Not getting enough qualified leads through the door?
It might not be the marketing tactics that are the problem, but who you are aiming them at. Effective marketing starts with choosing the right target. Target your efforts at the wrong people/businesses, and you could be wasting time, energy and money. Find the right people/businesses to target, and you could improve your results without spending anything extra.
Most businesses have a rough idea of whom they are targeting but in most cases they also want to cast their net as widely as possible. If they have a bigger market to aim at then it stands to reason that they can attract more customers. The problem is that this is rarely the case – people respond better to marketing that speaks to them individually and casting a wide net is expensive.
Even if you identify a single market, there’s a good chance that there will be different groups within that market. For example, you might target small businesses, but small businesses can be anything from a freelance service provider to a busy restaurant to a retail shop. They are all very different and what suits one might not suit the others.
Your most likely customers are the groups within the groups. The ones that will benefit the most from what you have to offer. Ideally you will want to find groups that are small enough for you to target effectively but still big enough to be worthwhile. Each group should be clearly defined and be as similar to each other as possible.
You should be able to say clearly how your product or service will benefit them and, in the best-case scenario, you will stand a decent chance of becoming a major player in that market.
Now that you know whom you want to target, you need to find out as much about them as possible. Some businesses find it useful to create ‘customer personas’, which are detailed descriptions of typical customer types – usually referred to by name. For example, you could create a persona for a restaurant owner (‘Restaurant Rick’) and café owner (‘Café Claudia’) and a fast food outlet owner (‘Fast Food Freddie’).
Creating these detailed personas will help you visualize the customer in more detail and make decisions about what will and will not interest them and what kind of marketing they will respond to.
Now that you have your customers worked out, you need to create marketing materials for them. The problem is that the sales letter that you want to use for Fast Food Freddie won’t work for Café Claudia. People respond to things that are designed for them and ignore everything else.
If you describe the problems that Restaurant Rick faces everyday – and how you will solve them – then Rick will respond. But Claudia and Freddie don’t have the same problems, so they won’t. Every marketing message and individual piece of marketing material needs to be customized for the prospect persona you will be targeting.
Using effective target marketing strategies means paying attention to the details and knowing whom your prospective customers are. It may seem like hard work to create or customize individual marketing campaigns for every customer type but the results will speak for themselves.
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Marketing Strategies to Improve Your Business
If you want more leads for your business then pay per lead is an attractive choice. But is it the right one and how does it work?
It is exactly what it sounds like: You pay for leads instead of paying a flat rate for advertising or marketing. There are lots of ways that this can be organized but the main benefit to you is that you don’t have to pay for any marketing that doesn’t result in new leads.
To pay for leads means you get a fixed price for each lead, which eliminates a lot of the risk that is usually associated with marketing and advertising your business. So long as you can do a good enough job of closing sales, then it’s perfectly possible to adopt paying for leads as a strategy to grow your entire business.
The way it works depends on what kind of system you set up or use. Here are a few options that might be worth looking at:
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Online Radio Stations?
Due to their size and ability to reach niche audiences, they tend to attract a much more targeted audience than mass market, traditional radio stations.
Potentially…
This makes advertising on them an attractive proposition to marketers who target niche groups. Moreover, most Internet radio stations will also create podcasts of popular shows – recorded versions that can be downloaded and listened to at any time – creating an added attraction.
The natural starting point is an Internet search to find stations that suit your target audience. Ideally you will find stations that combine information relevant to your niche with a relevant audience. If you sell widgets, it might make sense to advertise on Widget Radio – unless, the only people who listen to Widget Radio are widgets makers like you.
Like any traditional station, online stations should be able to provide you with key demographic information about their listeners. Study this info and listen to the shows before going any further.
Depending on the outcome you want, you can choose between audio ads, onsite advertising (like banners or text links) or sponsorship. Budget permitting, you can combine sponsorship and audio ads with banners and buttons to increase visibility, CTR (click through rate), retain attention for better conversion and ultimately, increased ROI (return on investment).
One of the most attractive aspects of internet radio advertising is the simple fact that your customers are only a click away to your website. Not only can this significantly increase your ROI but it also allows exact, detailed tracking of results. By carefully measuring what works – and what doesn’t – you can more effectively plan your marketing.
Taken together, the targeted listenership, ability to combine visual and audio advertising and detailed tracking possibilities make internet radio an attractive alternative that could give you a leg up on the competition.
Online Radio Listenership Figures
“In any given week, 8.1 million people listen to radio via the Internet, either live or through a Listen Again service, and 1.87 million listen to a Podcast.” Source: Rajar/Ipsos Mori
In America alone, the number of people watching less TV and spending more time on the internet has grown by more than 400% in the past few years and more than 50% of them have consumed streaming media. Source: Rajar/Ipsos Mori
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