In current world, there are
multiple channels for lead generation including conventional means like cold
calling, exhibitions, advertisements etc. and new means like digital and social
media. But the most important question is effectiveness of these mediums while
generating leads. It has been found that the prospect turnover ratio from
conventional means is less than 10% and turning them to customer is less than
4%. In case of social media, it is much lesser assuming the fact that the
presence is huge as well as there is a phenomenon of active and inactive users.
Social media success is industry and business dependent.
Today, people are debating
between conventional and new means and trying to demean the other depending upon
their preference. At this juncture, we all are missing one of the most
important aspect i.e. collaboration of mediums. In case of technology, collaboration
of Social media, mobility, analytics and cloud (SMAC) has opened up multibillion
opportunities for companies similarly collaboration can do the same in sales process
too.
Have you ever thought of combining
social media and cold calling and try to develop a new medium which can deliver
better results? If no, then I would like to say that my experience of executing
this collaboration says that it increases your hit rate by at least 100%.
Simple Case: Company is planning
to participate in the exhibition and wants to generate as many leads as
possible. Company can join the respective exhibition group in social media and
after filtering the relevant contacts, can target them through email, cold
calling and social media. It will help in increasing the recall value of the company.
If it is followed by personal visit then the company definitely gets registered
in the mind of the customer. It is followed by lead nurturing through collaboration
of all the mediums and the company can see better returns and business.
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