Lead generation can be a tricky thing, doing it well and ethically will prove to be challenging, but there are some practices that can make it a bit easier, and more successful.
When you’re trying to get leads from a consumer or another business, a great way to help your cause while easing the minds of those you’re dealing with is to employ what are called risk reversal tactics. Risk reversal tactics are used to take risk away from the consumer, making them feel more comfortable giving you contact information. Here are three different ways of using risk reversal tactics to help you generate leads.
Start first and foremost by offering your white paper, webinar, or whatever you are using as free. When the consumer is looking at your product, they will see less of a risk if it is already free. Another way to make risk seem lower is to offer your product at a cost while offering a money back guarantee. Since your goal is to receive their information and not their money, it should be no loss to you if they get their money back. By doing this, the consumer already feels better about the situation, and will be more likely to give valuable information.
Another strategy to employ is to make your forms optional. Allowing the consumer to fill out the contact information forms if they would like to has two positive effects for you. Not only will the consumer feel less pressured and more likely to fill out the forms, the ones that do fill them out will have a higher conversion rate than one that was forced, making for more valuable leads.
Finally, another tactic is to allow certain information fields as optional by keeping the essential information required, but allowing for less important information to be left blank. For example, you need their name and email address at the very least, but some things like home address you can do without. By doing this, once again you can get a wider array of consumers as fewer will be scared off by the idea of giving some information that they don’t feel comfortable giving.
Just remember, take some of the stress and risk off of the consumer, and the leads will get better and usually you will get more of them.
Lead generation is something most companies are worried about. Whether it be in the B2B market or B2C market, the bottom line is revenue. With that being said, what do you do once you get your leads?