ARE YOU GENERATING RED FLAGS OR LEADS?

Your company won’t grow unless you’re delivering leads — good leads — to your sales team.

marketing agency nj

ARE YOU GENERATING RED FLAGS OR LEADS?

Your company won’t grow unless you’re delivering leads — good leads — to your sales team.

marketing agency nj

Lead Generation

Ultimately, the goal of your marketing is to bring new customers to the table.

If you’ve been in business for any amount of time, you know customers rarely (never?) just fall into your lap. So, what’s the most important thing a business owner needs to know in order to drive new customers? Is it how to build a pretty website? What about understanding the latest social media trends? Is it SEO or PPC?

Nope. The most important thing a business owner needs to know is their customers.

What Is Lead Generation?

Simply put, lead generation is the acquisition of potential customers.

If someone makes contact through a phone call or submits a form on your website to request a quote, you’ve generated a lead. This is the most exciting stage for our clients — their sales team can get to work closing business and driving revenue. Where many lead generation companies fall short is mapping out a customer journey that informs a messaging and marketing strategy.

What Is Lead Generation?

Simply put, lead generation is the acquisition of potential customers.

If someone makes contact through a phone call or submits a form on your website to request a quote, you’ve generated a lead. This is the most exciting stage for our clients — their sales team can get to work closing business and driving revenue. Where many lead generation companies fall short is mapping out a customer journey that informs a messaging and marketing strategy.

How to Map a Customer Journey

Think of the customer journey as a topographical map. The market landscape is a mountain range and DSM…well we are the sherpas, guiding would be clients to their desired goal. There is only one way to scale, and that’s up. The journey leads customers to brand loyalty, advocacy and many future purchases because they received the experience they were looking for.

There’s a series of questions we ask our clients that are specifically designed to uncover what we need to say in order to move customers to the peak. That’s where DSM stakes your claim. Brand loyalty and customers who will not only advocate for you, but shout it from the mountain tops!

1. Awareness: generate traffic and brand awareness
2. Consideration: generate leads
3. Decision: convert leads to customers

How to Map a Customer Journey

Think of the customer journey as a topographical map. The market landscape is a mountain range and DSM…well we are the sherpas, guiding would be clients to their desired goal. There is only one way to scale, and that’s up. The journey leads customers to brand loyalty, advocacy and many future purchases because they received the experience they were looking for.

There’s a series of questions we ask our clients that are specifically designed to uncover what we need to say in order to move customers to the peak. That’s where DSM stakes your claim. Brand loyalty and customers who will not only advocate for you, but shout it from the mountain tops!

1. Awareness
2. Consideration
3. Decision

These questions might seem painfully obvious and time consuming, but the answers actually become the backbone of your messaging strategy.
Some of those questions include:

What problem does your customer have?

What are some common events that cause a customer to look for you?

What are 5 educational, industry-related questions your prospects ask in their research process?

How does solving this problem tangibly help your customer?

These questions might seem painfully obvious and time consuming, but the answers actually become the backbone of your messaging strategy.
Some of those questions include:

What problem does your customer have?

What are some common events that cause a customer to look for you?

What are 5 educational, industry-related questions your prospects ask in their research process?

How does solving this problem tangibly help your customer?

The Right Message,
in the Right Place, at the Right Time.

Great marketing is all about context, and that’s what our customer journey uncovers.

Imagine you’re in the healthcare space. The right messaging at the right time can help move a patient closer to booking a consultation. Imagine a patient going through the following journey:

  • They start by researching their symptoms.
  • They’ll visit a doctor (or several doctors) to get an official diagnosis.
  • They’ll start researching their condition to learn as much as they possibly can.
  • They might look for support groups to see what others are experiencing.
  • Their doctor will likely recommend some treatment options, and the patient will do their own research on it.
  • Their doctor will likely recommend someone to provide treatment, and the patient will look up their reviews, plus the reviews of their competitors.

Now, imagine you’re going to send a message to someone who is ready to pick a treatment provider. You wouldn’t send them a message about what their symptoms might mean; they’re past that stage. Vice versa, you wouldn’t send a message about your qualifications to treat a certain condition when a patient isn’t even sure of what condition they have. Context is everything in a customer journey.

The Right Message,
in the Right Place, at the Right Time.

Great marketing is all about context, and that’s what our customer journey uncovers.

  • They start by researching their symptoms.
  • They’ll visit a doctor (or several doctors) to get an official diagnosis.
  • They’ll start researching their condition to learn as much as they possibly can.
  • They might look for support groups to see what others are experiencing.
  • Their doctor will likely recommend some treatment options, and the patient will do their own research on it.
  • Their doctor will likely recommend someone to provide treatment, and the patient will look up their reviews, plus the reviews of their competitors.

Now, imagine you’re going to send a message to someone who is ready to pick a treatment provider. You wouldn’t send them a message about what their symptoms might mean; they’re past that stage. Vice versa, you wouldn’t send a message about your qualifications to treat a certain condition when a patient isn’t even sure of what condition they have. Context is everything in a customer journey.

Solutions, Not Services.

Now those might be one in the same, but the trick is all about how you position yourself within your customer’s context. Whether they’re at the awareness stage, the consideration stage, or the decision making stage, your customer is always aware of their problem. That’s why messaging that’s built around your solution will always resonate, no matter where they are in your sales funnel.

Take DSM as an example. We can run Google Ads for you, but no one wants to run Google ads just for the hell of it. That service is just one way we deliver a solution — driving new leads for your business.

If you need even more proof, just look at the title of this section you decided to read. You’re reading this because it appealed to the solution you’re looking for, not the service.

Crafting a Good Offer.

The steps above will help you get the right message in front of the right customers at the right time. Too many businesses stop there, and it’s a fatal mistake. Once you’ve gotten potential customers to consider your solution, you have to know what offer will move them to the next step of your sales funnel. Depending on the nature of your business, that might be a free consultation, a free estimate, an e-book.

Ask yourself this — what question does your customer need to have answered in order to take the next step? It might be a question about your costs, or a question about your qualifications, or a question about how your solution works. Like the rest of your messaging, the right offer at the right time is crucial to turning strangers into customers. If you’re not sure about what offer resonates best with your customers, you can always test it.

Crafting a Good Offer.

The steps above will help you get the right message in front of the right customers at the right time. Too many businesses stop there, and it’s a fatal mistake. Once you’ve gotten potential customers to consider your solution, you have to know what offer will move them to the next step of your sales funnel. Depending on the nature of your business, that might be a free consultation, a free estimate, an e-book.

Ask yourself this — what question does your customer need to have answered in order to take the next step? It might be a question about your costs, or a question about your qualifications, or a question about how your solution works. Like the rest of your messaging, the right offer at the right time is crucial to turning strangers into customers. If you’re not sure about what offer resonates best with your customers, you can always test it.

Do you need new customers, like yesterday? Let’s start getting quality leads in your pipeline.