Lead generation is a numbers game and a momentum game.
Generally speaking there is no one magic way to generate a tons of leads. Granted, for some businesses there are more effective ways, but on the whole long-term effective lead generation comes down to a combination of advertising, public relations and a systematic approach to referrals – the lead generation trio as I like to call them.
It’s my belief that you need to employ all three approaches in order to generate the right kind of know, like and trust building that will attract your ideal customers.
In order to better understand why this blended approach makes such sense let me introduce the 3 Cs of lead generation: Cost, Credibility, and Control. Each of the lead gen trio offers you some advantage in one or more of the 3 Cs. By using them all, you get the perfect mix.
- So here’s the matrix of sorts:
- Advertising – potential high cost, often lower credibility, high, in fact ultimate, control – turn the ad on and off when you choose – control is the best part about advertising, you can launch a promotion on the day you want or need more leads and then turn it back down when you don’t
- Public Relations – cost can be low, credibility is high – often a tiny mention in a publication can bring more leads than a full page ad in the same publication – readers love the third party endorsement, control can be low – you can’t really dictate when and if you will get any pub
- Referrals – again, cost can be very low, credibility a little dependent on the source of referral but often high, control also out of your hands and based on your ability to educate sources properly.
Each of the members of the lead generation trio has pros and cons, but employed as a unit they have the power to help you create the kind of marketing momentum that builds long term success.