Best Practices For Lead Generation Campaigns

Regardless of whether you’re a B2B company, or whether you sell your products or services to B2C markets, lead generation is of the utmost importance to your business. Lead generation is paramount for business growth. Without leads, companies will find it difficult to attract new customers and sales opportunities. 

Lead generation allows companies to build visibility, credibility, trust, and interest. It has the ability to help drive traffic from high-quality prospects, which can lead to high-value customers and increased revenue. By implementing effective lead generation strategies, you can expand your business and enhance the lifetime worth of each customer.

In this blog we’ll uncover some of the best practices for lead generation campaigns to make sure you’re getting the most out of them.

Create Quality Content

Create quality high value content that resonates with your target audience. You want to create content that is informative, interesting and helpful so that your prospects can see the benefits of giving you their information. Premium content can include things such as e-books, whitepapers and reports. 

Optimise Your Lead Generation Form

Lead generation forms are designed to capture contact information from potential customers. They are usually the final step in most lead generation campaigns, so it’s crucial to get them right.

It’s important that the forms are easy to fill out as you want to make the experience as seamless as possible. You’ll need to decide what information you want to collect and strike a balance between quality and quantity of the leads. 

Simple forms with a few basic contact details are hassle free and easy to fill out so you might find the quality at times can be low. Adding a question that the user has to manually fill out can help improve the quality of leads as it requires more effort from the user. This additional data can also assist you when it comes to your sales and marketing efforts.

However, too many questions can deter a prospect from filling out the form so it’s important to test different formats to learn what works best. 

Improve Your Landing Page

If you are directing traffic to a lead generation landing page it is crucial that it’s optimised in order to drive conversions and turn prospects into leads. 

You want to make sure you are delivering a seamless user experience for your users by having a clear CTA and communicating a clear value proposition. Do not overcomplicate the landing page and make it obvious what you would like users to do when they arrive on your site. 

Explain to your users what they can expect from your offering and why they would benefit from sharing their details with you.

Instill confidence in your prospects by including reviews, ratings and customer testimonials on your landing page. And don’t forget to be transparent when it comes to how you will use and protect users data in order to build user trust. 

Test Test Test

Testing your copy, landing pages, assets and lead gen forms are key for optimising your lead generation campaigns. Take the time to perform multiple A/B tests for those key elements of your campaign. This will give you further insight and understanding about what potential customers like and dislike, what works and what doesn’t enabling you to make better informed decisions going forward. 

Lead Nurturing

It’s imperative that you have a robust lead nurturing process in place before you launch your campaign. Lead nurturing allows you to build rapport with your leads and move them down the sales funnel. 

This can be done through email sequencing. A lead nurturing email sequence is a succession of emails that are automatically generated when the lead takes a certain action. One example of this would be whenever someone downloads a whitepaper, you could send them an email that links to other related content they might be interested in.

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