How has lead generation changed in the last decade?
The industries that spring to mind when we think of lead generation, are usually evergreen. This means there is always a high demand for customers and with that, the continued efforts made to generate leads stay mostly the same.
Innovation has strongly developed on the technology side. These advances allow digital marketers to be more transparent about their lead generation, follow up immediately, and drive better sales.
As we adapt, we’re able to analyze and understand what a good lead is truly worth. No longer just a name and an email, performance marketers are now able to pass on so much more information than they have before.
Over the last few years, the Ad Tech industry’s fraud detection ability has grown massively. These advances have become hugely beneficial to both sides of the buyer spectrum, where the software is able to pinpoint exactly where the fraudulent traffic is coming from and immediately block it from entering into the network.
Could you share a strategy for marketers using Lead Generation?
When it comes to lead generation, creating a multichannel approach is key. Find the scenarios that generate multiple leads in the shortest possible time frame. For example, you could be running Facebook ads and capturing emails at the same time. With a growing email list, you could then start sending prospects to a website with quality content that will drive organic traffic. You always want to be bringing back clients for the long run with a well-positioned brand. This creates a multi-channel approach, able to bring in both organic and paid leads
What are your main tips for starting out in digital marketing?
Patience. You’re not just going to generate leads overnight. Take your time and get a lasting strategy in place. Be sure to continuously optimize and get as much feedback as you can.
Understand the process of what an advertiser is looking for and put a core focus on quality over quantity.
Dont get too tied to one traffic channel. A multi-channel approach is a better way forward for media buyers and affiliates. It’s said that for every traffic channel added, you’re potentially building an additional 20-30% ROI. This comes from expanding and building off of your existing customer, product, and demographic knowledge.
Do your research. Understand the product/service you’re trying to sell and make sure you have a transparent message from your first impression, all the way through.
If you’re new to the game, the first thing you should be looking at is what your competitors are doing. So many more businesses are on new platforms. Look at what your competitors and other main brands are doing well in order to replicate and refine into your own strategy.
When it comes to paid advertising, try checking out your competitor’s ad library on Facebook. Look at tools like SimilarWeb to which search terms are being used to find your competitor’s offers. Spread your budget evenly, being careful not to spend too much on one campaign. Reserve budget for testing and optimization.
And lastly, one of the biggest mistakes performance marketers make is retargeting too early. Make sure you build up your list of leads first before you start retargeting them. This may take a few months, but it’s worth the wait.