There are a plethora of tactics and/or platforms that will allow you to build an online marketing campaign aimed at generating leads for your business. After all, leads are the lifeblood of all businesses, and successful entrepreneurs are always generating and nurturing leads. However, as you begin to build your pipeline through online marketing, there are three essential steps that you must apply. I have outlined each of them below to help you get started:
Step 1: Get To Know Your Audience
To build an effective lead generation campaign, the first thing you should do is research your target audience. Understanding what motivates your audience is key in developing a strategy that converts. Use existing customer data to analyze trends within your customer base. Then, create personas based on the trends you uncover. If you are a new company and don't have existing data, use market research and 3rd party data to develop your personas, you can refine your personas as you develop more customer insights through sales.
Step 2: Bring Something To The Table
Once you've defined your target audience personas, create an offer that will resonate. There are many ways to get users to give you their contact information, but it must be an exchange that your prospect views as valuable. If you're an online retailer, consider offering a discount if a user joins your email list. If you're a consultant, consider offering a free consultation or some insider information through an ebook. Sweepstakes and giveaways seem to work across the board if you catch your target audience at the right point in the purchase funnel.
Step 3: Give Them What They Want
I cannot stress the importance of a highly-optimized landing page experience enough. Your landing page is your prospects final destination and must be built with your goal of obtaining leads and your target audience in mind. Sending traffic to your homepage is not enough and may create confusion or worse, a bad user experience. Your landing page should be a seamless transition from the ad or email that lead the user to the page. The key here is to have a simple, easy to navigate landing experience that outlines the user benefit and the action they must take to receive it.
Follow these steps and you're on your way to building a lead generation strategy that will deliver dividends as you continue to optimize and refine your approach.