Lead Gen Strategy & Development Quick Guide
What do you need to know when setting up a lead generation campaign? What strategies will work best for your business, and do you need to work with an agency? We’ll answer all of these questions in our Lead Gen Strategy & Development Quick Guide below!
The first piece of advice we have is to stay consistent. This is a simple but critical way to run successful campaigns. No matter what you’re doing, if you do it for only a week and see no results, that’s not a big surprise. To see results in any
lead gen strategy, no matter which direction you take, you need to be consistent and do it over a period of weeks to months. This is the only way you’ll truly see any impact.
Our next big piece of advice is not to let your leads slip through the cracks or let them go cold! You worked so hard to get a lead, so it’s worth your time to be consistent in your follow-ups and stay engaged with them. No matter your lead gen strategy, you want to stay top of mind, and you want your lead to be consistently thinking of you when a problem arises.
Before you begin a lead gen campaign, you first need to know who you want to go after. We preach all the time about finding your ideal target audience, but that’s because we know how big of a difference it makes! It doesn’t matter how big of a budget you have for lead gen campaigns; if you don’t figure out in which niche you’ll make the most significant impact, your campaigns will fall flat. If you’re an established business, we recommend looking at your data to see who your best clients are and how to target more people like them. If you’re a new agency, you can do a lot of competitor analysis to see which markets need your solution. Don’t start lead gen unless you’ve started researching.
Now, you’re probably wondering, “What type of lead generation strategy should I choose?” And we like to answer this question by looking at where our ideal customers are most active and building a campaign around that. If your leads are most active on LinkedIn, you might consider running a LinkedIn messaging campaign. If they’re most active through email, running an email campaign would be a good choice. Let’s break the different strategies you can use to gain new business into separate categories:
Lead Generation - The act of going out and prospecting, messaging leads, getting them into your sales funnel
Demand Generation - Inbound marketing, creating content, getting leads to reach out to you to ask for more
Paid Advertising - Boosted content that drives people to your website or some other way they can learn more about your company and service
Knowing which of these categories to choose is largely dependent on your service or product type and your goals. It will also depend on how much you’re willing to spend to acquire a customer and how much you plan on getting in return. Knowing these things can also help you decide whether or not it makes sense to work with a lead gen agency. If you have a product or service under $1000, it probably makes more sense to go the paid advertising route. A mass-market lead gen strategy would probably work best if your service is $1000-$10,000 LTV. Agencies can help you here to grow your strategy quickly. For the following LTV range of $10k-$250k, agencies who specialize in custom outbound campaigns can be fantastic partners, especially if you need help scaling. Agencies can help take some of the burdens off your sales team and help you achieve your high-value goals. At a certain point, you’ll want to bring your lead gen strategies in-house, so look for a partner who can help you build a long-term, sustainable strategy.
There’s a lot to consider when choosing a lead generation strategy. But, you’re not in this alone! We can help you determine which strategy would be the best fit for you if you need help deciding. Book a free consultation call here!