Lead generation is the process of attracting and converting prospects interested in your brand, product, or service. It focuses on turning curious visitors on your website into new leads for your business.
Crafting a thorough lead generation strategy can take time, but you can jumpstart your process by identifying the following elements:
SMART goal
Target audience
Campaign offer
Distribution channel
KPI
What’s in your lead generation campaign strategy so far? What would you like to spend more time defining?
From my perspective, lead generation is one of the most important aspects of a marketing strategy. I market in the industrial service industry (power plants, chemical manufacturing, etc.), so I am currently developing a lead generation strategy. My company is a 30±year-old small business and has relied upon an indirect referral strategy built on relationships and quality workmanship. Four new owners have recently acquired the company with new revenue goals, hence, my new position.
CC: Lead Generation Campaign Strategy
Because this industry is built on trust and long-term business relationships, I’d like to map out a referral lead generation strategy that incentivizes B2B referrals. I am currently crafting our lead generation strategy, so this course is timely.
CC: More Time Defining
Because I am new to the industry, and our company offers several services to various buyer personas, I need to spend more time defining buyer personas and campaign offers. We have several concerns: Will discounted services convey that we are taking advantage of our customers in other ways? If we offer free educational material to specialists in their perspective areas (I.e., maintenance engineers are VPs of companies), will we be perceived as arrogant? Will monetary offers jeopardize our professional relationships with government organizations?
In conclusion, I am spending more time defining all five critical points of this discussion. This is an excellent course thus far! Thank you!
Wow! Thanks for sharing so much context around your lead generation strategy so far @RBonifield . It’s also great to see you’re planning to spend more time defining your buyer personas and campaign offers. I’m sure learning more about your target audience will help you uncover their needs and challenges, and make it easier to identify relevant and valuable offers.
Best of luck crafting the rest of your strategy! Looking forard to hearing how your campaign performs once it’s launched.
Having a lead generation campaign strategy will direct our company towards our goal.
I work with several brand accross our company. One of brand focuses on business franchise and helping people to own their small business.
My strategy would be to post informational blogs helping people learn about franchise business, along with every post is a link to collect leads of those interested into franchising. Were also conducting FB ads for the available business franchise we have.
At first I thought my side business was too small to bother with complicated lead generation, but doing this course has taught me so much, including how easy it is. What seemed daunting, is now achievable.
I will be starting with focusing on an audience to generate leads from.
Having a lead generation campaign strategy will direct our company towards our goal.
I work with several brand accross our company. One of brand focuses on business franchise and helping people to own their small business.
My strategy would be to post informational blogs helping people learn about franchise business, along with every post is a link to collect leads of those interested into franchising. Were also conducting FB ads for the available business franchise we have.
I agree 100% with this approach. It helps h marketer the develope clear goals and targeting strategy. It shows the products or services they offer. It will lead to great ROI.
We have a marketing team, but on top of that my role is to prospect/do business development type lead gen. Cold emailing/calling prospects and warming them up on LinkedIn supported by our content and tools.
So far, my lead generation is not appealing enough for new visitors. I need a free product or service and to be extremely intentional with the process.
Just got the grip of the whole process. Hopefully, we will be focusing on visitor-to-lead conversion rate. And we will be trying to work on the MQL process.
