Now that marketing involves so much more than it did a few years ago, it’s easy to lose sight of ways you can improve certain parts of your marketing efforts – especially when it comes to lead generation. Many people lose sight of their lead generation strategy because they think that once it’s in place, you will not have to worry about tweaking it. Well, that’s simply not true. Just because you keep generating content does not mean that leads are going to magically appear. Content helps, but so does an evolving lead gen strategy.
Alas, have no fear! We are here to help you revamp your lead generation strategy from a stagnant necessity to an endless machine. Lead generation is important because it extends your social media outreach and guides best practices for your company (like the use of hashtags vs. keywords on Twitter). Tweaking your lead gen strategy also allows you to uncover opportunities that may have been lost without re-evaluating.
1. You’re under-utilizing the basic tools
The easiest way to start revamping your lead gen strategy is by using the tools every company already has, but no one thinks about. Excel and Google Drive are just two tools we’ll talk about here, but let these tips inspire you to think about how you can use some of your other existing tools – like your CRM and marketing automation systems.
Excel. Excel is especially useful when you need to analyze growth over time, calculate percentages, and create PivotTables to analyze data in many different angles. If PivotTables are new to you, I suggest reading this page to learn how great they can be to your data analytics. If you are in charge of monitoring the analytics for a certain feature, landing page, etc., you can simply insert the numbers associated to it in Excel and get analyzing.
You may be asking, “Why should we analyze data in multiple ways?” Simply put, looking at data from different angles displays information in a way that may trigger a fresh idea or finally answer why certain pages or content are performing so poorly.
Google Drive. If your company doesn’t use Drive, you guys are totally missing out! Analyzing data in the form of a spreadsheet is something we do here at Socedo. When we set goals for ourselves each month, we monitor those numbers by updating a spreadsheet and seeing how far along we are. However, we do that in Google Drive. We have a whole folder just for our marketing efforts!
Google Drive allows you to share documents, spreadsheets, presentations, and more. You can share them with members of your team, department, or even the whole company (which I wouldn’t advise if you’re a big company). The ability to share documents with multiple members and let them make edits, suggestions, and add comments allows for easy collaboration. It also holds employees accountable for when they need to put their own data into documents.
Excel and Google Drive are tools that many companies have, you just have to look at them in ways that you may not have before. They may seem pretty basic, but the little things go a long way. Doing things the way they have always been done won’t help growth, but what will drive lead generation is analyzing data in new ways.
2. You’re not lead scoring
If you do not do lead scoring yet, you should start ASAP. Once your company really started growing, you began to understand what kind of leads are the best fits for your product. Lead scoring each of of them will help you build a stronger buyer persona. By developing a strong buyer persona you will be able to better evaluate the customers you currently have so you know where to focus marketing and sales time. And bonus? Understanding your audience allows you to create stellar content that is super valuable to them.
We can attest to how powerful lead scoring is because we just started doing it ourselves at Socedo. After analyzing some former customers we found out that a lot of the ones who churned early scored very low. Then when we scored current users we found out that a lot of high-risk users scored low as well because our product just doesn’t help them as much as it does others. That may seem scary to you, but it’s a good thing. Instead of wasting leads’ time and money, you can build goodwill by letting them know that your product isn’t the best fit. Nobody wants to spend money on something they hope works and it turns out it doesn’t – that’s just downright frustrating.
Here’s a little example of how we score leads, where green is a good lead, and red is not so good. (And guess what, it’s in Excel!)
3. You haven’t developed your lead capture & retention strategy
Everyone talks about how “Content is King!” But it really is. Especially when you think about capturing and retaining leads. You have to capture leads’ attention with something cool, and then retain it with something relevant to them. Do you use a feature of your own tool and have found some best-use scenarios? Blog about it and teach your users how they can benefit too.
What about times that you find your content is not getting a lot of engagement? For Twitter we love Topsy. It’s a great tool to analyze twitter traffic for the keywords and hashtags you want to use. It tells you how many tweets in the past hour, day, week, or month contain the hashtag or keyword you search. To learn more about it check out this post.
In order to grow your lead generation, you should use your existing tools and score leads to understand what content you should be creating. Then, you have to track how those leads are coming in.
4. You’re not tracking conversions
If you want to grow your lead generation, you need to have detailed conversion tracking metrics. Clicks and pageviews in Google Analytics and Google Webmasters are a great place to start. But, it shouldn’t stop there. That data is very surface level and should prompt you to ask more questions about your data. A way to dig deeper is with Google Event tracking. You can set up an event that tells you which CTA attracts more leads by tracking where they click on your page. This data allows you to hone in your messaging to improve lead generation.
Beyond tracking link clicks and pageviews, you need to know how many of those actually convert. Tools like Socedo help you do just that! Our new conversion tracking feature can give you details about which leads convert and allows you to A/B test direct messages on Twitter. This unique feature that we created can give you so much insight into your lead gen strategy because it allows you to close the loop with all the suggestions we have made so far.
Lead generation is hard, and it’s ever-changing. So, the ways you approach it should be just as adaptive. Think about new ways to use the tools you already have to analyze data from a new perspective. This saves you money so you don’t have to buy additional tools, and allows you to reuse data you already have so you do not have to wait to collect even more. Once you figure out what is working, and what’s not, you can combine that information with lead scoring to refine your content strategy. It may seem daunting, but it’s not! We promise. It just takes time to think about your data in different ways to understand how you can continue to grow your lead gen strategies.