Are your lead generation methods measuring up?

Are your lead generation methods measuring up?
Chelsea Segal
Written by Chelsea Segal

Your marketing team has been heading ambitious campaigns to generate new consumer leads for your business.

Your marketing team has been heading ambitious campaigns to generate new consumer leads for your business. With that said, how do you know that all of the time and money you’ve been pouring into these initiatives has been used effectively? Honestly, if you are not employing the right metrics when it comes to marketing your small business, then you have no way of telling.

According to Business 2 Community, no matter how creative an advertising campaign may be, you still have to continuously evaluate its success in generating viable leads. Although you may think this sounds like far too much work and would only cause you to invest more of your resources into your marketing endeavors, it is absolutely crucial. Without keeping a consistent eye on how well or how poorly your tactics are affecting consumers, you will have no point of reference from which you can then make improvements.

How can you tell if you’re marketing your business correctly?
When you are measuring the effectiveness of your lead generation ventures,you should regularly monitor several factors. You will need to watch your conversion rates. It means very little to your business if you make connections with potential customers but then have no follow-through.

Lead generation is only successful when you end up with paying customers and increased sales. For this reason, you need to keep track of the percentage of consumers who decide to buy your goods and services, as well as the average amount of money that they drop on your merchandise, to determine if you are marketing your business in a profitable manner.

For the leads that first seem promising but don’t ultimately pan out, you need to pinpoint what went wrong so that you can then go back and fix whatever mistakes you may be making. Because of this, you should examine how well you are handling your interactions with possible clientele who contact you.

Components that you need to look at include how quickly you follow up on leads, how flexible you are with accommodating consumer demands and how attentive you are when nurturing existing clients who can act as favorable references for other consumers. Equipped with insight into how you are dealing with your leads, you will be more aware of whether you need to completely overhaul or simply refine the way you work to encourage consumers to contribute to your sales.

Content marketing may be the key to generating leads
Depending on the type of business you are running, you may be able to use different forms of marketing to create more effective lead generation campaigns. BtoB Magazine explains that some technology companies have been taking a unique approach to these ventures, focusing primarily on content marketing to reach and engage a broader audience.

These enterprises have had more success with educational marketing techniques, and they have not only attracted consumers, but they’ve also managed to win them over with useful information. Tech organizations are especially focused on producing material that aims to help consumers sort out all of the complexities of a certain industry. They produce whitepapers, instructional videos and webinars that teach audiences about specific aspects of their fields that may be confusing.

With these strategies, they are able to clear up any misunderstandings that may be preventing individuals from making investments in their companies. Additionally, these tactics allow enterprises to establish themselves as experts in the eyes of the public, which makes them more trustworthy and appealing to consumers.

If you are looking for more effective methods to generate leads when marketing your business, then you may want to think about adopting some of these content tactics. Even though these methods are most commonly used among technical companies, they could prove advantageous and lucrative to other organizations as well.

Since it creates a long-lasting, emotional connection with customers, content was previously outsourced to agencies that specialized in this field, but now businesses are increasingly moving part of this production in-house.

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About the author

Chelsea Segal

Chelsea Segal

Chelsea Segal is the CEO of Targetwise. TARGETWISE empowers agencies, brands + marketers with results-oriented solutions that grow, nurture + maintain a social ecosphere.

Neutralizing all digital channels, we accelerate performance by applying data driven optimizationin real-time across a superior blend of mobile, video,display and email inventory. Converting the right people at the right time, we drive brand solutions, while securing optimal impact, engagement + results.