The fundamental objective of running a successful lead generation campaign is obviously, to generate leads. The campaign process involves the classification of the prospective customers and qualifying the probability of them buying before making a sales call.
The purpose of lead generation can vary.
But in the end, you want to get prospects to raise their hands.
Before we go deep into Lead Generation Campaign, it is essential to get familiar with a few basic terms.
- Lead: It means a prospect that has some potential to be a client. He shows interest and offers his information to you.
- Qualified Lead: It means a prospect, who meets all of your qualifications and criteria to consider him a client.
- Lead Generation: The initiation of consumer interest or inquiry into products or services of your firm.
- Lead Generation Campaign: It is the process of capturing and generating interest in developing leads for your service or product. It includes a strategy building to create inbound leads.
- Nurturing: Some leads qualify quickly, whereas some take more time. Many leads need some nurturing through several communication methods until they are ready to be contacted by you.
- Hard Offer: It is an offer that requires the prospect to act immediately. Often it is limited to a few people or for a limited period.
- Soft Offer: It usually doesn’t require immediate action. It is available to all.
- Lead Capture: The use of marketing automation systems to gather contact information from web forms, landing pages, and email campaigns.
- Landing Pages: A page that a visitor can land at or arrive on in response to clicking on a link or offer.
Building a Lead Generation Campaign
When we say that a Lead Generation Campaign is a process of generating leads, we need to plan it systematically. Then only we can attract customers that have an interest in us.
Every lead generation campaign is unique. Therefore, it has to be planned. It is essential that you know the process based on your objective, target audience, and available resources.
Some vital components of the campaign are:
Set the objectives first
It depends on the outcome that you want to achieve. You can begin by defining the goal. It has to be quantifiable, e.g., the number of leads expected at the end of the financial year or revenue target of X amount by the end of the financial year.
Explore the market
Once you know the objectives, you can ask a few questions to yourself. Who is your target audience and how will you reach them? What do you want them to do?
What kind of Call To Action (CTA) do you want to offer them? What are you going to offer? What will be the follow up strategy? How will you follow-up and who will do that?
How are you going to evaluate the lead generation efforts?
Get answers to these questions first. It is the phase of exploration.
Evaluate and set your campaign target
It could be an existing list of contacts that you want to pursue, or it could be an entirely new target group for the lead generation campaign. Whatever the case may be, you need to ensure that you have identified who are the groups and what are their pain points. What issues are they facing?
Determine the media outlet
You have several different media outlets to make your Lead Generation Campaign effective. Whether it is email marketing or eBooks and guides, research shows that firms that generate more than 60% of the leads online are 200 percent more profitable as compared to their competitors. Hence, picking an email campaign or organizing a webinar would be an example of the right strategy for generating a greater number of online leads.
Give an offer
We know that a lead is a prospective client that has shown interest in the products or services offered by your firm. You can send them the offer in the form of a free download to a guide, or it could be a registration for a free webinar, or anything else. When your leads respond to your offer, the information can be captured.
Then, you can pull them into your lead generation campaign where you will continue to nurture the leads until they are ready to close the deal. The mechanisms of pulling a customer can be many. You can create a leading page where a prospect can come. There, you can prompt them by offer and give a Call-To-Action where the customer can fill out a form.
Build a communications strategy process
It includes the follow-up process also. You must define a strategy to decide how you will respond to your leads, what material you will share, who is going to contact them, and so on. The campaign should include a clear understanding of the target market.
This is all about lead generation campaigns.
