Why Your Company Needs Revenue Generation, not Lead Generation
Marketing is a broad topic but very necessary for a business in need of client acquisition...which most businesses are. Is your business struggling? There are a multitude of topics concerning the process of drawing in new clients. However, what are the best strategies and the most effective processes? Many decide, “why not cut to the chase and pay someone else to bring in leads?” But bringing in leads is only one step. What a business should be focused on is not lead generation but revenue generation and finding a company to provide that service.
What is the Difference Between Lead Generation and Revenue Generation?
Does a business need and want leads? Of course. However, businesses do not thrive on leads alone. What they need is a successful lead that turns into a customer. They need lead conversions. When a business looks to someone with a lead generation service, they need to know exactly what that service entails. Most of the time, they do produce leads. They’ll make cold calls, emails, create some form of ads, etc. They will present you with a number of leads they generated for you and call it a day. It may even look impressive. However, depending on how they got those leads and what research they used to prepare their strategies, even a large number of leads can still result in you losing money. Here are some differences in how companies that focus on lead generation and revenue generation differ in research and operation.
Lead generation companies may do very limited amounts of research about your business model, its demographic, and what they can do to make a potential customer stick. Simply reaching out to someone is lead acquisition, making it very easy for companies to take your money and do very little for you in the end.
Who are these “lead generation” companies targeting, and do they know what types of customers your business is most likely to acquire? A company focused on revenue generation, such as ours, does the research to gain a full perspective. For lead generation, you need to get a general interest in the product, bring people to it, and give them the opportunity to invest in it. But for that to be effective and to gain a higher percentage of lead conversion, you need to put a focus on potential revenue gained from the leads. You need knowledge and a strategy based on research done about the company’s practices and target audience. A company willing to help a business gain revenue generation will ask and find the answers pertinent questions, such as:
● What holes are there in a business’s current marketing strategy that could be fixed?
● Why aren’t leads becoming consistent customers?
● Where is the best place to allocate funds and attention in order to make the most of a campaign?
● What demographics are the most and least likely to be interested in your business’s services?
In an example of a gym that is wishing to acquire new members, there are many ways to go about it. Indeed, they can go straight to a lead generation company, fork over a bunch of money and then receive a report that they acquired “x” amount of leads for said gym. They may have made cold calls, emails, threw together a Facebook Ad for the area, or more.
However, most of the work these lead generation companies do rarely results in lead conversion. Why? Because they may not know how to successfully advertise what makes the gym special and marketable. Maybe these great contacts they have are not catered to the correct demographics.
For example, a gym hires a lead generator and says that they want as many leads as possible. The gym owners don’t know that more men than women are likely to purchase a membership or that the target ages are approximately 24-44. If the lead generators did their research or looked at what trends the gym itself had in client acquisition, they could make informed decisions about their targeting strategies and gain more effectual leads.
However, they’re not concerned with the end result, just the leads themselves. Therefore, they won’t worry as much about getting into the minds of current members and doing research into this business’s ideal customer. Many lead generation companies simply don’t want to do that work. They take whatever base information they receive from the client and see what they can get. They did their job.
Companies that want to help you generate revenue, not just leads, will do an in-depth analysis of the gym’s workings and decide who will be the most ideal people to contact. Then, they will implement such research through finely tuned targeting in advertisements, emails, and maybe calls. They will change their approach as they collect more data, and they will follow through, doing their best to make potential leads turn into actual sales.
Revenue Generation is Not a Temporary Fix
Think about when a car loses air pressure in one of its tires. A mechanic can give you the result you need by filling the tire back up again. Will that action temporarily show you a result you want? Yes. However, you spent money on something very rudimentary that only gave you a temporary boost and will not last you long.
Companies focused on helping businesses with revenue generation are like a mechanic that finds the leak in the tire, mends it so that it will not continue to lose air and also helps you to figure out what it was that caused the leak in the first place so that the issue will not recur. Lead generators can give you a temporary fix by bringing in leads that make you feel that your client acquisition problems are over. But companies focused only on providing you leads will not help you to get them through the door and actually earn you money.
Lead conversion rates are usually less than 10% for any industry. It is therefore imperative that businesses make sure that they are getting the best return on investment in lead acquisition. The right strategies and research will ensure that leads will not only come in more consistently but that they will also be more likely to convert.
A Focus on Lead Generation Will Not Provide Revenue
At the end of the day, a business needs to have a steady and consistent stream of leads in order to ensure they have a steady and consistent stream of income. There are many companies willing to bring you leads. However, you need to remember that you are not buying customers. You are buying leads who could become customers. Don’t invest your money with people who are just interested in getting you leads that likely won’t convert.
Yes, you’ll likely find some value in the process of lead generation, but it may well not be worth the overall money. You can’t purchase a customer, but you can get as close to that reality as possible by focusing on finding companies who make a point to understand their client and then, by understanding them, can focus on revenue generation. The right company will want to provide you with consistent leads that have a better chance of becoming customers based on research and strategies they implement on your behalf.