If lead generation is your ultimate marketing goal (and, let’s face it, it most likely is!), then you will need a blend of activity to help you generate awareness, create trust, make your brand a viable contender for your target audience’s investment and then, of course, convert that interest into a lead.
There’s not a silver bullet for lead generation – every business, industry and audience require a different approach. That’s why we invest in understanding our clients’ challenges and goals, whilst striving to understand their audiences in depth. We combine data-led insight and industry knowledge with creativity and marketing expertise to create lead generation campaigns that, quite simply, get results and generate quality leads.
To give you a flavour of how this can all work in reality, we used data gathered from display advertising and analytic tools to deliver a B2B lead generation campaign that combined content marketing assets, dedicated landing pages with specialised CRO, email marketing nurture sequences, video marketing and direct mail. The result? We generated the targeted number of leads and created a hot prospects list for the client to feed into its sales team.
If that sounds like something you are looking for, then get in touch with us today – we would be delighted to have an informal chat about your lead generation goals and how we could help.
If you want to learn more about the tactics we regularly use as part of our clients’ lead generation campaigns, keep on reading…
Search advertising is a lead generation tactic whereby targeted ads appear to users based on their internet search, giving you an opportunity to serve up targeted, relevant ads to your audience, when they want them.
A well-research, targeted PPC campaign can generate leads quickly, providing significant ROI on your paid advertising budget.
We work with you to align our research with the terms and keywords you want to be found for, combining this with detailed keyword research to ensure we meet your users’ search behaviour, and have a brand presence alongside your competitors too.
Once your PPC ads have launched, we keep a close eye on them, managing them effectively, tweaking copy, call-to-actions and audiences where necessary to ensure they drive high-quality leads and provide the all-important ROI
Social networking is now a mature medium and the social media that we’re most familiar with such as Facebook, Instagram, Twitter, YouTube and LinkedIn all provide opportunities to reach your customers using targeted advertising.
The key word here is “targeted”: social media advertising can be highly tailored to fit the goldmine of data that these networks hold on their users.
The biggest difference is usually the level of demographic targeting available from location, to age and specific interests. It’s this that makes it a very effective form of advertising. Further to this, using pixels, we can use social media to serve ads to users that have already visited your website.
Facebook provides a similar service to Google’s re-marketing service across its display network. Described as “custom audiences”, you can also add a Facebook pixel to your website that will deliver relevant ads in Facebook, if they’ve already visited your website.
We regularly recommend social media advertising including social media display advertising and re-marketing as part of an integrated marketing campaign and obtain excellent results
Effective email marketing is a must-have tool for reaching your target audience.
But using email marketing to help you achieve your business goals is an art: you have to balance numerous factors from creative design through to exceptional copywriting skills with knowledge of tried and tested platforms and analytical skills.
Email marketing can be used as part of marketing automation strategies, to deliver regular newsletters, nurture programmes or promotional offers.
By choosing Media Matters’ email marketing services you will benefit from the experience and knowledge of our digital marketing team, along with our content experts – who know how to write an attention-grabbing subject line and engaging email copy.
Marketing automation enables brands to deliver a personal experience on scale – and that personal experience adds values to your audience and, ultimately, creates conversions.
Marketing automation can consist of personalised email marketing sequences, triggered when specific actions are taken, right through to integrations with your CRM system, allowing more personalised data to be used to inform marketing activity. Marketing automation can help to create impactful landing pages with personalised call-to-actions, it can make your content work hard by being delivered at the right point in every prospects’ journey and, with the right lead scoring and contact management strategies in place, it can help to feed sales teams ready-to-convert leads.
Marketing automation forms the backbone of sophisticated, effective lead generation strategies – but it doesn’t need to be a daunting or a ‘high-tech’ prospect. At Media Matters we help you to choose and use the best marketing automation tools for your business, building a marketing automation strategy that can be developed over time to make your marketing efficient, effective and impactful.
Conversion rate optimisation, or CRO, is the process of optimising your website to convert users into leads. It short – CRO enables you to monetise the traffic that comes to your website.
It simply isn’t logical to continue to drive more and more traffic to a website that doesn’t convert. If your marketing activities are consistently driving traffic to your website, yet you are not seeing an increase in conversions or submissions, it’s likely that there is analysis to be done, and CRO work to be carried out.
Using specialist software, we review the way that traffic navigates and interacts with your website, before suggesting areas where change would improve the conversion rate. Our team will also review elements such as copy, language, call-to-actions, messaging, images, forms, site architecture and trust symbols.
If you’ve seen our page detailing our content marketing services, you know that we have a talent, and a passion, for all things content.
There are a number of ways that content assets can be created to convert your audience into leads.
These assets are taken from well-researched, well-informed concepts, to content that delivers informational, commercial or entertainment-value to the user.
Research begins with in-depth keyword research, uncovering the questions that people are asking about your industry, coupled with information from within your business when it comes to information your audience wants and needs.
Lead generation content can include such assets as whitepapers, eBooks, reports, online courses, webinars and video content. Effective content promotion using various strategies drives traffic, while gating these assets means you are able to generate qualified leads with genuine interest.
We work with design partners to ensure that the asset delivers on user experience as well as value.
In a world where we are immersed in digital, using targeted direct mail is incredibly impactful. In fact, research suggests that the response rate to direct mail is increasing, along with ROI.
By sending mail such as letters, postcards, invitations and promotional material you can connect with your audience on a personal level. Furthermore, when it is integrated into a digital marketing strategy, or part of an ABM campaign, you gain the benefits of the targeting and tracking, while also bringing your brand into the audience’s reality and make your offering a part of their daily lives.
A highly focused strategy, ABM or account-based marketing campaigns combine the efforts of sales and marketing to create targeted lists of prospects to receive campaigns that contain specific content and relevant messaging.
Rather than catering to a wide audience, ABM campaigns operate within defined parameters, enabling a higher ROI and shortening the sales cycle.
As we say, a lead generation strategy will need to be bespoke to your business – pulling together a range of tactics right for your budget, objectives and audience. There are, however, a couple of ‘must-haves’ in our experience…
For most lead generation strategies to get the very best return for your business we would likely want to include marketing automation and use of a CRM platform; whether that is utilising existing platforms you have or through introducing you to HubSpot. Marketing automation and CRM are vital to pulling your activity together, creating a positive customer journey, monitoring success and making sure all the lead generation tactics are working at the peak of efficiency. Learn more about marketing automation here.
Or, if you would like to find out about lead generation for your business, please do get in touch with the Media Matters team. We’ll start with an informal chat about your goals and current marketing activity. Get in touch today.