A lead generation campaign is an engine that drives your business to continued success. Like any other type of engine, a lead generation campaign is an extremely complicated kind of machine that must be assembled with care.
Every component, no matter how small or seemingly insignificant, needs to be in its proper place or else the machine won’t function well.
For example, people visit websites for a variety of reasons, and lead generation websites need to be built with all of those reasons in mind. A visitor who comes to a website to research a particular product or service may be swayed by customer testimonials or case studies.
However, a well-crafted social media post shared by friends may grab the attention of someone who wasn’t even thinking about needing that particular product or service, and drive that person to visit the website.
Other types of visitors become aware of useful products or services through referrals from blogs or news sites. These elements — plus many others — must be present in a lead generation campaign to ensure that none of those potential customers are left behind.
Here at Internet marketing company Straight North, we’ve spent a lot of time examining successful lead generation campaigns and taking them apart to understand how they work. In doing so, we’ve identified the most common essential elements that all lead generation campaigns must have to be successful and organized them into the infographic below.
By using this flowchart as a blueprint of sorts, Internet marketers have a tool that can help them visualize how a successful lead generation campaign is assembled. This helps ensure that when they put their campaigns together, nothing is excluded, and they will have a campaign that addresses every possible type of visitor their websites will encounter.
For instance, the lead validation element toward the bottom of the chart is a critical component that far too many online marketers ignore or forget when putting their campaigns together. Without it, however, they are missing crucial data that provides them with better reporting that feeds into their conversion optimization efforts. If they didn’t have this infographic to use as a blueprint, there’s a good chance that the lead validation element might not make it into the finished website product.
Whether you’re building a lead generation campaign from the ground up or optimizing an existing one, take a moment to examine this illustration of the lead generation ecosystem. Make sure that the engine driving your business’ success is firing on all cylinders.
Brad Shorr is Director of Content Strategy for Straight North, which provides SEO and PPC services, and is a leader among Internet marketing companies. Shorr has more than 25 years of marketing, sales and management experience, and has been featured on reputable sites including Forbes and Entrepreneur.
Infographic created by Internet marketing company