Marketing should be lead generating.

Marketing should be lead generating.

Many people seem to forget the main focus of a client’s needs for a marketing campaign is the need to generate more business for the company.  It is the job of the campaign to help the company achieve their goals.

This could be a range of goals depending on the industry.

• Sign up for a newsletter
• Visit the company website
• Follow the company on Facebook/Twitter
• Sign up for a demo
• Call the company
• Fill out an enquiry form
• Purchase

You might ask how “Follow on Facebook” could be a goal for lead generation?  Well if the company has discovered that of all their Facebook followers around 50% convert to clients within 3 months, when someone follows a company Facebook page they will see regular updates from the company within their personal feed each day. Overtime when the client needs your product they are much more likely to purchase from you due to the ongoing relationship that has been formed.

Although goals can vary dramatically from one business to another, they should be clear and concise so the marketing team know where to concentrate their efforts.

If you need help drawing up goals then look at your past clients, where did they find you? Make a point of collecting this information from all enquirers, ensure staff know the importance of asking callers where they heard about you, how they found the website – this could save you a lot of money, no wasted campaigns that do not result in clients.  You may discover that a lot of your web visitors come after seeing your advert in a specialist magazine or from a radio advert.  The more detail you can collect from past and present clients and enquirers the better informed you will be.

• Collect as much information about your customer source as you can.
• Collate and analyse the data.
• Form a set of goals.
• Instruct your marketing team.
• Measure and analyse campaign results.
• Put more into effective campaigns.
• Drop ineffective campaigns but….
• Always try new marketing ideas.