What Are Lead Generation Campaigns?

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What Are Lead Generation Campaigns?

Lead generation campaigns

Are sales the main goal of a lead generation campaign?

In the modern digital-driven marketplace, ‘content is the king’ is the theme of online marketing evangelism. Every marketing consultant will advise you to develop high-quality content that will be useful to the audience. However, if your content is not generating any leads, it is ineffective. 

According to Louise Earith of JDR Group, lead generation campaigns  are used to not only create interest in specific items or services but also develop a stable relationship with the prospective audience. Hence, the aim of these type of campaigns is not solely to make sales but to also ensure there is a strong connection between what you offer and your potential customers. 

The 4 steps of lead generation campaigns 

 

a)    Creation of awareness

At this stage, your main goal is to distribute information about your product/service to the marketplace. Here you employ various lead generation tactics such as PPC ads, email marketing, social media and telemarketing amongst others.  Creation of awareness involves uploading high-quality content onto your website that contains detailed information about the products and services you are providing to your potential customers. 

All these activities are grounded on inspiring the audience to develop an interest in what you are offering. However, at this stage it is essential to put in place ways to monitor whether your campaigns are working or not. The best way to do this is via website tracking tags.

b)    Collection of target audience data

Upon communicating about your products to the target audience through awareness creation, the next step is to collect and analyse your data. This step involves collecting the prospects’ contact details such as names, telephone numbers and email addresses. You can do this by creating a landing page submission form or any other approach that will help you to collect relevant information that will enable you to reach your targets after the campaign.

c)    Analyse your data

It’s worth noting that not every person that submits their contact information will not have interest in what you are selling.  Perhaps they just wanted the free gift you were offering. Hence, you must sort out which leads are worth pursuing. This step involves assessing the available data against your criteria of  targets. Through this approach, you can develop a list of targets with high chances of converting into sales.

d)    Engage your prospects

Once you have prepared a list of prospective customers, the next step is engaging them. Here you reach out to the prospects through fulfilling your promises whilst collecting data. For instance, if you had promised to send a cheat sheet in exchange of contact details, now it is the time to fulfill it. Remember, you must take immediate action to ensure your customers stay connected with your organisation.

BONUS: Nurture your leads

Having leads is not the endpoint. To turn your leads into sales, you must continue engaging with them so as to build a strong relationship. At this point, you should use your marketing skills and try to convince your prospects why your product/service is the best. Here, you must concentrate on showing the potential customers what your product/service entails in terms of value, reliability and effectiveness. 

 

All in all, you have the responsibility of accessing your lead generation campaigns to ensure that they are fulfilling your objectives. As such, you should check your campaign strategy from time to time to ensure that you are gaining a healthy amount of leads as well as transforming them into sales. If you’d rather leave it to an expert, get in touch to discuss our lead generation packages.  Call today on 020 3457 0357 and speak to a member of the team.

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