Lead Generation for High End B2C Products

Hera today we learned that we do not need lead generation for basic B2C products that are low priced and simple.

For example, if you are selling candy or a pen, it is a simple low priced product and doesn't need lead generation.

The sales cycle is short and the decision-making process is easy. Many of these products and services are bought on impulse.

Even if the end consumer makes a wrong purchase, it is not something to worry about. If I spend 10 rupees on a pen and if it doesn't write properly, I will not lose sleep over it.

My time is more valuable than going back to the shop and asking for a refund. However, when it comes to high-end B2C products, we need to do lead generation.

Let's take two examples of high-end B2C products.

What are the biggest purchases that a consumer will make in his lifetime? It is easy to guess.

The biggest purchase would be a house.

People end up spending their entire life savings to buy a home. The next biggest purchase that they will make will be a car.

Let's first think about buying a home.

The Process of Buying a Home:

If someone is interested in buying a home, he/she will look at an ad and will call the number on that ad. Or they will look at an ad online, click on it, visit the landing page and fill out a form with their contact information.

This contact information becomes a lead for the seller. As we discussed in lesson 1, this is a lead because it leads to a sale.

This contact information is the connecting link between the buyer and the seller. Once the seller gets the contact information he will call the prospective buyer and schedule a site visit.

Without seeing the house in person, the buyer cannot make a buying decision. This is a complex product and once the purchase is done, it is difficult to reverse the transaction.

So the buyer will visit the house (or a model house if it is still under construction) and then will ask a lot of questions to the salesperson.

Does it have a good water supply?
Is this a good neighborhood?
What about the facilities in this apartment building?
What about the security and so on.
These are the questions and objections that the buyer has before he can go ahead with the purchase. The decision-making process can take anywhere from 3 to 6 months. The sales cycle is long in this case.

The seller needs to generate the leads, profile the leads, score the leads, and then close the sale with constant follow up. (All these strategies will be discussed in the future lessons).

Now let's take another example of a high-end purchase.

The purchase of a Car: After a house purchase, the next biggest purchase for an end consumer would be the purchase of a car. It is not a one time purchase but it can happen once in 3-5 years. Since it is a complex product, lead generation is required for this.

This is how the process would flow:

The buyer sees an ad online for a car.
He visits the landing page and downloads a brochure.
He gives his contact details to download the brochure.
Then he watches a welcome video.
Below the welcome video, there is a link to request for a test ride.

The form asks a lot of questions such as:

What car do you currently own?
When are you planning to purchase the new car?
Will you be buying it as an individual or as a company?
When do you want to request for a test ride?
Do you need financing for the car or will you pay the full amount upfront?
The questions that are being asked in the form is very important to score and profile the leads. The salesperson may not have time to call every lead and give the test ride of the car to them.

He has to filter out the highly qualified buyers from the unqualified ones. Many car enthusiasts who don't have the money to buy cars would still request for a test ride.

The information filled in the form will help the salesperson to prioritize the leads. That's why lead profiling and scoring becomes important. In future lessons, I will show you how lead-profiling and scoring works in real life with practical tools.

You can see that in both the cases mentioned above the sale cannot happen without lead generation.

No one will see an ad and swipe their credit card to buy a home or a car. Lead generation and sales are required in this case because the buyer has a lot of questions that need to be cleared before the sale can happen. And that can be cleared only by a salesperson. And for that, the salesperson needs the contact information of the buyer.

That's why lead generation becomes very important. The same method can be applied for any B2C product that is high-end.

If you are selling an interior-design service or an appliance that is high priced, you need lead generation.

In the first few weeks, we will be focusing on the theory and fundamentals of lead generation which is very important. Without understanding the principles and fundamentals, the strategy and tactics will not make any sense.

If you are looking for tactics and strategies that you can apply immediately, please have patience, they are coming to you in the future lessons. If you understand the principles properly, you will be able to come up with your own strategies and tactics.

That's it for today's lesson on lead generation for high-end B2C products and services. In tomorrow's lesson, we will talk about lead generation for low-end B2B products and services.

Companies are Turning To Digital Marketing To Survive during Corona pandemics

“We are in uncertain times, but with the increase of remote working and a collaborative approach, companies are turning to digital channels and embracing the transformation. We have seen a real spike during the last few weeks from companies wishing to create or update websites, launch new e-commerce channels and create social media campaigns focused on home-workers and a real focus on using influencers and SEO to reach new audiences.” Said by Scott Jones, CEO of 123 Internet Group

As we all know that, all the countries are facing the problems due to Corona Virus i.e Covid-19 and this will be create a big problem in upcoming some months or even years, so we can understand that all the profitable business of the world will be digital marketing dependents in the coming time.

So many companies are going to shutdown forever, and so many are closed for now, and bu, business gone in total lose where people come for a face to face business, in brief you can understand that the business where the physical engagement of the people required is gone down but those can wake-up those can run online, so now only those business can survive those can switch to online. So many B2B companies and various small companies those used to getting new customers through word-of-mouth publicity will be in very trouble, as the end customer is now not interested to enjoy their life so everything going to stop a some time.

Digital Marketing companies are likely to be the clear winner here, and companies – including ones that may not so much as had a Facebook page before – will need to move into social marketing, content marketing, SEO and influencer-led campaigns.

Of course, if you are a B2B supplier in an industry that has been slow to adapt to digital marketing will not survive. So the key factor is adaptability as soon as you adopt it. Adapting may mean opening new channels over web or social media platforms where introductions can be made and relationships fostered. In the coming months, your prospective clients are going to be less open to the idea of letting you walk through the door and shake their hand – and no-one really has any idea how long this will last and whether this will lead to longer-term change.

“There’s a window of opportunity here – when things are back to normal budgets will be going back into live events and that’s what they will be spending their time on.

“But if they see the benefits and opportunities that digital channels can offer, this will become part of their long-term marketing contingency plans.”

It’s certainly true that the coming weeks, or months – or however long this situation lasts – will be a challenging time for every company that isn’t ready to think about how they will replace the opportunities that have been lost.

As soon as businesses will shift strategically to digital marketing, there's no reason why it should just serve as an emergency fill-in, but could carry on providing long-term value when the world eventually gets back to normal. And of course, it would make companies more resilient to deal with any future un-predicted pandemics.

Real Truth of Digital Marketing Industry

One day I was reading some online articles, and just seen an article in Forbes magazine with an amazing title "The Shocking Truth About Digital Marketing", I shocked with the title and read entire article 5-6 times and try to understand exactly what they want to say. So, after this deep reading, I understand that Forbes wants to aware the business owners about the some fraud and unethical companies who committed a lot and returns very low quality results or provide very low quality services .

If you are a business owner and registered any website and made it live than I am sure that you received everyday so many phone calls and emails about the promotional services! Yes or No!
I am sure you are receiving, so here Forbes just want to tell you that before hire any organization you need to understand the strength of that company and previous work, and these all you can check on their website, they given the reference of a research that was conducted by Smart Insights (membership required) and that survey shows that 4 out of 10 businesses don't have an actually “defined” digital marketing strategy and CNBC also reported that “billions of digital marketing dollars are being wasted as online adverts miss their intended targets.” The primary reason is that, since so many companies don't know where to start digital marketing means from Social Media or Search Engines, they are led down a rabbit hole of online marketing scams and agencies that do not specialize in internet marketing. As a result, businesses waste valuable time responding to spam emails, irrelevant phone calls and unqualified leads.

And in this so many growing or startup digital marketing agencies are ensuring a very quick results at very low costs neglect to define and execute a digital marketing strategy for their clients. Instead, they simply “sell” anything they can and tell the client how great the results are going to be.
One after another, these agencies execute various online campaigns without knowing the company’s target audience, marketing channels or campaign goals. Their lack of research results in companies spending thousands of dollars and time on ineffective digital marketing campaigns.

When these campaigns fail, businesses return to their old habits of answering spam emails and phone calls from other agencies that promise rapid results at low costs. They continue pouring out money to the next fast talker who promises them unrealistic results.

Once again, no target audience has been identified. The proper digital marketing channels have not been researched or determined, and the company’s goals are undefined. Fortunately, there’s a much better solution for businesses that are looking for digital marketing solutions.

The solution is a well-defined, well-analyzed and well-performed digital marketing strategy that includes researching, understanding and defining a specific target audience. It also requires understanding the company’s marketing goals, competitive landscape, channel performance and budget allocation.

A digital marketing strategy can save companies an enormous amount of time, money and resources because it defines a well-researched and predetermined path. While there are always a few adjustments to be made along the way, it is a road map that takes businesses in the right direction.
A digital marketing strategy will show what marketing channels to invest in based on industry trends. An engineering firm’s ROI may be excellent for SEO but poor in social media. A plastic surgeon’s ROI may be great for PPC but not video ads.

Each industry varies dramatically, and this is where a well-researched and focused digital marketing strategy can determine the best marketing channels, budget allocation for each channel and measurable goals.

With a digital marketing strategy, businesses can experience more quality leads; higher ROI, website engagement and organic rankings; and correct budget allocations and marketing channels.
For continuous online success, businesses need to invest in agencies that provide them with a multichannel digital marketing approach. By doing so, they can save a tremendous amount of time and money.

There are several things to consider when searching for a digital marketing agency, beginning with research. Researching an agency is critical to understanding if and how they can help your business in terms of digital marketing.

Before partnering with an agency, it is in your best interest to ask several questions. Of these, one of the most important is, "Does the agency provide a digital marketing strategy prior to partnership?"
If the agency does provide a digital marketing strategy, this is a great opportunity to determine if they are the right fit for your company.

The digital marketing strategy should include a complete breakdown of a benchmark analysis, competitive analysis, keyword research, budget allocations and case studies. To complete each aspect of the digital marketing strategy, agencies research and analyze not only your business, but your competitors as well. Detailed competitive analyses show which channels are being used by your competitors and which are (or aren't) providing results.

Once the research is conducted and presented, agencies provide a proposed strategy highlighting what services, campaigns and channels they will use for your business, all within the available budget.

Other questions you should ask an agency include:

• Who are some of your former clients?
• How long has your agency been specializing in digital marketing?
• Will you follow up with me about my digital marketing strategy?
• Will the strategy include competitors?
• Is my strategy confidential?

Finding the best digital marketing agency for your business can be costly, time-consuming and overall stressful. Before you are led down the rabbit hole, conduct your research, and ask questions. Be sure to request an outline of the proposed digital marketing strategy. These three factors can help you determine the right agency for your business and, ultimately, lead to continuous growth.