Growing in-house database is the top of every marketers list. Though organic development of such list might take time and effort, but one will definitely see a high return on this investment.
Consider the following things before any lead generation campaign:
Develop prospects personas: The best practice would be to develop multiple personas of your prospects – this will help you in doing right targeting but will help you develop right communication messages to get them on site. Ask the following questions:
- Who is your ideal lead? That includes things like age, gender, hobbies, job function, how do they shop (online or at stores), where do they shop, what they read, website do they visit, etc
- How do you reach them? Sites they visit, Forums they attend, things they do – Analyze this based on their profiles
Analyze your competition: Its important to know what your competitors are doing to generate leads.
- Research content: Do they have an e-newsletter, be sure to sign up to receive it. This will help you find out what type of promotions they are running, any marketing alliances they have formed, and how they are positioning their product or service.
- Platforms: Which websites and / or magazines they advertising in, whether they are running PPC campaigns and if so which key words they using, etc. Most of this can be accomplished with simple web searches.
What’s your offer: Next big challenge is to define your offer that will prompt recipients to willingly give their information in exchange for something they want. For example, you can send an email introducing your company to a magazine subscriber opt-in list that you believe your target audience reads. Some regularly used tools are:-
- Free downloadable document such as Industry guide, research paper, best practices whitepaper, (in cae of B2B) and discount broachers, coupons, free tickets, etc you will be able to capture contact and demographic information for many of the recipients.
Landing page: Landing page on your website that mirrors your campaign’s message / offer both from a design and copy perspective, you will encourage the recipient to follow through and fill out the form. Use a lead capture form. Your landing page can either link to a lead capture form or you can embed the form in the landing page itself.
- Keep the form Simple and short: Besides the basic name and email address, think of including one or two other demographic questions. These questions should be well thought out to provide you with information you can leverage for future campaigns.
- Opt-in option: Include a check box giving people the option to opt-in to receive information about your company and future promotions.
- If you do not currently have a way to capture leads, an easy way to do this is by signing up for a web-based email marketing software. All of them will provide you with both the lead capture form and a database to house the acquired leads. They all provide you with the ability to download your list as well, so you can upload the new leads into your main database.
Remember, the campaign will only be a success if you get your target audience to act on your offer and opt-in to your database.