Generate More Leads

Once you have determined your marketing strategy, there are two paths to acquiring new leads – inbound and outbound. Both of these work together to help you to reach and acquire new customers.

Inbound Marketing

Inbound marketing promotes your business by focusing on helping your customers to find you. Leads are then tracked and strategically guided through the sales funnel until they become a valuable customer.

Outbound Marketing

While inbound marketing is about getting your customers to come to you, outbound marketing is where you actively approach your customers. Getting your marketing mix right will result in long-term growth.

Content Marketing

Website and SEO

Social Media



Lead Nurturing

Content Marketing

Content marketing refers to the creation and distribution of relevant, valuable and informative content produced for your target market at different stages of the sales funnel. This may be in the form of website content, landing pages, blogs, eBooks, whitepapers, videos, infographics, case studies or podcasts.

There are three stages to the sales funnel and driving prospects down the funnel with targeted content is key.

  1. Awareness – unqualified prospects seeking to build their knowledge or awareness of a need or issue
  2. Consideration – prospects are seeking solutions
  3. Decision – looking to finalise purchase decision and close the sale

Every piece of content must convey value to the reader and have a strategy behind it. The ‘value’ is what helps the reader to build their understanding of their issue or need, as well as provide solutions or answers. Value forms the core element in driving the prospect along the sales funnel and is what helps to set you apart from your competitors. Content that comes across as ‘salesy’ or ‘information dumping’ will be overlooked by your prospects.

Website and SEO

Your website is your largest shopfront, available to your customers 24/7 from anywhere in the world. More importantly, for most industries, you will find that more visitors are using their mobile phones to visit your website than ever before. It is now imperative that your website is easy to navigate on a smaller screen and helps to guide your visitors to actions that are tracked and valuable to your business.

A new website… or a website refresh?

A review of the usability (UX) of your website, an understanding of your brand positioning and competitor landscape combined with information on the personas of the different audiences that visit your website, the devices they use and the purpose of their visit will assist in determining what will be most practical for your business.

Do I need SEO (search engine optimisation)?

When a potential customer is ready to look for information, their first source is the internet. They type a phrase, known as keywords, into the search bar and start going down the list of results until they find a webpage that appeals to them. Knowing what these keywords are, and how to use them on your website will help your customers to find you.

Social Media

Social Media can be great for generating brand awareness but it can also be used as an effective tool for lead generation.

Facebook, Instagram, LinkedIn, Twitter or Clubhouse?

Which platforms are worthwhile? The social media platforms which will be most worthwhile to your business are those where your users and customers are the most active. After all, it doesn’t make much sense to invest heavily in a social media channel which very few of your customers use.

Why do I need a Social Media strategy?

Social Media can be a powerful tool. Having said that, it can also be an incredibly damaging tool if not used correctly. In order to be effective, it is important to implement a sound marketing strategy with clear goals and objectives.

Whittle delivers high value, highly complex technical solutions to the mining industry. The results for our clients are self-evident but our ability to communicate what we do in order to gain new clients was always highly challenging and frustrating.

Fit 4 Market researched our customers, identified our true advantages and worked with us extensively to change the way we communicate online & offline and change the way we sell to prospective clients. The results have been outstanding.

When COVID-19 challenges were thrown our way, Fit 4 Market set up a complete inbound marketing system, reducing the need for us to travel while enabling us to reach clients around the globe.

Gerald Whittle
CEO, Whittle Consulting


When it comes to advertising, understanding your customers, their behaviour and decision making process will assist in choosing the most cost effective mix of channels.

Digital advertising
The most common form of paid digital advertising include Google Ads (previously called AdWords), social media advertising on Facebook and Instagram, YouTube advertising and re-marketing.

Mass media advertising
Mainstream advertising include newspapers, magazines, TV, radio and out of home formats such as buses and billboards.

Successful advertising requires
  • a clear goal and purpose
  • measurable KPIs
  • choosing the right mix of channels
  • an understanding of the benefits of each medium
  • a clear and succinct message

Being strategic about the channels you choose will ensure that your ads reach your customers at the right time and work hard for every dollar you spend.


Industry trade shows, exhibitions and conferences represent a great opportunity for many businesses to reach a large group of customers in a short time frame. To make the most of these events you need to confidently know how to:

  1. Quickly identify your prospects and collect their contact information
  2. Follow up with relevant content that drives them down the sales funnel
  3. Track and nurture these leads to convert them to valuable long term customers
Seminars and workshops

Hosting seminars and workshops is a way to reach potential customers who need a low involvement introduction, where they don’t feel like they’re buying from you. On top of providing relevant information which is of value to the prospective customer, you have the opportunity to teach them about your organisation, the skills or services you provide and cement your position as an expert in the field.

Lead Nurturing

Now that you have acquired new leads, what’s next?

1. Act fast!
Unlike random email distribution, lead nurturing requires you to respond immediately to the potential customer and not waste any time in establishing a relationship. When a customer sees your high level of interest in developing a relationship, there is increased motivation on their part to do business with you.

2. Automate it all
Lead nurturing can be very time consuming but with the right CRM, you can have it set to automate emails based on behaviour, continuously track the lead as they progress through the funnel and generate detailed reports, all without having to lift a finger.

3. Do it right
In order to move a prospective customer along the sales funnel, you cannot just provide random and unnecessary information. Rather, you need to monitor the lead and provide targeted content that adds value. You can tell when you’ve done it right as you’ll get much higher than usual click-through rates.

How to increase sales

Buying Behaviour

By conducting market research, you can find out how your product fits within your customer’s decision making process and understand how to best approach them.

Not a sales person?

We provide specialist sales training to people who are not sales people such as scientists, engineers and healthcare workers to help you make the sale.


A solid CRM will provide information on where your leads are coming from and data on how long your prospects spend in the decision-making funnel.

Our Marketing Experts

Talk to our team today and let’s discuss how we can help to create your success together!

Adam Basheer

Adam Basheer

Meg Leipus

Meg Leipus

Michelle Lee White

Michelle Lee White

Want to discover new customer groups?

Identifying new customer segments and communicating with them effectively will help to grow your business.