Regarding lead generation, there are two types of marketing, Inbound and Outbound, and this is what they mean:
Inbound marketing means all your business’s internal marketing efforts, like social media and pay-per-click ads and social media profile engagement.
Outbound marketing involves the process we call prospecting, where businesses find a list of potential customers that match their Ideal Customer Profile and approach them to convert them into sales.
An ideal customer profile outlines the type of person interested in your service.
Some people assume that creating an ideal customer profile is guesswork, i.e., that you point out the possible qualities of a person you think would convert into a sale.
This is not true. Having a clear and specific ideal customer profile improves the results of your prospecting efforts. The best way to do this is by making a list of all your current buyers and those you know are interested in your business and working from there to inform your ideal customer profile.
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Because prospecting involves actively searching for leads instead of waiting for them to come through via ads, it opens more avenues for potential customers than just using ads. Inbound marketing can sometimes not be enough to keep enough leads going through your sales pipeline.
The beauty of prospecting is that you can use its results to improve and inform the targeting of your social media and Google pay-per-click ads. Knowing which demographic works from your prospecting results will help you get ads in front of the right people.
Some techniques for approaching prospects could be: