Federal customers can spend hours, days and even weeks researching goods and services that meet their needs at their price. Lead generators serve the important function of connecting customers and advertisers. Lead generation is the process of capturing a potential customer who is interested in a product, topic or service. These leads then help to develop the advertiser’s sales pipeline. Since the rise of online and social marketing strategies, this technique has undergone many recent changes. Use these easy-to-follow Do’s and Don’ts of lead generation to improve your marketing plan.
DO: Start with a plan -Start with a well-rounded plan that includes your objectives, target audience, pain points, and industry trends. The plan be well-rounded to include a combination or outsourced and in-house resources.
DON’T: Only use one strategy – The most successful programs utilize many strategies to nurture leads including email, websites and social media.
DO: Understand your audience - Understand how, when and why your customers make a purchase. Use information that can help you tailor your message to the right audience.
DON’T: Neglect social media and mobile platforms – Everyone today is using smartphones. Make sure every strategy you use is mobile-friendly whether it be email or website. Not everyone will use social media, but creating a presence increases visibility for your brand.
DO: Create relevant content – According to a study conducted by Ascend2, a majority of marketers find that the most effective, and most challenging, lead generation strategy is creating relevant content. Personalizing and targeting your message to a specific audience will help to nurture leads as they move through buying stages.
DON’T: Use the wrong channel or platform - Find out where your customers are assembling and use only those sites. Being inactive on too many social media platforms can also hurt your business.
DO: Nurture your leads – Build relationships with your qualified leads through the buying process. Reach out, greet and engage potential customers where they are found whether it be in person, through emails or phone calls.
DON’T: Focus on only standard measurement techniques – Techniques for tracking leads need to go beyond open rates and click-through rates. Take a more sophisticated approach to measure the effectiveness of your marketing efforts. Track your leads in any way you can to look at the specific ROI of a campaign.
Many of the custom media solutions that Federal News Radio offers include a lead generation component. These include webinars, surveys, online chats and e-books. Take a look at this recent online chat, sponsored by Teradata, to see an example of a lead generation campaign: