Lead Generation - 5 Common Pitfalls and How to Avoid Them

For a lot of businesses, lead generation plays a very crucial part of the sales process as it allows the sales team to have a regular/constant supply of potential customers that have shown an interest in the products or services on offer or who has engaged with a piece of content.

Unfortunately, for the majority, lead generation is much easier said than done. Due to the vast amount of different strategies, tactics and systems available to generate new leads, it is very easy to slip up at one point or another. This article will take a look at some of the common lead generation pitfalls and how to avoid them in future.

CALL TO ACTION (CTA)

The ‘Call to Action’ (CTA) is one of the key components when it comes to running successful lead generation activity as it allows potential customers & prospects to engage further with the business and understand what it is you’re asking of them. It also means that you are able to move 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’re 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 absolute necessary information you need from potential customers 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 - making it noticeable and easy to locate.

MOBILE OPTIMISATION

Mobile optimisation 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 study carried out by Litmus’ Email Analytics, almost 3 times the amount of emails are opened on a mobile device rather than desktop.

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

TARGETING CRITERIA

To run any successful 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 vast amounts of businesses that are still targeting audiences based on their last customer or who engaged with a mass email – they haven’t spent the time nailing down exactly who their products or services are most beneficial for.

In order to do this it is crucial to have an in-depth understanding of the verticals you’re working in, what the current climate of these verticals looks like, and any specific nuances companies in that vertical might have.

With a clear understanding of the target audience, your campaign has a much higher chance of succeeding and generating some high quality leads and interactions that you can, hopefully, continue to nurture all the way through to buying.

SOCIAL MEDIA

Any effective lead generation strategy in today’s digital era requires an essential component that is social media. Previously, social media had predominantly been used to brand businesses and increase awareness across new audiences, but now, it is increasingly being used as a lead generation tool.

Take Facebook as an example. With over 2 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 utilised 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. As well as this, they also have some more personalised approaches that allow you to target audiences based on who has engaged with your business on Facebook or other platforms.

With all these great ways of targeting new audiences, it is easy to see why social media platforms are now one of the key aspects of online lead generation.

SALES & MARKETING ALIGNMENT

Having your sales and marketing teams working in harmoniously is absolutely imperative for a successful lead generation campaign. Both teams are working towards the same goal for the business; to increase revenue growth, so why aren’t they working together in some capacity across all businesses?

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

  • Marketers should listen in on a few sales calls or at least read any call notes to understand the issues their customers are currently facing
  • Meet regularly to discuss recent campaign results, analyse leads that are being generated, and optimise campaign content/messaging
  • Use the same CRM system or tracker to ensure that contact data is always kept up to date and new leads can be automatically fed into system

As well as these, one of the most important factors of sales & marketing alignment is collaborative working and taking the time understand one another’s stresses. By spending more and more time together it will help build trust, understanding, and eventually lead to a long-lasting, cohesive relationship.

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