Most businesses never feel they’re generating enough leads but don’t quite know what to do to ensure their lead generation efforts are delivering good ROI. If you’re thinking of running a lead generation campaign, take note of these 10 steps to success.
1. Set your objectives.
In order to assess whether your lead generation campaign has been successful, you need to set your objectives. You need to identify what the target number of leads are and the timescales in which you wish to receive these leads. Are you looking for leads from existing customers or new prospects? Is there a percentage split between the two? You should also consider if there are any other objectives such as brand awareness, product launch, market diversification etc.
2. Use clean data.
Before embarking on any lead generation campaign you must ensure your data is clean and in a usable state and format. There’s no point investing in the engaging with your target market if the list you are using is years out of date. So, it’s well worth investing the time, energy and money in a spot of telemarketing ahead of the running the campaign to ensure that the data you are using is clean and up-to-date.
3. Be engaging.
The content of your lead generation campaign needs to be engaging. It needs to grab the attention of your target audience in an instant. Make sure that you speak in the language of your target audience. Don’t bamboozle them with tech speak about new whizzy features and functionality. Think about what your product or service offering means to your audience. Highlight the benefits. Is it going to save them time or money? Is it going to improve productivity? Will it make their lives easier?
4. Stand out from the crowd.
Your target audience is busy. They receive hundreds of emails every day, they probably don’t even bother to open their post and their social media channels are streaming with posts and information. So how do you make sure your marketing campaign stands out?
Be creative. Ask yourself how you can engage with your audience. Whatever you choose, it must be relevant to your business and the objectives of the campaign.
5. Be consistent.
In today’s omnichannel world, you must ensure that your campaign appears consistently throughout all of your marketing channels. Consistency and reinforcement of messages are key, so update your website, company email footers, and social media channels with the same campaign message.
6. Follow the rules.
There are very strict and clear guidelines for direct mail. Make sure you know what they are and that you implement them in your campaign.
If you are renting or purchasing data, make sure it’s from a credible source and that they have received permission to provide the data to you. For emails, make sure that you provide a clear unsubscribe link and have the functionality set up to allow people to unsubscribe.
7. Have a clear call to action.
So, your target list has received your lead generation communication, they’ve opened it and read it, now what do they do? You call to action is the most important aspect of your lead generation campaign. Without that, your target audience won’t know what to do and your campaign will be considered a failure.
Make your call to action obvious and specific. Is it as simple as an invitation to contact you for a special offer or are you going to provide them with something that’s free, useful and informative such as a handbook or white paper (if so, then you also need a call to action after they’ve downloaded the handbook or white paper).
8. Follow up.
To make your lead generation campaign as effective as it can be, you need to ensure that you follow the campaign up. This is best done through a telemarketing exercise. Strike whilst the iron is hot and make sure you schedule the telemarketing to take place a few days after the lead generation campaign is executed.
The objective here is the engage with the target audience and to get them to agree to the next step: a sales call, a meeting, a purchase…
9. Engage your sales team.
You’ve generated a strong lead through your well-planned, multi-pronged and well-executed lead generation marketing campaign. Now what? It needs to be handed over to a member of your sales team to follow up your good work.
This is best achieved by engaging the sales team well in advance. Let them know the campaign is going to be running, what it’s about, what the objectives are, what their role is and what is expected of them and when.
When you pass a lead over, make sure you provide as much useful and relevant information as possible and set a date by which the sales person needs to contact the lead (by phone, not email) and feedback to you the outcome. Then, continue to work with the sales team as the lead progresses through the sales cycle.
10. Measure success.
You will want to know whether your lead generation campaign has generated a good return on investment. So, make sure you log all sales conversions and associated revenue against the lead generation campaign.
By following these 10 steps you will surely reap the rewards of effective lead generation marketing campaigns.
Jo Coxhill is a seasoned marketing expert and can help you on the road to success. Contact Jo for a free Discovery session.
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