By Danielle Whetstone
For years we’ve been helping clients generate quality leads through digital marketing. One of the biggest hurdles clients face is being realistic about what to expect. We’re breaking down some misconceptions and laying the foundation for realistic lead communication.
Don’t expect leads to do their homework.
While you might be the hottest concept on the market, the reality is that unless you’re a well-established brand and have mastered the fine art of brand recognition, most people might not know who you are.
Of course, you’ve spent countless hours pouring over your website, including all the fine details of your brand and answering any question a visitor might have. Still, don’t expect every lead to have done their research. Let’s be honest; we’re all a little lazy — I mean busy! — and sometimes need to be spoon-fed information.
While the internet has opened the door for startups to market far and wide, it’s also left a skewed perception that any business can be successful — a “build a website and they will come” mentality. The honest truth is that those companies that have grown from humble beginnings to household names seemingly overnight have paid a hefty penny to create widespread brand exposure and social proof.
But don’t be discouraged! It’s not as important that the entire digital landscape be familiar with your brand as it is that the right people are. And all that means is that you have to be realistic as you approach digital lead generation. Know that every phone call, text, email, and sales pitch will most likely include some form of education about who you are.
We hear the argument frequently: a lead that hasn’t put in the effort to do their homework isn’t a qualified lead. However, it could just mean that you need to DTR – Define The Relationship. While every business wants customers seeking them out to buy what they have to offer, the inverse could actually be the case — that you’re seeking customers out to sell what you have. In reality, a healthy business will have a little of both.
Let’s look at a practical example: You have a broken pipe that’s flooding your basement at 11pm on a Sunday. You need a plumber asap, and fingers crossed, the first one you googled is reputable and reasonably priced. You’re a buyer seeking out a service.
On the flip side: You own a commercial cleaning business and are trying to land a contract with the largest office building in town. They’re shopping, getting bids, and seeing who’s willing to sweeten the pot to get their business. You’re a seller seeking out a customer.
The combination of capitalism and the internet has given every digital user access to thousands of options to meet their every need, want, and whim. The burden might fall on you to woo your customer. If they’re choosing you over countless alternatives, you’ll likely have to work to earn their business. Determine if your customers are buying from you or if you’re selling to them.
Keep in mind how you’ve obtained these leads. If you’re advertising on social platforms, your marketing is more passive. You’re seeking them out while they’re scrolling their friends’ and family’s Facebook feed and daydreaming about their next vacation while watching travel videos on Instagram. Obviously, their interest and motivation level is slightly different from the get-go than a lead that’s already committed to purchasing and is now just researching the right vendor.
In the end, it’s about being patient and realistic.
Looking to start generating digital leads and growing your customer base? C Squared Social can help! Our digital marketers are experts at leveraging the latest trends, tools, and best practices to keep your leads flowing and your conversions growing.