Tips To Help A Lead Generation Company Develop An Effective Strategy

To maintain a strong sales pipeline, every e-commerce company needs to adopt a healthy lead generation campaign. Professional lead generation services have in-depth knowledge about the different elements associated with lead generation. They help to formulate customized and effective lead generation campaigns.

A lead generation campaign consists of several different elements. Of these 5 elements are directly responsible for its success. Focussing on these elements help enhance the effectiveness of the lead generation campaign to:

• Scout for prospects

• Select the qualified leads from them

• Nurture the leads

• convert them into customers

The 5 essential elements of a lead generation campaign include:

1. Landing page: Every campaign starts with identifying a central location for obtaining leads. In most cases, it is the landing page of the company. The main goals associated with hosting the landing page are:

• Campaign segmentation: The landing page is a branded and campaign-specific webpage. Best practices of building a landing page stipulate that it should neither use the same domain name as the company website nor be a part of its navigation. Ideally, the landing page URL should reflect the name of the lead generation campaign.
• Ad destination: While visitors are enticed into visiting the landing page by using advertisements and other visuals, it further helps to reinforce the messaging of the ads. It also encourages visitors to take the required action and complete the sale.
• Attract the user: Navigation or external links should not be a part of the landing page. Since its sole aim is to guide the user and ensure a good user experience, it should not distract user attention in any way. By retaining customer focus, the landing page helps to improve lead conversion.      

2. An incentivized CTA: A landing page is tasked with attracting the user and enabling their conversion. The number of lead conversions taking place measures the user experience gained on the landing page. The CTA or call-to-action is an important starting point to understand the effectiveness of the landing page.

A good lead generation agency considers the CTA a marketing strategy that incentivizes leads and informs them about what the company can offer in exchange. Statistics prove that an incentivized CTA leads to higher conversions. However, the presence of a single CTA guides the user towards the desired action. Incorporating more CTAs tends to confuse the user.

3. Concise lead information capture: Eye-catching ads, products or services advertised, phenomenal copywriting, etc., can induce visitors to come to the landing page but do not guarantee leads. For lead information capture, lead generation campaign formulators need to incorporate a simple, concise method.

Forms are an excellent and efficient tool for capturing lead information. They also directly influence the number of leads generated. A few considerations that enhance the effectiveness of forms are:

• On the landing page, forms should be placed at a location where it is prominently visible
• Fields included should be concise, precise, and relevant to the company sales field
•  Actionable and descriptive form button and CTA help to explain the value a lead is about to receive.
• The lead information gathered should be secure
• Forms should be fun and not boring

4. Follow-up communications: A lead generation campaign generates leads but not all leads qualify to become customers. Follow-up communication with the leads generated helps to nurture the leads and enable their conversion. The sales team will find it easier to facilitate a sale if the lead is qualified.

Statistics show that nurturing the leads generated results in a 20% increase in opportunities to facilitate a sale. This makes this seemingly unnecessary and additional touchpoint worth it.

5. Analytical reporting tools: Using the rate of conversion as a tool to measure the success of the campaign is common to most agencies offering lead generation services. Analyzing the data obtained provides unique insights that help them to keep improving the campaign continuously. Incorporating analytical and reporting tools like Google Analytics is an important element of a lead generation campaign as they help to achieve predefined benchmarks.

Since lead generation is data-driven, it also helps companies to measure their ROI across media, advertising, and marketing spending. An efficient campaign formulated by an agency like Neuronimbus is necessary as it generates sales opportunities and serves as a measurement metric.