Every marketing and advertising campaign has one final aim and that is to generate leads for the business. It all starts with creating brand awareness. After that, potential customers get to know about the brand. The sales team can then nurture and finally convert them into loyal customers.
The reality for many marketers is that lead generation is quite challenging. Statistics show that 61% agree that it is one of the most difficult aspects of the job. Furthermore, 53% of marketers will spend half their budget on lead generation. A paltry 18% believe that outbound marketing strategies bring high-quality leads. Interestingly, 80% of marketers acknowledge that automation is the answer to generating new leads.
Our article explores tips for creating lead-generating marketing campaigns. You will want to read on if you have been struggling with this part of marketing.
The simplest definition of a lead is anyone who shows an interest in your products or services. An online visitor who fills out a form on your website would be an example. They do so because they want to know more about what you offer. This is unlike a cold call that aims to push information on potential customers.
Lead generation is any process to attract prospects and convert them into customers. And that is where it gets tricky for many marketers. The modern marketplace is quite busy, with brands aggressively targeting people. With so much information and noise, getting attention can take a lot of work.
The modern customer also has so many choices. That means the brand must be very strategic about communicating with them. Sending out blanket emails, for example, will not work. You must personalize and tailor the messaging to the specific target group’s needs.
The same applies to using hard-sell marketing language. Astute marketers are now using demand-generation strategies instead. But what is it?
With demand generation, the brand uses different tactics to increase awareness and interest. Demand generation starts at the very top of the sales funnel. This is unlike lead generation, which is further down. The strategies present in demand generation aim to get customers to engage with the brand first. It then makes it easier for the sales team to convert such audiences.
Think about your typical purchasing patterns or mannerisms for a minute. Like most people, you are more likely to buy from a brand you already know and that is the essence of demand generation marketing.
Let us now look at some practical and effective lead-generation marketing campaign tactics.
Any marketer worth their salt knows it is only possible to speak to some of the markets. You must identify a specific target for your products or services. And that is why creating a buyer persona is critical to leads and demand generation.
The process requires intensive market research. You must do this to derive critical insights about your ideal customers. Who are you targeting, and why would they want to buy your products or services? The answer is that you are providing a solution to their needs.
There must also be a differentiating factor in your offering. That is why customers would choose you over a competitor.
A buyer persona is a fictional character you develop for your ideal customer. Inasmuch as it is fictional, you must go into a very detailed description. As we said, a lot of research goes into the process. You must uncover details such as:-
Use as many resources as possible to get the relevant information. These include:-
In the end, you should be able to talk about personae if it were a real person.
The rule of marketing is never to undertake a campaign without goals. You must develop specific time-bound goals that will guide your actions. The same goals will provide metrics to measure the success of your campaigns. Examples of goals could be:-
The next important step is to think about your demand-generation marketing tactics. Awareness creation is one of the most critical factors. You capture potential customers at the top of the funnel. That is the knowledge-seeking phase. At this stage, the customer may not be ready to buy.
Please note that 81% of shoppers will conduct online research before buying. If you capture their interest at this stage, moving them down the sales funnel becomes easier.
Another point to note is that demand generation is a lengthy process. The marketing team must take time to nurture relationships. Yet the result is often higher quality leads that are more likely to convert.
Some effective demand-generation tactics include:-
Blogs and educational content that is relevant to the target audiences. Remember we talked about identifying the customer pain point above? So the content should provide a solution.
We reiterate an earlier point. The more people are aware of your brand, the more they are likely to buy. Whatever you put out should be engaging and offer a solution. It also helps if you come up with unique content to differentiate from what the other brands are doing.
Remember we asked why a customer should buy from you, not the competitor? Well, the answer lies in your lead magnet. What is your offering that would make the customer take the desired action? You want the audience to subscribe, watch a video, or request a quote. But what is that subtle nudge that will push them into doing that?
Coming up with an effective lead magnet is one of the toughest parts of a successful lead generation campaign. Yet, it is one of the most critical parts.
Your lead magnet is a free service or item you give away. A free trial or sample provides an effective way to collect customer information. Another is a survey or quiz. You only give the result once the prospect provides their information. Leads magnets work well for B2B demand generation.
Once you determine your lead magnet, the next is to promote it. You can do this via email marketing, social media, blog posts, or paid advertising.
The landing page is one of the strongest tools for capturing leads. It provides you with a place to talk about your offers. Your potential customers can also submit their contact information on the landing pages.
Take time in creating the perfect landing page. You must craft compelling headlines and always include a call to action. Ensure the content is relevant, engaging, and compelling. One way to achieve the latter is to appeal to the audience’s emotions. That means being very strategic about the type of copy on the landing page.
Finally, be careful about how much information you need to collect. Many people are wary of brands that want too much information. Create linkages to your landing page and other platforms like social media or emails.
The right automation will help with the lead generation campaign. these include:-
Ensure everything is in place before you launch your lead generation campaign. That means testing the front and back end of the campaign.
Go through the process in the same way you expect the prospects to do so. Are the links working? Is the landing page easy to navigate? Have you optimized it for mobile, etc.?
After launching, keep up with monitoring. Tools like Google Analytics and social media analytics can provide invaluable information. Be flexible and willing to change anything that is not working.
We have shared fantastic tips for creating your leads marketing campaign. As per the article, it becomes clear that it can be quite difficult. That can explain why many marketers struggle with it. But if you go through the process well, you will achieve excellent results.
Start by getting the demand generation right because a lot depends on it. If people know about and seek out your products, converting them into customers is easier.