Why you should outsource your lead generation in South Africa
Very few companies are doing this type of lead generation in South Africa.
By and large, the South African marketing industry still holds a dim view of lead generation. Marketing managers associate it with ineffective – and not to mention irritating – methods like cold calling and SMS and email spamming. Because of this, most marketing managers don’t think about running lead generation campaigns and instead stick to traditional marketing campaigns.
This isn’t the case in the US and Europe, where outdated methods like cold calling and spamming have long since died out. Internationally, lead generation is making a comeback, and outsourced lead generation is commonplace. The difference today is that the agencies at the forefront of the industry are taking an inbound marketing approach to lead generation.
What this means for you is that because hardly anyone in South Africa is doing lead generation, the market is wide open for brands and agencies to stand out and really deliver. However, it also means that the skills and knowledge required to roll out an effective lead generation strategy aren’t readily available within your internal marketing team, nor will you easily be able to hire someone from within the local marketplace. For this reason, it’s a good idea to outsource your lead generation strategy to a specialist lead generation company.
Outsourced lead generation companies can be held accountable.
The Google Trends and Keywords tools, which allow you to see how many people are searching specific keywords and phrases each month, are essential when compiling a lead generation programme in South Africa. The fact that the Google Trends and Keywords tool makes these important stats so easy to access also means that you can hold your lead generation company accountable if they do not deliver on their promises.
Once you’ve used the Google Keywords tool to find out what people are searching for each month, you can create content around those keywords. This will pull people to your website – hence the term ‘inbound marketing’.
This might sound similar to traditional SEO. However, the difference between inbound marketing lead generation and traditional SEO is that SEO strategies focus only on people who are ready to buy. For instance, if you are selling Java software development services, SEO will focus only on specific phrases relating to Java software development, such as ‘Java software development services’.
The problem with this kind of strategy is that it ignores the vast majority of people who don’t know what solution they want – but rather have a problem that needs to be solved. Identifying the keywords that these people are searching for, like ‘need to create a customer portal’ allows you to create content that addresses the challenges these people have.
Outsourcing doesn’t carry staffing implications.
There is a case for running your inbound lead generation strategy internally. One benefit of doing lead generation internally is that you have easy access to product experts who can help you to produce content. Another is that if your staff happens to have the right skills and expertise, it could work out to be more cost effective.
However, in order to run inbound marketing lead generation internally, you’ll need to hire at least one internal writer, a content strategist, a digital marketer and a marketing automation specialist. What if after a year you find that inbound marketing doesn’t work for your business? You’ll find yourself in the difficult situation of having to retrench your team – something that South Africa’s labour laws make nearly impossible.
If you outsource your lead generation strategy to a South African agency, on the other hand, you’ll be able to put a Service Level Agreement in place, which will allow you to end your contract if lead generation is not giving you the results you expected.
Image Credit: 12 Apostles Hotel and Spa
STAY IN TOUCH