7 Tips for Your Next Lead Generation Campaign.
As the little things can often have a BIG impact in any lead generation campaign, I hope these 7 tips will help you when planning your next initiative.
1. Set clear goal -- Too often people plan elaborate campaigns with unclear or no real goals at all. Set goals that are specific and measurable; number of leads, number of sales appointments and number of conversions/sales wins. This will not only help you to determine if your effort was a success, it will also help you plan future campaigns.
2. “What’s in it for me” -- Always remember, customer is king. You may have the greatest product or service in the world but how will help your customer save money, make money, be more efficient, be more effective, etc. You get the picture.
3. Keep everyone in the loop – Make sure that anyone in your company who has customer contact (which is often times everyone) is trained in what you they need to know and say. Lead generation campaigns are primarily designed to generate qualified leads sales people but other employees can seek out and direct these leads to the sales team – IF they know about the program. Set up ½ hour overview webcast or conference call.
4. Test and learn – Think about planning your campaign in a phased approach. Create and test several approaches, measure results early and often and get feedback from sales. This gives you the opportunity to make adjustments along the way. Small things like changing the email subject line can make a big difference in the success of your campaign.
5. Be consistent – make sure the all your marketing materials and messages are coordinated with the campaign. Things as simple as including the campaign message in automated voice mail or a recorded after hours message are easy to do. If there is a specific ‘offer”, your sales people can customize their automatic Outlook email signature to include it.
6. Think environmentally – Lead generation is an ongoing process; develop your campaign so that it can be used over again, again and again. Keep in mind what and how elements of the campaign can be re-purposed for a different target audience or a follow-up campaign. No need to reinvent the wheel.
7. Keep is simple – Maybe the most important aspect of any campaign. From the message to your prospects to sales training to the way you track and measure the program. Everyone has a lot on his or her plates these days. Keep it simple…and have fun.
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