Fierce global competition and continuing economic slump have made lead generation in India an unenviable task in recent years. We discussed the necessity of new techniques and a revamp of the existing methods to boost lead generation in India and help companies grow their businesses. We talked about the relevance of Email marketing despite the fact that sending monthly newsletters with boring content to the prospects is an outdated method. It should be replaced with innovative techniques and measures to make it an effective lead generation channel. Let us not forget that Email marketing is the least costly way of generating leads in terms of cost per lead. Following are some ideas to make the technique work efficiently in an era when online marketing is ruling the roost.
· Offer what the customer needs:
Gone are the days when sending monthly newsletters without any specific content was enough to engage the prospects and turn them into leads. Boosting lead generation in India through this medium needs much more now. You must oversee the entire decision making process of the prospect and offer targeted content at each stage of the process. It would be up to the customer to choose what they find most relevant for their purpose.
· Effective follow-up:
Once you have supplied the content, it’s essential to follow up on the prospect’s activity with more relevant content; you want to act as a guide and solution provider. Next logical step is to follow up with effective call to action that would help them qualify their sales readiness.
· Adopt a flexible approach:
If the prospect shows no interest in the content you offer and starts to go cold, don’t insist on turning them into leads. It’s better to change your approach and send engaging content to maintain their interest and keep them in the loop. Sooner or later, they would turn their attention to your company.
· Start with simple steps:
Unlike what many sales organizations think, starting with simple nurturing programs would always serve you better. It’s easier and more prudent to optimize your programs based on in-market results; it minimizes the chances of failure and saves you a lot of time.
· Make it simple for them:
Today’s decision makers are a busy lot; don’t expect them to search through the content. Try to make it simple for them to find the relevant content. Providing an easy link for unsubscribing would also increase your credibility.
Email marketing can still be a potent tool for enhancing lead generation in India if used correctly and innovatively. Above mentioned steps could help you turn your program more efficient and effective in generating quality leads in a heap.