There is a lot of talk these days about lead generation and what it means for your business – let’s take a closer look at exactly what lead generation is and how you can improve the quality of your leads using these 4 tips online.
What is Lead Generation?
Before we dig into improving the quality of your leads, it is important to understand what lead generation is. According to Hubspot, Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service. In this article, we are specifically talking about lead generation within the digital realm. The most common places we see this put into practice are through a company’s use of social media, email campaigns, and online advertising.
Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service.
Why does it matter?
Lead generation, when done correctly, is an incredibly powerful way to get to know your audience and grow your business. It has always been an important piece of a growing business, but it will be even more important to have a proven and effective method for generating qualified leads as time goes on. Recently, companies like Google and Apple have taken steps to protect the privacy of their users by forcing “third-party” apps to request permission to track users and eliminating “third-party” cookies that allowed online advertisers to target consumers with more precision than most people would be comfortable knowing about. Due to these changes, it will be harder for a business to target potential customers in the same ways they previously have. That is where effective lead generation comes in. Successful, growing businesses will have to put more effort into connecting and stirring up interest with their audience organically. This shift in thinking might sound overwhelming, but it doesn’t have to be–and ultimately, I believe these changes will be better for both businesses and consumers in the end.
How to Improve Lead Generation Online
1. Engage your Audience
Lead generation is about more than just adding emails to a list. If your leads aren’t converting then they are bloating your marketing efforts. One of the most important lead generation marketing tactics is engaging your leads. When you engage your audience two important things happen. First, they begin to develop a personal connection with your company or brand. When a lead feels connected with a brand they are more likely to buy from you and more likely to spread the word about your company or brand to their circle of friends and family. Secondly, engaging with your audience allows you to really get to know your audience. Far too often businesses assume they know their audience, but don’t take time to actually get to know their audience and what they want. Learning from your audience is invaluable and in today’s world it isn’t hard. Using social media is a great way to interact with your audience–just remember: Talk with them, not at them. Conversations are two-way streets.
2. Utilize Multichannel Marketing
Everybody prefers to consume information differently–that is why you have so many different types of social media platforms. You have text-driven Twitter, image-based Instagram, video-centric TikTok, etc. It is important to embrace all of the various channels of communication and use them effectively. Some of your audience may prefer to hear about your business through an email newsletter, while others may prefer to look at a photo with quick caption on Instagram. Get to know your audience, what channels they use, how they connect or consume information and then speak to them in their language. And, yes, you can keep your messaging consistent, while still communicating in various ways.
3. A/B Test
One thing I see a lot of businesses overlook is the power of an A/B test. They assume that their message is perfect. But you know what they say about assuming… It is important to never think that your message is perfect. Just because something appears to be working, or is working currently, doesn’t mean it will always work. Trends shift–so should your messaging. You should always be testing different email subjects, body text, landing pages, types of social media content, headlines, etc.
4. Track, Score, and Measure Your Leads
So, you’ve started engaging with your audience on different platforms and are running A/B tests on your messaging–what’s next? The only way you can know if your efforts are effective is to track, score, and measure your leads. You should be setting goals for your marketing campaigns, defining performance indicators, and tracking and assessing the quality of the leads you are now generating. Are they hitting your sales funnel too early? Too Late? Did you give them too little information? Did you overwhelm them with information? Is the messaging resonating with them? All of these are important questions to ask and investigate. If one of your goals wasn’t met, look at your analytics and try to determine what can be improved for the next phase of the campaign. If you met or surpassed your goals, you should still look at your analytics to try and determine what made the campaign so successful and capitalize on it in the future.
Business growth takes time and effort, but making steps to improve your marketing tactics and generating better leads online is one way to ensure you continue growing.
Business growth takes time and effort, but making steps to improve your marketing tactics and generating better leads online is one way to ensure you continue growing. How will you use these tips to improve the quality of your leads? Want to learn more about how you can grow your brand? Let’s connect and develop a strategy to boost your business to the next level.