Effectively Analyze Your Lead Generation Results
According to Hubspot, 74% of companies identify lead conversions as their top priority. Meanwhile, 65% of businesses say lead generation and traffic is their most significant challenge. Today, more than ever it’s important to analyze your leads. The types of leads vary across the marketing funnel. Different ad products are designed to do different things and they all generate different types of qualified leads.
According to Valerie Jennings, CEO of JSMM, here’s a cheat sheet of the seven things you need to know to more effectivelyanalyze your lead generation results.
Boosting posts and driving engagement will get you brand awareness and a more engaged audience. While this is a solid strategy, it will not necessarily translate into new business or a qualified lead right away. Just because someone is engaging with your content doesn’t mean they are ready to buy. It also means your content should provide value while being fun and enjoyable. Posts that are repetitive or are constantly selling something tend to be ignored. Social media is about providing value, inspiration, trends, telling a story and honing in your brand’s key messages such as culture, leadership, news, behind the scenes information, etc. No matter the post or the audience, there should always be a call to action included.
Facebook Lead Generation
For most brands, Facebook lead generation forms are great for generating softer, top of the funnel leads. However, automotive dealerships will have more success using Facebook forms for test drives similar to an aviation brand generating flight school interest. But other brands may not find that as many people are in the “buying” stage yet, even though these individuals were interested in their offer.
Artificial intelligence type ad products such as Cluep, drive qualified interest because the ads target what people are posting on their social media pages and then serving targeting ads on mobile apps and search engines. This has proven to be very responsive and effective for driving traffic to retail locations
For B2B and B2C brands, Google organic search, paid search, and email marketing will drive most of the leads, but they will have to be cross-checked. JSMM has found success in the use of LinkedIn for B2B clients. Check out one of our previous blogs that goes into more detail about tips for improving B2B marketing on LinkedIn. We found that updating the company page, utilizing showcase pages and creating groups are going to help you get the most out of your LinkedIn profiles.
Email marketing may be a more effective tool for B2C marketing. Overall, through personalization, storytelling content, automated segmentation and personal privacy, you’re going to see the most out of your email marketing. Check out our blog on 2019 email marketing trends.
Third Party Sites
One thing that many people tend to overlook is third party community sites like Angie’s List or Home Advisor (if you are in the home improvement industry). These sites are built to drive leads and can be very successful in doing so.
Influencer marketing is an overlooked area. Although they may not drive leads right away, if the influencer is a targeted and vetted source, eventually you will see leads from their collaborations with your brand.
Our agency is constantly testing new ad programs to drive qualified leads. To put it simply, reviewing the data consistently and analyzing the lead sources that become real business opportunities will help you determine where to add, expand, decrease or pause ad budgets.