Building a solid lead list is a key part of any marketing plan/strategy. I mean, the whole point of developing a website marketing plan/strategy is to drive more visitors to your website, convert those visits to leads and then convert those leads into customers... right? But its not always that easy and there are many different ways/strategies to build a lead list.
In this post we outline a few of our favorite ways to building a successful lead list. If you haven't already, be sure to subscribe to our blog and don't forget to join the conversation and comment on this post below.
4 Strategies for building a successful lead list
1. Look to existing relationships.
If your company launches a new product line or service and you are in need of some quick high quality leads, look no further than your existing relationships. Existing relationships should be your first go to and these should go into the HOT high quality lead bucket right away as long as you have a healthy ongoing relationship with the existing client.
It is going to be hard to find better opportunities for selling a new product and or service than an existing relationship. From the clients standpoint, you are already successfully helping them solve a painpoint or challenge that they are experiencing and hopefully they are happy with your service level. If they are, they will most likely be open to a new product or service offering if you feel it will address other challenges/pain points that they have. They may not always buy, but they will most likely always listen and that is more than half the battle.
2. Target by vertical.
Targeting by vertical is a powerful way to focus your business development. There are two different ways to build a lead list by targeting an industry vertical. The first way is by finding your industry vertical organically. What do we mean by finding your industry vertical organically? Finding your industry vertical organically means selling to all industries and letting the industry vertical come to you naturally.
Here is a good example: you market your products/services to a few target industries. Through selling to a few different clients in one industry, you notice that there is a need for your specific products/services in a specific industry. By noticing the pattern early, you are able to create targeted content, strategies, and products/services for businesses in that specific industry and in time can become an industry expert and respected member of that industries community.
The other method of building a lead list by targeting and industry vertical is researching from the get-go to find an industry that is ripe with opportunity and that may be under served. By doing in depth market research, at times you can identify a specific industry that needs your products/services. This will allow you to position your products/service offering to serve this industry from the start as well as the content and marketing materials that you are creating and pushing out to your audience.
3. Target locally or geographically.
Targeting locally/geographically can be very powerful if you like local and face to face business. A great way to build a lead list through local and geographic targeting is by featuring local content as well as cultivating local relationships. An example of featuring local content is offering a blog post(s) that is focused on local events or pain points that are specific to local businesses.
One thing to keep in mind when it comes to targeting locally or geographically is that sometimes the best local content is delivered live. Some examples of these live events are speaking at local trade shows or networking events or holding networking events of your own to help educate local businesses on specific subjects that pertain to your products/service offerings. Remember to not sell at these events. Focus on educating your audience. Through educating your local audience, you will be able to demonstrate value and expertise and allow your audience to decide whether you can help them or not.
4. Focus on target accounts.
Target accounts are your ideal accounts. Your ideal accounts can be a cross-section of your industry vertical, geographical target or even existing relationships. Target account prospects justify extra time and effort pursuing. What makes a target account so powerful? Did you ever really want a job at a specific company? Maybe you...
- Sought informational interviews.
- Learned the industry.
- Didn't stalk but followed.
- Researched the company and culture.
- Maintained polite but persistent.
Pursuing target accounts is very similar similar. Some things to consider when creating a targeted account lead list.
- Your target account list should be finite. We recommend 25 target accounts on your target accounts list.
- Make sure they are written down and made public. This will make sure that these target accounts are identified and everyone is on the same page.
- Trigger events such as hiring marketing staff, hiring sales staff, a new round of funding, a product launch, a hiring spree in general can really help you identify target accounts for your products/services.
Target accounts are a powerful way to focus on a defined set of ideal accounts. Remember, target accounts can combine with your other targeting strategies such as industry vertical, local or geographical targeting as well as working your existing relationships.
There are many strategies that you can implement to build successful lead lists but these 4 should give you a good start when it comes time to build a new lead list. Remember to
- Look to existing relationships: It is going to be hard to find better opportunities for selling a new product and or service than an existing relationship.
- Target by vertical: Targeting by vertical is a powerful way to focus your business development.
- Target locally or geographically: A lot of the time the best local content is delivered live.
- Focus on target accounts: Target accounts are a powerful way to focus on a defined set of ideal accounts.
Thanks for reading! We hope this post helps you and your team when you are building a successful lead list! Did you like this post and want more tips? Learn how to turn your website into a lead generating machine by downloading our eBook An Introduction to Growth-Driven Design by clicking the link below!