“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.
SweepSouth to Battle Fichaya, Others for Market Share in Nigeria
By Adedapo Adesanya
Johannesburg-based SweepSouth, the home cleaning service startup that was launched in 2014, is looking to hijack some customers from its competitors in Nigeria by offering quality services.
SweepSouth allows people to book home cleaning services at affordable prices and connects them with cleaners they call SweepStars, who are carefully vetted and are professionals with extensive experience in home cleaning.
Traditional domestic service agencies in Nigeria are mostly informal, and people who use these cleaners often have to find them by asking around their neighbourhood but the problem with this approach is that it is difficult to know if the cleaner is experienced.
Things are about to change as SweepSouth’s value proposition will help its customers find a cleaner in minutes and will deliver the best services.
The startup’s expansion in Nigeria is led by its new country manager, Ms Awazi Angbalaga, an operator who has worked across industries in the past eight years.
Ms Angbalaga noted that SweepSouth has been test-running its services in Nigeria for the last two months and that the uptake has been exciting.
“Although we’ve largely been testing out our service here, we have already had our first 300 bookings, and the feedback we’ve received backs our belief that our proposition is compelling to Nigerians. While we’re growing our bookings every week, our focus continues to be providing the best service to our customers,” she said.
At the moment, SweepSouth charges a base fee of N3,400 ($8) for cleaning a one-bedroom apartment and around N7,500 ($18) for cleaning a 3-bedroom apartment. The pricing is at par with what is obtainable with traditional domestic service agencies, which is important for a service which is aiming for mass-market adoption.
But SweepSouth will face competition from those traditional domestic service agencies and newer startups such as Fichaya which are now targeting Nigeria’s young working-class population.
Remote work and a growing class of young tech workers, who are willing to pay gig workers for services that make their lives easier, are powering the home services industry. Other startups in this space even offer home-cooked meals and laundry.
To break into the market, SweepSouth may also look to provide additional services such as its SweepSouth Connect, which links people with a wide range of professional artisans. SweepSouth Connect is already available in Kenya and South Africa.
The startup did not confirm if it will launch its Connect service in Nigeria but it stressed that for now, the focus is to reach mass adoption and provide exceptional service to customers.
At the moment, customers can only make bookings from the SweepSouth Nigeria website, but the startup shared that it will launch its app this month. The app will improve customer experience across the entire process from booking to leaving reviews for the SweepStars they’re matched with.
Buhari Loses Suit to Challenge Electoral Act at Supreme Court
By Adedapo Adesanya
The Supreme Court has struck out a suit filed by President Muhammadu Buhari and the Attorney General of the Federation (AGF), Mr Abubakar Malami, challenging Section 84(12) of the Electoral Act.
On Friday, the case was expunged on the grounds that it lacks the jurisdiction to entertain it and is an abuse of the court process.
A notice for the judgment delivery was served on President Buhari and the National Assembly on Thursday, inviting them to appear before the court today for the judgment.
The President and the Minister of Justice had filed a suit at the Supreme Court, seeking an interpretation of the controversial clause in the Electoral Amendment Act 2022.
In the suit filed on April 29, President Buhari and Mr Malami, who are the plaintiffs, listed the National Assembly as the sole defendant.
There have been several debates regarding Section 84 (12) of the amended Electoral Act 2022 which was assented to in February.
Upon assenting to the act, President Buhari had asked the National Assembly to delete the contended clause, however, the parliament declined the president’s request.
Section 84 (12) of the legislation holds that “no political appointee at any level shall be a voting delegate or be voted for at the convention or congress of any political party for the purpose of the nomination of candidates for any election.”
In their suit marked SC/CV/504/2022 and filed on April 29, 2022, President Buhari and Mr Malami sought an order of the apex court to strike out the section of the Electoral Act, which they argue was inconsistent with the nation’s constitution.
According to the court document, the plaintiffs contend that the Section 84(12) of the Electoral (Amendment) Act, 2022 is inconsistent with the provisions of sections 42, 65, 66, 106, 107, 131, 137, 147, 151, 177, 182, 192 and 196 of the Constitution of Federal Republic of Nigeria, 1999, (as amended), as well Article 2 of the African Charter on Human and People and Peoples Rights.
The plaintiffs further contended that the constitution already makes provisions for qualification and disqualification for the offices of the President and Vice President, Governor and Deputy Governor, Senate and House of Representatives, House of Assembly, Ministers, Commissioners, and Special Advisers.
They urged the Supreme Court to make: “A declaration that the joint and or combined reading of section 65, 66, 106, 107, 131, 137, 147, 151, 177, 182, 192 and 196 of the constitution of the Federal Republic of Nigeria, 1999, (as amended), the provision of Section 84 (12) of the Electoral Act, 2022 which also ignores Section 84(3) of the same Act, is an additional qualifying and/or disqualifying factors for the National Assembly, House of Assembly, Gubernatorial and Presidential elections as enshrined in the said constitution, hence unconstitutional, unlawful, null and void”.
However, in its decision on Friday, the Supreme Court held that President Buhari, having assented to the bill on February 25 2022, cannot turn around to challenge the same act.
In a unanimous judgement delivered by Justice Emmanuel Agim, the court said allowing the suit to have its way will amount to approbating and reprobating at the same time and no court of law shall allow that.
The apex court unanimously agreed that President Buhari lacked the jurisdiction to bring the suit before it because of the nature of the reliefs sought.
London Police Arrest Ekweremadu, Wife Over Organ Harvesting
By Adedapo Adesanya
The London Metropolitan Police has announced that it arrested a Nigerian national, Mr Ike Ekweremadu, and his wife, Mrs Beatrice Nwanneka Ekweremadu, for allegedly conspiring to bring a child to the United Kingdom for organ harvesting.
In a statement on its website, the Met Police wrote that “Beatrice Nwanneka Ekweremadu, 55 (10.9.66) of Nigeria is charged with conspiracy to arrange/facilitate the travel of another person with a view to exploitation, namely organ harvesting.
While the statement did not, however, give further details about the suspects, the age and description given match that of the former Deputy Senate President and his wife.
“Ike Ekweremadu, 60 (12.05.62) of Nigeria is charged with conspiracy to arrange/facilitate [the] travel of another person with a view to exploitation, namely organ harvesting.”
As at press time, neither Mr Ekweremadu nor his aides have issued a comment about the development.
But the police added that “both [have] been remanded in custody and will appear at Uxbridge Magistrates’ Court later today.
“The investigation was launched after detectives were alerted to potential offences under modern slavery legislation in May 2022.
“A child has been safeguarded and we are working closely with partners on continued support. As criminal proceedings are now underway we will not be providing further details.”
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