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Read on and identify the top three mistakes marketers do during lead generation:
1. You don’t personalise your messages
Do you start of your email messages with the usual, “To whom it may concern”? Or you do simply just copy and paste a standard email template to all of your prospects?
Those are some of the worst elements to include in your lead nurturing email strategy.
The best marketers know that developing a personal connection with your clients is the key to success. Start relationships off on the right foot by sending personalized messages to prospects and avoiding “one size fits all” scripts.
What you should do instead:
Identify the prospect’s unique pain points and tailor your message to address how you can solve those needs. When a prospect feels like you care, you’ve already made the greatest first impression possible, without even stepping inside the room.
If you want to take personalization a step further, use smart CTAs. Smart CTAs are CTAs that change depending on the person viewing the page — his or her interests, location, pages viewed already, items or services bought before, and so on. Unsurprisingly, personalized CTAS actually convert 42% more visitors than basic calls-to-action. They make for a better user experience for your user, and higher conversion rates for you: a win-win! You can learn more about smart CTAs here.
2. You don’t measure your success
Are you the kind of marketer who will execute their marketing plan and not have a proper metric system to check its success?
You may want to reconsider passing this step out.
In order for your business to grow, your process should be measurable, which means you should have a process for collecting quantitative (useable numerical data) and qualitative
(details that help you gain an understanding of underlying motivations) information about your process.
What you should do instead:
Gather both types of information, practice being obsessive about your process. Keep track of each move you make from initial contact to closing the deal and use that information to pinpoint weak spots. You should also keep track of how many calls, follow ups, and meetings you do each day. The goal is to document everything so you can optimize your process. Here are some suggestions for you to measure your digital success.
When you do find your weaknesses, make improvement actionable, instead of just telling yourself to “do better.” This will give you specific direction on how to improve, and also help you monitor your success.
3. You are not creating the right content for the right people
Not everyone who visits your website is going to be in the same stage of their buyer’s journey. Think about the people who are landing on your website for the very first time. Do you think they are ready to see a demo of your product? Or do you think they’d be more likely to want to download a step-by-step guide?
Some of your site visitors might be ready to buy, but most won’t — and you need to give them the opportunities to learn more about your business and what you’re selling before asking them take any sort of purchase action.
What you should do instead:
You’ll need to spend time creating a variety of offers you can put behind landing page forms that cater to people at different stages. Folks who are just starting to get to know you might be interested in offers like checklists, contests, and templates. Visitors who are a little further down the funnel might be interested in email courses, kits, and whitepapers. Folks even further down might be ready for a demo.
Make sure you’re creating content that cover the whole funnel, and that you’re offering this content on your website so there’s something for everyone. Here are some examples of the kinds of content you can create for visitors in the different stages of the buyer’s journey:
You can learn more about the buyer’s journey here.
It is extremely common for marketers to overlook these mistakes. Especially if you are just starting out, you may not even know that these are the elements you should avoid. I hope that this article is helpful enough to divert you from making these common mistakes in lead generation.
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