Lead generation can play a critical role in building long-term relationships for businesses. While the goal of a lead generation campaign can vary from driving sales to driving signups for a rewards program, collecting leads generally consists of individuals expressing interest in a product or service by completing a form or submitting requested information.
They key to a successful lead generation campaign is to focus on lead quality, not simply quantity. Quality leads emerge when registrants show the demographic and behavioral attributes that correlate to a higher probability of leading to the desired outcome. Typically, the most efficient way to drive quality leads is through micro-targeted online advertising, allowing the right audience to be reached on the right platform with the right messaging.
Here are five key elements for launching and running a successful lead generation campaign.
1. Research Your Audience
Understanding your audience is especially important when driving leads because you have to focus not only on what will grab their attention, but also motivate them to take the prescribed action. Primary and secondary research should be used to gain an understanding of your audience’s demographic composition, values, beliefs, interests, and media consumption habits to inform the campaign and yield the best conversions.
2. Determine Media Mix
Identify platforms where your audience is most active and build out a plan that will reach users effectively and efficiently across a mix of platforms. This provides advertisers multiple opportunities to convert their targeted audience, even if they do not convert from the initial ad. For instance, someone may hear an ad from an online radio service and then conduct a search for the campaign, leading to a search ad. To make the campaign as efficient as possible, it is crucial to begin optimizing your targeting parameters so you are only reaching the intended audience.
3. Develop Engaging Creative and Messaging
Based on the audience profile(s) and media platform(s), the next step is to develop several creative and messaging concepts based on audience insights. Running and testing a variety of concepts will help determine which elements are successful in driving the most leads, leading to optimization against these findings. Visuals should include imagery that will capture the audience’s attention, while messaging needs to include a clear call-to-action (CTA) with an outlined benefit so people understand what we want them to do and why they should do it.
4. Review the Conversion Funnel
When asking people to do something, it’s important to ensure you’re making it as easy for them as possible. Generally, the fewer steps a person has to take, the more likely they will be to convert. By reviewing the conversion funnel up front, you can identify unnecessary steps that could prevent people from following through and streamline the process accordingly. For instance, an online form should be as short as possible, asking only for crucial information initially and subsequent fields on a second interaction, such as an email or webpage.
5. Test, Optimize, Test
Testing everything is one of the most important aspects of online lead generation. By regularly tracking all campaign components, you’ll be able to clearly see what is working and what isn’t. Using analytics, conversion pixels, attribution models, and tagged inbound URLs, you can see which platforms and creative elements are generating leads, allowing you to optimize toward the most successful audiences and/or creative elements. Running A/B and multivariate tests will also help refine and improve specific campaign elements for current or future campaigns.
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