The first stage of Lead Generation is to find out where the people in your target market are and how to reach them. You probably already have some idea of where to find them but, in order to cover all bases, you should sit down and profile each of your typical customer types in detail including the places and mediums where they can be reached. You can also add to these profiles over time as you discover more information.
We’ve collected a comprehensive list of ways that your market could potentially be reached which we’ve compiled below. Keep these in mind when creating your profiles so you can include those that you think are relevant. However, you’ll never really know until you start doing your research so keep an open mind and be inclusive.
For each technique we note ‘where’ the person you’re trying to reach is and ‘how’ you would reach them.
Online – Your Media
These are techniques that utilise your own media and occur in the online world.
Search Engine Marketing (SEM)
E.g. Google Adwords
Where: on a search engine
How: by placing an ad in front of them
Search Engine Optimisation (SEO)
Where: on a search engine
How: by ranking your website for the keywords they are searching for
Social Advertising
E.g. Facebook, Linkedin, Twitter
Where: on social media
How: by placing an ad (various formats) in front of them
Social Organic
E.g. Facebook, Twitter, Linkedin
Where: on social media
How: by having your content or profile organically shared with or placed in front of your target customer
Other Advertising
E.g. Outbrain, Private, Networks
Where: any other website
How: by placing an ad (various formats) in front of them
Inbound Links
Where: any other website
How: by having your links included on the website they area reading. Reasons for inclusion include: payment, merit and self creation
Where: in their email inbox
How: by having your link or contact details included in an email sent to the target. Ways to achieve this include: sending your own cold emails, advertising in someone else’s emails, having your permission emails shared/forwarded to someone else
Other Mediums
E.g. Ebook, Podcast, Video, Crowdfunding
Where: Marketplaces and platforms such as Amazon, iTunes, Stitcher, Kickstarter and Youtube
How: Produce content and submit/feature them in these platforms
Online – External Media
These are techniques that utilise external media that is online.
Include or Feature your Details on Another Website
E.g. Google Places, online directory, guest post, interview
Where: a specific website
How: by having your details included on the specific website that your target customer visits
Offline
These are techniques for the offline world. The target still could end up on your website but a phone call or physical visit is also quite possible.
Offline Advertising
E.g. Newspapers, TV, Radio, Magazine
Where: any offline media
How: by having your ad appear in front of the target
Editorial
E.g. news story, feature piece, interview
Where: specific offline media
How: by getting your business covered or mentioned in the media that your target is reading. Methods to achieve this: relationship building, PR, being newsworthy
Your Marketing Materials
E.g. brochures, direct mail, flyers
Where: in people’s letterboxes or other location where than can physically obtain it
How: send the media to them, leaving it somewhere for them (such as on their car), physically handing it to them or putting it somewhere they can pick it up (such as a noticeboard)
Personal Contact
E.g. Conversation, conference, house visit, networking event
Where: anywhere or specific event
How: starting a conversation with your target or inviting/allowing them to start one with you
Word of Mouth
E.g. conversation, referral, meeting
Where: anywhere or specific event
How: someone else who knows about you tells a new person. Ways to encourage this: relationship building, ask for referrals, do a good job, create shareable content and stories
Outbound Phone Call
Where: on the phone
How: call your target directly. Ways to get their phone number: purchased list, harvested from the web or elsewhere
What’s Next?
Once you’ve brainstormed all of the methods to reach your target market its time to choose a few of the most promising and invest in those to start actually getting in front of them.
Now that they’re aware of you, its time to start building interest in your business and offering.