If you’re new to dealing with lead generation campaigns, you’ll soon realize it’s a long road in dealing with the marketing funnel. Nurturing leads is a true journey involving many detailed steps that requires more personal techniques to reach those you want to target.
You need some astute marketing best practices you can adopt in lead generation campaigns to take you successfully on this long road. It starts with understanding who your customers are, and it goes through a labyrinthine path to marketing drips, tracking advanced metrics, engagement, and A/B testing.
Basically, this involves seven major steps, with sub-steps to guarantee you’ll find success in every category.
It all starts with a carefully outlined plan you need to work on with your business team every day. Once you get this defined, you’ll be able to get everyone on board to take part in reaching your goals.
Let’s look at each step and the details in-between.
Getting Your Plan on Paper
You need to spend as much time as possible getting your marketing plan in document form so everyone has a copy. In your plan, you need to define your target audience, detail the best channels to reach them, what your cost impact is, what your competitors do, and study pain points.
The latter above is one of the most important aspects to understand leads before approaching them. As many marketing analysts note, pain points aren’t always obvious. You need to dig deep to find them, and that’s going to involve thorough analytics.
As the last part of your plan, you need to figure what analytic tools you’ll use to get intel on every aspect of your campaign. For targeting a specific demographic, this is extremely valuable.
Defining Baseline Conversion Tactics
You want to track the efficiency level of your campaign as it goes along. By defining the tactics you use to convert, you’ll basically give an agile approach to your techniques.
Study your reach-to-impression rates, click-through rates, visit-to-lead rates, and lead-to-conversions as just a few. Don’t forget about measuring your Cost-to-Lead as a way to see what you’re actually spending for each attempted conversion.
Next, you’ll want to find ways to automate the process of capturing and segmenting your leads. Automation is a big part of the workplace now, and you’ll want to find tools that let you organize data without having to do so manually.
You’ll save time this way and be able to make quicker decisions on leads to get ahead of competitors.
A Plan to Nurture Leads
Here’s a step with at least five sub-steps since it’s one of the most important aspects of your marketing efforts. Not all leads are going to convert immediately, so you need to do some marketing drips to capture them before they lose interest.
This starts with sending perfectly timed emails that recall your brand and re-engage with the lead. Educational content also helps, as well as competitive benchmarking.
Promotional emails and objection handling are other steps to take if you discover a lead is going to take longer to actually convert.
Creating a Conversion Formula
It’s possible to compare conversions with the famous E=mc2 formula designed by Albert Einstein.
To wit: Consider conversion as equaling lead generation (divided by PPC, and organic clicks), then added to drip engagement x 2.
With this formula in mind, you get a better numerical picture of what’s working for you and what isn’t.
Tracking Advanced Metrics
Without advanced analytics, you’ll have far too many blind spots in understanding your leads. Doing so involves looking at various categories like your leads filling out contact requests, engagement scores, your bounce rates, time spent on page, how many unsubscribed to your content, and any spam complaints.
All of these give you a 360-degree view of what you’re doing right or wrong in the marketing content you create. Take each one seriously and become agile in making changes.
Doing A/B Testing and Optimizing
Last, you need to do A/B testing before doing any of the steps above. Once you know the reactions, you can optimize your content for the web, including for social media.
Applying basic SEO and natural keywords in your content can help you rise to the top on Google so you sail above everyone else simply blending in with others.
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