Lead Generation – A Complete System
Leads are the lifeblood of every business.
Clients are actually the lifeblood, however, without leads there are no clients, but that’s a topic for another post.
Today I want to focus on how you get enough appointments, phone calls and contacts to grow your business in a systematic manner.
Lead generation is essentially a game of channels more than tactics.
Meaning you need to find the right mix of channels that allow you to profitably attract a high enough number of leads over and over again in order to feed your growth objectives.
You don’t simply assemble a few tactics; you master a few channels. A channel for lead generation purposes is simply a broad way to gain access to your prospective audience – so referral generation is a channel, sales is a channel, SEO is a channel, and speaking is a channel – and there are countless ways to master every channel.
It all starts with channels
I believe that there are 16 marketing channels available to us today. (About ½ of which are additions from the last decade or so.)
The real job for any business, depending upon where they are in terms of their growth goals, is to get very, very good at getting clients in just a few of these channels.
Trying to master or even dabble in them all is the fastest way to get stuck in the idea of the week rut.
A business just getting going may need to root around in marketing channel test mode to figure out which channels can produce sustainable growth while a more entrenched business may be better served finding ways to cut back and optimize the channels that are already working.
Here’s quick rundown of the various channels to choose from.