Lead generation: Grocery Store Nightmare
You walk into your local grocery store and head toward the cereal section. When you get there, you see a long row of cereal brands–but something is wrong – something feels out-of-place! All the boxes are the same. There’s only one choice of cereal to choose from. And you say to yourself, “what the heck is going on?” All of a sudden your rosy, sunshiny day has turned into a nightmare on Elm Street. And if you are the GM of that local grocery store, a million dollar nightmare on Elm Street. How can this store generate any sales with one brand of cereal?
This nightmare, of course, would never be accepted by real, everyday people. They just wouldn’t stand for it. Can you imagine this nightmare happening in any other place of business?
- A car dealership with only one type/model of car to choose from?
- A coffee shop that only sells one flavor of coffee with no cream, no latte or any of that other stuff you might add to your coffee?
- A restaurant that only serves one dish (the same dish) for breakfast, lunch and dinner
These scenarios sound ridicules, right! I mean, you would never find this type of thinking anywhere on the face of the planet – or would you? Could there be such a place? Yeah… unfortunately you do find this type of “nightmare” in our world today, but before we get into it, let me explain my thinking.
Lead Generation: People need Options
General Mills offers more than one type of cereal. Why? They understand that people are not alike and choose different things. I, myself, eat Raisin Bran in the morning so I can try to be healthy. Meanwhile, my kids scarf down a box of Captain Crunch at one sitting – because they like the way it tastes. General Mills understands that by OFFERING options will lead to the generation of sales. Ford dealerships OFFER more than one vehicle. Why? They understand some folks need a truck to haul things and some folks just want to cruise the country side in something more economical or sporty. Ford knows that by creating a fleet of different vehicles (trucks to cars to hybrids) leads to more sales and satisfied customers.
Notice I used the word offer. And this idea of “offer” or “offering” can be used in the marketing world as well – especially with your online strategy. These offers can impact your business with mass leads and opportunities for sales.
Lead Generation: Website Phenomenon
Lets think back to the “1 box of cereal” scenario. Does your company only have the type of website with a contact us form? Is that form the only way clients can offer you their information? Or do you have a website that has no call to actions, landing pages or forms? If so, then you are that grocery store selling only 1 box of cereal – the same box. You have become that car dealership selling only 1 car model. So what’s a company to do if they find themselves in this position?
Lead Generation: Examples for Success
Extend your brand. You have to set up multiple offers on your site. They have to be woven into your online strategy in a way that makes sense. Also – and this is important – when I say “offer”, I do not mean a coupon or some type of giveaway (or something gimmicky). I’m simply talking about educational or even edutainment information. Information that helps your possible clients and your potential clients see the value that you and your brand offer. Some great examples of these are:
- Free E-Books
- Case Studies
- Video Tutorials
- Consulting Sessions
This list could go on and on – forever. You may find that your company’s brand, mission or goals fit better with some of these rather than others. But think about it for a second… if you even added 1 new offer per month, you would have 12 at the end of a year and 24 at the end of two years (I’m pretty sure you know where I’m headed with this). Before you know it, you have more offers than your competition… and now the biggest selection of “cereal”.
So if you want to ramp up your lead generation from your website, start creating offers today! Not sure where to start? Need help with call to actions (CTAs), landing pages and offers? Give me a shout in the comments section, I would love to help you get the ball rolling for free.