Post about "lead generation"

Exactly How To Generate Good Leads

In the days prior to the Internet, lead generation largely consisted of printed direct mailing materials sent to subscribed or collected customers. Following up mostly meant cold-calling possible leads and sometimes writing follow-up letters. While these offline tactics are still used, you now also need to go where your customers are: social media and similar online platforms.

Lead generation still has the same overall marketing goals of capturing customer interest in your products or services and enticing them to make purchases. Due to the rise of social media, you now have a comprehensive set of digital tools to develop a solid base of repeat customers. Today’s buyers no longer rely solely on professional marketers to tell them why they should buy from one seller over another. Customers became more sophisticated at finding their own evaluative criteria through online searches, product reviews and recommendations from other buyers.

The abundance of information available to your customers has created a new challenge for you as a marketer and business owner: you need to cut through the rest of the noise and grab their attention with what appeals to their core values and priorities. Trade show exhibits are still some of the best means of accomplishing this objective, and incorporating social media into your trade show display will increase your number of interested leads as well as the percentage that converts into repeat customers.

Potential leads are the most likely to become interested in your products or services when you actively make them a part of your trade show exhibit through social media posting during the show. Positive posts can be some of the best possible advertising for your company as your visitors’ friends and followers will become curious to find out more. Some ideas for using social media for trade show lead generation include:

  • Adding QR codes to your printed marketing materials. Your customers can scan them for added video content or similar that gives them even more details about your products and services.
  • Offering incentives to your booth visitors for liking your company Facebook page, following you on Twitter or on any of your other social sites. Examples could be entries to raffle prize drawings or digital coupon codes for a percentage off their next purchase.
  • Encouraging your booth visitors to post photos of your sample products or videos of your product demonstrations to Instagram or similar. Offer them incentives for tagging your company page as well.
  • Assigning your booth employees to periodically live-tweet or post from the trade show floor, telling your followers your booth’s exact location, your upcoming live demos and anything else going on in real time.

These tactics have been shown to have an impact on increasing your business’s online social clout, which is also an essential part of your online visibility. The higher your visibility during and after a trade show, the better your chances of catching the attention of leads who could convert into later sales.

Continuing interaction with your followers is another vital part of converting leads into repeat buyers. Soon after the trade show, look at all the posts and tweets your potential customers have made about their experience at your trade show exhibit. Thank those who have made positive comments and address any negative feedback in a diplomatic, professional manner. This approach indicates that you’re listening to their concerns and preferences.

Lead generation at your next trade show involves both online and offline approaches, along with a more personalized customer approach. Consistency, persistence and small adjustments to your approach over time will help to bring you the conversion rates that match or exceed your goals.

When And How To Contact Gathered Leads

Basically, a “lead” is defined as an individual who is likely to be interested in your products or services based on certain predefined demographic traits. The process of lead generation is to identify and capture the interest of these potential buyers through several different promotional methods. Lead generation methods often include online and offline advertising, unique incentives and trade show promotions.

So, after exhibiting at a trade show, presenting your business and products and gathering those potential leads, the next step is how to follow up with each lead effectively.

  • Leads follow up

    Contacting leads is a matter of the right timing and the right communication channels. You want to strive for a reasonable waiting period before following up with new potential customers. You also want to plan the means of contacting them, whether by phone, email newsletter or social media message.

  • Timing is everything

    The ideal time for contacting new sales leads depends on a few factors, but the general rule is that sooner is always better. Mass email newsletters are great tools for sales leads that have opted to receive further information about your products or services. Using email marketing software, you can prepare your newsletter ahead of time, add your new lead contacts and designate a later time for them to be sent to leads automatically.

  • Be persistent

    The main objective is to turn those gathered leads into buyers, and the key is persistence without crossing the line into spamming. So, even if some of your newly generated leads are not initially interested, keep them updated periodically with industry information they are likely to find useful. This tactic will keep your company name fresh in their minds, and it will increase the chances of their contacting you for a purchase in the future.

  • Getting feedback from customers

    Once your generated sales leads have become buyers, your next goal is to exceed their expectations. Establishing yourself as an expert in your field will lead to repeat customers coming to you for these answers. You can also use this part of customer relations to demonstrate how your products or services add value in terms of buyer needs and wants. It’s a great approach to bring in more positive feedback and word-of-mouth recommendations from your growing loyal customer base.

Once you have a list of promising sales leads, the next crucial steps involve building solid relationships and demonstrating how your business adds more value. Planning, persistence and timing are also essential components of contacting new sales leads and converting them to eventual purchasers.

Trade Show Tips to Generate More Leads

Lead generation is probably the primary reason as to why people exhibit their businesses, products and services at trade shows. Although there are some exceptions to the rule, most exhibitors look to create a rich supply of leads at trade shows to enhance their business, make contact with people and target a specific market.

Many business owners go to trade shows expecting that their presence will be enough to generate leads but this is definitely not the case. You need to be proactive and generate leads by using tips and tricks of the trade. The list here will give you an insight into how you can make contacts, attract potential clients and generate good leads from the time the trade show opens its doors:

Your Shows

  • Research trade shows and choose those that are the most relevant to you.
  • Book early and secure the best possible booth spot instead of waiting until the last minute.
  • Go to trade shows that are outside of your local area to expand your contacts.
  • Track trade show leads and choose the shows that offer you the best return on your investment.

two men shaking hands

Your Booth

  • Get a corner booth space.
  • Choose a booth that is close to traffic within the auditorium.
  • Select a booth that is right next to a larger competitor.
  • Get a larger booth space and plan out your display so it fits into the space well.
  • Avoid dead spaces that few people ever go to.
  • Advertise your booth location in advance so people know where you are.

Your Exhibit Design

  • Add more lighting to your booth.
  • Use strong colors and appealing graphics on promotional signage.
  • Match your booth colors to those of your logo and advertisements.
  • Use slogans to attract attention.
  • Use unique banners with memorable designs.
  • Use banners that will be seen from all angles at the trade show.
  • Use taller banners to attract people who may otherwise miss you.
  • Invest in new signage and banners when your old display is looking bad.
  • Use a theme that connects with your products and services.
  • Avoid clutter.
  • Make sure that your display is well laid out and accessible.
  • Be unique so as to stand out from the crowd and avoid blending into the background.
  • Use technology to showcase the best of your business.
  • Schedule a presentation to encourage people to return to your booth.
  • Showcase product benefits around the booth.

Your Promotions

  • Promote your products and services by taking advantage of social media to reach more attendees.
  • Offer real time Tweets or updates as to what is going on so that people can connect with you.
  • Offer social media discounts on the day.
  • Show testimonials at your booth.
  • Offer a free gift from your trade show booth via postcard promotions.
  • Send emails to your mailing list to let them know which show you will be at.
  • Demonstrate your products and services at the trade show.
  • Introduce new products and services at your booth.
  • Add displays that allow people to touch your products.
  • Encourage attendees to try items out for themselves.
  • Offer free samples to people.
  • Provide snacks and drinks at your booth to encourage people to talk to you.
  • Advertise in the show book.
  • Offer contests and competitions at your booth to encourage interactivity.
  • Provide the opportunity to take advantage of discounts and show specials.

Your Booth Staff

  • Make sure your booth is staffed well.
  • Take knowledgeable staff who do not blend into the background.
  • Encourage your people to smile and be happy.
  • Make sure that your staff know all about objection handling.
  • Tell staff not to resort to pressure selling.
  • Strategically place staff around the auditorium in promotional t-shirts to draw people in.
  • Strike up a relationship with the booths either side so you generate referrals for each other.
  • Make sure your staff are always being proactive rather than loitering.
  • Make sure all staff can use your products effectively.

The above proven methods to generate more leads will help your business’s success, so take them into account and do whatever you can to attract more visitors to your display exhibit.

Don’t Let Good Trade Show Leads Slip Away

setting your goalA lot of times people tend to forget the main reason they came to present at a trade show, and that is – to gather as many leads as possible. Moreover, these leads should be quality leads, meaning – people that will continue to follow your announcements or coming every few months for your special sale.

Many times, the main reason for not generating high quality leads is because the process itself is incomplete or that certain things are not working as they should. These 6 tips will help you in that quest for generating quality leads:

    1. Your sales team must be qualified and well-trained, with people able to take over this responsibility. Every staff member has to know their part and what role they play.
    2. Your staff needs to know what kind of information to collect. It is best that they have a full understanding of the entire process – this will make them better lead gatherers.
    3. Sit with your sales management department and design questions to ask attendees. Then, provide your staff with cards containing these powerful questions to facilitate a proper collection of information.
    4. Create a thorough training program and train you staff properly on how to collect information. Your Staffers will need to know how to identify a high quality lead, what kind of questions to ask and what kind of information to write down.
    5. After the show is over and the leads gathered, your staff will need to follow up the obtained leads by mailing, emailing and telemarketing. Remember – the primary goal here is to turn those leads into confirmed sales.
    6. Make sure that if an attendee requested any sample or material that it will be sent out immediately and that your contact information is included. There’s no way around it – in this business a swift reply always has more chances to succeed.

To conclude, generating trade show leads depends primarily on your booth staff. Remember that this is a team effort and everybody should be involved in this project.

Learn The Key To Success – Set Up Your Goals

We all know that trade shows are the perfect place to showcase your business, your brand or your products. But it’s not enough to just show up and set up a booth, you need to set some goals in order to succeed.

setting up goals

The thing with setting goals is that it gives you the opportunity to design a certain plan and then execute it. In the case of presenting at a trade show, your goal is to increase sales, generate good leads and interact with prospective clients.

At the trade show itself, you can build relationships with both prospective clients and with fellow presenters. It’s important to maintain a friendly relationship with the other exhibitors, as you can help each other, sending one another clients that might use the other exhibitors’ product.

Another thing that trade shows are great for is testing a new product. If you are about to release a new product to the market, it would be a great idea to try it out first, on a small crowd. That way, you will get the necessary feedback, and correct things if needed, before launching the product.

Another goal that you can set for yourself is to experience in something new. For example, if you feel that you are at the top when it comes to customer service and lead generation, then focus your efforts on creating a state-of-the-art video presentation, or an innovative display design. This way, you’ll experience in a new territory, and expand your knowledge as well.