Posted by Brian Berg Google+
Stimulating and capturing interest of a customer is paramount to lead generation when using a consumer mailing list. New lead generation techniques coupled with existing, successful lead generation campaigns should be the ultimate goal of all businesses. Four strategies for new lead generation that are need to be considered before embarking on any lead generation campaign are call to actions, costs per leads, multichannel approach and attribution.
Marketers must have a clear, concise call to action. People are basically people. They tend to do what you ask them. ‘Call now. Tweet now. Save now.' It's very effective. Just asking for it elicits a response and can generate leads. Also, delivery of your message and call to action should be crafted by the channel of delivery. The mediums definitely matter; what you offer is key. Understand who your audience on each channel is, and each medium will determine how you communicate with your customer. In effect, it'll optimize your ROI.
Every company isn't at the same stage of the lead generation game. Remember that fact as you examine cost per lead. If you're in a building scale mode, your team might want set the target to break even or even at investment. If you want to maintain and grow your leads, then you may want to focus on the ROI.
It's great to have Facebook likes, and retweets on Twitter, comments on Pinterest, but companies are in business to make money. So as marketers determine their plans, consider cost per lead. Determine the farthest reach, the cost of that lead, then ROI and respond accordingly.
A Multichannel Approach:
Companies and marketers need to be where the audience is. Traditional marketers should be online and go digital. Many companies that once used direct mail as their main source of marketing leads are now also increasing their digital presence and seeing great success with the multichannel approach. It's important to be exposed to various channels within traditional and digital. Most customers will respond to just one channel, so it's crucial to have a diversified, multichannel approach to generate leads.
We tend to attribute the sale to the first touchpoint, so make sure to look at the original channel the customer came in contact with. They may come in contact with your company at many different stages before buying, so marketers should be able to track the original touchpoint. Also, to run a more effective lead generation campaign through a consumer mailing list you should attach intelligence to the user. Track what touchpoints helped to support the customer and encouraged him or her to buy.