Did you know that only one in ten marketers feel their lead generation campaigns are effective? Is your marketing team one of them?
Generating leads – high in both quantity and quality - is a marketer's most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns work. What gives?
There can be a lot of moving parts in any lead generation campaign and often times it’s difficult to know which parts need fine tuning. So what goes into a best-of-class lead generation engine? First, let's take a look into the mechanics of high performing lead generation campaigns....
We should first cover the mechanics of lead generation. The best lead generation campaigns contain most, if not all, of these components. From a tactical perspective, a marketer needs four crucial elements to make inbound lead generation happen. These include:
AN OFFER: An offer is a piece of content that is perceived high in value to your target persona. Offers include ebooks, whitepapers, free consultations, coupons, product demos and more.
CALL-TO-ACTION: A call-to-action (CTA) is either text, an image or a button that links directly to a landing page so people can find and download your offer.
LANDING PAGE: A landing page, unlike normal website pages, is a specialized page that contains information about one particular offer, and a form to download that offer.
FORM: You can’t capture leads without forms. Forms will collect contact information from a visitor in exchange for an offer.
FOLLOW UP: What good is a lead if it isn't followed up? The follow-up is essential. Either a call, email, or an opportunity to take the next step through the buyers cycle is appropriate. That could mean another offer.
Let's just look at OFFERS and what can marketers do to make them work.
Of all the things we do as marketers, it’s ultimately to get people to say “yes” to our offers. The following are some techniques that we and others use to get to yes.
There you have it. Some good techniques to keep in mind when creating OFFERS that get leads.
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