Go to 30days.com (30-day-summitdetc4msw subpage)
Home / Blog / Digital Marketing / How to create successful lead generation campaigns
Lead generation campaigns are used to nurture and govern the lead generation process, starting from the identification, profiling, and qualification of the target audience to the progressive conversion of users
In this cycle of articles we have already talked about why data-driven marketing has been so successful in companies and how to do market research. Here, instead, we will focus on how to create successful lead generation campaigns.
Through lead generation campaigns, marketers implement typical inbound strategies where a mix of digital channels, content, and sales pitches is used to convince the audience to prefer the offerings of one brand over another. The purposes of lead generation campaigns can be diverse, from improving brand perception to informing the target audience about the technical specifications of a product or service, from fueling a public conversation, to providing support for sales in realizing sales opportunities.
If the final objective of any marketing strategy consists of transforming a prospect into a lead and of a lead into a customer, in the case of lead generation campaigns, this objective also coincides with what is now the first step in the funnel: gaining in-depth knowledge of the target audience in order to extract the insights we need to make the best decisions. 
We’ve often mentioned this on our blog: the context where brands today find themselves competing has been shaped – and continues to be shaped – by the mass diffusion of digital technologies. In this reality that has become extremely fluid, the audience of potential customers has differentiated itself even further: the consumer himself has changed, acquiring, thanks to the more casual mastery of digital tools, a greater awareness of his ability to directly participate in a dialog with brands. When we talk about lead generation, we must inevitably take this evolution into account.
New call-to-action
Lead generation is the process that companies implement to attract potential buyers to their businesses, to increase their interest through lead nurturing, and to convert them into customers. In a nutshell: lead generation refers to the set of initiatives that are implemented to attract consumers’ attention, keep communication alive with them, and guide them through a series of status steps, up to the actual purchase of products or services.
The number of ways to generate leads increases as the number of contact opportunities offered by digital technologies grows, as a result of the growing amount of data coming from many different sources. 
As the number of channels a brand needs to service grows, so does the complexity of lead generation campaigns. To govern this growing complexity, which risks leading to a dangerous and irretrievable entropy, it is necessary to act effectively:
Digital channels carry much faster and more consistent traffic flows than traditional channels. To intercept these flows and interpret them in order to grasp the changes in consumption habits as they occur, lead generation campaigns often take market research as their starting point. Market research provides valuable information about the target audience and the reference market by means of methodologies and tools, which today are mainly digital. 
Before delving into the steps that lead to the creation of lead generation campaigns, let’s try to understand how the lead generation flow develops on the user side.
New call-to-action
The lead generation process begins when the user-visitor discovers a company’s business through one of its marketing channels, such as the website, blog, or social media page. 
The visitor clicks on the CTA (Call to Action) that appears within the viewed content. The CTA must motivate and push the user to do something, for example, to download a gated piece of content. The CTA can be a short text or an image, and it must be linked to a button that makes it possible to physically perform the action. 
Clicking on the CTA, the user “lands” on the landing page, the page that is created to complete the “exchange:” the company offers a valuable content, such as an ebook, participation in a course, or access to a webinar and in exchange, asks the user to fill out a form. In this way, the company acquires the user’s data (contact information, but not only: you can also include different questions in the form, concerning, for example, preferences, and purchasing expectations). 
The visitor, once they have arrived on the destination page, fills out a form in exchange for content (the offer). Forms are generally hosted on landing pages, but can be embedded anywhere on the site. It goes without saying that the content offered must be perceived by the user as sufficiently useful and meaningful, such that it convinces them that the exchange is beneficial.
At the heart of lead generation campaigns, therefore, is an exchange of resources that are considered valuable by both parties. The tools that allow this exchange to take place are numerous and can be used successfully depending on the different circumstances and the different phases of the journey in which they are integrated. Here, we try to briefly describe three extremely effective tools: websites, CRM and interactive video.
Web sites can generate leads in multiple ways. They can cultivate new business leads, focus on recruiting, or be designed to establish opportunities for collaboration with specialized partners. Or they can constitute “information hubs” and be used to create awareness about a particular issue or function as an interface for an organization that needs to provide particular interactive features, such as online payment mechanisms, in order to facilitate connection with the individual user.
The point is that every contact opportunity today represents a relationship opportunity that must be pursued. A website – better if it is light, flexible, easy to navigate and mobile friendly – can capture the attention and interest of the potential customer. Marketing can take advantage of its qualities by freeing it from any promotional logic of a “showcase site” to transform it into a form of personalized communication, an interactive web content to be distributed across multiple channels and built based on the information of individual users.
Doxee Pweb® is the product that helps companies create and distribute personalized micro-sites that, thanks to the implementation of interactive functions such as calls to action, forms, and integration with chatbots, offers users a new way to interact with the company and offers brands an extremely powerful solution for collecting and distributing information.
Website, email, phone number, mailing address, content downloads, and pipeline position: CRM systems can play an important role in collecting and managing information about prospects obtained through contact forms. Organized in an automated and centralized manner, this information constitutes a wealth of knowledge that you can draw upon to implement further lead generation and lead nurturing actions.
You can use a personalized CRM solution to enhance the value of the information even further, for example by attributing specific tags to it and categorizing it based on its relevance to company objectives. The most sophisticated CRM systems today offer a complete and dynamic overview of the customer situation, which is useful for optimizing business processes, and they also guarantee medium- and long-term results for customer acquisition and retention.
All data, both quantitative and qualitative, that is collected along a customer’s path can be organized, linked, and analyzed through CRM systems: master data, information based on interactions with the company, transactions, service requests, feedback, suggestions. The system provides an interface that, starting from the sharing of data and information, makes it possible to design truly customer-centric marketing actions, which helps make lead generation campaigns more accurate. 
The cornerstone of lead generation campaigns and an essential element for finalizing the various initiatives is your content strategy: the strategic plan for creating and distributing content to your target audience. Content – whether informative, educational, or in any case consistent with the targeted profiles – is used throughout the customer journey according to a precise editorial calendar.
This helps create a solid reputation for the brand as an expert, serves to increase the brand as an authority in a given area, and helps earn the trust of potential customers. Of all the types of content used in lead generation campaigns, personalized videos deserve a separate mention.
Personalized video has the great advantage of being able to convert traffic to action, an essential goal of any lead generation campaign (and digital marketing in general). In Doxee Pvideo®, calls to action are perfectly integrated into the flow of the sequences, and they are designed to maximize the effect of personalization and emphasize action.
Lead generation campaigns don’t always follow the same steps. They can vary from one another – even a lot – depending on the objective, the target audience, and the medium. However, there is a recurring structure that you can refer to as a starting point. Here are the basic steps.
Lead generation campaigns are an integral part of a brand’s marketing strategy. They proceed from a deep understanding of the target market and they aim to acquire qualified contacts through the activation and management of multiple media channels
The key asset is the content that is designed and crafted as a value proposition, and that must be able to capture the interest of potential customers. Creating awareness is always the first step, but it doesn’t end here. The moments through which the company presents itself and tells its story must be replicated throughout the consumer journey. This is how you retain relationships with customers over time.
We wrote about this topic when we discussed the conversion of leads into customers: intercepting attention becomes the challenge to win. This is the essence of lead generation, which requires constant commitment and empathy.
Copywriter for television and online, she has been creating and managing editorial content for more than 15 years for multiple formats, including marketing and television.
Your email address will not be published.

Discover our lasts articles
Today, brands, agencies and marketing departments are increasingly focused on implementing #Martech solutions. Discover their advantages and how to use them in this post ⬇️ https://bit.ly/3wMCJb9

Affiliate Marketing As A Business

Go to 30days.com (30-day-summitdetc4msw subpage)

Leave a Reply

Your email address will not be published. Required fields are marked *