As technology continues to advance, there are countless opportunities for aspiring entrepreneurs. This is great news if you’re the owner or marketer of a tech company, but it also means that your potential customers have a lot of options.
They’re also going to look carefully at all of the options available before reaching out for more information, and if you want them to choose yours, you need to have a strategy in place for attracting qualified leads. Your company can get more of these contacts with a reliable lead generation strategy.
The purpose of lead generation is to attract serious potential buyers—not just those who are kind of interested in your products and services, but those who are likely to purchase in the near future. If you’re going to get attention from these prospects, you have to give them a good reason to get in touch with you.
For companies working in technology, lead generation is an essential part of the marketing process. Put some of these strategies in place to get the most out of your audience.
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1. Build interactive landing pages
One of the goals of any ad or campaign, whether online or off, is to motivate people to take action. When a viewer or follower clicks a link to your site, do they know what they’re supposed to do? Landing pages built specifically for your different campaigns will let them know—and bring in more leads in the process.
Put a simple design together that highlights your company, the product you’re promoting and the call to action. This could be a request for more information, a downloadable document or a free trial (more on that later). Whatever it is, make sure it includes an interactive form on which visitors submit their names, email addresses and other key information that allows you to follow up.
2. Offer free trials
No one wants to buy a product without knowing it will work for them. That’s why car dealerships offer test drives, clothing stores offer changing rooms, and tech companies offer free trial periods. It’s also a terrific way to generate leads for your business.
Consider making a free demo the primary offer on a landing page, or offer it directly on your homepage. Simple products such as video games are better offered over short trial periods, an hour or so, while more complex products could either be offered in full for shorter periods or indefinitely but with limited features. Once potential customers know what the products will do for them, they’ll consider buying.
3. Host webinars
Your tech company exists to meet a particular need. Presumably, you know enough about this need to tell others how to address it—even without the help of your products and services. Provide this information through a series of webinars, which will not only educate potential leads and position your company as a thought leader, but also pique their interest in your products.
At first glance, this might look like a one-time opportunity to capture new leads from your attendee list. And while this is true for live in-person events, online events can be recorded and archived for future viewings, meaning you can continue registering new attendees—and generating leads—for days or even weeks after the event. Don’t forget to follow up after the event to keep these new leads engaged in your business.
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4. Ask for referrals from current customers
If one customer has a need or interest in one of your products, there’s a good chance he or she knows someone else who would be interested as well. Ideally, the customer is satisfied enough to refer friends and colleagues to your business. Instead of simply hoping they do, be proactive and ask them to do it.
Create a “Refer a Friend” page on your website, where visitors provide a name and email address for potential new leads. Include a similar feature anywhere else you’re trying to generate leads. When offering product demos or event registrations, for instance, ask if anyone else would be interested. That one new lead could turn into several new leads—and more potential business from one communication.
5. Work with influencers
No matter how great your products and services are, a marketing campaign only goes so far in assuring potential customers of their worth. At some point, you need someone else to advocate for them. Turn to reviewers and key influencers in your industry to provide this.
Send out the product to key influencers before launching, along with links to landing pages. If they like it, their reviews and opinions alone could create demand for it and boost the effectiveness of other lead generation efforts.
6. Send out surveys
What do tech buyers want? What are they looking for when they investigate a new software platform? Are they looking to save time and money or improve service delivery? Market research could tell you, but so could a survey that asks respondents to tell you.
Avoid questions about a particular product or about your company. Instead, ask what respondents are dealing with at home or in their organizations. Ask them what they look for in a software platform. Ask them what they would pay for a particular solution.
Put this survey on your website, and share the link across multiple channels. These surveys will not only bring in new names, but also give you an idea of what types of offers to make in the future.
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Whether your company sells video games or enterprise technology, lead generation is the key to growing your business. Put a lead generation strategy in place and keep your sales funnel full.
If you’re not sure how to get started, WebFX can help. Contact us today to speak with a strategist about how a strong lead generation strategy can allow you to attract new customers and grow your business.