Lead generation is about matching a product, or a service, to a prospective customer. But key to this is knowing where your prospects are. Mapping software allows you to harness the power of location data to hone your prospecting activities.
The following are some insights we’ve discovered in eSpatial :
1. Realize the power of proximity
If a client is buying your product or service, then nearby enterprises or organizations with similar needs are equally as likely to be interested in what you are selling. Find those prospective clients (by internet research, phone-calls, footwork, or by buying marketing lists from agencies) then plot them on a map. This will immediately reveal the proximity of prospective clients in relation to the ones you are already serving.
2. Leverage your existing customer base to win new customers
Leverage prospective clients against existing clients in a particular area: “Your competitor, down the road, is already happily using our services. You’re not. That means you may be at a serious disadvantage.” Or use testimonial power to recruit from dissimilar businesses. “Why not give ACME fabrications nearby a call – or drop in – and ask if they’re happy with the service we provide?” (Of course, we would assume that ACME fabrications would give you a glowing review!)
3. ZIP codes reveal truths
If a client is using you as a service provider, to increase customer numbers, you can impress by using mapping software to reveal the location of that client’s actual customer base, rather than its perceived customer base (taken from address listings in spreadsheets, perhaps). The two often differ wildly. ZIP codes or post codes, plotted on a map, reveal location truths. To filter the data even further, use demographic datasets – containing age, sex, race, etc.
4. Incorporate location data into PPC advertising for better ROI
Pay-per-click advertising can very quickly burn up a marketing budget. Internet blanket-bombing can be very costly, without any real results. That’s why when you outlay on a PPC campaign, you need to make sure that the spend is optimized to recoup this cost. One way of doing this is to design your PPC campaign based on location data available for your designated market area. Plotting prospects on a map can tell you instantly where best to target your PPC. You can quickly deduce if there is a return is to be made on your investment.
5. Save time through data visualization
Finally…you can’t cast your eye over a spreadsheet and get instant insight. Unless (like the guy on the left) you’re a mathematical genius with a fantastical ability to retain information! That’s where mapped location data gives you the edge. You can get instant insights. So can your prospective clients. Data visualization therefore makes presentations more impact-ful and persuasive. Explanation is kept to a minimum and the client remains focused on the benefits of the service that you are offering.
Discover the power of location data and lead generation. Download eSpatial and start mapping your prospects – within minutes.