A business is considered successful when it is able to perpetually acquire as many customers as possible for its product or service. This goal almost answers for every objective of a business. Hence, entrepreneurs’ relentless efforts to acquire and maintain loyal customers for their businesses.
Recently, businesses have been intentional about their marketing efforts. Most businesses have adopted digital strategies to complement existing marketing efforts. This is done all in the quest to acquire as many market shares as possible.
To this effect, various elements of digital marketing are used to achieve different goals such as creating awareness, communicating business’ value to its audience, driving traffic and ultimately, making sales.
It is important to note that no one can take the amount of traffic to the bank. Reach, impression, even traffic is good, but not good enough for the business if it is not making money from them. Hence, the need for quality and relevant lead generation.
What is lead generation? Lead generation is the process of identifying and cultivating potential customers for a business’ product or service. In this article, we will be providing effective steps you can take to up your lead generation effort.
7 steps to ensure a successful lead generation campaign
1. Identify your lead generation goal
Among the many reasons why digital marketing campaigns fail is having too many goals at a time or no goal at all. Although, it seems obvious. However, it can not be overstated that you need to have a well detailed and clearly defined goal for your campaign to succeed.
As in the case of lead generation. You need to identify the bottom line which in most cases, is about generating sales.
Having a clearly defined goal will help in listing out the means of achieving the goal such as the audience, channels to be used, content development and others.
2. Understand your audience
Following a clearly defined goal, you need to build a buyer persona. This is important as the success of the campaign is majorly hinged on people’s decisions and indecisions.
Understanding your audience entails being emphatic, understanding their interests, pain points, aspirations and how all these are connected to your business.
This way, you will be able to ascertain the right channels to use and also build relevant content that they will find useful and automatically engage with it.
3. Identify and analyze your channels
Digital marketing hosts several channels that offer the widest reach possible. Depending on the goal and the target audience, a range of channels you could leverage include: Facebook, Instagram, Twitter, Pinterest and lots more.
According to studies, 81%, 64% and 40% of the age range 18-29 make use of Facebook, Instagram, and Twitter respectively. Insights such ad this sure provide enough information that will guide you while choosing the right channels for your lead generation campaign. Visit here for the full report.
4. Develop relevant and valuable content
Basing on your previous work regarding your target audience and preferred channel, you can further by creating content that works best for the channels selected.
Instagram is big on images; therefore, you should ensure that your creative direction portrays your message properly while looking captivating.
Content should also be perceived as valuable by users for them to even interact with it at all. Understanding your audience already gave you the idea of things that your audience will find attractive.
No matter what you do, ensure your content adds value to your customers or at least, perceived as valuable.
The main purpose of creating content is to share it with people so they can use, interact, get value or carry out the desired action. Regardless of the effort directed into creating content for a campaign, if not strategically shared, it will drive little or no result.
Being strategic entails knowing the right time to push your content, being creative about different platforms that you can leverage, and the right kind of people you should target. Understand that there’s no limit to platforms you can share your content.
6. Measure performance
With your content out in the market and at arm’s length of your potential customers, you also need to engage in a continuous review to know if the campaign aligns with your goal.
Thankfully, digital marketing elements come with a special feature which they all have in common -Analytics. Measuring performance is basically about monitoring the analytics to gain insight into the progress of the campaign.
7. Optimize your campaign
When you continuously study the insight, you get from an ongoing campaign, your result will qualify the campaign as either overperforming or underperforming.
If your campaign is overperforming, kudos, you can just keep monitoring it. However, if your campaign is underperforming, which is to say you are not getting the desired result at the proposed frequency, then there is a need for you to optimize your campaign.
Optimizing your campaign could include one or more things like tweaking your content, optimizing the landing page, reviewing your general strategy or even going back to the drawing board to see what could be done differently to get the desired result.