Connecting before selling. The basics of customer acquisition that individuals can start today.
Hello, this is Iguchi.
As a sole proprietor, I am learning about marketing and copywriting while repeating the process of practice and verification every day.
There is a term that made me pause, thinking, "Hmm? I see and hear this often, but maybe I didn't actually understand it properly..."
That was "Lead Generation".
"There are so many katakana words..."
"It sounds like something about customer acquisition, but what does it actually mean?"
At first, it looked like a "magic spell" to me.
However, when I looked it up, it was much simpler than I thought, and I felt relieved, thinking, "Oh, I might be able to do this myself."
Moreover, if I had been posting on social media without knowing this, I might have ended up without ever connecting with people who were actually interested.
In this article, I will gently explain these "seemingly difficult katakana words" using analogies that are as relatable as possible.
By the time you finish reading, you should be able to easily apply this to your own business, thinking:
"Oh, so that's what lead generation is!"
"Then, maybe this is what I should do in my case."
Let's unravel this lead generation together.
To begin with, what does "lead generation" mean?
When I looked it up, it seems the meaning of the term can be broken down like this.
Lead = Prospective customer (someone interested in your product or service)
Generation = Creation, production (generating something)
In other words, a literal translation is "generating prospective customers".
To put it more simply, it is "the activity of collecting contact information (a starting point) for people who are interested in your product or service."Instead of suddenly pushing, "Please buy this!", you wave your hand saying, "First, please be interested in me," and connect with those who turn around.
That is the true nature of lead generation.
Let's think about it using a store's "LINE friend addition campaign"
This mechanism is actually overflowing in our daily lives.
The easiest example to understand is the "LINE official account friend addition" that we often see at cafes and clothing stores.
When you go to a store, you see posters that say, "Add us as a friend now and get 10% off your bill!" right?
"If it's cheaper, maybe I'll register" (having interest)
Scan the QR code with your smartphone and "add as a friend" (connecting contact information)
Get a coupon and buy at a discount (exchange of value)
This series of steps is exactly what lead generation is.
The store isn't just offering discounts out of kindness.
In exchange for providing the "benefit" of a discount, they have obtained "the right to send you messages directly (a LINE connection)." If this exchange didn't happen, the customer might visit once and never come back.
However, if you are connected on LINE, you can send messages later like, "Here is a rainy day coupon!" or "New items have arrived."
Turning a "one-time passerby" into a "prospective customer you can contact anytime."
This "exchange of contact information" is the biggest point.
How do you use this in the field as a sole proprietor or freelancer?
So, for sole proprietors and freelancers like us, what specifically counts as "lead generation"?
For example, suppose you are a "freelance web designer."
If you suddenly post on social media, "Website creation, 300,000 yen!", you won't get many inquiries, right?
So, you try this approach.
Create a free PDF titled "A Guide to Writing Blogs That Attract Customers, Even for Beginners!"
Announce, "If you want this PDF, register for my email newsletter."
By doing this, people who think, "I want to build a website, but I want to try doing it myself first," might register their email address because they want your PDF.
The "moment they register their email address"
This is the exact moment you have "generated" a "lead" (prospective customer).
Instead of just waiting, you exchange "contact information (a connection)."
This is the basic way to fight in business.
Summary: First, create a chance to "exchange business cards"
It seemed like a difficult term at first, but I felt very relieved to realize that it essentially means "creating a chance to exchange business cards with people who might become future customers." Instead of proposing marriage (selling) right away, first exchange contact information and become friends (prospective customers).
Doesn't that make you feel a bit more at ease?
"What is a 'sample' I can offer myself first?"
Lead generation starts from thinking in that way.
By the way, we will learn together on another occasion about how to become friends after obtaining contact information (this is called "lead nurturing"... more katakana!).
Thank you for reading until the end.
I would be happy if this article led to a small realization like, "Oh, so that's what it was!" or provided a hint for your own ideas.
Following me would be a great encouragement.
I will follow you back too ^^