Communication is the most important commodity for lead generation. However, the way in which we communicate with potential leads is just as important. Any business can cold call all day but, as what tends to happen with cold calling, the % of leads per call this method generates is minuscule to say the least, due to the intrusive nature of cold calling. Instead, we maximise our nurturing efforts and turn subscribers into leads, leads into marketing qualified leads and marketing qualified leads into sales using more holistic methods such as social media interaction, face-to-face meetings and email nurturing.

Did you know that the average internet user consumes 11 pieces of content before making a buying decision? Based on this knowledge, wouldn’t it make sense to stamp your brand on the mind of this consumer and provide them with the majority share of this content? This is what we do here at Tone. We’re always hanging around LinkedIn groups and monitoring unanswered questions on Quora, ready to react to any problems that our clients might be able to help with. We can quickly produce branded ebooks on the fly for our clients based on real-time queries made by their target market. Wouldn’t it be great if you asked a question on a forum and within the hour were provided with an ebook that answered that exact query in detail?

Your blog content is an important tool for lead nurturing too, after all, anyone who comments on your blog posts is already engaged in what you have to say and generally interested in hearing more. Build relationships and gain trust by answering their queries in the comments. Reach out to them on social media too and make the connection. Another benefit to answering comments is that other people see how easily approachable you are and join in the conversation, allowing you to gain a stronger following and your blog posts to look healthy and engaged.

To fully maximise the effectiveness of your lead generation strategy, you first need to understand the buying process and create a funnel with actionable stages to help direct leads through the sales workflow. Build an email/social media template for each stage of the process and personalise it for every lead in order for the funnel to work at its most productive. Manual nurturing techniques are the most effective and we can manage the whole process for you. Alternatively, we could build a bespoke strategy and put all the foundations and building blocks in place for an automatic process.