Convert Contacts into Business Leads

We all watch our follower numbers. It’s a bit addictive. Did I break 1,000? Who unfollowed me?

As marketers, we know a following is not the ultimate goal. We want business. We need to convert contacts into business leads and, ultimately, customers.

  • First, we need to attract followers and connections.
  • Next, we need to gain their interest so they become business leads.
  • Third, we convert to a customer.
  • Finally, we move into the phase of managing an ongoing relationship with the customer.

Business Leads Defined

A lead is someone who lets you know that they are interested in your products and/or services. They have moved beyond being a connection. They have asked a specific question that signals they want to become a customer.

They have invited you to have direct contact over a specific interest. They are engaging you in the first stages of the sales process.

Generate Leads

Lead generation is the process of converting connections into sales leads. This step can involve sending someone to your website for more information and one or more meetings and phone calls. You start to provide specific information of interest to the lead.

Ideally, lead generation should be part of an organization-wide sales and marketing strategy. Everyone on the team should be part of the process from attracting contacts to nurturing customer relationships.

Fundamentals of Relationship Marketing

Marketing is a broad term that encompasses a range of activities to promote products, services, brands and ideas. I believe that relationship marketing is a key to success for every type of business and marketing endeavor.

To find success you must make meaningful connections with your target audience – you must create, build, and deepen relationships.

You must win the confidence of your clients. You have to know how to talk to them and give them the positive impression makes them feel more connected to you than the competition.

There are three important components to relationship marketing.

Focus Beyond One Sale

Relationship marketing looks beyond one-and-done sales. The goal is to create a connection that leads to ongoing give and take with customers and key audience. Customer value is defined in a way that is more faceted than sales volume.


Relationship marketing is responsive. Questions are invited and are answered. Person-to-person connections are made as brand representatives both reach out and respond to customers. Calls are answered, emails get a personal response, comments are acknowledged.

People choose to do business with people, not companies. So, building rapport with them is essential for creating long-term business relationships and better brand trust.

Honest, Plain Language

In order to build loyal customers, you must establish relationships based on trust and confidence. This takes intentional effort that is based on being honest and straightforward. Make the investment and reap benefits far beyond a one-time sale.