General
Effective Lead Generation Strategies You Should Try
“We need more leads”
If you’re in sales and marketing, you’ve probably heard these words or said them to your team.
Rightly so, since growing the business depends on your ability to attract high-quality leads and gradually turn them into paying customers.
For this to happen, you’ll need lead generation strategies that increase brand awareness, generate interest in your products/services, and encourage potential customers to engage.
Strategies that create new opportunities for you to capitalize on and close.
To that end, we have laid out five tactics that may help boost your lead generation efforts.
1. Invest in Lead Generation Software
Sales and marketing teams spend a lot of time collecting and analyzing contact information manually. The process is tedious, time-consuming, and may yield inaccurate results.
Lead generation software makes work easier by automating the process, allowing your team to focus on other aspects of selling.
The software captures a visitor’s information at points of contact, whether that is a visit to your landing page or a document download, etc. You’ll learn how potential customers are interacting with your business and customize their journey accordingly.
Here are some features to look out for:
- Ease of use: look for software that’s designed for marketing teams not web developers or programmers. The team should be able to use the software without referring to or dabbling in code.
- Integrations: your preferred software should sync seamlessly with your existing Martech stack. This will make for effective inter-tool communication and reporting.
- Scalability: software that can grow with you is software worth investing in. The system should have the capacity to handle expanding operations and related needs.
- Analytics: the ability to analyze collected data and generate reports will help you streamline marketing efforts, improve operational efficiency, and improve customer interactions. Go for software that can help you do this.
2. Host Joint Venture Webinars
At some point, you realize that you’ve pitched your products/services to existing audiences and now need to find new audiences to generate sales.
Joint venture webinars are an excellent way to reach new audiences with your message. You partner with brands in complementary niches to pitch to a fresh audience.
Here are ways to make joint venture webinars more impactful:
- Choose the right partner. The best partnerships are those that involve companies that offer complementary products/services, have complementary customers, and audiences that are interested in the partnered event.
- Promote the webinar. Work with your partner to create a promotional kit that ensures your narrative and takeaways are the same – think email copy, images, videos, etc. Choose distribution channels that work for both companies.
- Prepare, prepare, prepare. Conduct dry runs to help the presenters get comfortable with each other, the webinar software, and equipment. The dry runs will help you pick up any technical difficulties that can be dealt with before the big day.
- Follow up. Capitalize on the interest you’ve generated to follow up right after the event and convert those audiences to qualified leads.
3. Create Gated Content
It takes tremendous time and effort to research, compile and package valuable information for audiences.
Putting it behind a gate means those who are genuinely interested in what you’re saying won’t mind trading their contact info for it.
Not only does gating content increase your likelihood of capturing good leads, but also gives you better insights into what prospects are looking for.
Best practices include:
- Create an optimized landing page for the specific gated content. Let the message focus solely on the material you’re sharing to ensure your visitor doesn’t get distracted and leave without completing the action.
- There is more to gated content other than PDFs. Many marketers associate gated content with PDF documents, but these aren’t the only options or formats available. You can create video series, webinars, exclusive access, exclusive communities, templates, and checklists.
- Quality over quantity. A short,information-packed e-book does more for your business and reputation than a hundred-page one full of fluff. Observe proper editing principles and deliver high-quality work.
- Make navigation easy. Use the clickable table of contents, ensure any links embedded on the document work, and use images to make the information more palatable.
4. Make Cold Calls
Research by RAIN GROUP shows that many senior levels buyers prefer to be contacted on the phone. By senior level, we’re talking c-suite and VP buyers—just the group you want to target.
Cold calling provides a platform for tapping into new markets and gaining key information concerning your target market’s needs, challenges, and expectations.
So how about brainstorming your value proposition then getting on the phone to lock in that deal?
Here are some considerations:
- Know what prospects want. Tough? Not really. Buyers are looking for ways to solve their current problems. By sharing detailed information about the features and services your solutions provide, you can influence their decisions.
- Pre-qualify prospects. Now that you know what prospects want, it’s time to pre-qualify them. Develop strong buyer personas to help you understand your target market and identify brands with the potential to turn into customers.
- Prepare for the call. Come up with a script that comprises a strong opener, a middle, and a conclusion. Test different opening statements to find the one that draws in prospects. Your middle should contain key features of your products/services, questions for the prospect, FAQs, and objections. In the conclusion is where you ask for your goal.
- Follow up. Cold calling experts say it takes on average five follow-up calls to get leads to convert. While it’s easy to give up after one or two follow-ups, don’t do it. Persistence is key in this business.
5. Leverage Email Marketing
With over 300 billion emails exchanged daily, email marketing is an effective communication channel between brands and their customers.
B2B sellers use this channel to build relationships, send out promotions, and stay in touch with customers—past, current, and potential.
Having said that, the email marketing technique will only be successful if you have the right contacts and adopt the right approach. This approach includes:
- Updating your email list. An updated and clean list ensures you reach your target audiences with messages that interest them in your offerings.
- Keeping email content concise. Life is fast-paced, readers are busy, and hardly have the time to read through lengthy emails. Shorter emails with visuals or images that can be read on the go are preferable.
- Scrap the “no-reply” email address. It makes your company look dubious, and your email just might end up in the trash. It also limits the subscriber’s ability to reach you, which may cost you countless leads.
- Link emails to specific landing pages. When a reader clicks through to your site, send them to a landing page that correlates with the email and shares more information. It saves them from navigating your site looking for information and possibly losing interest and leaving.
General
Power Outage in Nigeria as National Grid Collapses
By Aduragbemi Omiyale
Nigeria is currently experience a cut in power supply after the national grid collapsed for the 11th time in 2024.
This is the first time in over a month as the last time the nation witnessed a nationwide shut down in electricity supply was on November 7, 2024.
Before then, the country was experiencing an incessant collapse of the grid, which prompted the federal government to set up a team to address the issue.
However, just when Nigerians were thinking they will not witnessed another national grid collapse in the year, it issue reared its ugly head again.
On Wednesday afternoon, most of the energy distribution companies suffered power outage, prompting them to inform their customers of the situation.
One of the DisCos, Ikeja Electric Plc, in a message to electricity consumers under its franchise area, said, “Please be informed that we experienced a system outage today, December 11, 2024, at about 13:32 hours affecting supply within our network.
“Restoration of supply is ongoing in collaboration with our critical stakeholders. Kindly bear with us.”
Recall that on Tuesday, in a report, Google listed national grid as one of the top trending searches by Nigerians this year.
General
NLNG to Replace Vessels in Move Towards Decarbonisation, Sustainability
By Adedapo Adesanya
The Nigerian LNG Limited (NLNG), which produces Nigeria’s Liquified Natural Gas (LNG) and natural gas liquids (NGLs) for export, is planning to replace all its vessels with modern ships within the next decade.
This was disclosed by Mr Nnamdi Anowi, the General Manager of Production, NLNG, during the World Leaders’ Panel session on Tuesday in Berlin, Germany, as part of the 2024 World LNG Summit and Awards.
Speaking at the event themed “Achieving the Balance Between Energy Security and Decarbonisation,” he said the company which was incorporated in 1989 was making plans to boost its vessels to ensure proper transportation of gas for export.
“We are making significant strides in our shipping operations. Over the next 10 years, we aim to transition from our current steam-powered vessels to modern ships.
“Earlier this year, we took a major step by entering into a long-term chapter of our first modern ship Aktoras, and we are already planning to acquire a second ship next year,” he said.
On the critical issue of net zero emissions, Mr Anowi said that NLNG aspires to achieve net zero emissions by 2040.
According to him, this goal is attainable through implementing a combination of solutions that include operational efficiency, natural sinks/offset projects, carbon capture and storage (CCS), net zero expansion, digital solutions and shipping efficiency.
“Our pathway to net zero aligns with Nigeria’s target of reaching net zero by 2060, while many major players in the industry are aiming for 2050.
“We are actively expanding our initiatives in this area, including several low-carbon projects,” he explained.
Regarding Liquefied Petroleum Gas (LPG), Anowi noted that the company had committed 100 per cent of its LPG production (propane and butane) to the Nigerian market.
He pointed out the urgent need for cleaner energy, citing a report that revealed that not less than 100,000 Nigerians died yearly from smoke inhalation caused by cooking with firewood, predominantly affecting women and children.
“This underscores our commitment to sustainability. It’s important to recognise that about 80 per cent of Africans lack access to cleaner energy.
“When discussing sustainability, we can not overlook the necessity of providing energy to these communities,” he added.
He further elaborated on NLNG’s strategy, stating, “Our objective at Nigeria LNG is to maintain safety, enhance capacity, foster growth, and future-proof our business.
“The recent transformation programme includes a rebranding initiative, evidenced by the unveiling of a new logo and the company’s renewed purpose: providing energy for life’s sustainability.
Mr Anowi also noted that NLNG was working diligently to improve its production capacity from 23 million tons to 30 million tons through its Train 7 Project.
“We are actively engaging with stakeholders and the government to ensure our LNG trains are filled by the end of next year,” he said.
On sustainability, Mr Anowi explained that 75 per cent of NLNG’s emissions result from its operations, with the remaining 25 per cent coming from its shipping activities.
He emphasised the importance of measurement, reduction, avoidance and mitigation strategies in their sustainability efforts.
He said that the company was also exploring CCS opportunities through partnerships with the government and other international oil companies.
“We are in the early stages of CCS implementation, assessing potential reservoirs for this purpose,” he said.
In terms of renewable energy, Anowi said that NLNG was investigating solar power projects at its offices in Abuja and Port Harcourt as part of its broader sustainability initiatives.
“We are committed to abatement efforts and are collaborating with experienced private companies to explore carbon credit opportunities.
“We must balance sustainability with affordability and reliability in energy supply.
“The African region must progress at its own pace, prioritising immediate energy needs before addressing long-term sustainability goals,” he explained.
General
National Grid, Mr Ibu Among Top Trending Searches by Nigerians in 2024
By Dipo Olowookere
Many events happened in 2024 in Nigeria but a few shook the nation because of their impact on residents of the country.
According to a report released by Google, the incessant collapse of the national grip, which plunged the nation into darkness, was among trending searches on its platform.
In the report made available to Business Post on Tuesday, the tech giant said this year’s results show a continued interest in the political and economic landscape, with searches related to the US elections, the new national anthem.
“The 2024 Year in Search offers a unique lens into the questions, interests, and conversations that shaped the lives of Nigerians this year.
“From cultural milestones to pressing concerns, these insights reflect how Search continues to be a valuable tool for users to navigate and better understand their world,” the Communications and Public Affairs Manager for Google West Africa, Taiwo Kola-Ogunlade, stated.
Google’s 2024 Year in Search for Nigeria showcased the most popular searches, notable individuals, actors, musicians, topics, questions, and other subjects that captured Nigerians’ attention in the year.
Google’s Year in Search is an annual analysis that reveals the top trending lists and also spotlights what the world searches to see, learn, and do.
The music scene in 2024 was marked by a surge in popularity for artists like Shallipopi and Khaid, who also featured prominently in the overall personalities list. The top trending song was “”I Don’t Care” by Boy Spyce”, followed closely by “Ozeba” and “Commas” by Ayra”. Nigerians also showed a keen interest in understanding the lyrics of various songs, with “Ogechi lyrics”, “Ozeba lyrics”, and “Omemma by Chandler Moore lyrics” leading the searches in the lyrics category.
This year, Nigerians continued to demonstrate a strong interest in entertainment with movies like “A Tribe Called Judah”, “Treasure In The Sky”, and “Damsel” topping the movie charts. The top TV series that captured the interest of Nigerian netizens included “Supacell”, “My Demon”, and “Queen of Tears”. In the culinary world, Nigerians explored diverse recipes with “Pornstar Martini recipe” leading the searches.
Concerns about personal well-being and global events were also reflected in search trends. Questions like “How much is dollar to naira today?”, “How to get perfectly defined curls for African hair?”, and “Who won the US presidential election?” topped the list of queries. Nigerians were curious about the meaning of words like “demure,” “steeze,” and “pet peeves,” turning to Search for answers.
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