Before you get cracking with the turkey and the brandy this Christmas, it's worth spending some time thinking about how you can optimise lead gen in the run-up to the festive period.
Use the last few weeks of the year to make sure your marketing campaigns are optimised and ready to target high quality prospects.
In this series we look at 12 ways of enhancing your lead generation efforts.
Make sure your marketing is targeted effectively
Are you guilty of taking a 'spray and pray' approach to marketing? Hoping that the more material you put out to as wide an audience as possible, the more chance there is that something will eventually stick?
It doesn't work. Not effectively anyway. It has the potential to make your brand known for all the wrong reasons. There is also a higher risk that your message will quickly get lost amongst the marketing deluge that we're subjected to on a daily basis.
According to Google Chairman Eric Schmidt, every two days we create as much information as we did from the dawn of mankind until 2003. More conservative estimates argue that the actual figure is closer to a week, but it's still a staggering amount of information that we're now exposed to, so it's becoming increasingly harder to capture consumer attention. Multiple devices and the over-abundance of information means you need to try harder than ever to stand out from the crowd.
So how do you do that? By identifying your target audience.
- Research your prospects carefully and build up a picture of them. Define them in relevant ways, for example, location, market sector, job role, gender, age, interests, etc.
- Identify what problems they face and how your product can fit their need.
- Profile their behaviour and execute relevant, timely, interesting, segmented campaigns. Based on their demographics and online behaviours, this kind of targeting is being used with more efficiency – and is achieving greater results.
Make sure you have response mechanisms in place that you can track. Call tracking software provides you with detailed campaign performance reports: solid metrics that can help you fine-tune your campaigns and further improve your targeting.
If you can measure it, you can manage it. Make sure you're monitoring every single aspect of your marketing response – including phone calls.