When it comes to content, location matters. Make sure you've chosen the best traffic source for your campaign.
Not all traffic sources are created equal. No, I’m not talking about the difference between interstates and back country roads. I’m talking about Internet traffic--the avenues where your audience is active online.
When you are ready to launch a lead generation campaign, you most likely start by canvassing the entire internet to find as many leads as possible. You think, “The more places my message can be seen, the more leads I’ll get, right?” Right?
When you're trying to generate new leads through digital marketing, the “More is more!” philosophy isn’t always the best approach. The somewhat trite real estate mantra “Location, location, location!” may actually be more applicable when it comes to maximizing your opportunities for generating leads.
Successful lead generation campaigns are the ones that put the right message in front of the right audience in the right location. Sure, you could launch a campaign and promote it via email, on your blog, on all of your social media channels, in your email signature, and everywhere that your target audience may possibly encounter your brand. But how many people are actually converting on all of these different channels?
If you are getting lackluster results with your lead generation campaigns, it could be because you're feeding the same message to a multitude of platforms.
Instead, you should identify one primary traffic source and concentrate your lead generation campaign efforts there.
Before we dive too deeply into how to identify the right traffic source, let’s review the steps involved in setting up and launching a lead generation campaign:
7 Steps to Launching Your Next Lead Generation Campaign
There is more to generating leads than creating a beautiful ebook or offering a free trial of your software. You can’t just decide to offer these assets, flip the on switch, and then watch the leads roll in. It takes a little more planning and preparation to really be successful.
Here are the seven steps involved in launching a lead generation campaign:
- Find Your Audience. As I said earlier, your brand can’t be everything to every lead. You have to determine who you're trying to target. (We call these your buyer personas, your ideal customer.) Once you have an understanding of who you are trying to target, figure out where they are most active online.
- Choose Your Traffic Source. When you understand who you are trying to attract, and you've identified where they are most active online, you'll need to choose which of those avenues you'll utilize to promote your offer. Will this be social media, email, your blog or your website?
- Create Content That Fits The Audience and Medium. When you know who you want to target and where you want to promote your offer, create the right content for that audience and platform. If you are promoting something using Facebook ads, your content will be much more visual and easily consumable than if you choose to promote an offer on your blog. Tailoring your content to the platform can make your efforts much more successful.
- Drive Leads to Your Offer. The goal of this content should be to drive prospects from the platform they are on to the landing page or website where your offer exists. If you are using Facebook ads to entice people to sign up for a free trial, send them to a landing page on your site with more information about your software and how to sign up for a demonstration.
- Create a Valuable Conversion Opportunity. To capture leads, you’ve got to offer something in exchange for someone’s name and email address. Remember, the most successful conversions are those that provide a lot of value in exchange for personal information. I don’t want to give you my entire medical history just to download an infographic. But, if I really want to take your software for a test drive, then yes, I will give you my name, phone number, email address, title, budget, etc.
- Nurture Leads Through the Buying Cycle. Just because someone converts on your form doesn’t mean they are ready to purchase right away. Make sure you have set up appropriate nurturing campaigns to follow up with leads at every stage of the buying cycle.
- Close the Deal. Using your nurturing campaigns to further qualify your leads will help your sales team close the deal more easily. Which means you get to start the process all over again!
So, you’ve got all the pieces of your lead gen campaign ready to go. You’re confident in your offer, and you have some lead nurturing in place to follow up with those who convert. But, you’ve got to get the visitors to your conversion opportunity first. Again, it’s all about utilizing the right traffic source.
So how do you choose the right traffic source?
When launching a lead generation campaign, your traffic source is the outlet you plan to use to find your target audience and bring them to your conversion opportunity. Your traffic source can vary by campaign or buyer persona.
For basic campaigns, you will want to select one traffic source and concentrate your efforts there. For more advanced lead generation, you will want to select one traffic source for every stage of the buyer’s journey, to make sure you capture leads at all phases of their decision-making process.
You will want to select the traffic source where you think you will have the most success at first. That could be email marketing, if your email list is highly engaged and extremely segmented. Or it could be social media advertising, or even just organic social media posts if that is where your audience is most active.
Some additional traffic sources to consider are:
- Your corporate blog
- Your company website (if organic traffic to your site is high)
- PPC ads
Before you start targeting these traffic sources, spend a little bit of time listening on these platforms to determine what your audience is most interested in and talking about most often.
Are there pain points they are often complaining about that you can assist with?
Are there solutions they are constantly seeking that you can provide?
Are there questions that they need answered?
Use the results of your research to rank your traffic sources. Start with the source where you are most likely to have success and work your way down. Once you have exhausted one source, you can move down the list to the next source and launch your campaign again.
Craft the Right Message
With your number one traffic source identified, create compelling content that best fits that platform.
If you choose your blog as your primary traffic source for generating leads, create a series of posts that offer valuable solutions for the problems your audience face. Include conversion opportunities within the these posts.
If you choose Facebook advertisements as your primary traffic source, create compelling visual ads and pithy copy to pique interest in clicking through the ads.
If LinkedIn is your primary source, then utilize your company page, the Pulse network, and ads to drive links back to your site. Your content should be more educational and in-depth for LinkedIn than it would be for, say, your blog or your Facebook posts.
The important thing to keep in mind is to make sure that you are tailoring your message to the platform and audience you are targeting.
The next time you are ready to launch a lead generation campaign, you could roll out a campaign across the entire internet. Or you could focus your efforts on one outlet at a time to provide the targeted information that your audience is looking for at the moment they are needing it most.
By identifying the right avenue for your leads, your next campaign is sure to be a success.
If you need additional help jump-starting your lead generation campaign, download our free guide below.