You’ve got the passion–and you’ve read all the marketing and sales books you can get your hands on–but your lead generation numbers are inconsistent from month to month. If you’ve got an experienced team and a quality product, why the fluctuation?
We have a few guesses on why your lead generation numbers aren’t up to snuff.
Your message is not consistent.
Think of the products and services you use that have the most staying power, and the most loyal customer base. They don’t change their branding from year to year. They don’t drift from their mission. Too many companies are trying to get as many customers as possible, instead of concentrating on finding their ideal customer for their specific product. As a result, their message is convoluted and varying, and their customer trust is understandably low and inconsistent. (This means your leads generation numbers aren’t, either!)
Your teams are not on the same page.
Your staff could be packed with the most passionate, qualified people in the business. But if the marketing team has a different focus from the sales team, and they have different priorities from the customer service team, your Customer Experience is going to be all over the place. This problem can be solved with a consistent message, that has a related vision/goals for each staff team. If every team knows the message/brand/mission verbatim, and how all of their targets are related to that message, customers are going to see a unified front. That builds trust, and makes your business (and your team members) more memorable when it comes time for a prospective customer to buy. This commitment to sustainable messaging and branding means more consistent lead generation over time.
The experts aren’t on your side.
It’s easier than you may think to leverage the opinion and influence of industry experts and align their findings with your message for the success of your product. Purchase the rights to expert reports, and make sure their findings are part of your message (and your unique approach).
You didn’t test your message (Or you did, but you didn’t adapt).
While you want your message to be consistent, it’s important to test the waters before you invest in a big campaign. Not to mention, you don’t want to on-board your entire staff to a message that doesn’t end up resonating with customers. Try different strategies for a short time–and use what works in the long term. The most qualified leads will stick with you.
Think of it this way. You’ve never given your business to an inconsistent company. Customers and clients will respond to your consistency (or lack thereof) in kind. The easiest way to get customers–and