Finding Leads is simple - if you know how to look

Sources of Leads

The curious thing about marketing is that it is not rocket science.  Sure there are plenty of marketeers that would like to make it so – that is how they make their money, but in reality finding the best source of leads is a simple 3 step process while “stalking” sniper like is a very effective alternative - but that is a story for another time.

Let us look at the simple but effective way of identifying sources of leads.

We can envision a very simple 3 step process that looks like this.

Sources of leads

Seems simple enough?

.. but where most people go wrong is that they confuse simple with superficial – they are not specific enough.  This process only works when its boundaries are well defined.  Interestingly, the first 2 boxes are linked – you can do them in either order.  Your ideal customer is somebody with a very particular need that you are well placed to help them with. You can often get real insights by thinking about your best engagements with previous customers.  

The key is to ask why – but don’t be satisfied with the first why it usually takes 4 or 5 whys to get to the root of the problem.  Let me give you an example.  I was working with a videographer to refine his proposition.  He wanted to help his clients make their adverts more effective by using compelling video.  The conversation went something like this:

Why do static adverts lack engagement?        Because we respond better to moving visual stimuli

Why does that matter?                                 Because video is increasingly common

Why is that important?                                 We need to do more to stand out from the crowd

Why can’t clients do their own video?            Because it takes too long and needs a proper story

So why not get help from professionals?        Traditional video is seen as too expensive

Who would that apply to?                             Market savvy, quality + value conscious, time poor

So the counter-intuitive insight was that we should not look at video interest groups where there is anyway lots of competition, but instead concentrate on educating customers in effective marketing interest groups on how video has become a lot quicker and more affordable medium than ever before, but is only really effective if it follows a proper story.  

Equally useful, marketing advisers that believe in the power of video, but do not offer it as a service themselves, can make really good referral sources.

It is not rocket science; but common sense needs to be precisely applied to yield the best results.

Banner image © Mark Neild 2013  Dolphin in Bay of islands New Zealand taken shortly before we went swimming with them.