1. Top tips for lead generation
Clive Reddihough FCIM

2. Lead Generation 3 questions you should ask before you start

3. 1. “How does what you do / what you’re doing add value to customers lives?”
Identifying, anticipating and satisfying the needs of your customers (profitably).
2. “What’s unique about you/what you do? How do you communicate it in one simple, easy to understand phrase?”
Establishing how what you offer, what you do, or how you do it, stands out from the crowd.
3. “What’s the best way to talk with the people who are/who might be interested in what you have to offer?”
Reaching out to and engaging with the right people, with the right message at the right time

4. Have a clear relevant message - getting your message right first will pay dividends later
Be clear on how your proposition adds value to customers’ lives
Differentiate your offer from competitors – give customers a reason why they should come to you
Communicate your proposition in one simple easy to understand phrase
Aim for a headline that can be tweeted

5. Determine your target audience – have a clear idea of who you’re targeting and why you’re targeting them
Profile your existing customers – identify your best customers and target more of the same
Segment your customers and focus on core segments
Ask some simple questions to see who your proposition might have most appeal to
Think about your market and consider targeting specific individuals / job holders, locations or industry sectors you want to work in / with
Simple questions:
What problems do you solve? Which businesses are most likely to encounter these problems?
What companies / kind of companies will gain the most value from what you offer?

6. Set realistic objectives that are aligned to company goals before getting started.
“Management by objectives works - if you know
the objectives. 90% of the time you don’t.”
Peter Drucker
Carry out a breakeven analysis as the minimum benchmark for any activity
Set objectives using sales patterns, industry trends or average response levels so that targets are realistic

7. Take a multi-channel approach – aim to engage with customers wherever they touch your brand
Work out which channels are most relevant to your customers
Make sure all your messages across all your channels are clear and consistent
Target each segment with an offer relevant to them
Ensure your activity takes into account that people are individuals with different tastes
Lead generation should be ongoing – plan follow up messages to every campaign you send out

8. Implement - Evaluate – Improve: Plan, implement and monitor your lead generation activity
Divide activity into campaigns or time segments (e.g. quarters of the year / financial year)
Build a timetable of activity for each campaign which clearly sets out what will happen when
Monitor each campaign using (where relevant):
Campaign tracking codes for online activity
Google analytics / adword statistics / reports
campaign reports
Social media statistics
A unique telephone number / telemarketing feedback
Response cards for direct mail
Evaluate each campaign and use any
learning from it to improve future activity

9. Have an ongoing plan for business development – continued growth will only come with continued effort
Aim to have a rolling 12-month plan for lead generation activity ensuring that for each phase of the activity you:
Have a clear, ‘relevant’ message. How does your product or service add value to customers lives? What’s different about it?
Determine your target audience. Be clear on who you should be targeting, and why you’re targeting them.
Set clear, realistic objectives. Ensure that the objectives are aligned
with company goals and that the targets set make an achievable
contribution to the bottom line.
Take a multi-channel approach. Give customers the choice to
Interact with you in a way that’s convenient for them.
Implement - evaluate - improve.
Build a timetable of activity. Evaluate
activity from each campaign and use
any learning from it to help improve
future results.

10. LinkedIn
for business

11. LinkedIn Why use it? 562m users
The top-rated social network for lead generation
Personal profile (network & connections)
Company page
Completed Company Pages generally receive twice as many visitors than those with incomplete pages
Organizations that post at least monthly generally gain followers six times faster than those that don’t

12. LinkedIn Company Pages
Cover image (1536 x 768 pixels) & logo (300 x 300 pixels)
Company description
2,000 characters of important text
First 156 characters are key (this is what will appear in the Google preview of your company page)
Underneath your company description, you can add up to 20 company specialties (act as ‘tags’ / ‘keywords’)
Use showcase pages to highlight specific products / services

13. LinkedIn Tips and ideas – top tips for success
1. Build a strategy which has smart goals
What do you want to get from LinkedIn? e.g.
Build a network for social selling
Thought leader
Recruit talent
Specific, measurable, attainable, relevant, and time-bound goals
2. Encourage your employees to connect with your company’s LinkedIn Page
Employees are your biggest advocates - tap into their networks & expand your reach
LinkedIn, employees have on average 10 times more first-degree connections than a company has followers

14. 3. Publish valuable content
The best way to grow your audience and keep your followers is to provide them with value
Adding value
Thought leadership
Posting useful articles or company updates on a regular basis
4. Include rich media
LinkedIn figures show that posts with an image included get 98% more comments.
If you have a YouTube channel, try linking to your videos from LinkedIn (YouTube videos play automatically in the news feed, and can generate a 75% higher share rate

15. 5. Take advantage of LinkedIn Groups
Being an active participant in a LinkedIn Group helps network with other professionals and businesses in your field (especially outside your immediate circle)
Participating in a Group discussion will also attract views to your Company Page
6. Try Showcase Pages
Spotlight specific areas of your business, like a particular brand or ongoing initiative
Helps cater for / tap into the specific interests of followers

16. 7. Learn from LinkedIn Analytics
LinkedIn’s research - posts tend to get the most engagement in the morning, followed by posts published after business hours
But what works for an average business may not work for yours
LinkedIn offers detailed analytics
Find out what kind of content your followers are most likely to engage with, understand your follower demographics
Track traffic and activity on your company page
To find analytics:
Me icon (at the top of the page)
Choose your company page under the Manage section.
Click the Analytics tab and choose Visitors, Updates, or Followers.