A solid lead generation campaign is a crucial part of any marketing funnel. In fact, 50% of marketers agree that generating leads is their top priority.
Understanding how to create a campaign for lead generation is valuable for marketers and sales professionals who aim to boost sales and generate more revenue.
This article will cover the essential elements of building a successful lead generation campaign. We’ll discuss what it is and how you can create one of your own.
From there, we’ll review a few examples of successful campaigns before discussing how LeadsBridge can support you in automating lead generation processes.
What is a lead generation campaign?
A lead generation campaign is a marketing practice that’s geared toward making direct connections with potential customers for your business. This effort looks different for different types of companies since the goals are slightly different.
For example, a small retail business may set out to generate email addresses with their campaigns. On the other hand, a B2B company with a large-ticket offer may set out to book discovery calls.
Despite the importance of lead generation, many marketers don’t keep tabs on how many leads they generate or how much those leads cost them. This cost varies wildly according to channel and industry.
To calculate your lead generation cost, divide your total marketing spend by the total number of leads.
Also, only 20% of leads ever convert to sales. So, it’s essential to streamline and optimize your workflow every step of the way and make the most of every lead you generate.
How to create a lead generation campaign
Generating leads for your business requires a mix of strategy and implementation. The process varies from situation to situation, but we’ve rounded up some tips and techniques that you can use to create your own campaign to generate leads. Let’s check them out.
1. Set specific goals
When generating leads, you need to get specific with your goals. You need to define what a lead is for your business. From there, you must determine how many leads you aim to generate with the campaign.
With specific KPIs in mind, it’s easier to determine which techniques will be best for your business. It also makes it easier to track progress and assess the success of your campaign.
Determining how these efforts align with the rest of your marketing funnel at this stage is also helpful.
2. Get smart with CTAs
As with any marketing campaign, it’s essential to specify the action you want people to take when they come across your brand. That’s where calls-to-action (CTAs) come into play.
CTAs are a combination of text, buttons, and hyperlinks that encourage potential leads to share their contact info, schedule a demo, make a purchase, or take whatever step you’d like them to take.
3. Run ads on popular platforms
One powerful lead generation technique is to run ads on popular platforms, such as Facebook, LinkedIn, Google, TikTok, and Instagram. Which platforms you run ads on should be determined by where your target audience hangs out.
Each platform offers paid ads, especially for lead generation, that include a form for the user to fill out. Here’s an example of a Facebook Lead Ad.
It’s possible to take a DIY approach with ad campaigns, especially if you’re working on a tight budget. However, many marketers who don’t have an in-house ad specialist or the time to run their ad campaigns delegate this work to ad agencies.
4. Leverage content marketing
Using content marketing for lead generation is another great option. With content marketing, you should provide value to your audience and distribute it through organic channels.
Some types of content you can create include blog posts, live and on-demand videos, and social media content. Within these assets, you can provide subtle cues to join an email list, sign up for your service, shop your brand, or take whatever action you desire.
The key to content marketing is to create content that answers potential customers’ questions on their journey to buying from you.
5. Offer freebies
If you’re trying to collect email addresses or phone numbers as part of your campaign, lead magnets with freebies are a must.
Many retailers use discounts and promo codes to collect this information. Ebooks and white papers are also great lead magnets for some businesses. However, you can get creative with these offers.
For example, in some cases, the promise of quick, same-day delivery can be crucial in converting a lead into a customer. You can communicate that the service is available in your campaign messaging, which can increase conversion rates. This way, people understand that you know their needs and can meet them efficiently.
6. Make the UX seamless and secure
One of the challenges of lead generation is to provide a seamless and secure user experience that can convert visitors into leads. A possible solution is to use magic links, a method of passwordless authentication that allows users to access websites by simply clicking on a link sent to their email address.
Magic links can improve the user experience by eliminating the need to create and remember passwords and also enhance security by generating unique and one-time-use tokens. Using magic links, you can offer your audience a convenient and trustworthy way to sign up for your content or service and increase your lead generation potential.
Examples of successful lead generation campaigns
One of the best ways to learn how to create a successful lead generation campaign is to study successful campaigns from other businesses. Here are a few examples you can use to inspire your own campaign.
Cruise America
For companies in the travel and leisure industry, incorporating the allure of adventure into your campaign can be very effective. By highlighting the freedom of renting an RV, you can tap into your audience’s desire to travel, encouraging them to take the first step from lead to customer.
Showcasing the ease of booking, the thrill of the open road, and the comfort of home on wheels could be the key to unlocking a flood of new travel-hungry leads.
Staying in this area, take the practical example of Cruise America, a giant in the RV rental and sales industry. For companies like them, an effective lead generation campaign can come from the concept of the experience rather than the actual product offered.
One of its campaigns also gave even more attention to the concept of “Iconic Travel is the Narrative,” emphasizing the precious and unique moments of travel over the actual destinations to be reached. This awakens visitors’ spirit of adventure.
House of Joppa
Creating a thriving lead generation campaign demands meticulous planning, strategic implementation, and ongoing refinement. A pivotal element in this process is the seamless integration of lead generation forms with your email marketing platform.
By establishing automated follow-up emails, you can nurture leads and guide them through the sales funnel, making a lasting impact on your target audience. It’s essential to recognize that lead generation isn’t a one-time event. It’s an ongoing cycle of engagement and relationship building.
Take House of Joppa, for instance, a rosary beads and Catholic home decor store. Upon submitting your email for news and promotions or making a purchase, their approach involves sending captivating emails adorned with compelling CTA.
These well-crafted emails are a continuous communication thread, keeping customers engaged and fostering a sense of connection.
This approach captures the audience’s attention and nurtures a long-term relationship, showcasing the importance of consistent and thoughtful engagement in the lead generation process.
Nlyte
You can focus your efforts and resources on the right channels by being crystal clear about who you are trying to reach. Equally important is the art of matching buyer intent with the keywords used in your copy.
Start by identifying what your potential clients are searching for and then incorporate those keywords strategically into your content strategy. This way, you’re increasing the likelihood of your content being found by the right people at the right time.
One noteworthy example of a company that excels in this regard is Nlyte, a leading DCIM software provider. Nlyte builds its lead generation campaigns by creating a wide range of valuable resources such as white papers, brochures, videos, case studies, ebooks, and an abundance of blog content covering diverse topics related to data center management.
Source
By focusing on topics that resonate with their audience, including the importance of energy efficiency, eco-friendly practices, and reducing their carbon footprint, Nlyte effectively captures the attention of potential clients specifically interested in data center sustainability.
This targeted approach elevates the success of their campaign and establishes them as a trusted industry expert in sustainable data center solutions.
Automating lead generation campaigns on LeadsBridge
Studies show that 63% of companies that use marketing automation outperform their competitors. LeadsBridge is a powerful tool for streamlining your lead generation efforts. Our technology offers a variety of lead generation automation tools, ranging from integrations with popular ad platforms to form builders.
In fact, you can use LeadsBridge to connect your favorite CRM or marketing system with the advertising platform where you run your lead generation campaigns. In this way, you will have your incoming leads sync with your management system in real-time.
Moreover, if you use form builders, you can integrate your forms with your marketing stack smoothly. Have a look at the most popular form builder integrations here:
The LeadsBridge platform allows marketers to sync their leads from lead ads or forms directly to their CRM or email marketing tools, so they can follow up with leads as soon as they come in.
The Lead Sync feature helps automate lead management and improve campaign conversions by allowing faster follow-up.
With the help of LeadsBridge, you can put your lead generation campaigns on autopilot and focus on other parts of your funnel.
Final thoughts
There are so many ways to build a successful lead generation campaign. No matter which direction you take with your campaigns, it’s important to be strategic and let your goals guide you.
Let automation streamline your processes wherever possible to help maximize your campaign effectiveness and conversions. LeadsBridge is ready to help make your next campaign a success.
Which techniques will you use for your next campaign?
Discover LeadsBridge integrations for lead generation.
