Small business thrive on lead generation.
Healthy businesses need new people entering their lead generation – or purchase funnel - regularly, so that as people move through the buying process, new people can emerge to keep the cycle going.
But how do you keep the process going? Are there things your business is doing wrong today that is stunting growth? Read on to learn a few common lead generation mistakes we see at 214 Interactive and how to avoid them:
1. Ignoring People Who are Early in the Buying Process
It can be tempting to label someone who seems further out from making a purchase a “bad lead,” but resist the urge. That same “bad lead” may just be early on in the purchase cycle, but feeding them appropriate content and keeping them interested and engaged can get them closer to becoming a consumer of your product or service.
2. Feeding People Bad Information
You have good intentions of course, but if you don’t tailor a message toward the stage someone is at in the purchase funnel, then they may be turned off from your brand. Instead, evaluate how you can better engage with that person where they are today. Maybe someone who is collecting information about your company wants to learn more about what goes on behind the scenes, while someone who is serious about purchasing today wants access to product specs and current offers.
3. Giving Up on a Campaign Too Soon
When launching an online campaign, it’s important to have measurable metrics for that campaign and to evaluate accordingly. Be sure to give your campaign time to do what it is designed to do before scratching it completely.
4. Keeping the Message Too Broad
You may think that getting your ads in front of as many people as possible is the best way to increase lead generation and overall sales, but often it can backfire. As a small business, focus on niche marketing and where you can stand out against the competition. Know your core audience and tailor your messages to them.
Need help generating and qualifying leads? 214 Interactive – a digital advertising agency in Plano, Texas – can help! Our team specializes in online marketing strategies and would love to meet with you for a consult.