Sales made through lead generation are one of the most important KPIs to track for mid-sized through enterprise-level businesses, as they represent how appealing your company is to clients and accounts that are currently up for grabs. Lead generation on the whole describes how your company handles an inbound flow of web, phone, and email queries. This includes the assets you have available to compel leads to reach out to you, the marketing spends you have in place to make them more likely to reach out, and how successful your sales team is in terms of finalizing the customers already interested in your brand.
These three primary measurements include the vast majority of lead gen-based brand interactions, and unfortunately, there are a lot of areas where things can go wrong in a sales cycle that often opens and closes in the span of minutes. In this article, we take a look at the most important real-world assets and digital assets you’ll need to ensure your business presents itself as the top dog in your industry, and where most marketing teams tend to make the most mistakes when they’ve just begun to implement a lead generation strategy.
Lead Generation Mistake 1: Focusing On the Wrong Numbers
Metrics are the most powerful tool marketers have at their disposal, but we’ve seen plenty of our industry contemporaries follow the wrong numbers in the wrong direction. Most marketers won’t make the mistake of ignoring the big factors, like marketing ROI, but they don’t take the time to research what the numbers on your conversion pages should look like when things are going well. How many impressions are enough? 4,000? 50,000? 15 million?
That’s an answer a good marketer can’t give offhand because there are a myriad of factors that impact how much visibility will be right for your product, and that should influence the ultimate decision, which is to increase, decrease, or maintain your current spends on visibility. Do your research, and reach out to marketing experts if you need advice. Plenty of modern marketing firms overspend on driving leads into the front-end of the sales funnel, when the real problem is far too few of those leads ever reach the bottom of that funnel and become sales qualified. An experienced marketer will always start with page performance and then adjust company spends from there.
Lead Generation Mistake 2: Operating Too Few Conversion Points
Books have been written cataloguing the dozens of ways digital marketing professionals find ways to make conversions. Long gone are the days of sandwich-board wearers, sign flippers, and clipboard-wielding sidewalk chasers. Digital marketing has evolved every year to produce new ways to reach your target audience in ways you’ve never even dreamed of—and making sure your business is utilizing many of those is absolutely imperative to long-term marketing success.
Not every person you want to do business with will use Google My Business when they’re trying to find someone in your industry. Fewer still will download and actually read the white paper, case study, or e-book you paid that expensive content writer a pretty penny for (and as the person who writes those, I feel your pain). That being said, your battle to win that lead over doesn’t have to end there. Beyond social media, beyond cold calls, beyond automated email campaigns, there’s a host of ways to compel that lead to convert, and it’s your prerogative to know exactly what your options are, and whether they’ll yield a competitive return compared to other marketing tactics.
Lead Generation Mistake 3: Losing Your Target’s Gratitude
Lead generation is synonymous with entering into a brand-new business relationship. In some cases, that relationship is a quick fling—cash and product changes hands, and both parties leave happy to have crossed paths. In others, the first interactions born of a lead gen campaign can lead to a sale, and then the quality of your product or the excellency of your service can compel that lead to return and make more purchases—growing your brand’s gross output and visibility in turn. Is there any question as to which of these is the better business relationship?
Have your marketing spend work for you longer by treating your leads with respect from the very first interaction. “Gotcha!” tactics are one of the easiest ways to drive a wedge between you and repeat customers, which is why our marketing experts actively advocate for the use of marketing tactics that give, and give, and give. At SEO My Business, we want you to give away your golden goose, just like we’re here in this blog offering real-world marketing information you can use to help grow your business today. We didn’t bring you here for page views. We want you to learn about marketing, engage with us, and leave here feeling satisfied, and we think all lead generation-based businesses should make more content people are willing to pay money for, and then give it away for free. Great industry advice can never serve as a replacement for access to the mind of the person who’s lived and experienced that phenomena first hand, and what better way to show how competent your company talent is to a prospective client than showing that client exactly who you are and what you know.
Even the marketing tactics that drive you crazy—pop-up ads, repetitive programmatic ads, random emails showing up in your inbox—those are opportunities to create gratitude in the lead you’re pursuing, and far too many marketers forget one thing: At the end of the day, making your clients like you is more than half the battle.