Generating high-quality leads is something every company wants and needs for growth. It doesn’t matter if you’re a B2B or a B2C company as the ability to nurture engaged web traffic further down your funnel is typically a preferred route rather than implementing cold calls to people who have never heard from you before.
In order to successfully run a lead gen campaign, you must have the following nailed down:
- Strategy. What are you looking to accomplish and by when?
- Tactics. Which top tactical executions will be used to align with the strategy?
- Cost. How much money do you need to align with your tactical executions?
- Measure. How will you track your progress and determine whether or not your efforts are providing positive results?
That said, here are a few steps you can take now to build out your next lead gen campaign:
Develop an Enticing Piece of Content
My recommendation here is to choose either a downloadable white paper or a webinar for starters. Each will take time to develop in terms of research, design and copywriting. Note that the most important key to success here is choosing the right topic, so be sure to write around a specific problem you know your target customers are facing. This will resonate more and entice them to give you their contact info in exchange for the free content.
Create a Targeted Landing Page
Having a landing page is only the start, adding in conversion rate optimization (CRO) is the next part that will ensure success. CRO is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a targeted webpage.
A few key implementations to keep in mind are:
- A/B testing. From different headlines to different messaging and even the color of the CTA button, consider making tweaks to help increase conversions.
- Install Google Analytics and heat or scroll map analytics to help you see what people are doing once they visit your landing page.
- Have as few options as possible. For instance, take out the navigation and have one clear CTA. This will keep your landing page focused on a specific action and hinder visitors from wandering off.
Promote Content via Social Media Ads
Depending on which social network your target customers are the most proactive on, make sure you are present and promoting your content on there. Test multiple ads with your offer for people to consume the free content piece you have available, driving traffic back to the targeted landing page.
Pay close attention to the following when running social media ads:
- Which social network is providing the highest-quality of leads.
- Which CTAs are driving more engagement and, ultimately, more conversions.
- Which social network is providing the best leads at a lower cost.
Deeply Understand the KPIs (key performance indicators)
Here are a few of the metrics you should track to help you keenly understand which content ads you need to stop versus those you should continue running:
- Top line KPIs include:
- Avg. CPC (cost-per-click)
- Avg. CPL (cost-per-lead)
- Leads by lead source
- Bottom line KPIs include:
- Total visits to landing page
- Visit to lead %
- Lead to customer %
- CAC (cost of customer acquisition)
The running theme here is that you don’t stop testing. That’s the best way for you to figure out where you should devote more of your marketing/advertising budget and your efforts.