How To Generate Leads Through Digital Marketing
By: Sierra Unsworth | July 06, 2020
What’s the first thing most people will do when seeking a product or service?
They go online and search.
Can your ideal customers find you online through a quick Google search? Are you reaching the right prospects through your social media posts or advertising campaigns?
In our increasingly digital world, consumers flock to search engines and digital channels to find solutions to their challenges and problems. Traditional sales and marketing tactics have shifted to accommodate these behaviors. Many B2B companies reported in-person events, conferences, and tradeshows were their most effective form of lead generation. As companies adapt to a digital sales environment, many are seen experimenting in online lead generation campaigns, which have the simple goal of bringing in potential customers to turn into actual customers.
Lead generation campaigns are some of the best marketing tactics for attracting your ideal prospects and bringing them into your nurture funnel until they become a loyal customer.
In this blog post, you’ll learn the five main components of launching your own lead generation campaign. Before we get started, you should note that the following skills are needed to complete the various aspects of a successful campaign:
- Copywriting and expert knowledge in your field
- Graphic design
- Web development
- Digital marketing
What Is Online Lead Generation?
According to HubSpot, lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service. In order to attract and convert your ideal audience, you set up an online campaign on your website and amplify it through a range of marketing channels like social media, paid advertising, and email.
The general flow of a lead generation campaign is as follows:
- A person completes an online form (usually on a landing page) to download content, such as a white paper, report, or guide.
- That potential customer’s contact information is sent to a customer relationship management (CRM) system, where the sales team can see exactly which piece of content was downloaded or generated interest.
- The potential customer is entered into a nurture campaign, where they are sent various emails and additional content prior to the sales team reaching out.
- The sales team follows up with the contact to gauge interest in learning more. This process could become a multi-step, longer-term nurture campaign.
- When properly executed, the person becomes a customer by hiring the company for their services or buying their products.
How To Set Up A Lead Generation Campaign
Step 1: Create Interesting Content
The best way to get someone to complete a form and give you their information is by offering something they find inspiring, informative, or entertaining. Generally, this comes in the form of offering more information on a topic that isn’t publicly available.
Whether you choose to create a guide, eBook, white paper, checklist, video, or other downloadable content, you need to make sure it is valuable to the person downloading it. Select your topic, do the necessary research, and have an expert copywriter put together the content. Once that is finalized, pass to your creative team to make it branded and beautiful.
Step 2: Promote Your Content
Don’t stop there! Once you’ve created your downloadable content, you need to have a strategy for sharing it with the world. Have your copywriters and creative team work on social media posts, emails, and digital advertising assets to promote the content and encourage downloads.
Step 3: Set Up Landing Page and Tracking
Once your content and promotional plan are ready, you need to create a place for the downloadable content to live! This system may vary by whether you host your website through a site like WordPress, Wix, Squarespace, or utilize landing pages through a platform like HubSpot.
Create your initial landing page with a form, then create a confirmation page (not applicable for HubSpot sites) that potential customers are led to after completing the form. After creating and publishing these pages, you’ll want to generate UTM links to the main landing page for each social media channel you plan on sharing the link to. This will help you get more accurate results and differentiate organic versus paid traffic to the page!
If you are launching social media ads, you will need to install channel-specific pixel and conversion codes onto the two website pages so you are able to track the exact number of conversions. Each social media channel has documentation of how to generate and install their codes on your sites.
Step 4: Launch, Monitor, and Adjust
Our golden rule after launching a campaign: never set it and forget it! Be sure to check in on your organic and paid promotions to see how they are performing, evaluate what could potentially help them perform better, and make any necessary adjustments.
Step 5: Report and Evaluate The Effectiveness Of Your Lead Gen Campaign
The final step in a lead generation campaign is reporting and reflecting on the campaign. There are three questions you should consider when evaluating your campaigns’ performance:
- Do you understand the results and numbers you are looking at?
- How many leads did you generate?
- Are those leads actually qualified and/or valuable to you?
Simply reading the metrics may not be enough for you to determine success. Many marketers find far more value in who the leads are than the total number of leads generated.
Launch Your Lead Gen Campaign
While it may seem simple at first, there are quite a few imperative steps to take for a successful lead generation campaign. Digital lead generation is the way of the future, so now is the time to take advantage of these tactics to drive new business and connect with your ideal customers right at your fingertips!
Social media advertising is one of the most effective ways to generate qualified leads online. But are you setting your campaign up properly? Download our free guide to learn the 10 Mistakes To Avoid When Launching Your Own Social Media Advertising Campaigns.