Lead generation campaigns are usually focused on grabbing the attention of the target audience and further guiding them to take the desired action. In between attention and action- there are various steps. Missing on any step may mislead the audience, and would not result in the intended conversion.
Since every step holds equal significance, the planning should be done accordingly. This calls for a well-planned strategy to execute an effective lead generation campaign that could actually result in success. Talking of a well-planned strategy, you should research your audience thoroughly before getting into the campaign area. Negligence in the research part may backfire the entire campaign. And in such a case, the company may not even realize it.
In this post, we will be providing you with thorough information regarding the lead generation campaign. Here are the important points to keep in mind while designing and executing a lead generation campaign.
1. Define Your Target Audience-
The main aim behind lead generation is more than lead generation. It is about fueling the business growth by propagating revenue. In simple words, increase the number of customers. So in this case, you need to focus on more than lead generation. You should concentrate on relevant lead generation. In that case, you need to focus specifically on people who are interested in your product or service that you are offering.
And there begins your research part- define your demography. You can extract the information from your customers by outlining their behavior, the purpose that your product or service is availed, challenges that the customers experience, and how does it help. These data will act as a wireframe for your campaign and help you design messages, select channels, and attract traffic- that suits your business.
2. Set Campaign Objective–
Before starting on any plan, you must fix your objective. The same goes for lead generation campaigns as well. The objective allows you to make a full-fledged plan, set metrics, and measure against the metrics to track the progress.
In the context of lead generation campaigns, just lead generation could not be the objective. It is way more than that (as said above)- generate useful leads that could be converted into customers within a particular time frame.
For different industries, the objective may differ but eventually, the result is always the same- boost sales and enhance revenue generation.
3. Choose Your Lead Magnet-
Talk to an expert, and they will suggest you- plan a lead magnet for your lead generation campaigns. Practically, this makes the process of lead generation easy. However, when you are offering a lead magnet, make sure you have designed it while keeping the psychology of the prospects in mind. For example- A prospect would like to have a case study at the end of the purchase cycle instead of your company profile in order to make a final purchase.
Now that you know the objective and your target audience, make sure your lead magnet has value to impel the prospects to take the next necessary.
For example- In a recent lead generation campaign hosted by Valasys Media, we provided our leads with a case study on how we helped our clients to generate quality leads for their niche. And that worked wonders for us.
4. Design Your Landing Page-
This the part where the action begins. It requires a lot of content and graphics planning and execution. Both content and graphic should be convincing and appealing- that is the rule of a successful landing page.
In order to make the content convincing, make sure you are stating facts by some real figures. If possible, show some statistics. In short, your claims should be proven statements.
The main aim of the landing page is to compel the prospects to fill in the forms and download the magnet without any delay. And for that, you should begin with –
It is no secret that only 8 out of 10 will read a headline and only 2 will read the entire body of the copy. Make sure the headline of your page is a reason to read the rest of the copy. If you are unable to explain the purpose, there are high chances that the customer will not continue further.
Visitors who are coming to your page need to understand the concept immediately. Make sure they reach the main point as soon as possible. In short, don’t weave a story on the landing page. Instead, tell them about your business directly without letting them ponder. To make the copy skimmable, break blocks into short paragraphs, use bullet points, and use simple language.
Various reports point towards the significance of infographics to capture the attention and convey information to the audience. And in the present time, marketers are experimenting with various types of graphics. For example- incorporating a video on the landing page has helped to boost the conversion rate by 80%.
While you are claiming your worth on your landing page, the badge of honor will act as proof for such statements. Use testimonials, reviews, and case studies to build the trust factor. This will help your prospects to take a further step with you.
Your prospects would like to, further, fill a form if they are convinced with your profile. And there comes the role of form- this will help you to capture leads.
While designing a form, it is recommended to have a brainstorming session to conclude the information required for the form.
In short- be specific with the questions. Asking irrelevant questions is likely to repel the prospects from your landing page. Try and keep it short, ask for minimum information, however, it should be effective enough to follow-up your leads.
The main aim of call-to-action of lead generation landing page is to guide the customer to take the next step. This implies that call-to-action should be placed correctly on the landing page to capture the attention of the visitor. Also, it should be persuasive to click.
For lead generation campaigns, CTA should sound rewarding. Traditional CTA such as subscribe us, submit your information, may not work. Instead, you should offer a lucrative deal such as download an e-book. And further, present them a form asking for their relevant data.
5. Analyze and Optimize–
Once you are done with the designing part, it is advisable to analyze and optimize before you start your lead generation campaign. Marketers tend to use technology and various testing methods before they begin with the lead generation campaigns. The analytics software enables you to get some real-time insights. Further, these insights help you to design the lead generation campaigns- in terms of headline, or a new form.
6. Test the Campaign–
Before you start the lead generation campaign, make sure your front end and back end are appropriately responsive. Follow the path that your prospect will take to the thank-you page. Ensure all elements are working as intended. Check your links, adjust the window size if required, interact with the page, and verify the working of CTA. Any misalignment will lead to the failure of your lead generation campaign.
Lead generation is a multi-step strategic process. It requires a lot of filtering and refinement. Be it the landing page, or advertisements. You need to be precise while you are advertising your services. In short, a lead generation campaign is about laser-focused concentration where you guide your prospects to navigate towards you to avail your lead generation services.
Make sure you have done thorough research before starting your lead generation campaign as the methods differ depending on the industry.