Some people think that targeting your online lead generation efforts is not possible or desirable. But the fact is that targeting is both of those and it’s the best way to maximize your ROI on your lead generation efforts.
It’s understandable that people have this misconception about online lead generation. Just look at the numbers you hear when you hear online user stats. They’re often in the millions and billions! That’s a lot of people. But you can still target and focus your efforts on your most responsive prospects.
The other big mistake people make is saying “I don’t need to target, everyone should be using my product.” Everyone may be a prospective customer, but your lead generation efforts need to show those prospects how your product will solve a specific problem that the prospect has. And different prospects will have different problems that need to be solved.
For example, let’s say your company sells, services and consults on installations of ERP software. If you’re targeting CEOs they will have vastly different needs and problems that they want solutions for than an IT Director will have.
A CEO will be concerned with getting better efficiencies and also generating higher dollars per employee. So the messages and content that you will use to attract them will focus on increasing efficiencies and return on investment.
The IT Director will be looking for software that solves problems of work not getting completed in a timely manner and employees not being able to think strategically because they’re so busy just doing all the time. So you can focus your messages and content used to attract the IT Director on benefits that feature problem solving and time saving solutions.
In addition to targeting your messages and content, you also need to target the channels you use to distribute that content. For example, if your target audience is mostly in their 20’s, you may want to avoid Facebook since younger people have been leaving Facebook as the older set moves in. A younger audience is probably more reachable on Twitter, Instagram and YouTube. If your target audience is mostly male, you’re not going to make a lod of progress by focusing on Pinterest. However if your target audience is largely female, give Pinterest a shot. Here’s a great guide to using Pinterest for promotion of a business.
If you’ve read any of my other articles, you know I am a major tester! I believe in testing everything. There are also other targeting strategies that you can test. You can test the use of images in your messages. Images get shared more often than words and you may find that certain audience targets you have love to share images.
There’s always an image strategy that you can use. It’s just that sometimes you may have to get creative to find one that works.
You can also test video (YouTube, Vine), audio (podcasts) and even live webinars or Google Hangouts.
Once you have developed your targeted audience description, test a variety of messages and methods of reaching that target. When you find what works best, take a look at it and spin it to test some more. Odds are that you’ll find that spinning it slightly could increase your results.
You could also find in your testing that your target audience will shift slightly and that’s ok. Your target audience should be well defined, but fluid. Always be ready to adjust when you find something that’s working better for you.
Target and test is the way to success! You can turn your website into a 24/7 lead generator.