Any business owner is likely acutely aware of the fact that lead generation is a critical factor in the growth, and subsequent success, of their business. But when was the last time they stopped and looked at whether their current strategy really was the best approach in today’s technology-driven world?

Businesses that embrace the fact that technology, and therefore the way that we do business, is constantly changing at a rate of knots, and are developing their strategies and approaches to suit, are much better placed to attract and retain the new consumers of “today”.

Successful lead generation strategies today reflect a shift in consumer behaviour and the fact that marketing in general has become a lot more customer-focused. No longer is lead generation a fishing exercise where you set a strategy, cast a net and see what you can catch.

Lead generation in 2019 addresses concepts such as drilling down into the demographics of the intended audience, identifying their behaviours – what technology and communication tools do they use, what websites do they visit or podcasts do they listen to – and then creating a strategy to embed your brand, and eventually your products and services, seamlessly into those environments.

Once you have made your presence known in all the right places, it’s time to gain a deeper understanding of how your audience likes to be engaged and communicated with. Use that information to guide your audience through the next steps of the engagement process and towards successfully converting them into a purchasing customer.

The hard-sell approach simply does not work anymore. With a wealth of information available to them via various sources, consumers are much more savvy operators and so lead generation strategies need to address this in order to be relevant and have any chance of success.

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