How do you start a lead generation campaign?
There are many ways to approach digital marketing. Ideally, in my opinion, it is to generate high quality content and organically position itself in search engines.
The negative of this approach is that it takes a lot of time and effort to achieve good results and start generating quality leads.
When we don’t have much time and we need to demonstrate results quickly and start generating revenue via the web, I recommend conducting a lead generation campaign.
While it is not a sustainable option over time, it can be an alternative to generate new business in the short term.
What types of Leads exist?
Whatever the case, you should be able to identify them based on their behavior throughout the purchase cycle. So pay attention, because there are 3 main types:
1) Lead “cold”
This action usually takes place on a corporate website or blog. And we call it “Cold Lead”, because although it has agreed to start with you a link as a subscriber to your mailing list, it is still very far from the end of the purchase process.
2) Lead “qualified for Marketing”
On the other hand, there is the qualified Lead for Marketing or Marketing Qualified Lead (MQL), which is the one that can fit in your Buyer person profile and who has been interested in your content several times, is already interacting with your brand.
Here, we can infer that this potential customer is in a purchase cycle instance a little more advanced than the previous one, since it has consumed what you offer: it is very likely that it already knows you a little more and knows what your company can do for them.
A good practice is to try to obtain more information about them through more complete contact forms or by conducting a slightly more direct commercial promotion, in order to detect whether it will truly be an opportunity for your business in the near future.
3) Lead “qualified for sales”
Finally, surely within your business you will find qualified Leads for sale or Sales Qualified Lead (SQL). As we can infer by their denomination, they are much closer to making the purchase.
These are users who have already responded to an offer much closer to the product or service that a company offers them, such as a free demo or a commercial contact.
They may have downloaded even more advanced content, and your company has more information about them.
In short, the latter are the hottest, those we all would like to have, but, let us know that you have to work hard to reach them.
The first step, within this category, is to have them correctly identified. This will allow you to find the right way to approach them and take them to that final instance of purchase.
Follow these steps to make your first lead generation campaign:
Step 1: Set Objectives
By definition, a campaign is a set of actions that are carried out to achieve a specific objective in a given time. Thus, it is convenient to have a very clear objective and time to achieve it.
For example, generate 50 leads with a certain profile during the month of August 2017.
This would be a good starting point for a lead generation campaign.
Step 2: Select the Advertising Platform
There are many online advertising platforms but for this article, I will only refer to two: Facebook and Google.
Facebook Ads allows you to show your ads to people with specific profiles.
For example, men or women between the ages of 30 and 55, who live in a particular city, who serve as Administrator and are interested in technology, administration, finance, and accounting.
Google Adwords allows you to show your ads to people who are doing a specific Google search.
For example, a person (regardless of their profile) who is in a certain city and enters a search query in the search engine, for example: “accounting software”.
The fundamental difference between the two platforms is that Facebook allows you to segment the audience by the profile and interests of the person, while Adwords allows you to show in the ad just when the person is looking for the product.
Which one is better for you? It will depend on your industry and type of service. I recommend doing tests and comparing the results on both platforms and then betting more on the one that has behaved better.
Step 3: Conceptualize the Campaign
Let’s start with this, what is a lead?
A lead is a visitor to your website who decides to voluntarily hand over your contact information, giving you the opportunity to start a more intimate communication with that person.
But how do we make that visitor decide to leave us their personal and contact information? This is the key to the success of the campaign: an incentive.
We must create an incentive attractive enough to make it worthwhile for that person who sees an ad and visits the page to give us their details.
To find an ideal incentive, think about that person’s challenge in reference to your product or service.
In some cases, it can be an eBook, in others a budget or a free consultation.
The only formula that works for all cases is to know the customer and the logic.
Once we have the incentive, we must proceed to develop a landing page, (a page that people visit after clicking on the ad), the contact form and the ads, all aligned at the message and design level.
You probably need the following:
– Ads (copy + design)
– Landing Page
– Thank you Page
– Contact Form
– Material related to the incentive
– Automated email for people who fill out the form
– Installation of analytics pixels and campaign conversion
– Conversion flow chart until the sale is closed
(This is what a conversion flowchart would look like, from when the person clicks on the ad until they become a customer)
Step 4: Perform a Test
Before starting the campaign, perform some internal tests to make sure everything goes well, that the contact form works, the mail reaches the recipient without problems, etc.
Step 5: Choose your type of Campaign
Both Facebook and Google give you the option to optimize your ads by conversions.
This means that although we pay per click, the platform itself optimizes who it shows the ad and who doesn’t based on its algorithms that allow them to predict better conversions.
I recommend always using the conversion optimization option. However, there are several types of campaigns you can choose from, among others:
– Pay for impressions
– Pay for clicks
– Optimize for conversions
Step 6: Start cautiously
Even if you have done tests, it is always advisable to start with a low budget. The reason? There are some.
First, Facebook / Google algorithms take some time to optimize our campaign and show the ad in the most relevant way possible to the audience we want to reach.
Secondly, we must closely monitor the first days of the campaign to discover areas for improvement in it.
For example, if we have received 100 visits to our website and we have not had any conversion, it would be appropriate for the campaign and understand what is happening on the page that people are not registering.
Once we have verified that the campaign works in a good way, we can allocate more money in the campaign daily and monitor it permanently.
What should you do with the Leads?
A new contact has left their data in the form of your website or your corporate Blog and has automatically become a “Lead” of your company… and now what do we do ?!
Here, you have at hand two techniques of Content Marketing that will be very useful in this instance: Lead Scoring and Lead Nurturing.
Think of Lead Scoring as a sort of ranking: the more this new contact resembles your Buyer Persona and the more interactions you have with your content, the more points you will add as a potential buyer in your consideration.
This numerical and automatic ranking will give you the guideline of who is closer to being a business opportunity and how you should contact them to finalize the final transaction.
It is the technique that allows you to “mature” your Leads: with its name it indicates, you feed your contacts of information.
That is, you help them mature and advance stages within the purchase process.
One of the most effective ways to nurture them, is through Email Marketing Campaigns with automated shipments of much more personalized and relevant content, to make them better know the virtues of your products or services.
Starting to nurture your Base in a simple and effective way is up to you!
Choosing your Email Marketing tool well is essential to implement your Nurturing strategy.
She not only serves to accompany or take your contacts until the final purchase (conversion into customers) but also to make them faithful ambassadors of your brand as well.
I hope this step by step is helpful and start with your first campaign. Do not forget to leave your comments on how it went and any questions you have.