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Jun 19, 2018

Approx. 5 min. read

8 Customer-Centric Ways to Lead Generation

No matter what business you’re in, if you are selling a product or service, one of the most critical – and potentially expensive – thing you’ll do is...

No matter what business you’re in, if you are selling a product or service, one of the most critical – and potentially expensive – thing you’ll do is acquire new customers. Here are 8 ways you can increase your lead generation by empowering your employees.

1. Embrace Employee Advocacy

When you send anything out that has your company’s brand on it, people are likely to see it as an advertisement – either overtly or subtly. It’s hard to cut through the clutter when people see, according to estimates, somewhere between 4,000 and 10,000 ad impressions every single day.

When there’s a person behind the brand, it allows you to make an emotional connection. It’s a fact that people buy from people they trust. By coupling your people with your brand, they can become influencers. The bigger their sphere of influence, the more leads they can generate.

2. Social Selling

All of your employees have different connections on social media. By tapping into that audience, you can spread the message to a diverse group. Make sure your content is both educational and engaging. Consider providing content for your employees, encouraging them to share, and providing an incentive for them to do so.

Two good places to share are Facebook groups and LinkedIn groups that are related to your target customers. Pay special attention to LinkedIn. 98 percent of B2B marketers say they use LinkedIn for content marketing – reporting 80 percent of their leads come from LinkedIn posts and referrals.

Related: How to Make Social Selling a Company-Wide Effort

3. Skate To Where The Puck is Going

It worked for hockey great Wayne Gretzky and it works for lead generation as well. By finding out where your customers are, and where they are likely to go, you can put yourself front and center. Are there common issues in your industry? You can write a white paper on the solutions. Are there blogs or articles that talk about topics related to your product? By commenting on these items, you can present yourself as an expert and offer insight and solutions.

4. Personalization Of Email Offers

Forget mass emails. They rarely work. What does work is targeted emails that are personalized to the recipient. You’re better sending fewer, targeted emails, than a large number of generic ones.

Welcome emails to new customers are particularly effective. They help foster relationships, but they also generated revenue. In fact, welcome emails with an additional offer generate 320 percent more revenue per email than subsequent email offers. Quite simply, welcome emails get opened, read, and generate leads.

Unsolicited email from companies can fall into the spam category until it’s something relevant to the customer. A personalized email, whether from your company’s employee or personalized with relevant content and products, can cut through the clutter.

5. Customer-Centric Customer Service

Some of your best sources for generating leads will come from providing exceptional customer service. In today’s world, exceptional customer service stands out. 72 percent of customers that have a positive experience are likely to share that experience with 6 people.

If they have a bad experience, 13 percent will tell twice that number. In fact, more than two-thirds of customers cite a poor experience with the reason for moving to a new vendor, although few will complain before doing so.

By empowering your employees to handle problems directly, you can increase the positive interactions with customers. After all, it’s a lot cheaper to retain a customer than to recruit new ones.

Customer focused lead generation methods

6. Engaging Your Customers

The closer you can get to your customers, the better you will understand their needs. Hosting webinars, live chats, and online seminars allows you to interact at a personal level. In addition, offering industry solutions may attract potential customers that are not currently doing business with you, but are interested in the topic.

7. Networking

Hosting network events, providing breakout sessions on industry conferences, and leading seminars will position your company and your employees as experts. People attend conferences to learn new tactics. When you’re there in person, it demonstrates both industry leadership and can confer expert status. Plus, it gives you a chance to network and do one-on-one discussions with partners and potential customers.

8. Asking For Referrals

Talk to your customers often. When you find those customers that embrace your product, ask for referrals. It works. Companies running referral campaigns typically see an increase in customer acquisition from 10 to 30 percent. It can be as simple as asking them who they know that would benefit from using your product. It doesn’t cost anything but a little time.

It Is More Than Just Leads

When you employ customer-centric ways to generate more leads, you do more than just connect with potential customers. You are reminding your staff what your customers need. By using your employees as brand ambassadors, you are getting everyone engaged in the marketing and sales efforts.

To read more about how empowering employees grows your business, download our free guide to Employee Advocacy below!

The Definitive Guide to Employee Advocacy

Smarp is the internal content hub to empower employee knowledge, sharing, advocacy, and engagement. Let Smarp help you grow your business.

Written by

Paul Dughi

Paul Dughi

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