How to Plan a Lead Generation Campaign

Regardless of the type of business you have, you need to bring in a consistent stream of leads. This can be a difficult task without proper planning, which is why organised lead generation efforts are key. Here’s how to plan an effective lead generation campaign.

Set Your Goals

The first thing you should do when planning a lead generation campaign is establish hard goals and KPIs. Decide what you want to achieve from the campaign and over what period of time, and make these goals clear to everyone involved. It’s a lot easier to stay on track if you know what you are aiming for. This will also help you to determine if your lead generation campaign is being effective, or if you need to make changes in order to achieve your goals. You could set a goal of increasing leads by a certain percentage, or to bring in a certain amount of revenue from the campaign itself.

Identify Your Customers

When you are planning a lead generation campaign, you need to identify your customers. You need to determine their needs, habits and demographics, and then tailor your campaign specifically to them. What works for one audience might not work for another, and so your lead generation campaign should be designed with your specific customers in mind. This means taking their likes and dislikes into account, and focusing on what is likely to work for them. For example, some customers engage a lot on social media, whereas others are more likely to become a lead from email marketing. Some customers are highly likely to pay attention to a search engine optimised blog post, whereas others are more likely to take notice of a video.

Decide Your Channels

There are a lot of digital marketing channels available to you, and a key part of planning a lead generation campaign is deciding which channels you’re going to focus your attention on. You might choose to focus on one channel, or you might use multiple channels in your lead generation campaign, it’s really a case of deciding what works for you and your budget. Email marketing, social media marketing and PPC campaigns are all effective ways of bringing in leads. In order to choose the best one for your business, you need to think about what your customers are most likely to respond positively to.

Track and Optimise

Tracking and optimising your lead generation campaign is a key part of the plan, as this highlights how beneficial and effective your efforts are. You should monitor cost per acquisition, and refine things over time. As with all types of digital marketing, a good ROI is vital if you want your lead generation campaign to be worthwhile. By tracking how things are going, you can maximise your returns by putting more into the techniques that are bringing in the most leads.

At Profici, we know how important it is to generate leads as a business, which is why we provide a wide range of services to help you do this. We take care of everything from social media marketing and PPC, to SEO and lead generation. Get in touch with our helpful team to find out more.