Lead Generation Optimization
A process and approach where website visitors become a lead (download, sign-up, get quote), or result in a sale.
Attract traffic that will perform a desired action. Right channel, message, tactical placement | format, audience targeting, and offer – all drive quality traffic to your business.
Approach to Campaign Development Assess. We take a deep dive into your business model and audience. Items covered:
- Cost-per-acquisition goals and lifetime customer value
- Competitive advantages | disadvantages
- Target audiences – who, role, pain points, business challenges
- Sales process | buying cycles
- Marketing budget | allocations
Plan | Execute. We build |implement channels; align message | offer; produce quality clicks. Categories include:
- Content Marketing Plan (long-form papers, webinars, blogs, video, social media)
- Search Engine Marketing Plan (SEO and paid search)
- Media Plan (traditional, digital, publications | websites, eblasts to lists, direct marketing)
- Promotional Plan (offers, upsell | cross-sell, collateral needs)
- Email Marketing Plan (message, cadence, nurture segmenting)
Measure | Optimize. Understand Key Performance Indicators (KPIs). Ensure conversion goals are set properly via analytic tools. Take into account attribution and overall ROI calculations, by channel, by campaign. Increased marketing ROI.
By participating in Lead Generation Optimization, leaders achieve:
- Understanding – how channels work together via ‘buyer’s journey’ to attract, engage, convert prospects into leads and sales
- Marketing programs – strategically planned, optimized to achieve profit maximization!