Every time you come across a Gucci advertisement on your phone or a billboard, it doesn’t automatically mean that particular advertisement is a part of the brand’s marketing campaign. However, if you see multiple Gucci billboards featuring Harry Styles, or Instagram and Facebook posts sponsored by Gucci, all endorsing a specific product, you are bound to be made aware that all of this is a part of Gucci’s recent marketing campaign.
In other words, marketing campaigns are well-maneuvered and structured efforts made to promote a certain objective or goal of a company. This includes promoting a specific product or a brand new service in town that people are yet to discover.
Companies target consumers using a wide spectrum of both inbound and outbound marketing tools, including text messages, calls, blogs, email subscriptions, Instagram posts, billboards, and more, with digital marketing advertisements bringing in the most profits from every marketing campaign. This is why you’ll see companies from all around the world leveraging the marketability of social media platforms to promote their businesses.
Inbound Lead Generation
Simply put, a lead is a prospect who has the potential of becoming a consumer because they have shown some sort of an interest in a product or service offered by a particular brand.
Let’s say you took part in an online survey about the failing plumbing system of the apartment or house you live in. In a day or two, an email pops up on your phone screen from the plumbing repair company that was responsible for the survey you took, offering you information about how they could help with the plumbing situation in your house.
You would be considered a lead for that company!
Businesses generally contact leads after they have initiated some sort of communication by taking part in a survey, providing personal details for an offer, or filling out a subscription form online.
Not only is this process an efficient way for companies to get directly into business without wasting any time, but it is also a less intrusive way of getting in touch with prospective customers by letting them take the first step in communicating.
How to Generate Leads That Convert
Lead generation is all about exercising strategies to attract strangers into showing interest in a product or service provided by your company. The goal is to persuade these prospects – your leads – to make a purchase sometime in the near future, and this is accomplished with the help of lead generators like blogs, live events, job applications, coupons, etc.
This inbound marketing methodology helps ease the transformation of strangers into visitors, visitors into leads, leads into customers, and finally, customers into promoters.
Setting Company Objectives for Marketing Campaigns
Your campaign goal cannot be limited to simply generating as many leads as possible. The goals you set out to achieve in an ongoing campaign must be very specific for the marketing campaign to succeed. Keeping track of all these marketing campaigns is crucial for any company as it allows them to follow up on benchmarks that have been established previously and push themselves further for the next one.
Set up a timetable to follow when targeting numbers in terms of leads, visits, conversion rates, sales, etc. For first-timers, working out the value of a lead for your company will help you to formulate how many leads on average are required to boost your sales, enabling you to meet your marketing campaign goals. Follow up by using the conversion rate that is hit by the sales team to estimate the number of visitors you need daily to maximize sales.
1. Discovering the Target Audience for Your Marketing Campaigns
A marketing campaign will not bear profitable outcomes if your audience is not attracted to your products or services. Hence, it is essential to figure out to whom you are targeting the campaign because generating leads without converting them into clients will not be lucrative.
Thorough research is the first step to determining your target clients. For this, a company can start by looking into feedback already given by previous and existing consumers or by interviewing them about their experiences with the product or service.
You might ask about what goals they have, the challenges they face, their background, which online platforms they spend most of their time with, and the entire process they went through before stepping up to hire your company.
You could also hire an industry consultant and use their expert opinion to work out what’s best for your business.
All of this research will enable you to determine how you can get more traction on your digital marketing platforms by adjusting the marketing campaigns best suited to the needs of your potential clientele. Make sure to follow up on the traffic channels, emails, and messaging with the same researched preferences by keeping the campaign's motto consistent.
2. Creating Engaging Offers for Traction
Giving away stuff for free has never been this hard! Nowadays, visitors can distinguish that not all lead magnets are the same, so it’s not as easy to generate leads as it was before. Originality will definitely enable you to yield optimum results, but only if you’re able to help your prospects correctly.
Figure out which offers will be more beneficial for the kind of customers your company is dealing with. Every business owner is at different stages of their business, and not everything will sell to every potential customer. Ebooks, coupons, and a “10 Digital Marketing Hacks” download, for example, will definitely be helpful, but only for certain business owners…and probably not the ones comparing firms to give their business to.
Note that offers don’t need to fall within the ambit of content only. One can also opt for free consultations and other tools for how to generate leads.
3. Building a Landing Page
Certain elements on your landing page will enhance the chances of your offer being asked for by prospects if you can sway them that it’s worth downloading. These elements include the following:
An Eye-Catching Headline
Studies have shown that most people tend to take the time to read a paragraph only when the headline is able to grab their immediate attention. Now, the question arises, how will you know if the headline on your landing page is well-suited to their interests? Engage your reader by ensuring that the headline specifies, in bold type, the benefits a customer will receive after accepting your offer.
Quality Media Content
Perhaps the most-used trick in a marketer's book is adding engaging, high-quality media content on their landing pages. It is also important to point out that nowadays, people would rather watch a video or look at a picture to get the idea of something rather than taking the time to read long paragraphs on a landing page.
Hence, marketers, get creative and make sure to keep the visuals interesting! Use explainer videos, video testimonials, infographics, hero shots, video case studies, etc. to make your landing page more attention-grabbing to potential clients.
If all of this wasn’t convincing enough, studies have shown that over 80% of prospects are generally converted after watching a video posted on a firm’s landing page.
Keep the Reads Easy for Leads
Basically, eliminate most of the tedious work for readers, like reading long paragraphs, by creating small and engaging ones, so it’s easier for them to comprehend. Use bullet points or pointers to keep things short so as not to lose readers by bombarding them with a load of information. Keep in mind that they are not reading this for pleasure, so short and concise is preferable.
Don’t say it! Show it!
Needless to say, it is much better to showcase positive reviews from previous and existing customers, successful case studies, and authority badges from prominently featured publications to show that your agency is more than just talk.
Admit it: No one likes to fill in forms, let alone long ones with endless spaces to be completed. The fewer questions you ask, the less time it will take for the reader to fill out the form, and the better the conversion rates will be. Only ask questions that will yield sales.
Other Ways to Help Boost Your Marketing Campaigns
A subscription to your weekly or monthly newsletter will enable you to drive prospects deeper into the purchase funnel. Include quality content for your newsletter:
- special offers
- a new blog post
- reading recommendations from leading international experts
- updates on your new and exciting products and services
- discounts on products
- upcoming events, webinars, workshops, meetups, seminars, conferences, etc.
The best thing about putting up blog posts is that you get to mold the entire post according to your needs. Keywords and SEO are also something to look out for while creating blog posts as they bring your website way up the list amongst your competitors with one Google search. To make the best use of digital marketing through blog posts, make sure to add SEO to your checklist!
Ads have the most influence on getting prospects to purchase something, assuming the quality of the advertisement is top-notch, like the Gucci marketing campaign example given above.
In recent times, ads are not only limited to TV commercials – which are quite expensive – but have also expanded their reach to other digital marketing platforms like social media. You’d be surprised to know that as of 2021, an estimated value of over $48 billion has been expected to grow through investments via social media advertising.
Not to be confused with newsletters, emails can be a good tool for digital marketing. Once prospects have subscribed to your list, send them an occasional eye-catching email as a reminder of the availability of certain products that you would like to get them to have a look at.
Over the past few years, social media has been the epicenter of digital marketing and a key ingredient in boosting sales through platforms like Instagram and Facebook, which are very user-friendly.
With over 2 billion users on Facebook and a billion on Instagram, businesses are making the best use of their digital marketing efforts on these particular platforms. For example, the swipe-up option on Stories and Link in Bio on Instagram have been lifesavers for countless businesses wanting to promote their products to the world within their reach.
The direct message option and other interactive tools on these platforms have made communication much easier for companies as prospects can get in touch with them with a few taps on the phone screen, all while sitting at home.
It is also an effective way of gaining an audience at a low cost. It’s tremendously easy for new businesses to boost website traffic, increase sales, and create a space for brand loyalty.
Innovative Direct Mail
This may be an old-school trick in marketing, but it surely does the job of generating leads by being attention-grabbing material. Why not develop a list of your priority clients and surprise them with a fun piece of mail every once in a while or send a package you know they would love?
Ready to take your Marketing to the Next Level?
Adapt your strategies for how to generate leads with all the resources available to you for the dynamic set of audiences you are targeting. Especially remember to make the best use of social media, especially if you are on a budget for your marketing campaign.