Lead Generation is art of getting people that you think may want your product to actually confirm their interest in what you have to offer.
Remember the definition of marketing is: "getting someone with a need to know, like and trust you". Lead generation is effectively identifying those people who have a need.
Effective lead generation doesn't have a magic pill. You should create 10-20 lead generating initiatives based on your core marketing message and product offer(s).
Think of it as one of those "dot matrix" drawings, where the artist only uses dots of his pen to create a very detailed painting. Just one dot doesn't do much, but as he/she strategically places dots all over the canvas all of a sudden a very clear picture emerges.
The three main mediums for generating leads are: Public Relations, Advertising and Referral Marketing.
Public Relations: The duct tape marketing definition of Public Relations is getting positive mention of you or your company in newspapers, magazines, news shows, newsletters, websites and journals read by some portion of your target market.
Most small business owners are using a 'copy cat marketing' strategy or an 'ostrich marketing' strategy. When someone uses these types of advertising strategies they tend to get lousy results. Advertising, when done right is seldom matched in its ability to generate new business rapidly.
A set of strategies and tools designed to bring the small business owner new clients, qualified leads and repeat business without the aid of, or in addition to, other advertising methods is the Duct Tape Marketing definition of Referral Marketing.
In my next article we will dive deeper into each one of these lead generation strategies and give you some help tips on how you can implement them into your business.
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