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Lead gen advertising can get expensive – especially if you have a long buying cycle. Check out these tips for improving lead quantity and quality.
Lead gen advertisers are faced with the struggle of not only posting strong on-site KPIs but also balancing quantity with the quality of the leads delivered. In this article you will learn the steps you need to take to improve your lead generation while also keeping sight of and improving funnel conversion thereafter.
1. Take It from the Top
Lead gen advertising can get expensive – especially if you have a long buying cycle.
Starting at the top of the funnel might seem counter-intuitive when you have a lot of touchpoints.
However, it allows you to both take advantage of lesser expensive targeting methods and lead generation techniques and get in front of your prospects early on – positioning yourself to engage with the prospect throughout the buying cycle.
Better yet, prospecting in channels such as LinkedIn, YouTube, and Facebook opens up an array of targeting options to help you zero in on the right targets.
This can be a little bit trickier with search, especially if you sell a product or service that consumers are seeking, as well.
Not only do you have a broader selection for targeting but diversifying your media spend also opens up new ways to convert prospects.
For example, using lead gen forms on LinkedIn and Facebook can often prove to be much less expensive than sending folks to a landing page.
(Granted, if you leverage those tactics at the top of the funnel, those leads will usually need to be nurtured but we’ll get to that!)
2. If You’ve Got Content, Flaunt It
Content is a great way to capture top-of-funnel and middle-of-funnel leads.
Content allows you to offer something of value in exchange for their information.
Plus, content allows you to start collecting information.
You can learn about prospects based upon what type of content they look at.
SMB or enterprise; mustang or F150; beach vacation or backpacking Europe – you see where this is going.
By engaging with your content, they begin to self-select into market segments, which can then help inform your marketing strategy moving forward.
Last but not least, content creates a great way to re-engage while continually offering value in exchange.
3. Don’t Forget the Middle of the Funnel
While we’ve touched on the middle of the funnel a few times already, I’d still be remiss if I didn’t call it out.
The middle of the funnel is still an area that I commonly see as a weak spot for businesses that rely heavily on PPC efforts for lead gen.
As advertisers start to move up the funnel, we often go all the way to the top (which is good!).
But then, there’s a disconnect when we generate top-of-funnel leads and treat them the same as bottom-of-funnel leads and become frustrated when they don’t perform the same.
Leads generated at the top of the funnel can be much less expensive than lower funnel leads but they’re also not as warm.
Thus, a re-engagement strategy is critical to make sure that you get a good return on these efforts.
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When folks hear “middle funnel”, they often think of email.
Leveraging email is a great way to re-engage folks throughout the funnel.
On the PPC side of things, audiences are a great way to keep folks engaged, too.
