Our Thoughts

Digital Lead Generation: Are you using it?

23rd August 2019

We live in a digital world where browsing the internet, especially social media, on a daily basis undeniably shapes and influences our lives. As marketeers, we have the power to use social media to make a significant difference to business performance – not only in the soft, traditional sense of building brand awareness but by generating valuable marketing qualified leads.

Leads are a form of data identifiable through unique information such as a name, email address or phone number. Generating these leads is a primary goal of sales-driven businesses, aiming to maximise the amount of people from their target audience in their sales funnel. Leads tend to enter the funnel fairly cold and, once sent information that is relevant and of interest to them, alongside conversations are nurtured through to encourage conversion.

In this blog we discover why so many businesses use digital lead generation and provide you with our top 10 tips for success.

 

Why so many businesses use digital lead generation:
A high number of quality leads: Intelligent audience targeting and geotargeting combined with a vast number of users means that with the right content and budget, this type of marketing activity is an effective way to generate a high number of quality leads. What more could you want?

Cost-effective: With most social media lead generation activity on a pay-per-click (PPC) basis, you only pay for activity. This is a great way to easily manage your budget and monitor spend against return-on-investment (ROI).

To track conversions: By integrating social media accounts with your CRM, you can track where your converted leads have come from and use this information to inform ROI. Real-time delivery of results also means that you can engage with leads immediately.

Optimisation: As changes to most social media channel algorithms now make it difficult to gain organic reach, businesses are always on the look out for other ways to optimise their social media accounts – paid activity is a fantastic way to do so. Additionally, being relatively easy to monitor and report, digital lead generation can be optimised through A/B testing to ensure budgets are efficiently spent on the best performing ads or LinkedIn InMail messages.

 

Top 10 tips for success:

  1. Implement persona marketing to refine your target market.
  2. Use visual content and copy that is relevant and interesting to your target audience.
  3. Produce gated content (e.g. whitepapers, case studies, vlogs, infographics, webinars) and email opt-ins to capture lead data.
  4. Include a call-to-action, directing leads to take actions that are going to be of value (e.g. form completion).
  5. Consider what activities you are going to do to directly remarket to your leads and nurture them through the sales funnel (e.g. email marketing, direct mail, telemarketing and appointment setting).
  6. Allow activity to run for 2 weeks, then set aside time in your schedule to regularly review and optimise.
  7. Mix-up your strategy – use paid activity to complement organic outbound and inbound social activities.
  8. Find and engage directly with leads on social media.
  9. Stay up to date with the latest social media trends and channel updates – implement them to stay ahead of the game.
  10. Outsource to the experts.

 

Is digital lead generation a part of your marketing strategy? Understanding your business aims, marketing goals and sales objectives, the Roots to Market team can help you shape your digital marketing to get the most out of your investment. We will advise you on the best strategy for your target market and your budget. Schedule a call with us to learn more: 01392 796 702 or email contact@roots2market.co.uk