Want to generate leads online? Here’s what you need to know
I often hear ‘I have Facebook, but it isn’t bringing in sales’ or ‘I have spent £x amount on a magnificent website, yet no-one is clicking on it’. Great, you have some of the basic tools, but you need to learn how to use them correctly in order to generate meaningful leads.
Online is a great addition to traditional marketing and advertising and, with so many platforms, the world is your oyster. But before you pile all your efforts into these platforms, there are a few things you can do to ensure that your campaigns are successful and reach the right audience.
First, you need to do your research – Invest time in research. And when you’ve done that, research some more. As cheesy as it sounds ‘if you fail to plan, you plan to fail’ and research is vital in achieving your goals. Audience is key, but how are you going to reach them, what are you trying to say, why would they be interested? Think of the “5 W’s”: Who? What? Where? When? Why?
Second, you need to have a budget. Gone are the days when organic content would generate engagement and sales. Unfortunately, you need to invest some budget towards online activity but, never fear, a small budget can go far but only if you have invested the time to research and establish key audiences.
Third, whilst research is essential, remember that “no plan survives first contact with the enemy” so always adapt. Social media is all about trial and error – we can’t always be right first time, trialling different content, audiences and budgets are all part of the process. Don’t fear failure as it gives you the great opportunity to learn and improve upon your experience. Even when you think you have it all figured out; platforms will change without warning so think of every social media post as a test.
Fourth, know what you want – the ultimate goal to a business will always be to sell, but your objectives online need to be more specific. Before launching a campaign, think of what you want to achieve with it. Is it a sale, lead, website click, contact or engagement? The SMART goal system will help you set clear expectations and assess the success of your campaigns.
Finally, you need the time – when it comes to content, quality over quantity is key. Whether you are writing for your website, social media or e-newsletters, you need to set the time to think about your audience and prepare the content that will resonate with them. Luckily, scheduling tools such as Hootsuite can help with this task so you can deliver and monitor the impact of different type of content and gather data. Which takes you right back to step 1 and doing your research on what works. All in time for the next campaign!
Once you get the basics right, your campaigns should fall into place. The digital world is constantly evolving with new platforms and strategies rapidly appearing. We’ve discovered with our clients by keeping on top of new trends, investing in training and speaking to professionals, digital campaigns can not only generate leads but can enhance your business.