Mastering Database Development Part I: Lead Generation

Mark Parton

When you’re just starting to build your database, the most daunting task is naturally finding leads that are interested in your business. How do you start to build your database with qualified leads? Buying leads is inorganic and won’t give you the results you want. Finding prospects that are genuinely interested and opt-in to your campaigns is where you will see the best return. But generating intrigue from potential customers isn’t always easy. Here are a few strategies that will help you generate demand, find prospects, and build your database with qualified leads.

1. A Smile & A Handshake

While shoe-leather marketing is very labor intensive, nothing can replace the personal experience of face to face interaction.  Whether you’re visiting a customer or attending a trade show, being personable and casually promoting your business will always be one of the best ways to capture new business. For business to business companies, a CRM that allows you to take a picture of a business card and add it to your database is a great way to ensure that everyone you talk to ends up as a lead that you can follow up with.

2. Your Website

In order the capture leads on your website, there are several important things you aught to consider. First off, each web visitor is going to be in a different part of the buying process. This means that your calls to action and offers should vary in order to cater to your unique web visitors. You sould have many different options for a customer to interact with your company. This can be subscribing to an email newsletter, downloading an e-book, or signing up for a webinar. Having multiple options for visitors is also a great way to determine how qualified a lead is. If a lead has opted into multiple offers on your website, they are more likely to become a customer.

3. Social Media

Capturing leads on social media can be a strange animal. The key is posting interesting content that is relevant to your target audience on a regular basis. Sprinkled into your postings, post occasional calls to action to entice your followers to further engage with your business. These engagements can be a subscription to your email newsletter, or some other buy-in on your website. An important thing to remember about social media marketing, is that conversions don’t happen on social media channels. In order to convert a customer, attract them to a different channel such as your email newsletter. From there, you will be better able to convert them into a paying customer.

4. Your Blog

Your company’s blog is another great way to build interest in your business. When you post useful content on a regular basis, potential customers are more likely to discover your business and return to your website. Posting regular updates is also great for your SEO as well and will help to increase your organic reach too. Your blog is also an idea place to promote other useful content such as your newsletter or e-books. Keeping your blog up to date will also give your content to post on social media channels to keep visitors coming to your website.

The old adage “build it and they will come” doesn’t translate well in reality. In order to get customers, building a database of qualified leads for your team to reach out to is essential. To effectively employ your company’s demand generation strategy, make sure your website is set up to capture leads efficiently and start promoting! With a little trial & error, and hard work, you will be able to begin to grow your prospects organically.