Let’s Talk About “Branding” – and How It’s Different with Lead Generation
OK, one more to wrap up my series on the importance of generating your OWN leads. In the previous two posts, we discussed some big reasons to start building a channel for generating internet leads internally (driving free inbound phone calls, and generating a more targeted lead for more profit). This time we are going to talk about the “B word.”Using your brand. First let me be specific here: by “brand” I mean what makes you a better choice for the consumer than your competition. I am not talking about promoting nebulous tag lines, color schemes, or building name recognition. Lead generation is for generating sales – period. It is critical that you do not sacrifice direct response principals that are proven to work in an attempt to promote brand elements that will not influence consumers to take action now. Specifically, by “brand” what I am talking about are the elements that are unique to your company and can convey the positive customer experience you have already built with your client base.
Although I stress not trying to use your lead generation campaign as a way to build your brand, you can certainly stay within your brand elements such as colors and fonts. Also, branding is about customer experience, and what better way to generate positive customer experience than generating more customers? And as I always say, if you are not set up to generate leads internally because of technical and/or media buying resources, but still want to take advantage of benefits, maybe consult an online direct response agency (like us).
Yes, shameless plug. But as a direct response marketer I just couldn’t help myself!