8 Simple Steps In Building A Successful Lead Gen Campaign For Your Business
Do you know that the higher the lead generated online, the greater the profitability of a company is? Obviously, when a business, like your dropshipping perhaps, generates 50% or more leads online, your growth rates will definitely skyrocket.
Isn't that awesome? So, it pays to have a lead generation campaign. But do you really know what a lead generation campaign is? And how do you know your business is ready for it? What are signs?
Let me educate you about the lead generation campaign today!
The Meaning of Lead Generation Campaign
Aside from the obvious meaning that it is a campaign that generates leads—lead gen is actually a marketing campaign that has convinced someone, residing somewhere in the world, to give you their personal information such as email addresses and phone numbers. This is of course in exchange for something in return. Commonly, they're valuable content, information, research material, free trial of a service, a product or a sample product, and anything else they might want or need and goes in connection with you as a brand and as a business.
The positive big return you can get from a lead gen campaign is that you now can reach out to the people who've given their personal information to you. And eventually, nurture them in becoming a customer or brand advocate.
Building a lead gen campaign is a tedious job. You need to give clear objectives, budget, and plan. It's a way to success for your dropshipping business. But what are the signs that indicate you're already ready for a lead gen campaign?
Three Signs You're Ready For a Lead Generation Campaign
Business development actions consist of the lifeblood for the high growth of any business. But any development action requires enough thinking and decision-making. So here are the main signs that your dropshipping is ready and in need of a lead generation campaign.
Your network and referrals are dwindling.
Your network, contacts, and friend-of-a-friend referrals start to slow down. The foundation of your connections is not working for you anymore. While having personal contacts may get you through the first year of business, it's not a good option for your succeeding years.
All referrals will run out. It's time to step up.
2. You need closing opportunities and not just sourcing leads anymore.
If your sales team is on three or four leads that have no time to nurture warmer leads. While this is good for productivity, it's not conducive or good for overall growth.
A multi-channel lead generation campaign, for instance, can create better brand awareness and brand credibility, thus generating warmer leads. It will also enable your sales team to focus on closing deals.
3. Your operations are ready to cater to large numbers of clients.
Luckily, you have finally reached the point of scale in which every business entity wants to get. Now, your existing contacts and referrals are no longer enough to maximize the positive returns of your scale. You need to thrive with bigger fishes now!
A good and true lead gen campaign can drive the best results for your business—of course, this is with the aid of relentless research, analyzing, and optimizing tactics across different and multiple channels.
Now, you know how to distinguish that you're ready with a true lead gen campaign. How to build one—this is the concern in your heads. Here, I give you the eight steps in creating a lead gen campaign.
The Eight Steps in Creating a Lead Gen Campaign
1. Clearly define your objectives.
Do you know what you want to achieve with your campaign?
First, you need to establish one measurable and doable goal for your campaign. Then, list down the objectives that will lead you to accomplish the goal. These objectives will also guide you in your actions within the lead gen campaign for your business.
The common objectives businesses usually have are a specific number of leads, revenue per lead, number of subscribers, number of registrants, number of those who availed trials, the growth of sales, and conversion rates.
2. Know your target audience.
Who is your target audience targeting?
The more you know about your specific target audience, the more you can zero in on their wants and needs. This will give you sharper execution of your lead gen campaign.
Audience research is tough but you can start with the following:
Know the demographics of your website visitors.
Examine the demographics of your follows on all of your social media sites.
Have customer reviews.
Pin down the types of buyers your competitors have.
3. Plan out your content.
Transcend your objectives to your target audience using communication content. You can always publish your content on one channel only or across different channels. These are the usual channels you can mount contents:
And social ads and posts
Here you will also determine if your content will include pay-per-click search engine advertising or not. Or will you do SEO for your blogs or not.
4. Create offerings.
If you have a lead magnet, it's important to have an offering for your target audience. What will you offer to them? What do you want the person to do?
Often, these are the sample offerings: registering to an event, trying out a new product, entering a contest, having a giveaway, subscribing to a newsletter, signing up for a course, requesting a consultation, and getting a coupon or discount.
5. Promote your content with your offers!
For you to generate leads, it's time to get your content and offers out in the market. How will you do that? Well, by promotion.
You can promote on these channels—you can either choose one of these or do promotion all across them:
Organic social media posts and ads on your social media channels
Paid social media ads
Paid native advertising
Paid search advertising
Paid display advertising
Paid paid-per-click campaigns
6. Optimize your lead gen campaign.
Assuming your campaign continues for a reasonable period, you must optimize this well by examining key metrics that reflect the efficacy of each component. You must run A/B split tests to compare different alterations.
Split testing is done when you create a variant of your campaigns such as different email subject lines, headlines, copy, CTAs, designs and visuals, and even ad targeting.
7. Execute lead scoring.
You must also perform a lead scoring after optimizing. This will help your marketing and sales teams to focus their efforts on the leads most likely to become paying customers.
Lead scoring is when you assign values to the quality of each lead to help sales teams to identify when and how to approach a buyer. These are the lead scoring models you can adopt:
Fit – the prospect fits your buyer persona
Behavior – how the prospect interacted with your contents
Buying stage - where does the prospect belongs in your sales funnel
8. Nurture the leads.
This is where you guide potential buyers through the stages of your sales funnel that end up with the buyer becoming a loyal brand advocate.
This process requires providing leads assistance, information, content and offers something based on their current needs.
Emails have been highly effective in nurturing leads. You can match them with these:
Giving suggestions and solutions
Providing case studies
As a Conclusion, We Need to Close Deals
To be honest, there is no bottom line on lead generation. And the end goal of every lead gen campaign is converting leads to sales—closing down deals!
In the end, a business can't thrive and continue without money. It is not just about getting your brand and name known in the market but it's driving sales. We need sales.
So, my end advice to you is, look at all of the steps again with new eyes and plan out how to nail them one by one. And always walk in your customers' shoes. Any campaign, won't work if you don't try to understand the mentality of your target audience.
Trust yourself every step of the way. Success is not done overnight. As they say, Rome wasn't built overnight. Get on the process and learn along with it!
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