Whether you’re B2B or B2C, SME or MLE, it is essential that you are able to attract customers and convert passing prospects into lifelong paying consumers. The process of making this happen is referred to as lead conversion or lead generation marketing. It is a process that businesses spend countless billions of dollars trying to perfect every year.
A lead generation campaign is one that takes a targeted approach, first grabbing the attention of your target audience and then guiding them through the sales funnel in order to convince them to make a meaningful purchase from you. While there are many ways to generate leads, running a successful and sustainable lead generation campaign is often easier said than done. With that in mind, here are the essential steps of any successful lead generation campaign.
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Identify Your Leads
The first step is to use your market research skills to find out exactly who your target audience consists of. What is the demographic profile of people that typically buy your products or services? What industry do they belong to? What kind of Google search terms are they likely to use? What kind of message are they most receptive to? You need to answer these questions in order to know how to generate leads.
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Create Sharp, Powerful, Eye-Catching Content
One of the bedrock lead generation strategies is to create content that is eye-catching and gives an instant impression of your brand identity and value proposition. You need to take the information you have gleaned from step 1 and apply it to your copywriting and social media marketing. Keep your messages simple, clear, concise, and bold.
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Have Clearly Defined Goals for Your Lead Generation Campaign
When considering ways to generate leads, it is essential that you have concrete goals that go beyond simply “more customers”. For example, take a look at this stellar lead generation case study. You will see that successful campaigns focus on specific metrics and goals such as increased views and clicks or reduced spending per lead generated. Goals like this will help you reach your milestones.
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Have a Compelling Call-to-Action
A cornerstone of lead generation marketing is the CTA. When you have captured the attention of a prospect, it is vital that you actually take them somewhere. Your messaging should direct your leads to a useful and compelling call-to-action. This does not have to be an actual sale. A good CTA could be a call for viewers to subscribe to a newsletter, or receive a discount code, or share your content.
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Capture Your Leads
One of the worst mistakes you can make in a lead generation campaign is to neglect to capture your leads. When you have a solid lead, you need to be putting all of that valuable data into your CRM. This means their name, contact information, and any consumer profile information that you have should be logged and shared within your company.
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Nurture Your Leads Over Time
Finally, the lead generation process does not end after a purchase has been made. Any lead has the potential to be a happy and loyal lifelong customer. Always check-in with your leads and make sure you are nurturing them. Show your customers that you value them long after they have made an initial purchase.
Your Marketing Questions, Answered
Understanding the ins and outs of a successful lead generation campaign will help supercharge your marketing activities in 2021. For more essential marketing hacks and tech guides, make sure to consult our dedicated Marketing guides today.
