We’ve all heard the saying, “being at the right place at the right time”. Which rings true for high-quality lead generation. Effective lead generation increases your odds of being at the right place at precisely the right time. Although there are many components to a compelling lead generation program…there are 3 key elements that, when setup skillfully, will have a huge impact on your results. Those three components are:
Assessment, Messaging and Delivery often lack the resources and attention they require to powerfully impact your lead generation programs. Each component deserves time and validation before moving forward. Let’s explore each.
Do you have a clear and accurate assessment of your market? Have you identified their needs, requirements, wants and pains? A common mistake when assessing is that we base assessments on what we think rather than what the market thinks. The easiest way to have an accurate assessment is for it to be validated by your market.
It’s typical to assess the market’s needs or requirements based on the features and benefits our product or service offers. Basically, we’re trying to fit the market into what we have to offer vs. fitting our product or service into what the market needs.
Once we have an accurate and validated assessment of our market, we can then assess our product or service. Now, it’s time to identify how our product/service meets the needs of the market. We’ll rely on market insights again because what we think is valuable and what the market thinks is valuable could be very different.
Let’s determine the problems we solve with our product or service. We have a better understanding of what the market needs and what they find valuable. Now we must ask ourselves if the solution our product/service provides is the value that the market desires. Be cautious when positioning. Are we offering features and benefits that the market truly craves? Or are we positioning our services based on what we believe is worthwhile?
We must remember, we are not the buyer. The market is the buyer. Our product or service’s duty is to satisfy their needs, wants, pains and requirements. If you take the time to understand and assess the market? You’ll have the capacity to serve up more relevant products and superior services.
An accurate and validated assessment of the market combined with an accurate and validated assessment of how your product or service aligns with it, enables you to craft an engaging message. Since we know how our product/service satisfies the needs of the market we can structure and create our message accordingly.
We should design our message to inform quickly, easily and effectively. The market needs to know how we:
The message should resonate with the prospect and the market. Remember, they are the buyer. We need to use terminology and communication they can relate to. Generally, we form our message based on our own preferences instead of the markets. We need to dive deeper. The message has to productively communicate why the buyer should choose your product/service above the rest. Determine what content connects with your market and how it will be included in each of your messages. Will you include videos, graphics, links or CTAs? The channels we choose to deliver our message will drive the content we use and should align with markets wants.
Once your message is crafted you must determine how to effectively deliver it.
Your assessment is validated. Your message is captivating. So what’s the best way to get the message in front of your target audience? In today’s landscape its beneficial to have a multichannel approach. Each delivery platform has its benefits and hitting the market from multiple avenues is imperative to success. Some prospects respond to email while others prefer talking on the phone, searching Google, and browsing LinkedIn.
Remember what we said earlier “being at the right place at the right time”? Using a multichannel delivery approach, we can ensure our message is in front of the right people, on the right device, at exactly the right time. Incorporating useful tools like marketing automation will increase the likelihood of being where your target prospects are. Make use of all the channels that you can! CRM is one of the best ways to leverage multiple channels for delivery. CRM is customizable, cost-effective and tracks performance. It’s an everyday must for any successful lead generation program.
Take the necessary time to tailor your assessments, messages, and delivery techniques to reflect that which the market desires and needs. Doing so will have a positive impact on your lead generation results and success.
Time for review! Take a look at this podcast where we covered and summarized the same key components.