Like any good marketer, I’m sure your team is tasked with bringing new leads into the sales pipeline. What this typically looks like is partnering at trade shows, sourcing lists, and hosting private events to find leads.
The challenge is that as buyers have changed the way they make decisions, the definition of a lead has shifted. Let’s face it. We are all more savvy when it comes to making any kind of purchasing decision. We have multiple choices and the beauty of search engines to do our research, which means that traditional ways of sourcing leads are quickly becoming less effective.
All your blood, sweat, and tears might result in a good number of leads — but are they the right leads? After you weed out all the made-up email addresses and duplicates, what is left over might be lacking, to say the least.
If you’re working hard to bring in new leads and they’re not converting, see if you’re making one of the three most common mistakes when it comes to lead acquisition:
- Casting A Wide Net
If you try to speak to everyone, your message won’t really resonate with anyone. You may as well just shout into a megaphone in a crowded stadium. Your message becomes background noise to everyone except those who are already standing next to you and want to know what you’re saying. Developing a buyer persona-based content strategy narrows your focus so you can captivate your target audience with messaging that zeros in on their unique identity and pain points.
Close your eyes and imagine one of your favorite brands. Think about the last marketing message you came across or received from them. Chances are you welcomed it and gave them your attention because they provide something you value — and they “get” you. They’re not trying to win over every possible demographic out there. For example, the Daily Skimm specifically targets millennials who want to know what’s going on in the world, but who don’t have the time to read newspapers or watch hours of news programs. It’s not for everyone, and that’s why they’re so successful.
- Promoting Yourself
No one wants to hear someone talk endlessly about themselves. Would you want someone to stand in front of you and say, “I’m great! Buy from me!” or “I won this award! Call me!” Me, me, me!!!
Content should always serve your intended audience, which we commonly refer to as your buyer persona. What is it they need that you can help them with? Focus on those factors and aim to help, not sell.
- Only Sending Email
Most people use multiple platforms to learn about a product or business. If you only focus on email to reach prospects, you’re going to miss out on a lot of opportunities. Now, more than ever, marketers need to capitalize on the different channels our prospects frequent to gather information. Each channel requires its own strategy-differentiating messaging, content types, and formats.
There’s no silver bullet in marketing. You have to learn your target audience’s purchasing behavior patterns and buyer’s journey. Leveraging persona-specific content across multi-channel acquisition programs is key in order to move prospects from one stage of the buyer’s journey to the next.
So, how did you do? Are you crushing lead acquisition with a steady flow of quality leads entering the top of the funnel, or is there room for growth in any of these areas? What else has proven particularly helpful when it comes to bringing high-quality leads into the funnel?
Patti Heath is a Consultant dedicated to partnering with clients to achieve their business goals. She focuses on developing demand generation strategy, including lead generation, lead scoring, lead nurturing, and lead management. She enjoys staying on top of the ever-changing digital industry and identifying the best new technological advances.