Without conscious and consistent lead generation, your revenue goals are left up to chance. By filling your funnel with a certain number of prospective leads each month or quarter, overtime you’ll be able to track conversions, set benchmarks, predict pipeline, and eventually manipulate your outcome. Effective lead generation strategy can help you to control the process and systematically set your business up for success.
It’s easy to see the importance of a lead generation strategy, however implementing one can prove much more challenging. Lead generation requires a strategy separate from your day-to-day marketing activities. It’s not enough to send a regular newsletter to your prospects or complete a handful of cold calls. ‘Winging it’ simply doesn’t work.
You may also fall on the other end of the spectrum; there is a strategy in place, you’re pouring resources into the funnel, however you’re still not seeing results.
There is a nuance to effective strategy in lead generation. In a recent article by MyCustomer, Sapper’s VP of Creative Ryan Meyers discusses the many pitfalls that may be impacting your lead generation campaign:
“Marketing should provide a unique experience for individual consumers. The content you produce should address and quell the concerns of your audience. If you never gather input from your market, then your efforts will end up falling flat.”
They’re focusing on the wrong metrics
It’s 2020, if what is being delivered to you are vanity metrics (followers, impressions, email opens, etc) then they’re missing the pulse of what is truly happening with your lead generation efforts.
What matters is the customer journey
Deliver value to your audiences and create metrics that measure how they respond to that value.
4 ways to hit your lead gen targets
- Research thoroughly before segmenting your audience
- Test, test again, and then test once more
- Invite clients and experts to create user-generated content
- Remember that lead generation is a marathon.
Effective lead generation is relevant to the full gamut of your ideal customers, while also being specific enough to speak to an individual. It’s a balancing act to personalize at scale. Even with a thorough understanding of your audience and their needs, lead gen strategies will take time and testing to fully optimize.
While it can be tedious, creating a deliberate lead generation campaign is worth your time and resources. If you’re not sure where to start, check out our Ultimate Survival Guide to Lead Generation. To read the full MyCustomer article, click here.