Lead generation is the lifeblood of all businesses, regardless of industry or scale. But sometimes it can seem like no matter how much effort you put into it or how many strategies you exhaust, your efforts just aren’t paying off. A lot of marketers face the same issue. However, that doesn’t make it okay. Lack of sales is a concern that needs quick resolution, else you risk wasting valuable resources for too long.
Daunting as it may be, you need to reevaluate your lead generation strategies. This can help you find and fix glitches in your marketing system on top of fine-tuning your entire approach. To get you started, we’re going to help you weed out and address some common “bugs” that most marketers have scuttling around in their lead generation structure.
Bug #1: You might be directing your efforts at the wrong people
It’s entirely possible that the problem isn’t with the strategies you’re employing, but with the people they’re geared towards. All your marketing efforts mean nothing if the people you’re showing your products to don’t even need—let alone want—your products.
This why developing a buyer persona is important; it lets you optimize your strategies for the people actually in need of your services. Hence, it’s important you revisit your marketing plans to check if you’re presenting your products to the right demographics. Your lead generation strategies will only work with the right audience.
Bug #2: You’re trying the good ol’ one-size-fits-all approach
Sorry to break it to you, but a big no-no in today’s marketing industry is the one-size-fits-all-approach. This method has proven countless times that businesses should recognize and respect the unique attributes of industry-specific audiences.
While it takes considerably more effort to make target-specific strategies, it’s a promising endeavor that yields actual results. Take the time to create an approach that addresses the questions and demands of your potential leads.
Bug #3: Your timing might not be right
Timing is necessary in all aspects of life—but most especially in business. Maybe you’re sending out your content all at once, making it look like spam (which, by the way, people hate). You could also be publishing outdated content or reaching out to leads long after you’ve nurtured them … or even before!
Reevaluate your scheduling and see if leads are responding to your strategies better. Luckily, there are dozens of great lead monitoring and analyzing software commercially available. These can help you learn tons of useful information, such as who visited your site, when they’ve visited, and what pages they stayed on the most. Use this knowledge to your advantage and post at peak times.
Bug #4: Your site isn’t mobile-friendly
With the rise of smartphone usage, almost everyone prefers mobile. If your website isn’t compatible with mobile devices, the bounce rate of your pages increases. With an ever-changing business landscape, it’s important that you keep your efforts in line with the needs of your consumers.
Mobile-friendly websites and apps aren’t just adaptable. They’re easier to use and far more convenient. And because of this, they’re ultimately the device most people use for purchase-related searches. Especially with millennials and post-millennials taking over most of the buyer market, going mobile is undoubtedly the best move to make—if you haven’t already made it.
Bug #5: You’re probably not using any metrics
Numbers can be intimidating. However, every marketing team knows and understands just how important they are in pinpointing and analyzing which lead generating activities are producing the most leads and which ones are in need of some fine tuning.
Typical metrics you should use are bounce rate, average session time, landing page conversions, and lead conversion rate. Using metrics—and the right ones at that—will help you keep the strategies that are bolstering your leads and change the ones that are bringing it down. Proper use of analytics is important. Setting proper expectations regarding results is also crucial, so make sure your metrics and expectations are in line.
Lead generation is a constant challenge, but knowing where your strategies are lacking should help enhance your system. If your business wishes to focus on your primary operations, it’s best to get help from inbound marketing experts. Getting your services from experts is far more cost-effective than maintaining a whole team to do the “dirty” work for you.