It’s time to figure out why your lead generation strategy isn’t working – and why you’re not getting the results you expected.
Lead generation is a marketing process that involves engaging and capturing the interest of potential customers. Your goal? To establish a robust sales pipeline.
These days, any given lead generation strategy uses a mix of several digital channels, ranging from email marketing to PPC to content marketing. However, there has recently been a huge shift in this area. While blanket marketing, mass advertising and enormous email blasts used to work well for companies in the past, the market has now moved on towards personalization.
In case you missed the memo, today’s customers don’t want their attention bought. So what do they want? Sincerity. Honesty. Authenticity. Perhaps it’s time to ask yourself whether you’re actually trying to earn their loyalty?
If the answer is a resounding ‘no’ and you’re still shooting out email blasts like there’s no tomorrow, then it might be about to adapt and develop your lead generation strategies. You see, instead of using your time and resources to generate a high volume of leads – and then sift through them, desperately searching for a few pieces of gold – you will better off targeting your lead generation strategy and receive a smaller, but more stable amount of solid leads each month.
Let’s take a closer look at the reasons why your lead generation strategy is failing – and what you can do to solve it.
Building a Good Lead Generation Strategy
Here at Fierce Digital, we believe that the key to creating a successful lead generation strategy – or any marketing campaign for that matter – is to first create compelling and relevant content for your target audience. Are you giving them what you need? Are you answering their questions?
If the quality is good enough (and interesting enough to get their attention), then you can hopefully convert them into paying customers.
According to a recent study, more than 96% of B2B customers polled that they want content with more input from industry thought leaders to influence their buying decisions. This means that creating top-notch content can be crucial to setting yourself apart from your competitors. In other words, this content can be key to establishing your brand as the go-to resource and authority in your field.
We believe that your content and brand messages should be the first building block in your lead generation strategy. If this area is lacking – whether it’s due to low-quality content or a brand message that actually doesn’t resonate with your target audience – you are likely to be struggling with lead conversion. However, there’s also a few other building blocks to consider…
Why Your Lead Generation Strategy is a Disaster
You’re talking to the wrong audience
If your content strategy is failing, it’s normally due to one problem: you don’t know who your audience is. Maybe your article is doing anything but answering their actual questions, or perhaps you’re marketing your services to people who simply don’t care?
A good content strategy is aimed at your audience. Perhaps it’s time to revisit your data and see if your marketing campaign is aligning with the interests of your target audience? If there’s a mismatch here, your campaign is doomed to fail.
You’re selling too hard
In marketing, we have something known as the “jab, jab, punch” technique. It essentially means that you first warm up your leads by providing value to them – perhaps it’s a freebie, or perhaps it’s an excellent article answering their problems (jab, jab) – before you hit them with an offer that’s too good to miss out on (the punch).
A lot of businesses ignore this. Instead, they produce a never-ending torrent of offers and campaigns that will eventually turn off their leads. Remember – marketing is not about you; it’s about how you make them feel. Dig around your recent content and campaigns and ask yourself this: Am I actually providing value? Or am I just desperately trying to sell?
You’re ignoring personalization
Your strategy might also be failing because you haven’t properly segmented your audience.
It’s 2019 now, and you can no longer blast out the exact same email to everyone in your database. Instead, you must tailor your offering to each segment. If you want to learn more about data segmentation, you can read Sam’s article on Why Data Quality is Key to Successful Lead Generation here (it comes highly recommended, guys).
Your communication is not streamlined
How you communicate with leads pre-sale will tell them a lot about how the communication will be post-purchase. Naturally, you must ensure that your communication efforts are as good and streamlined as possible.
· How long does it take you to respond to emails and form-fills?
· Do you take your live chat seriously?
· Do you actually answer their questions?
Answering these questions honestly will likely point you in the direction of areas that must be better.
You’re not using your data
Most businesses gather a large amount of data these days. But are you actually using it? When planning your next marketing campaign, we recommend that you look at these stats from similar campaigns in the past:
· Open rates and clickthrough rates
· Bounce rates
· Social media metrics, such as likes, shares and followers.
Used correctly, these metrics can tell you whether your audience is likely to be interested in your chosen topic – or if you’re constantly talking about something that’s irrelevant to them.
Your landing page is not mobile-optimized
Mobile optimization is absolutely paramount, and you must ensure that your website content – including landing pages, emails and online forms – work just as well on a desktop as they do on a tablet.
More and more of us are researching and scrolling while on the go, so it’s essential that you cater to it.
As you can see, there might be plenty of reasons for why your lead generation strategy is failing. We recommend that you start by identifying your weakest link – and then start from there.