Measure the Results of Lead Generation Campaigns
To create qualified leads, marketers need to know their audience and target those individuals specifically. Personalization of content is an important start, but B2C companies also need to take the next step and analyze website visitor behavior. Doing this work leads to significant results—and the graph below shows just how big that difference can be.
With the data provided by analytic tools, you can find even more opportunities to personalize your website and optimize lead conversion opportunities. B2C companies must continually apply the lessons learned from analytics to stay a step ahead of the competition.
Free options like Google Analytics and native analytics tools available within social media platforms are popular options for gathering this valuable data. Integrated tools like Hubspot, a marketing automation platform, provide even further insights into your analytics and are an excellent option for measuring the effectiveness of and optimizing your marketing efforts.
Once you dig into the data, you’ll find that some campaigns are performing better than others. Take some time to explore why. Some questions you might ask yourself could include:
- Do your lead magnets offer enough value to be attractive to your customer?
- Are you targeting the right prospective customer?
- Do you need to make adjustments to your buyer persona?
- Are you connecting with customers in the places where they are most likely to be found?
- Is your website easy to navigate, with your lead generation forms easily accessible?
- Are customers continuing to stay engaged with your business and content once they have accessed their lead magnet?
Use this information and insights you gain to plan future marketing campaigns and adjust ongoing ones. Moreover, don’t be afraid to experiment.
Inbound lead generation brings you the most qualified customers. Customers do not want to be annoyed by pesky marketers and pushy salespeople. They prefer businesses that earn their trust by providing valuable content and digital experience that engages them while providing useful insights. Implementing an inbound lead generation strategy allows you to cost-effectively connect with prospective customers in the ways they like best with the information they most need while delivering to you the customers who most want to buy from you.
Now, that’s what I call a win-win!
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Interested in learning more about B2C lead generation? This article is an excerpt from Lead Generation: A Complete Guide. Here is an index for the comprehensive article:
- What are the different types of lead generation?
- Why lead generation is important for B2C businesses
- How to get started with lead generation
- Lead generation requires great content
- Techniques to increase the number of qualified leads
- Why you should align offline and online lead generation campaigns
- Measure the results of your lead generation campaigns so you can improve them
- The Bottom Line: Online Lead Generation Captures the Best Leads for your Business!
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If you have additional questions, you can reach out to me directly here to discuss lead generation and making it work for your business.