We get it: without a steady stream of leads, it’s hard to grow your business, let alone justify your telecom marketing budget. However, lead generation is often easier said than done.
Remember: at the end of the day, you’re asking someone to be so compelled to learn more about your service that they willingly choose to provide you with their name, company information, and email address.
The magnitude of this ask shouldn’t be overlooked. That’s why our approach to lead generation is fully centered around making the best possible offer to your prospect, so that they are completely convinced that you’re worth it.
Not sure how to do this? Here’s 5 principles to keep in mind to amp up your telecom lead generation.
1. Make offers that your reader can’t refuse.
At the risk of sounding like the Godfather, if your reader isn’t sure that you’re the right company for them, they won’t take the next step. Make sure your messaging is centered around your readers’ pain points, and that the writing clearly communicates how you will solve their problems.
Note that while a time-sensitive telecom lead generation campaign can create interest and scarcity (e.g., users want to sign up or download the offer before it expires), you’ll get more longevity overall if you create an offer that’s evergreen – always relevant to your reader.
2. Provide different kinds of lead bait, one for every step of the buyers’ journey.
Even if your messaging says what readers wants to hear, some readers simply aren’t ready to buy right away. Provide different kinds of lead bait that can answer questions they may have or that demonstrates your expertise, such as:
- An eBook that explains a service they’re curious about
- A webinar that updates attendees on industry news or provides relevant expertise
- A downloadable FAQ that answers common questions customers have about working with your company
- A whitepaper that succinctly explains a relevant topic
- A case study that makes the case for why prospects should choose you over your competitors
3. Put your offers on compelling landing pages.
This is not a place to skimp on design; remember, you don’t have the opportunity to directly talk to your prospect, so your landing page needs to do it for you.
If you don’t feel confident that your landing pages are the best possible reflection of your company – are they easy to navigate, or do they overwhelm the reader? – it’s time to take another look at the way they’re designed. (Our free pdf can help.)
4. Find where your prospects are online, and promote your lead bait accordingly.
Telecom lead generation doesn’t follow an “if you build it, they will come” mentality, so it’s now time to consider how you’ll get your offers out there. Depending on your company and where you are in your marketing efforts, you may want to use any or all of the below channels:
- An email marketing sequence, sent to a list of prospects and/or customers
- PPC and other search ads, to capture users searching for relevant services
- Organic social media posts (i.e., those you didn’t pay to boost), to notify your social media followers of your offer
- Social media advertising, to reach a broader range of social media users with whom you’re not currently connected
- Retargeting, to remind landing page visitors of your offer while they browse the internet
Remember to pick your channels wisely. While you can save time by solely focusing on one marketing channel, you may end up wishing you’d tested more. On the other hand, trying to reach prospects through every possible avenue may leave you feeling overstretched with nothing to show for your efforts.
5. Create relevant website content that drives targets to your lead bait.
In addition to promoting your offers via the channels listed above, you can use your website to drive traffic, too. Consider any of the below ideas:
- Updating your homepage with an eye-catching link to the landing page
- Writing and promoting blog posts that relate and link to the lead bait topic
- Adding a sidebar call-to-action that links to the landing page
- Installing a pop-up that links to the landing page (try not to make them too obtrusive!)
If you’ve created multiple lead bait offers, targeting different stages of the buyers journey, you may find that some of these options are better suited to certain offers. Test and retest to find what works best for you.
Ready to get started?
Lead generation can be a lot to keep track of, but the good news is that once you’ve used these principles to create your framework, it’s easy to continually promote your offers.
If you need help creating and executing your telecom lead generation strategy, we’re here to help. Contact us today to start reaching your prospects where it counts.
