The more leads you generate, the more profitability your organization will see. So if you want to experience faster growth and optimize your revenue, you’ll need to learn how to run a successful lead generation campaign.
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What Are Lead Generation Campaigns?
It’s simple—a lead generation campaign is a marketing strategy that focuses on generating relevant leads for your organization. So what does success look like for a lead generation campaign? Ideally, you’ll end up with prospects’ personal information, like their email address or phone number. And in return, they got something from you, like a free trial, research and information, or valuable content.
This process starts your relationship with that potential customer and gives you the means to turn them into a conversion.
Creating a Lead Generation Campaign for Success
Before you run a lead generation campaign, there are a few things you’ll need, and we’ll deep dive into them right now.
1. Know Your Objectives
Every lead generation campaign you run might not succeed, but each one is still a learning experience. In this age of digital marketing, we must measure, monitor, and analyze everything.
First, you need to know what you ultimately want to get out of your lead generation campaign. Then, create and document at least one measurable goal.
While it doesn’t cover everything, you can use this list of comment objectives to consider for your lead generation campaign:
- Revenue per lead
- Number of registrants
- Volume of sales
- A specific number of leads
- Number of subscribers
- Volume of trials offered
- Conversion rates
- Any combination of the above
2. Learn About Your Audience
Next, you need to determine who your lead generation campaign will target. You want to answer as specifically as possible. For example, online shoppers are not a very specific audience and not a great answer to the question of who you plan to target.
The more you know about your prospective buyers, the better. The more details you can get, the more you can target their wants and needs.
While researching your audience is a hard skill to master, you can get started with the following:
- Look into the demographics of your website traffic using Google Analytics.
- Check out your social followers too.
- Talk with your sales team to get their take on the people who purchase your products and services.
- Determine what buyers your competitors target.
- Run surveys and ask for feedback.
- Interview your customers to gain more insights.
3. Plan Your Content
Once you’ve identified the audience you want to target with your lead generation campaign, it’s time to align your objectives with that group of people. This means planning out the content you’ll publish.
You want to publish on multiple channels, including your:
- YouTube channel
- Social media profiles
- And any other medium where you interact with customers.
You also need to consider if your campaign will use PPC advertising or rely on organic search. In either case, researching relevant keywords is essential.
For organic search, SEO is crucial too.
Look into free and paid keyword research resources, and if you plan to implement PPC or SEO, you might want to consult with marketing professionals who specialize in those fields.
4. Determine Your Value
Now, you need to create your lead magnet—what can you offer potential customers? And what action do you want them to perform?
This is a long list and can include actions like:
- Registering for an event
- Buying a product
- Watching a video
- Signing up for a course
- Requesting a demo
- Requesting a quote
- Downloading and information asset
- Trying out a product
- Entering a giveaway or contest
- Subscribing to a newsletter
- Completing an assessment or survey
- Requesting a consultation
- Getting a discount or coupon
- Promote Your Campaign
A lead generation campaign rarely hits its goals without a solid promotional effort. There are various channels to include your marketing promotions on, including:
- Social media channels
- Guest posting and PR activity
- Your email lists
- Blog posts
- Event activations
- Paid advertising, like:
- Native advertising
- Display advertising
- Social media ads
- Search advertising
- PPC campaigns
Using Telemarketing for Your Lead Generation Campaign
The end goal of all your efforts into lead generation is closing a sale. However, there are other goals that focus more on gathering information that you can use to improve your brand, which ultimately leads to more sales. So, how are you distributing your content to improve your lead generation efforts?
Companies that use third parties in their lead generation campaigns often fear that the leads aren’t getting the attention they need. As a result, they might not be seeing the follow-up communication that can further them along in the buying cycle. Telemarketing is one channel that puts these fears to rest for organizations relying on third parties.
Telemarketing organizations know how critical client alignment is in lead generation campaigns. Being excellent communicators, telemarketers have a robust back and forth with clients, giving them the understanding necessary for planning campaigns, establishing goals, measuring goals, and making appropriate changes. Once leads are qualified, the sales partners will better understand who their leads are, what they want, and when they want it.
Related: Lead Generation Misconceptions
Lead Generation Campaigns: Telemarketing Can Do More
Qualifying leads is also an area uniquely suited for the telemarketing channel. Leads need to be carefully filtered before they’re sent to the sales team because it is time-consuming and costly, both in terms of finances and brand reputation, when too many uninterested leads are contacted.
The communication between you and your telemarketing agency should not stop after you’ve got your list of leads. Lead generation campaigns done well will include communication after the leads are handed to you. For example, the telemarketing agency should ask if the leads they handed over were indeed qualified and what percentage of them resulted in a sale.
Too many organizations try to execute lead generation campaigns in-house, and they are often under-equipped to handle such tasks. For example, in-house, you probably won’t have access to advanced dialing systems that telemarketers use to handle a mass amount of calls efficiently. In addition, you won’t have the call monitoring hardware or software or the reporting capabilities that offer insights into how a campaign is being carried out. For these reasons, and more, a lead generation project does well when outsourced.
Telemarketing for B2C and B2B Lead Generation Campaigns
The dividing line between B2C and B2B marketing was once much more distinct. Now, business-to-business and business-to-consumer marketing has developed a rather blurred dividing line. How has this affected lead generation?
Marketers in B2C and B2B use different resources and styles in their campaigns. You will address professionals in a different tone and with a different message than you will address a consumer. Marketers reaching out to consumers can rely more on knee-jerk propaganda that entices them into a spontaneous purchase, but that will not work with most B2B leads.
However, when considering the prevalence of social media, both in our leisure hours and in our work hours, the situation becomes more homogenized. As a result, we see more B2B marketers using B2C tactics through social media marketing and lead generation.
B2B vs. B2C Lead Generation Campaign Strategies
It’s not uncommon now to see B2B marketers using catchier phrases in their campaign literature in an effort to work the emotional side of the professionals they are reaching out to. B2C marketers have stepped up their game even more and are now using tutorials about their products to offer real-life scenarios on how their products can be used. It’s not a stretch to think that B2B marketers will be doing the same thing soon.
LinkedIn has long been the favorite of B2B marketers for lead generation. B2C marketers have been huge fans of Facebook. You’ve surely noticed more business pages popping up on Facebook, which has led to an increase in the number of B2B marketers who target Facebook for their lead generation campaigns.
Another tie that binds both types of marketing is that organizations are invested in data mining. They want to know as much about their perspective leads as possible so that their campaigns can be more personalized, so they dig into all the data they have on their leads to learn more about their behaviors, wants, and needs. A more personalized campaign is going to yield better results, which is why big data and data mining have become so popular with marketers today.
The Final Steps of a Lead Generation Campaign
Once you have the previous steps finished and have decided on how you will promote your lead generation campaign, there are still a few things left to do:
1. Optimize and Test Your Lead Generation Campaign
When you ask your prospects to take action, it’s the moment of truth for your lead generation campaign. Will they respond, or leave you behind? In most cases, a pivot point is a form asking your leads for a phone number, email address, or credit card for a trial.
Optimizing your sales funnel and featuring forms where you want to capture leads, like pop-ups, chat, and landing pages is essential to a successful campaign.
There are different ways to test your lead generation campaign. One of the most common is split testing, where you test the elements of your campaign by making variants. Some examples include:
- Sending out emails with different subject lines
- Trying various headlines for your blog posts
- Varying the copy on your website and landing page
- Switching up your website page design
- Using different calls to action
- Targeting variants of keywords
2. Nurture Your Leads and Close the Deal
Now that your lead generation campaign is well on its way, you need to nurture your leads to guide potential customers through your sales funnel. This process requires offering your leads assistance, content, promotional discounts, etc. You want to match your leads with the content you believe will serve them best, including:
- Welcome emails
- Helpful problem and solution content
- Case studies
- Promotional offers
- Solution comparisons
- How to make smart purchase decisions
- How to get the most out of your products and services
There’s no universal way to close a deal, and the last step to successful lead generation campaigns is converting your leads to sales. Once again, this is where inbound and outbound lead generation telemarketing can help.
Run Your Lead Generation Campaign With Blue Valley Marketing
A great way to fill a database full of actionable material is to gain information through telemarketing. Marketers embarking on a lead generation campaign get the best results through telemarketing because it’s the most proactive form of communication at their disposal (apart from face-to-face interactions, which aren’t efficient due to time and cost and logistics).
Have you had little luck qualifying leads, resulting in handing off bad information to sales teams? Do your organization a favor by researching reputable telemarketers who can assist you.
At Blue Valley Telemarketing we’ve established ourselves as a lead generation experts. We have the necessary equipment, training policies, and staff to pull off any campaign with successful results. We can land you more qualified leads that will result in more sales and better profits. Yes, there is an investment involved, but ask any of our clients and they’ll tell you the return is well worth the investment. Contact us today and let’s get started on your campaign.
Related: B2B Lead Generation: The Secret
Last Updated on April 5, 2022 by Ronen Ben-Dror