The field of marketing and lead generation is filled with aberrations and beliefs that push people away from the right learning curve. If you’re into lead generation and finding it difficult to grow professionally, the following ideas may be the culprit.
Lie 1: Prospects are already educated enough to convert into a lead
Customers need education so they can choose better. It’s foolish to assume that every interested client has done extensive research on your product. You will have to teach them the product’s scope and most importantly, how it is going to help the customer meet his objective.
It’s a process of cogitation for the customer, hence email campaigns, blogs, webinars, infographics, and statistics help dearly. Some prospects are easy enough to be attracted with the help of advertisements, so this should also be on the table.
Lie 2: Effective leads are sparsely available on social networking sites
In fact, it’s the opposite. Social media channels have always proved itself to be impactful in the domain of customer attraction. Presence of a company on social media allows it to respond to complaints and launch new products. An organization can create a hype for its launch among the masses as well.
Top that with the ability to generate high-quality leads, and you’ve basically created a monster. Pinpoint Market Research says that LinkedIn introduces 64% of the B2B marketers to efficient leads. Around 36% of the marketers get their leads from Twitter, and 49% use Facebook.
Lie 3: Dedicated pages are a waste of time
Creating a page specifically for the purpose of gaining new traction and reeling on leads is still a great idea. The endangerment of dedicated landing pages for lead generation has confused professionals working with Connecting all India (CAI). On the contrary, dedicated pages provide a perfect overview to a company (which it is supposed to).
Exciting components of a product can be highlighted on the landing page to target a particular group of people. For example, a computer with an incredibly strong GPU will surely attract gamers and build a lead database of gamers in the process.
To build a successful landing page, you need to keep a clear call-to-action on the top of the page and an engaging product video below it. There needs to be a clear-cut message that addresses the target audience.
Lie 4: New leads should be contacted instantaneously
So you make a list of leads and start cold calling them without a second’s delay. This is one of the oldest mistakes in the book you can commit. Sure, it’s quite tempting to get started right away, but you have to consider that your leads are human and can be busy sometimes. According to CAI, constant emails and calls can annoy leads to the point that they refuse to convert.
A new lead should almost always be treated as a cold one unless the lead hints otherwise. To convert it into a hot lead, education comes into play as mentioned before. The 2017 Lead Nurturing & Acceleration Survey Report from Demand Gen states that resource hub and nurturing content when bundled together are able to create a threefold increase in lead conversion.
There should be value in everything you share with the potential customer. Blogs which have actionable parts and free samples offer that value and perfectly demonstrate your capability and knowledge domain.
The new leads need a comfortable setting and environment so they don’t feel intimidated. This can only be done through personalization of the content. Ensure that there’s a tracking system in place so that the people who visit your site can be tracked and their interests can be gathered.
Lie 5: There is no effective way to track lead generation results
Integrate, a lead specialist organization, reports that B2B marketing branches of several companies spend more than two days every month in processing and organizing leads for their databases. This is too much, says an expert from CAI as there are several software and formatting techniques available.
There are several ways to track prospective clients and their progression into valuable leads. Using these paths should be a top priority for a marketing team as it helps build future strategies. A proper analytical blueprint enables fruitful collection of data, a result of which proper decisions can be made. It does not matter if you’re using simple excel spreadsheet or a complex query software, you need to understand that a structured database begets better results.
Did we miss something important on this roster? Let us know in the comments!