Successful businesses are incorporating strategic lead generation campaigns to grow their brands and boost sales.
A lead generation campaign is an organized strategy to identify individuals and businesses that potentially would be interested in your company’s products and services. Each qualified lead can become a customer.
The key in any lead generation campaign is converting prospects into customers. Increasing the pool of potential customers means a business increases its potential revenue.
Priority Marketing helps businesses strengthen their brands, secure new customers and grow revenue through lead generation. The firm also works with nonprofits to help organizations attract volunteers and cultivate relationships with new donors.
There are five elements of a great lead generation campaign:
(1) Establish a Landing Page
It’s important to track the results of any campaign. For a lead generation campaign, a landing page or custom website allows you to measure key performance indicators (KPIs) like unique visitors, website visits, time on site and the visitor’s location. This is the one place where you want to send all potential customers from digital or print advertisements, email blasts and social media.
A landing page should be persuasive and informative. Potential customers should find clear, compelling content that explains your brand’s products and services. Use a landing page to reinforce how your company can solve their problems or enhance their lives.
(2) Create a Call to Action
Now that you have a potential customer on your landing page, what’s next? You should provide a clear call to action. Decide what you want them to do. Options include:
- Schedule a free consultation
- Download a free guide
- Register for a webinar, seminar or special event
- Sign up for an email newsletter
- Donate to a fundraiser
(3) Offer an Item of Value
Supermarkets and warehouse stores offer free samples to entice customers to buy products. A lead generation campaign can do something similar.
Develop and deliver a unique item of value that is branded to your company. These are often called lead magnets and can be a how-to guide, e-book, trial subscription or educational course. You have something they want, and they represent something you want – a new customer.
No matter what you provide, its perceived value must be high enough that they are willing to provide contact information in exchange for that item.
(4) Collect Contact Information
The purpose of a lead generation campaign is to create an opportunity to gain new customers. The landing page should feature a mechanism to capture basic information about that individual – name, address, telephone number and email. Place this form fill in a highly visible position on the landing page. Keep questions simple; too many questions or prompts can be seen as overly intrusive and turn off potential customers.
(5) Nurture Your Leads
Once you have an email or telephone number, you or a sales team member can begin cultivating a relationship. A well-designed lead generation campaign with good follow-through results in strong relationships with qualified customers. The hope is these prospects will ultimately invest in your products or services over time, and thus grow your business.
Starting a Lead Generation Campaign
Are you ready to power up your brand by designing a strategic lead generation campaign? Our team of experienced marketing experts at Priority Marketing can help.
Please give us a call today at 239-267-2638 or send an email to LetsTalk@PriorityMarketing.com.
