Basics of Running a Lead Generation Campaign

Jan 25, 2017

Basics of Running a Lead Generation CampaignHave you ever thought about why marketing (as a profession, as an industry) even exists? Why do we market? Why is there a whole section of the industry devoted to marketing?

Answer: Because marketing grows sales.

So, if your marketing isn’t growing company sales, something is inherently wrong. If your marketing efforts aren’t having an affect on the bottom line (AKA making your company more money), your superiors are not happy. And rightfully so. It can be easy to get lost in the ins and outs of marketing, focusing on “brand presence,” “target demographics” and “landing pages.” Those buzz words are all well and good, but if they aren’t part of a larger integrated marketing campaign, all your efforts are for naught.

That’s where Lead Generation comes into play. Lead generation is the side of marketing that gravitates most closely to sales. It focuses on using marketing to take website visitors through the marketing funnel with the ultimate end goal of a sale. If you’re not attracting site visitors to your site and then capturing their attention, helping them through the sales cycle, you’re doing it wrong. It’s that important. If you’re ready to revamp your marketing, use lead generation. Today, we’ll walk you through the basics of running a lead generation campaign.

Basics of Running a Lead Generation Campaign

1. Set a an attainable goal.

Not “I want as many customers ASAP.” Instead, be specific and timely: “I want to increase my customer base by 5% in 3 months.”

Remember: Lead with the end in mind. Don’t start a lead generation campaign if you don’t have a specific end goal ready.

2. Decide who you’re targeting.

Not a single one of your customers is the same. Likewise, you have many types of people coming to your website. They all want different things. They’re all in different stages of life. They all follow different paths to decision making. Pick the target audience you really want to target and focus ONLY on that audience.

Who is your target audience? What does that target audience need from you? Use that information for specific targeting in your lead generation campaign.

3. Align Content on your Site with the Lead Generation Campaign.

Identify all your offers. How effective are they? Can you use them in the campaign? Where does the content fall in the buyer process?

After you’ve answered these questions, focus on those answers only. Focus on the content which ushers visitors through the buying process.

4. Design the lead nurturing campaign.

Make a plan of attack. How many emails will you send? What will they look like? How many offers are you willing to give? How do you envision a lead walking through the sales process?

Think about these questions before you put your lead nurturing campaign in action.

5. Make the path clear.

All the elements of your campaign should line up, from the CTA to the landing page to the thank you page. Make the design cohesive. Make each next step very clear to your site visitors.

Lead generation is a highly effective marketing tool when you wield it properly. Set up your campaign with these tips in mind to see qualified marketing leads sliding right through your sales cycle.

Related posts: Lead Generation 101, Social Media and Lead Generation: What You Need to Know