The traditional lead generation method can leave a lot to be desired. All too often we see the bulk of a lead generation budget being blown on wasted website traffic. The idea is that a visit to your site is worth more than an email address gathered off-site. But in fact, we’ve proven the reverse to be true time and time again. Think you know where your leads are coming from? Here are a few likely sources.
When asked about lead generation source tracking, the first thing that comes to mind for many is unique landing pages, or at least uniquely tracked URLs. But this lead generation landing page creation is a cumbersome effort that yields little results. You waste a lot of resources building these landing pages and developing the traffic necessary to support them. And you’ve still got to design ads, develop targeting, check site lists and tally budgets to get this lead generation campaign up and running. There are a lot of moving pieces, making true attribution and tracking difficult, not to mention costly.
Existing customers can be a great lead source, if you know how to motivate them effectively. Pure word of mouth will only get you so far. First, make sure you offer a consistent and positive experience to every customer, regardless of their worth, because you never know the potential value of their network. Sounds easier said than done, right? Invest in a CRM system to help you keep track of purchase history and any service issues. This will help you recognize patterns, establish lifetime value and identify current customers who are ready for an upsell. Your CRM will also make it much easier to establish a loyalty or referral program to track those brand new leads!
Customer upsells are perhaps the “warmest” leads you’ll ever find. And their friends are a valuable source, but a limited pool for lead generation. For many, opt-in advertising is an untapped source of viable leads available at scale. Ads are shown on the websites your potential leads already frequent. They are able to easily and quickly provide their email address and get back to browsing the content they came for. There’s no wasted time, money or effort to drive traffic to your site, making more leads possible in a shorter time period and for a lower cost per lead.
So, do you know where your leads are coming from? If it’s time to diversify your lead generation strategy, we can help.