4 factors to be taken into account to generate leads when you are a component manufacturer or distributor
Generating leads is a major challenge for most companies today. you need to know the ins and outs of how to generate leads so as not to waste time and energy carrying out actions which will have no impact.
It is important not to rush things and to take into account how your customers behave and operate today.
Indeed, customers have the upper hand today, and it is essential to conduct an upstream analysis in order to establish a strategy that will take your prospects requirements and expectations into account, from the beginning of their decision-making process to the final purchasing decision.
Discover the four factors to be taken into account to generate leads when you are a component manufacturer or distributor.
1. Take your audience into account
It is paramount you have a good understanding of your target audience, i.e. the profile of the people most likely to buy your products.
To do this, you must create characters: these are fictitious characters that represent the typical profile of your customers and prospects. These characters will allow you to establish whether the leads obtained via your marketing campaigns are “qualified”.
You must put yourself in their shoes and ask yourself the right questions:
A. What does your ideal customer want to obtain?
B. How will he/she achieve their objective? (stages, obstacles, blocking points)
C. What can you bring to your customer in response to these different stages, obstacles, blocking points?
D. What is the pain point of your ideal customer? What prevents him/her from reaching their objective?
Keep in mind that you write and draft your content for your audience. If you do not know your audience, you risk publishing content that will not correspond to their needs.
2. Define your campaign goal
In order to carry out your lead-generation campaign, you must first define the objectives that will allow you to measure the effectiveness of the campaign.
After all, it is much more motivating to have objectives to achieve.
First, you must define the purpose of your campaign and what stage it will address:
- Discovery stage: your potential customer has just realized they have a need and must find a solution; your campaign allows him/her to get information about the issue and attract his/her attention.
- Consideration stage: your potential customer is actively seeking a solution to the issue.
Your campaign should therefore help and guide the prospect and establish you as an expert.
- Decision stage: your customer has all the relevant information about the issue and the various solutions available; he/she is now ready to make a decision. Your campaign should position you as THE solution to be selected; you must show your strengths and why the potential customer should choose your solution.
3. Put in place a long-term content strategy
Once you have defined the objectives for your lead-generation campaign, you can start writing content that meets the expectations of your potential customers and the different stages they go through in the decision-making process.
Putting in place a content strategy is a real challenge when you aim to generate leads. Indeed, it will:
- position you as an expert about the subjects your prospects are interested in
- raise your visibility on search engines
- generate qualified traffic on your website
It is therefore a real challenge and a step that should not be overlooked; it requires all your attention. Indeed, it is through content that your prospects will find out about you and be convinced by your expertise.
4. Optimize your time
As part of a lead-generation strategy, it is important you properly manage and optimize your time.
Getting to know your target audience, defining objectives and creating quality content are time-consuming activities.
You therefore need to ask the right questions beforehand so as not to waste valuable time
trying to design pages or create content that do not meet your targets’ expectations, for example.
Another important point in terms of optimizing your time is to select the right tools that will enable you to generate leads:
- Optimize your online presence to raise our visibility on search engines.
You do this by creating content that appeals to your target audience and through
search engine optimization, thanks to a good structure and the use of specific keywords
that your prospects are likely to look for.
- Encourage your visitors to take action
When prospects visit your website, you must get information about them, if you want to generate leads quickly. Therefore, you should put Call-to-Action points at strategic locations in your pages; these links will lead to forms allowing you to obtain more information about the visitors and their needs.
- Identify the most-qualified leads
Using a rating system called “Lead Scoring”, you can identify cold leads and hot leads and treat them in different ways.
Cold leads still need to think further about the situation. So you need to provide them with content that will take them through the conversion funnel.
Hot leads have already reached the decision stage and must be dealt with quickly to transform them into customers.