How to approach the issue of lead generation?

    Good day.

    Today we’ll talk about where to start lead generation?


    When you start offering (selling) your product / service, first of all you need to understand who your client is and where he lives? And only then, based on the answers to these two key questions, think about how to present your product to him.

    We have two major areas: b2b (business – to-business) and b2c (business-to-customer). If for the first time you come across these definitions, it’s easier to say who your customers are (legal entity (b2b) or individual (b2c)). The lead generation strategy depends on the direction.

    Next, we answer where we will look for our client? Where does he live? When is the best time to contact him? The Internet space is huge and getting lost there is very simple.
    Let's look at an example.

    Example: You offer foreign language lessons for individuals.
    The service is quite popular and the question arises before you how to find customers? What to do, where to start?
    And something became lazy for you to think about how and where to attract them, and then you decide to contact a special agency to do everything for you. It can be an advertising, marketing, lead generation agency. If the agency is professional, they will immediately begin to ask you a lot of questions: what is the portrait of your client, what is your competitive advantage, in what territory do you work, etc. and as a result, if the agency is good, their services will cost you a pretty penny. So you can spend a little effort and time to do everything yourself, or if you want everything to be done well, contact the agency .

    So, for example, if you offer English courses and are in the south of Moscow, the client should have a very significant incentive to travel to you from the North, most likely he will find courses closer if you don’t have anything worth traveling through Moscow .
    So, do you need Leeds for your courses? Running gear and there is a demand for it. Where to begin? (We now consider only Online methods)

    First: do you have a website where customers will come from, how to find out about your services?
    If not, then you need to order. The site should be good and most importantly - selling! (Order yourself a quality Lending Page) prices vary, if we are talking about a quality and more or less unique product, the price for it will be at least 20,000 rubles. And so boldly cook 30,000-50,000. A good site is worth it.
    If you have a website - great? Then does he sell? If not, request a Landing Page!

    Second: Directly proceed to lead generation. Think about where it’s more profitable for you to drive leads? If you do not want to think, contact the lead generation agency. But I recommend thinking - it’s more useful and cheaper.

    There are many options. The simplest thing is contextual advertising. This is the first thing to start with; contextual advertising should be yours. An exception is the sale of any ... nonsense of the type: means for increasing you yourself know what or next dietary supplements and means for losing weight. In 95% of cases, context is where to start. At least a minimum! If too little traffic is coming from it?

    We connect the following channel. In the case of language courses, good traffic comes from social networks. There are two ways: Targeted advertising and placement of paid posts in groups . If we are talking about quick ways, in a good way, you need to create and promote your own group. But only then the clients will not go soon, from experience this is at least six months, or even more.
    Again, prices vary from a variety of factors, but in order to start normally, prepare at least 20-30 tr.

    Alternative methods or "Free channels" . I am writing in quotation marks, since they are conditionally free, and you can do it for free, but in order to be of high quality you will have to either pay or spend a lot of time.

    Here I’ll just list that two things are needed - high-quality content and a platform for its placement, and this can already be anything: Youtube, Blog, forum, message boards, thematic sites and so on, which is enough for imagination. The bigger and better, the better. Now we do not stop at this in detail, I will write in a separate article.

    To start with, this should be enough for you to start - only then, as you grow, we connect other sources: SEO, SMM, telemarketing, Viral advertising, Email-marketing and so on and so forth. Fortunately, there are a lot of options.

    BUT it’s important to remember: “ Not all channels are equally good and effective specifically in your case! »Some will be better, some worse, some will not work at all. So, for example, it’s stupid to start selling refrigerators through Vkontakte!

    Write questions in the comments. I will be glad to answer.
    Next time I’ll talk more about contextual advertising, and then I think about CPA networks.

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