Lead generation is at the heart of most marketing team goals. And practically everyone finds it difficult. We frequently help our clients develop successful lead generation methods, and we frequently encounter the same difficulties.
Lead generation is a major source of pain for 60% of marketers, and this isn’t expected to alter for a few more years, according to the new report. It is highly challenging for a business to identify, connect with, and interact with new customers because of the fierce competition and amount of information. As a result, it can be challenging for many enterprises to both flourishes and endure “in the jungle.” However, despite what would initially appear to be the case, things aren’t all bad. You may better fill the sales funnel, find potential customers, and survive the natural selection of business.
Here are the top four lead generation problems we encounter, along with solutions:
Challenge 1: Targeting the Right People –
Because the people in charge of the operations don’t target the potential clients’ decision-makers, the majority of lead generation initiatives fail or don’t produce the anticipated results.
The individuals with the power to approve a financial acquisition are known as decision-makers. So, it’s crucial to capture their attention and properly target them. The creation of a buyer persona is one method for making this simpler.
Challenge 2: How to improve Lead Quality –
Lead volume is crucial, but if the leads are of bad quality, it can be a waste of resources and not get you very far. This is why we should concentrate on lead quality optimization!
Improving lead quality will boost marketing ROI and sales productivity. Here are three pointers that have assisted us and our clients in raising the caliber of leads:
Track and analyze leads that convert
You’re essentially “flying blind” if you don’t have a system in place for tracking prospects as they go through the marketing funnel. You could have an idea of what a quality lead looks like, but do you credit the conversion of a lead to the original campaign from which it originated? Do you know the entire process that led underwent before becoming a sale?
If “No” is the response to these inquiries, you might want to adopt a lead tracking and analysis solution to learn more about your leads and sales funnel. By doing this, you’ll gain a better understanding of the sources of high-quality leads and be able to adjust your optimization accordingly.
Challenge 3: How to increase your Conversion Rate –
Few things in marketing are more irritating than organizing a campaign, carrying it out, and driving lots of visitors… to see that the traffic simply isn’t converting! Similar to this, it’s possible that even though your website is getting a lot of traffic, you’re having trouble turning those visitors into leads. Start by assessing the user journey from start to finish in order to boost conversion rates.
How easy is it for users to navigate that flow? Here are a few important factors to think about in more detail:
Website load time:
Online, people’s attention spans are incredibly brief. People can become impatient and bounce even after a brief delay in loading. So, pay attention to how quickly your site loads.
Responsive web design:
This speaks to a website’s capacity to fluidly adjust to various hardware and screen sizes. Responsive site design is essential given the volume of mobile online traffic.
Ease of use:
Convenience and clear functioning are crucial when users interact with your landing pages and forms. The conversion process should be as easy and straightforward as feasible.
Challenge 4: How to decrease Cost Per Lead (CPL) Lead Cost –
Two of the three main pillars of contemporary lead generation can be seen as volume and quality. a third? Cost. The overall success of a lead gen campaign will be negatively impacted by a cost-per-lead (CPL) that is too high.
In keeping with this subject, let’s look at some further lead cost-cutting measures:
Utilize A/B testing:
You must continually test your advertising and landing pages if you want to optimize your campaigns. The most tried-and-true technique is the traditional A/B test, which compares two iterations of an advertisement (or landing page) to discover which is more effective. You can test your advertising using a native A/B feature or test your landing pages using a third-party A/B testing service.
Hone in on high-performing placements:
Ad placements vary widely, as we’ve already indicated. To cut needless expenditure and optimize your ad budgets, review your lowest-performing ad spots across channels and take into consideration deleting them.
Improve ad relevance and quality:
Your ad Quality Score may be impeding the success of your PPC ads on Google and Bing. Make your ads and landing pages as relevant to the keywords you’re targeting as you can to increase your Quality Score.