creativity and customization. Another way to be constant is to create relatable content.
No matter the circumstance, many consumers want to feel they can relate to something or someone. They will feel much more inclined to purchase something whenever they see something they understand or believe will benefit them. That’s why you want to focus on how your product or service relates to your target audience. Doing so will increase your business.
This seems obvious, but sometimes, pointing out apparent suggestions is necessary. Whenever something changes within lead generation, you must sit with your team and brainstorm ways to stay ahead of the transformations. This could include shifting advertisement efforts, learning new content strategies (like whether you should implement blogs, new social media tactics, or search engine optimization (SEO) practices), and honing back on some of your basic practices.
Remember that a significant reason marketing exists is to solve a consumer’s problem – or, in your case, provide your clients protection in the face of a problem. While brainstorming, remember that every idea you come up with might need to be accompanied by a problem-solving approach. This will help you approach new lead generation efforts because you can approach leads with a solution-oriented frame of mind. This will be refreshing to all leads because you will focus less on the problems and more on how they can be solved, which is a positive outlook.
It’s no secret that every business should learn to grow and mold alongside any industry changes. Those unwilling to make those transformations will slowly fade out amongst other competition. A widely used example is the surge of the internet. Many companies, like Blockbuster, did not make the necessary changes to mold what was transforming their industry, leading to them shutting their doors. This is mainly because other companies, like Netflix, identified a new trend and worked with it, edging out competitors.
As scary as change is, it’s necessary for any business that wants to establish its service, mainly because times are rapidly changing within the lead generation industry. Another reason why it’s important is because it helps you better meet your client’s needs, which is something that you should always strive to achieve.
However, this does not mean you must abandon everything you once worked on in favor of new practices. Many consumers are also hesitant to change with the trends, so it helps to incorporate some of the elements that they are used to seeing so that you can match their comfort level. Many people also appreciate “retro” practices, so you can capitalize on some of your older operation if applicables. Just ensure it does not confuse your consumers more confused than before.
With lead generation’s ever-changing trends and regulations, it can be hard to feel you’re up to date with its practices. And there’s nothing you want more than stability during times of change. Luckily for you, that’s where Lead Concepts comes in. As mentioned, Lead Concepts works closely with lead generation through direct mailers. We are constantly monitoring and managing changes within the industry so that we can better help you with your marketing efforts.
Additionally, working with Lead Concepts comes with many benefits. Our lead experts are responsive, competitively priced, and exclusive to you, so you never have to worry about sharing your leads with someone else. Don’t hesitate to contact us today through our website or at 214-949-1869.
You can rely on change in life alongside taxes and death. So, when it comes to lead generation, change is something that you should learn to expect. Luckily, there are things you can do to manage these changes. These include:
It’s important to remember that every change in lead generation is another door to the company’s future. It’s best to embrace the changes rather than avoid them so your company does not fall behind in marketing efforts.
Visit our blog page or website today for more tips on brand development or how to capitalize on lead generation.
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