Once you have your lead generation goals and metrics, it's time to think through your plan. Learn what questions you should ask yourself and the importance of defining and documenting clear objectives.
- [Instructor] Before you actually begin to execute your lead generation strategy, you have to really take some time to set up your lead generation plan. Once you have determined your lead generation goals and metrics, it is now time to create your road map. The blueprint for all of the different programs that you're going to do throughout your lead generation strategy. The first step to creating your plan is to prioritize your objectives. What's important, what's not and in what order? Here are some questions that you should ask yourself as you're starting out to build your plan.
What are my marketing objectives for the next year? So if you're working in tandem with your team of executives, you might know what type of objectives the organization has for the coming year. Where do I think I have gaps in my current marketing mix? So thinking through, what are the things that you're currently doing? What are you doing well? And what are some initiatives that you haven't quite gotten a chance to do? So maybe you're creating a lot of written content but haven't yet gotten to try out any video content. By thinking through the gaps you have in your current marketing strategy, will help you align your efforts.
The next question you might want to think through is what are some new channels that you have been dying to try? So let's say you guys are getting really really great at email marketing, you've tried webinars, but you really haven't delved much into social media or into targeted events. There might be some channels that you have available to you that you've been thinking about trying but haven't gotten a chance. And then of course, what is your budget? Your budget is going to very much determine what type of programs that you're doing with your lead generation plan.
Whether you're focusing more on inbound, more on owned channels that aren't quite as expensive. Or whether you're spending your budget on really developing that demand by going out and renting kind of list to fill your funnel with and to build your database. Your budget will really help you determine how to think through your lead generation plan. Here are the top four lead generation objectives that you might want to think about as you create your plan. Number one is generating awareness for your brand.
So going out there, making sure that people have heard of your brand, getting out in current trade shows, redesigning your website. Whatever it is by generating brand awareness in your industry that will help your inbound effort so that you're continuously generating leads. Number two, acquiring prospects. So this is directly having leads that are coming into your funnel through form fills or various other activities. So while generating awareness will help fill your funnel eventually, acquiring prospects is another main goal of lead generation, actually getting people in.
Number three, nurturing prospects. So this idea of accelerating leads through your funnel. So once you get people into your funnel, you want to make sure that you're continuously building relationships and trust throughout every step in your sales process. And then number four, qualifying sales readiness. So the more targeted lead generation programs that you're doing, the better you get at targeting your buyers, the more qualified incoming leads will be. So that your sales people are only spending time on the highest quality of leads.
So that's why it's important to pinpoint a focus area. So ask yourself, do we struggle driving inbound awareness for the company? So by taking a look at stuff like website traffic, social media engagement. Are you actually driving people to your website where they're filling out forms? Are you starting to build and own your audience by having that brand awareness and getting some of that inbound traffic? Do we struggle getting prospects to enter our sales funnel? So are you maybe not having enough lead generation programs that are getting people in? Do you not have enough form fills on your website? Are you having trouble actually attracting prospects at various places, like events or getting them to attend some of the things that you're putting on? Do we struggle moving prospects through our funnel? So are there areas of your funnel where some of your leads are getting stopped up? Like are you getting a lot of people in the beginning but are you having trouble converting them through the stages? And then do we struggle with delivering high quality leads to sales? So are you delivering a large quantity of leads but sales is telling you constantly that the leads you are driving aren't a good fit for your organization? By having very very clearly well defined answers to these questions, you can start to pinpoint the different areas where you're going to toggle up your lead generation efforts.
- Identifying funnel stages
- Defining key goals and metrics
- Deciding on an approach
- Building a lead generation plan and a team
- Aligning with stakeholders
- Choosing a lead generation technology
- Building attractive content
- Generating leads with blogs and social media
- Creating an SEO strategy
- Tracking ad performance
- Increasing visibility through events
- Using paid ads and direct mail
- Qualifying leads
- Measuring campaign effectiveness