Today, it is unlikely that you can meet a person working in business who has not heard of lead generation. This is the main source of customer base growth. Marketers are constantly working to improve engagement with target audiences. One of the best options for sales companies to gain new customers is targeted lead generation.
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Targeted Lead Generation: How to Attract the Right Clients for Your Business
Getting quality leads is arguably the most difficult task in the world of B2B marketing. Generating enough traffic and leads is a top marketing challenge for most organizations. But how can companies ensure a steady stream of potential customers for whom your product or service is exactly the right fit? Targeted lead generation can help marketers achieve these goals.
In this article, we’ll talk about what targeted lead generation and market segmentation is, and many other things.
What Is B2B Targeted Lead Generation?
Leads are the lifeblood of most companies, especially in the B2B arena. The lack of a reliable source of leads can significantly complicate further growth and business development. After all, an entrepreneur does not know how to get the next client and whether they will be able to get a client at all. Each industry will have its own way of finding leads, as buyers’ personalities differ from audience to audience.
By definition, lead generation is the process of attracting and stimulating interest in a service or product to develop a sales funnel. The abundance of information available to potential customers has changed the way sales companies think about targeted leads.
Targeted lead generation breaks down a large market into smaller segments to focus on a specific group of leads. This means that you will separate segments of clients based on their characteristics, status, positions, etc. so that you can focus on the specific service for each of them.
You won’t reach out to the entire market at once, but you can do your best to build relationships with a specific group in it. Organize your groups and work on them individually to focus better.
Market Segmentation and Its 4 Main Types
Market segmentation is the division of the audience into groups that will need separate marketing and sales strategies. Businesses segment their markets by location, income, age, habits, and interests.
You can determine the segment of leads based on the following:
Geographical
Where do you want to conduct your business – on a block, district, city, region, country, or world scale? The division depends on the scale of your business.
Why such precision? It makes no sense for a small store within walking distance in a residential area to advertise itself to the whole city.
Or, for example, if you plan to work in the northern regions, it is hardly worth opening a beach goods store there.
There are many cases where geographic criteria are decisive. Usually, such geographic criteria are distinguished as:
- Region;
- Type of settlement;
- Locality;
- Population density;
- Population size;
- Climate.
Demographic
What is your client’s gender? How old is he or she? What is their marital status? What do they do for work and hobbies? What do they believe in? All of these questions are important to define the demographic segment.
A very clear example of demographic segmentation can be observed in the beauty industry.
Previously, everyone went to the same hairdresser to get their hair cut. But when the market became oversaturated and it became very difficult to compete, enterprising people figured out that you can focus on the needs of a specific demographic segment.
This is how men’s barbershops, children’s hairdressing salons with special equipment and interiors, and women’s beauty studios, which turned out to be in great demand, appeared.
Usually, such demographic criteria are distinguished as:
- Gender;
- Age;
- Education;
- Occupation;
- Employment;
- Income level;
- Family status;
- Religion;
- Nationality.
Psychographic
Buyers are also selected into groups based on lifestyle, beliefs, and values. The position in society and the type of personality may matter. It also assumes division according to some behavioral characteristics: hobbies, lifestyle, belief system, and more.
This includes the following criteria:
- Benefits for the client;
- Commitment to the brand;
- Loyalty degree;
- Budget;
- Motives for making a purchase;
- Readiness to purchase;
- Consumption intensity;
- The volume of purchases;
- Terms of purchase;
- Payment method;
- Decision making;
- Experience.
Behavioral
It is worthwhile to study the habits and interests of the target audience, and the reaction of consumers to your service or product. It is important to find out what the potential clients know about the product, how they feel about it, whether they are ready to accept a new service.
Why Is Targeted Lead Generation Important for Sales Companies?
Targeted lead generation is a part of a holistic marketing strategy. It plays an important role in your brand’s business activities, customer experience, strategies, branding, and of course, advertising.
When your company uses a targeted lead generator, you achieve the following:
Staying more focused
Targeted lead generation will allow you to be more specific when it comes to your brand direction, marketing strategies, and initiatives.
Overall, it provides a clear vision and connects everyone in your organization. You will have more directions in the formation of marketing and business plans.
Build deeper relationships with targeted leads
When you reach out to your potential leads using a more specific and personal message rather than standard automated replies, it can help you stand out.
Clients value being heard, and therefore a personal approach can help you build lasting relationships.
If your customers feel like you understand them, they will appreciate you more and become more loyal to your business, and if you are consistent, they will even become regular clients.
Start taking a specific approach to your clients
Once you stop treating all of your clients in a standard way and start taking a specific approach to them, you will achieve a high level of customer satisfaction.
If your clients can identify with your unique offerings and brand, they are more likely to choose your brand over a competitor that is not targeting them in particular.
Best Targeted Lead Generation Strategies
Let’s take a look at some of the mailing channels that can help you target lead generation.
Promote yourself
Social networks are no longer just an additional channel for distributing and promoting your content. This is a good platform for interacting with your audience.
A good place to start is by creating a Facebook group that will regularly discuss current industry topics. Using hashtags on Twitter and Instagram will help you keep in touch with like-minded people. And, of course, LinkedIn is a great platform for presenting your brand in a positive light.
Launch a referral attraction program
Your potential leads listen to and trust colleagues who have already had a positive experience with you much more than advertising. With this in mind, it’s no surprise that referral programs are one of the most powerful B2B lead generation methods.
They simplify the sharing process by allowing customers to share through the channels they use every day with just a few clicks.These programs also stimulate exchanges, with enticing rewards for the client if the referral is eventually bought. In this way, they motivate your clients to send high-quality customers in large quantities.
Your satisfied clients are your best support in promoting your business. Ask your customers to invite referrals. Encourage them to do so by creating personalized discount offers.
Work with emails
Create coherent campaigns that show the benefits and prospects of product use that will lead to a decision to buy a service or product from you. Using email, you can initiate a one-on-one conversation with a potential client, tell them about the update, and offer discounts. This is an effective way of targeted communication.
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Perform at public events
Various thematic events and speeches are an important part of the sales lead generation strategy. This will allow you to present your brand, give you limitless interactions with potential clients and the ability for them to interact with each other. There is no better advertisement than a satisfied customer’s review.
Content marketing and blog
Create content for educational purposes, not for sale. Use a variety of formats – reports, videos, case studies, and infographics. This will help you attract potential leads. Take care of the functionality of your site, the accessibility of feedback forms, and contact information: if a client ends up on your site, it will be a pity to lose them due to poorly thought-out navigation.
Conclusion
With the help of targeted lead generation, you can attract the leads you need who will be interested in your service or product. You will also be able to establish a stable flow of clients, and therefore increase the profit of your business.
You also need to understand that no solution will give you equally good returns in all industries. In one niche, email marketing and contextual advertising work well, while in another, you cannot do without social networks and working with content. Knowledge of the exact product that is best suited for your case can only be obtained in practice.
The best option is, of course, comprehensive work in all areas. Therefore, experiment with different lead generation channels one by one, and, based on the analytics obtained, make decisions about where to go next.
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