Before taking the first step on any journey, it’s a good idea to have a map to tell you where you’re going. Flying blind is a great way to end up somewhere unexpected or begin an adventure. Yet it’s also a good way to end up somewhere you don’t want to be. In the world of Internet marketing, the lead generation journey has only one desired destination: a greater number of customers.
However, for many Internet marketers, they set out on this lead generation journey without a strong idea of how they are going to get there. Without a roadmap they can use to build their lead generation campaigns, it’s easy for Internet marketers to become confused and head in the wrong direction. Trying to build a campaign based on guesswork is a good way to become lost in the woods. The result is a campaign that doesn’t go where it needs to go.
It’s all too easy for lead generation campaigns to lose their way because they are so complex by nature. There are dozens and dozens of essential elements that have to go into a successful lead generation campaign. What’s more, they all need to fit together properly to be successful. Lead generation campaigns must appeal to as many types of website visitors as possible. Meaning, all of these components must be present and configured properly to give that campaign the best possible chance of success.
If any of these elements are missing or improperly aligned, the results can be disastrous for the Internet marketer behind the wheel. No Internet marketer wants to neglect or ignore a certain segment of the population if that segment can be captured and converted into customers. Nonetheless, far too many Internet marketers are doing just that by building their lead generation campaigns without a solid idea of where they are going.
There’s little room for error in the world of Internet marketing. A lead generation campaign that is built with crucial components missing can result in a serious problem for marketers. That’s why it’s essential for lead generation campaigns to be built with an effective blueprint in hand.
Building a Better Campaign
Here at Internet marketing agency Straight North, our SEO professionals have devoted a lot of their time to understanding what makes successful lead generation campaigns. They’ve taken them apart to examine all of the vital elements that go into them and to understand how they all need to fit properly to deliver the best results.
Thanks to this extensive research conducted over the years, we’ve developed a document that we believe can serve as that essential roadmap to a complete and successful lead generation campaign. The infographic below represents the fruits of our labor. This visual can serve as an important tool for Internet marketers working to capture and convert as many customers as possible.
As you can see below, a lead generation campaign consists of numerous individual elements that all feed into and complement one another. These are all necessary components because various types of website visitors have different needs and different motivators that convert them. For example, some visitors might only be curious about a product or service, not yet entirely convinced that they would want it.
For these visitors, a lead generation campaign can convert them with dynamic, eye-catching content such as videos and high-quality photography. Still, other visitors come to a website to research a product or service in which they are interested. They may not need convincing that they should have that particular product or service, only help finding the one that’s right for them. For these visitors, content such as testimonials from past customers can be very persuasive.
Other visitors don’t even know they want that particular product or service yet, but well-crafted social media posts shared by their friends can inspire them to visit the website to start investigating.
Following the Roadmap
This infographic can be extremely valuable for any Internet marketer looking to build a lead generation campaign. Although we originally created this infographic to serve as an internal training tool, we soon realized its value as a resource for Internet marketers who needed guidance in developing their lead generation campaigns. Using this flowchart as a blueprint, marketers can visualize what an effective campaign looks like, how it functions and what they need to include in their own campaigns.
Whether you’re building a lead generation campaign from scratch or working to optimize an existing campaign, use the following flowchart to help guide your efforts. Knowing where you’re going is important for getting to where you want to be. Ultimately, this resource can help you figure out where your lead generation campaign is going. Follow it, and your next lead generation campaign will be headed in the right direction.
Brad Shorr is Director of Content Strategy at Straight North, a premier Internet marketing agency in Chicago that offers SEO, PPC and web design services. With more than 25 years of sales and marketing experience, Brad has been featured in leading online publications including American Marketing Association, Moz and Forbes.