There are some key steps to starting a successful online lead generation campaign. You know your prospects better than anyone else so you already have most of the information you need to build a great lead generation strategy. Here are the three steps to starting a successful online lead generation campaign that will get results and bring you more business.
Understand What Modern Online Lead Generation Looks Like
If I were to put together a modern lead generation definition, I would say that modern lead generation is about attracting a very specifically targeted prospect and nurturing that prospect until they tell you they are ready to buy. Long gone are the days of sell, sell, sell.
A successful online lead generation campaign is also comprised of many parts. You have your targeted audience personas. Personas are a description of your target prospect and their needs and problems that you solve.
You also need to have a way to attract your ideal prospect to your website. This can be done via content and organic search, ads or even social media. Have a plan and keep it targeted.
Once you get your prospect to your website you need to utilize calls to action and landing pages to get that prospect to take the next step. Again, these need to be targeted to your specific persona.
After you have collected their email address on your landing page you can begin marketing automation emails that will show you when your prospect is ready to buy.
Define Targeted Lead Generation Strategies
To put it simply, targeted lead generation strategies work better. The first step to targeting is defining who are trying to attract, i.e. your ideal prospect. You want to think about what the problems are that you can solve for your prospect and what are the questions that they have that you can answer to help them.
You really want to understand who your prospect is and what motivates them. A great way to start the targeting process is to look at your past and current customers and find the commonalities. You can even do a short survey to get some data to help verify your thoughts. This will help you better define your targeted online lead generation strategies.
Once you have your ideal prospect defined, you should keep them in mind throughout the lead generation process. Use that targeting in your blog posts and onsite content, your ebooks or other downloads and in your lead generation emails.
A targeted lead generation strategy always outperforms random acts of marketing.
Build A Lead Generation Process That Lets You Know When Your Prospect Is Ready To Buy
The number one thing that the internet changed is how people buy. Sellers used to have all of the control of the buying process because they had all of the information buyers needed to make a purchase decision. Now they get that info online. So when you try to sell before they’re ready to buy you lose them.
Your lead generation process needs to be designed to mirror the buyer’s journey through all three stages of awareness, consideration, and decision so that the buyer tells you when they are ready to buy. You can utilize marketing automation as part of your lead generation campaign to offer content that mirrors the buyer’s journey. When the prospect interacts with content in the decision stage, like content about price, you know they are ready to have a sales conversation.
This process of online lead nurturing will generate a much higher volume of qualified leads for any business.
Like any marketing effort, a successful online lead generation campaign requires a strategy, execution of that strategy and adjusting your strategy. As you learn what works for your specific business you can do more of that and less of what doesn’t work as well.
If you need help getting started building a successful online lead generation strategy, feel free to call us at (973) 770-4668. Check out some of our case studies here and here that show just how effective online lead generation can be for your business.