Lead Generation - 5 Common Mistakes & How to Avoid Them

For most businesses, lead generation plays a very crucial part of the sales process as it allows your sales team to have a supply of potential customers that have shown an interest in your business or engaged with a piece of your content.

Unfortunately, for the majority, lead generation is much easier said than done. Due to the vast amount of different options available to generate new leads, it is very easy to slip up at some point along the way. In this article we are going to take a look at some of the common lead generation mistakes and what we can do to avoid them in future:

Call to Action (CTA)

The call to action is one of the key components when it comes to running successful lead generation activity as it allows your potential customer to engage further with your business and understand what it is you are asking of them. It also means that you are able to move your potential customers further down the conversion funnel and closer to the point of purchasing.

Without a clear and concise CTA, the web traffic that you are generating could be lost and never seen again. In order to maximize the effectiveness of your CTA’s it is important to only request the information that you need from your potential customer so that they don’t lose interest and drop off. As well as this, lots of thought must go into the design of your CTA so that it is very noticeable and easy to locate.

Mobile Optimization

Mobile optimization is absolutely essential in order to run successful online lead generation in today's world. Whether you are using email, social media or PPC, mobile optimization is crucial to ensure that your campaign produces a positive ROI.

According to a recent study carried out by Litmus’ Email Analytics, almost 3 times the amount of emails were opened on mobile rather than desktop throughout 2016:

mobile_devices_litmus

Based on these stats, if you were to run an email lead generation campaign that isn't mobile optimized, you could potentially miss out on 2/3rds of the reach that you could stand to engage with.

Targeting Criteria

To run any lead generation activity, you must be able to clearly identify the audience that you are targeting and justify the reason you are targeting them. There are countless amounts of businesses targeting audiences based on their last customer or who responded to a mass email and they haven’t yet spent the time nailing down exactly who their product or service is most beneficial for.

To do this it is crucial to have an in-depth understanding of the verticals that you are working in and what the current climate of these verticals looks like. 

With clarity and understanding of the audience you are targeting, your campaign has a much higher chance of succeeding and generating some high quality leads that you can continue to nurture to the point of buying.

Social Media

Any effective lead generation strategy in the modern world requires an essential component that is social media. In the past, social media has predominantly been used to brand businesses and increase awareness across new audiences, but now, it is increasingly being used as a lead generation tool.

With over 1.5 billion active monthly users, Facebook is a social media platform with endless potential to reach new customers. However, there are still businesses out there that haven’t utilized the platform to their advantage and continue to do things the way they have in the past.

One of the main advantages about running lead generation activity on Facebook is just how niche you can be with your targeting criteria, here you can see the criteria that Facebook allows you to target by:

Facebook-targeting

As well as this, they do have some more personalised approaches that allow you to target audiences based on who has engaged with your business on Facebook or other platforms.

facebook-audiences

With all these great ways of targeting new audiences, it is easy to see why Facebook is currently one of the rising stars of online lead generation.

Sales & Marketing Alignment

Having your sales and marketing teams working in harmony is absolutely crucial for a successful lead generation strategy. At the end of the day, both teams are working towards the same goal for the business; to increase revenue growth, so why aren’t they all on the same page?

According to a recent report carried out by Aberdeen Research, businesses that are best-in-class at aligning sales & marketing experienced an average annual revenue growth of 20%, compared to a 4% decline in organizations that are failing to adapt.

With this in mind, here are a few tips to help build the bridges between your sales & marketing team:

  • Marketers should be listening in on sales calls to understand the issues their customers are currently facing
  • Meet at least once a month to discuss recent campaign results and analyze leads that are being generated
  • Be using the same CRM system to ensure that contact data is always kept up to date and new leads can be automatically fed into system.

As well as these, I believe one of the most important factors of sales & marketing alignment is taking the time to get to know each other. By spending a little bit of time outside of work together it will help build trust and eventually lead to a long lasting, functional relationship.