Wondering how ‘Lead Generation’ and ‘Marketing’ is linked? We will answer your question in this article. Definitely, marketing is a very crucial part of lead generation. Without marketing, lead generation cannot survive in this fast-pacing world. We also know that a guide to lead generation in marketing.
According to our survey, new companies gather leads mainly from referrals, which is risky at times because references don’t always work. The following statistics show how a company collects leads:
The graph shows that 90% of the leads are collected from referrals, and the second is from website traffic.
Let us explain why collecting leads through referrals can be risky, here’s why:
- In some cases, referral-based new business does not produce the right kind of client (as it could be the wrong fit, the wrong size, the wrong budget, and not the right kind of work).
- It is not possible for them to provide new business in a timely or scalable manner.
- As large agencies now compete with small and medium-sized firms for this work, competition is fiercer than ever before.
The excellent thing is that statistics indicate that agencies are becoming more proactive when it comes to incorporating both inbound and outbound methods into their lead-generating efforts. More than 85% of respondents claim they use email, paid marketing, social media, and blogging to generate leads. That is 9% more than in 2011.
If you’re still heavily reliant on referrals, we recommend looking at both outbound and inbound approaches. You may find it a challenge, but it’s essential if you want to succeed.
The following is an example of how an effective lead-generation marketing campaign can combine inbound and outbound marketing strategies.
How To Design a Brand Strategy For Lead Generation For Your Business?
- Identify who your target market is:
Lead generation is useless if it doesn’t result in clients who are a good fit for your business. You must first conduct some study to identify your targets in order to ensure that they are.
Take a look at your existing customers. Who are they? To find out more about your top clients’ backgrounds, ambitions, internet habits, toughest difficulties, and selection process for an agency, do interviews with them. Don’t just stop there though.
The messaging, traffic sources and other aspects of your lead generation marketing campaign can be adjusted to best suit your target prospects’ tastes once you’ve learned as much as you can about them.
- Determine campaign objectives:
Every effective marketing strategy begins with well-defined goals. It’s not a goal to “get the most leads possible.” A precise amount of traffic, leads, conversion rate, etc. that you’ll want to hit in a set timeframe can be determined using historical results as a benchmark.
If you haven’t kept track (oops… it’s time to start now), consider determining the value of a lead to your agency and working backward from there. You may figure out how many customers you require from this campaign to reach your sales targets by figuring out the average customer’s value.
Next, figure out how many leads your sales staff typically converts into customers. Then, using industry benchmarks, determine your conversion rate and the number of visitors you need to drive to reach those targets.
- Identify the offer that will draw in:
Do you remember when it was simple to distribute free goods online? There were many demands for ebooks, tip sheets, and white papers, and generating leads was simple.
It was so simple that some marketers became slothful. They started putting in less effort to produce the same number of leads, and it initially worked. Prospects began to understand that not all lead magnets were made equally as time went on.
They thus started to be more selective about what they said online. Making a generic offer no longer suffices in the modern world. If you want to see results from your lead generation campaign, you need to be creative and genuinely useful to your prospects.
You need to understand who will use the offer and where they are in the buying process in order to make a terrific offer and generate sales. Let’s see the percentages below to determine which medium works best:
Social media: 83%Blog posts: 81%Infographics: 81%
White papers: 78%Websites: 75%Web-based events: 72%
Website: 56%Case studies: 47%Research Reports: 39%Videos: 39%
Another crucial point to remember is that your offer does not have to be comprehensive. Marketers frequently use tools and free consultations to acquire leads for their businesses.
- Create a post-click landing page:
Assuming that you are aware of what you will provide for your prospects, you must persuade them that it is worthwhile for them to download. Your post-click landing page will be useful in this situation.
These compelling, independent pages—disconnected from your website by links in the menu or footer—are created utilizing components that have been shown to increase the likelihood that your offer will be accepted.
We have a total elaboration on this topic because it is very IMPORTANT! Let’s dive in!
- An attractive headline:
Eight out of ten people, according to a study, will read the headline, but only two will read the body material. Make sure the large, bold words at the top of your page explain why potential customers should read the remainder of it in order to take advantage of your offer. Your audience will stop listening if you can’t immediately explain what’s in it for them.
- Engage the media:
Visitors place a high value on visual appeal. The best technique to grab attention and spread information in advertising is therefore to use graphics and videos. Your prospects will comprehend the advantages of your offer and the reasons they should take advantage of it with the help of hero shots, infographics, explainer films, video case studies, and video testimonials.
Today, it has been demonstrated that adding video on a post-click landing page can increase conversion rates by as much as 80%. That 93% of marketers include them in their digital strategy is not surprising.
- Readable copy:
These days, the closing paragraph on many post-click landing pages should be the same. Making one word perform the work of two takes a lot of time, which many marketers don’t invest in.
Instead, they ignore the reader’s condition, which is that they are busy and not reading for pleasure, and pack their post-click landing page with long-form block text about their product and its advantages. They want an answer as soon as possible as to why they ought to accept your offer.
Because of this, you should use bullet points, break up long blocks of text into manageable paragraphs, and limit your use of text. People often dislike reading, therefore, the simpler you can make it for them, the better.
- Social support:
Why tell people that your offer is worthwhile when you can demonstrate it to them? Positive comments, endorsements, authority badges, and case studies all do this by highlighting clients and partners who have confidence in your company.
Prospects viewing your post-click landing page are inclined to trust your brand if well-known companies do.
- On forms, less is more:
Remember that your prospects are more likely to convert if you ask for less information from them. Reduce the number of fields on your form to the absolute minimum that will still allow you to follow up with leads.
What you provide is something more to think about. You can demand more of your audience in exchange for it by making it more valuable to them.
- An effective call-to-action button:
Your call-to-action button’s purpose is to persuade visitors to click it and make a purchase, therefore it needs to be compelling and appealing.
First off, they won’t be able to click it if they can’t find it. Therefore, your button should be an accent color that pops out on your page, and visitors should be directed there by visual clues like arrows or the gaze of models in a picture.
Second, even if they’re able to discover it unless you make them eager to click, they won’t. That can’t be accomplished with conventional button copy like “Sign Up,” “Subscribe,” and “Submit.” Your call-to-action must be benefit-focused, similar to everything else on your post-click landing page. Use something like “Send Me Expert Tips!” instead of “Submit” if you’re inviting potential customers to subscribe to a newsletter with expert analysis. Focus on what your customers will gain by converting rather than what they must do to obtain it.
- Create a page to say “thank you”:
Your “thank you” page, which shows in your lead generation marketing campaign when a visitor accepts your offer, serves more purposes than you might realize. Its aim should be to continue the dialogue with that new lead rather than just saying “thanks for downloading.”
So, how do you go about doing that?
After they fill out your form, first let them know where to discover their resource. Will it be forwarded to their email address or will they download it right away?
It should make an effort to direct them to another website that would be helpful to them, ideally one that is associated with the offer they just accepted. If you provide a template to go along with the “How To Create Buyer Personas” ebook, the link to it can be found on your “thank you” page.
Three things make the “thank you” page effective:
- The phrase “Keep a check on your inbox” tells prospects where to find the material.
- Visit The Layout for fresh content every day. encourages visitors to the blog so they may read more of Flywheel’s material there.
- Customers will say “Ah, good!” when they see the ebook’s image on the prior post-click landing page. I’ve received the ebook I ordered.
Although your “thank you” page has a lot of objectives, the first one is obvious from the name: it should express gratitude and make the lead feel important to the firm.
- Integration of Technologies:
In marketing, “technology stacks” are collections of software that assist you more successfully achieve important marketing objectives. In this context, they can be utilized to support your lead-generation marketing efforts. Software for generating leads may contain…
Remarketing solutions are utilized on your website visitors who don’t convert right away, such as Adroll and Google Dynamic Remarketing. It will show them advertisements on websites of your choosing with the goal of getting them to return to your post-click landing page and give your offer another look.
When your prospects do convert, CRM software like Salesforce or Zoho will evaluate and group them into categories so that you and your team can follow up more efficiently.
You may then continue to nurture those leads toward conversion with the aid of email marketing tools like MailChimp and GetResponse. There is no ideal tool count or “optimal” program for every task. Everything relies on your agency’s goals and the agency’s size, sector, revenue, etc.
- A campaign test:
Prior to starting any traffic, this step is essential. Your lead generation marketing campaign needs to be tested from the front and the rear.
Start by presuming that you are a potential customer visiting the post-click landing page for your company. To begin, check that all of the links leading to your post-click landing page are active, whether they are in an email, PPC network, sponsored social media post, or another location. Do they direct you to the post-click landing page they claim to? Does everything seem as you meant it to on all browsers?
Start interacting with the page if links and looks are configured. Give up on it, resize the window, and convert. Are error messages displayed as they should? Is the CTA button functional? Are you retargeted with adverts after you leave the page? Does your post-click landing page adapt when you adjust the window?
Review your “thank you” page after that. Are there active links on it? Does the email you send with the content offer get into their inbox?
After providing answers to all of these queries, examine your campaign’s back end. So that your team can effectively follow up, and ensure that your conversion pixels are active, your tags are functioning, and your leads are being handled and scored appropriately. The process should be going well on both ends for the campaign to be successful.
- Boost Traffic:
There is no one right approach to drive traffic; it all depends on your agency and your target market.
Find out where your potential clients hang out online using your buyer personas and then compare those places to your agency’s most lucrative channels. Here, it’s crucial to place more emphasis on bottom-funnel analytics and less on top-of-funnel measures.
For instance, you might discover that Facebook often produces more leads at a lower cost, but they don’t turn into the high-value clients your business needs to keep in order to be profitable.
Alternatively, perhaps you’ve generated fewer leads from LinkedIn in the past at a greater price, but those leads are the high-paying ones you’ve been seeking, and converting just a few will keep your firm comfortably in the back.
As always, test, test, test while planning your lead generation marketing plan. Jacob Baadsgaard of Disruptive Advertising discovered through multiple Google Ads audits with clients that the average client loses 76% of their PPC spend on traffic. Do not be that person.
Recognize the warning signals of poor traffic, make investments in the platforms your prospects prefer, and exercise caution when using new PPC networks. Some lesser-known ones aren’t looking out for your best interests.
Most importantly, pay attention to important campaign data so you can decide how to allocate or change
- Review and improve your lead generation campaigns:
Even top marketers don’t always do things right the first time, which is why, in terms of technology, the implementation of analytics software is the largest differentiator between top performers and average ones. Best-in-class marketers are 58% more likely to include analytics solutions in their tool stack, according to an Aberdeen analysis.
You’ll be able to swiftly make improvements to your campaign using the insights you gather from those tools, whether it be by using a modified version, a fresh headline, or a different traffic source. The only method to figure out how to improve your campaign is to first understand how it is doing.
Always link each of your ads to a unique post-click landing page to reduce the cost per new customer.
Let us make you familiar with some “Lead Generation” tools:
- IG Scrapper and Email Finder by LeadStal
- Constant Contact
We have shared our personal opinions on how you can understand lead generation in marketing for your agency. We hope it was helpful to you. Thank you for being here and reading with us!
Please give us your valuable feedback in the comments!