Online lead generation tactics are continuously expanding and evolving. In 2016, the possibilities can seem endless. To see through the clutter and find success, marketers need to know where they want to go. Each company’s online lead generation ecosystem has to be designed with specific goals and target audiences in mind. There are three common online lead generation goals.
First, marketers need to increase the volume of leads they’re generating. Second, Marketers want to increase the quality of the leads they’re generating. And most marketers want to find a balance between both; they want to generate more, higher quality leads. If you want to achieve both, figure out what percent of your attention each goal requires at the moment, and build your plans keeping those percentages in mind.
Knowing whether your objective is to improve quantity or quality of leads, and focusing in on that, is a big advantage. Some channels, including Content Marketing, are usually best for attracting high quality leads. Other channels, including Paid Search, are usually best at attracting higher quantities of leads. Knowing which objective each channel is best at will help you adjust your own mix to achieve your goals
If you’re generating high quality leads through content marketing, but need to generate more of them, you might benefit from adding more paid search to your mix. Promoting your best content through paid search campaigns will keep your lead quality high while expanding your reach.
If you’re generating a lot of leads, but your sales team is not happy with their quality, you might benefit from using lead scoring within a marketing automation platform. Strategically “scoring” each lead based on actions they perform will allow your sales team to focus on the leads with the highest scores, or the more qualified leads. Examples of potential actions you can track and “score” within common Marketing Automation platforms are when a lead: views your company’s pricing page, downloads a case study, or interacts with multiple pieces of your company’s content.
The next piece of the foundation is knowing your target audience. To illustrate this, BFO has partnered with Marketing to Engineers® to discuss online lead generation specifically with decision-making Engineers as the target audience. Marketing to Engineers’s recent surveys of Engineers have indicated that nine in ten buyers navigate to a supplier’s website through a search engine.
Additionally, when asked about which features and content types can increase the value of a supplier’s website, the top answers included product information and specifications, application articles and best practices, product demonstrations and how-to videos, engineering calculators, online training, and product comparison tools. This information provides us with one important channel, and our content types. One thing we might do based on this information is create a product demonstration video based on buyer needs, and promote that within search engines (Paid Search).
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Also published on Medium.