Lead generation is the process of creating customer interest in a product or service. Ideally, businesses want to generate “quality” leads, which are those that are most likely to generate high profits.
For example, if you are advertising an expensive sports car you may manage to generate
leads with boys aged 16-27, but most Americans in this age demographic are unlikely to be able to afford an expensive sports car—therefore they would not be high quality leads. What you really want are wealthy adults of both genders, so how do you find those quality leads? The market has been transformed by technology but traditional methods, such as direct mail postcards, are still effective. Here is a list of a few best practices, or proven superior methods of advertising.
Always build onto past history
If you are targeting past customers, or customers attached to a database that lists purchasing history, it is important to use this information as a part of your commitment to best practices. Thanks to direct mail options like digital printing, you can customize each individual printing to each customer.
Learn how to balance inbound and outbound tactics
Lead generation works differently from industry to industry. For example, magazine and newspaper subscriptions still find success with outbound marketing, but outbound marketing with restaurants rarely works—and can, in fact, turn potential off.
Know how to engage high-level contacts
Depending on your target market, you may be interested in attracting high-level contacts. High-level contacts (those of authority or means) generally receive a lot of marketing attention. How do you stand out from the pack? Chris Lewis of Conquest Graphics reminds us that, “Whether you are considering best practices for print, telephone, or email, remember that a confident tone and the ability to show proof of value are very important.”
Do consistent market testing
Continually test the market to determine how you should be approaching your lead generating—should you be switching to catalogs? Is it time to move toward seasonal print magazines? Would you have better luck marketing more towards male customers? Decide what you want to measure, set up the questionnaire, A/B testing variables, or coupon code strategy, and go for it!
Optimize marketing testing results
So you do market testing and find out that your current approach to generating leads is not the most profitable – what should you do? If we follow the principles of best practices then you need to switch up your strategy. Smart marketing means that you are constantly evaluating your techniques and are committed to making changes when necessary.
For more information and resources for all of your printing needs, please visit www.conquestgraphics.com
