When the goal is lead generation, online marketing campaigns — SEO, PPC, email and the like — are hard to get one’s head around. For starters, consider the measurement of results: ask any 10 companies to name the ROI of their SEO, PPC or email marketing campaign, and more likely than not, five will have no idea and the other five will have the wrong idea.
With a hazy picture of ROI, it’s no wonder companies have a hard time improving their campaigns — if you can’t see the target, how can you take proper aim? To help marketers calculate results and connect all of the campaign pieces for continuous campaign improvement, the Lead Generation Ecosystem infographic created by Straight North, is a helpful tool. It provides a complete visual of the necessary elements of a campaign, and more importantly, how they must be connected to maximize lead generation.
Clearing the Confusion about Online Lead Generation Infographic Summary
Companies are bound to have missing pieces and broken connections in lead generation marketing campaigns, and some are more common than others. Things in particular to look for:
- Are you tracking phone leads? Many companies don’t, because Google Analytics lacks that capability. But phone leads can be the best leads of all, since call-ins typically need help in a hurry or have a complex requirement. Without tracking phone leads, you consistently underestimate the ROI of your campaigns.
- Are you validating leads? Most companies count conversions — form submissions and (let’s hope) phone calls. However, as many as half of all conversions are NOT sales leads! These non-leads are things like spam, forms with missing data, sales solicitations and customer service inquiries. If you measure conversions to calculate ROI, you will consistently and massively overestimate campaign ROI, leading you to spend money in the wrong places.
- Are you basing campaign testing on validated leads? Using conversion data rather than validated lead data to make campaign adjustments can lead to disaster. For instance, if Keyword A generates 500 conversions and Keyword B generates 300 conversions, you’ll put more effort into marketing Keyword A. But if you know A generates 100 validated leads and B generates 150 validated leads, you do the opposite. See how conversion data can cripple campaign improvement?
- Are you putting non-lead conversions into your CRM? Validating leads in critical, but this doesn’t mean non-leads are worthless. Many non-leads (and remember, we’re talking about as much as 50 percent of your total conversions) are people you can market to in the future. For instance, maybe the president of a company calls in for a product you don’t sell. Tomorrow he or she may need a product you do sell. Over time, proper handling of non-leads can turn in modest house list of prospects into a powerhouse.
- Are you putting the right content on your website? Considering the explosion in mobile Internet access, and our never-flagging enthusiasm for visual learning, lead generation websites must have strong visual content — video, infographics, custom photography, illustrated white papers, etc. Text alone will not produce dynamic growth in conversions, even if you hire Shakespeare to write it. True, some forms of visual content are expensive, but that brings us back to the ROI question:
If you know the return on your lead generation marketing, you’ll know how much to spend — and, if you understand the components of a campaign, you’ll know where to spend.
Infographic Source: Straight North