When we think about lead generation there are some proven approaches that may not enter the conversation but should. Here are four lead generation trends that you should consider.

1. Make the Most of Social Media

Social media has revolutionized how we approach marketing and sales, improving and enhancing the process for both the business and the prospects. The use of social media enables ease of communication sharing and improved quality of the messaging. Make sure you plan and implement a strategic approach where the different platforms feed off of each other. And, make sure your content speaks to your prospects where they are in the buying process and offer free, pertinent information. Your prospects will be empowered to make an informed decision, and you will have built a trusting relationship with them.

2. Don’t Under Estimate the Power of Networking

With the proliferation of technology, it’s easy to forget about building your network of professional contacts. But, it’s your professional network that can feed your lead generation efforts expertly. Make sure you’re continuing to reach out to those in your industry and building your network to tap into when the need or opportunity arises.

3. It’s Ok to Use Old-School Direct Mail Strategies

Direct mail and e-mail marketing have a lot in common, and both play a role in today’s approach to lead generation. If direct mail makes sense for your business vertical, then make sure it’s part of your overall marketing strategy and that it is an impactful stop in your buying process. Direct mail should be viewed as another form of content creation, staying true to your overall message and delivering information your prospects want to receive.

4. Telemarketing Isn’t Going Away

We all can agree that telemarketing can be annoying when we’re on the receiving end, but it still works. So, depending on your business segment and if you’ve used other marketing to help pre-qualify or warm up your leads, telemarketing can be a very effective lead generation tool. Again, make sure telemarketing is part of your overall marketing strategy and that your prospects are ready and want to hear from you.

How are you using these lead gen trends in your business? Share your ideas with us.

With the abundance of new social media platforms, messaging apps, and video communication mechanisms (to name just a few), e-mail can seem lackluster in comparison because it’s not new. And, traditional thinking might speculate that if it’s not new, it can’t possibly still be effective. Well, traditional thinking would be wrong. I’m here to tell you that e-mail is still a very effective way to connect with your prospects and can move them to action in ways that are superior to other technology channels.

I came across a 2015 survey Salesforce did where they asked 5,000 marketing professionals about the role of e-mail in their marketing. Seventy-three percent responded that e-mail marketing is core to their business success. Let’s talk about some of the reasons why e-mail still works.

E-mail Delivers Sales

There’s no denying the profitability of e-mail. Of the 5,000 marketers in the Salesforce survey, 92 percent shared that their e-mail marketing is linked to positive ROI. E-mail campaigns that tend to work best include: free content, newsletters, promotions, welcome series, and celebrating the prospect’s birthday or anniversary.

E-mail is Everywhere Your Prospects Are

It’s a mobile world, and e-mail fits in quite nicely, having adapted to be highly visible and functional on smart devices. And, that’s good because a recent report released by Forrester indicates 72 percent of U.S. adults who communicate online send or receive e-mails via their smart phone weekly. And by the year 2017, roughly 1.8 million people will access their e-mail via their mobile devices.

The report goes on to say that of the 1.2 billion e-mails opened in September 2015, Litmus reported that the top five e-mail clients are:

Apple iPhone – 29%

Gmail – 16%

Apple iPad – 11%

Android – 9%

Outlook – 9%

E-mail Communication is What Your Prospects Want

A 2015 survey by MarketingSherpa reported that 72 percent of consumers say e-mail is their preferred method for communication with companies they do business with. And, 75 percent say their purchases are a result of being influenced by an e-mail. Of those surveyed, 61 percent say they like to receive promotional e-mail weekly, and 28 percent want them even more frequently. Your prospects open your e-mails hoping to find a special offer or helpful information – anything to enhance their buying decision or experience.

It seems e-mail marketing is here to stay and for good reason! E-mail is still a highly effective way to engage your prospects, build a relationship, and ultimately influence buying decisions. Your marketing efforts should definitely include an e-mail marketing component to help drive business.

How are you using e-mail marketing to your advantage? Let us know.