Attracting leads: Begin with a lead generation plan

- Have you ever heard the saying, if you don't know where you're going, any road will get you there? A lead generation plan directs and aligns your efforts so you know which road to take. Let's take a look at four foundational items to include in any lead generation plan. Objectives. An objective defines what you need your lead generation to achieve. It should be specific, measurable, relevant, and time-bound. Increasing sales is a common lead generation objective. Let's use an example. So let's say that your objective is to increase sales $50,000 in the next 12 months. Historical sales data and an analysis of current market conditions will help you determine if this objective is achievable and relevant in that timeframe. To take the next step, download my Exercise File to learn how to calculate how many leads you need to attain your sales objective. Key Performance Indicators or KPIs. A KPI is a quantifiable measure to understand if you're on track to attain your objective. Let's go back to our objective, which is to grow sales by $50,000 in the next 12 months. Some KPIs could be: monthly sales growth so far this year, number of engaged leads such as social media likes or shares, average time it takes to convert a qualified lead to a customer. Personas. A persona is a research-based, fictional profile of your customer's demographics such as age and household income, psychographics, such as motivations, expectations, or attitudes, and behaviors. A persona includes the decision criteria you must address to win their business, such as price, how long it takes to receive your product or complete your service, customer ratings and reviews. An insightful persona helps you connect and engage with leads in a relevant way so they become your customer. There are many persona templates and examples you can research online. Competitive insights. Know your competition so you can communicate what about your brand is different and better. Research information like which companies are my competitors? Which products or services do they offer? How do their offerings compare to mine? What's better or worse? What are key messages in their marketing and advertising? You can learn more about competitive insights in my Integrated Marketing Communications course, Know Your Competition chapter. Customize your lead generation plan by building on the four foundational items we've discussed. Before you write your foundational lead generation objectives, KPIs, personas, and competitive insights, I suggest that you speak with your colleagues and supervisor to review previous company examples and ask about any additional relevant items to include in your lead generation plan.