Lead Generation Best Practices

Part
01
of two
Part
01

Lead Generation Best Practices

For better ROI from a lead generation campaign, a marketing consultancy should first define the target audience, use live chats, and create interactive content. Below is a detailed overview of the best practices. The findings can also be found in this Google document.

Define your Audience

  • A consultancy should create high-quality content that resonates with its client's audience. By defining the audience, it is easier to understand their needs and pain points, and ultimately convert them from mere visitors to leads.
  • Understanding the audience enables a consultancy to offer personalized content that address the specific needs of its clients. Research shows that 48% of businesses are more likely to buy personalized content that address their specific business needs.
  • In addition, research shows that 81% of businesses are willing to pay a premium for industry-specific solutions and experience.
  • Defining the audience starts by creating the right buyer persona for the target audience buying cycles. This way, you are able to offer products that address their specific business needs.

Live Chat

  • Live chat has become a great way for businesses to engage with their customers when their visit their websites.
  • Businesses use live chats to guide customers, answer their questions and address their specific needs.
  • A recent study indicated that 44% of online customers consider live chats as one of the crucial features on a website.
  • The use of live chats steps from the fact that today's consumers want faster response, quick resolution, and exceptional personalized customer service.
  • Live chats help a business improve its conversion rates, collect contact details from clients, and boost engagement with customers.
  • A recent survey by eMarketer indicated that 38% of online shoppers buy products because of the live chat. In addition, 63% of customers who engaged in a live chat said they were more likely to visit the website again.

Create Interactive Content

  • Interactive content is full of fun and helps to engage the user. It enables a business to collect contact details from customers and in return offer them with real value.
  • Customers are willing to give out their contact details because they get something in return.
  • Interactive content stimulates engagement and prompts a customer to react. There are different types of interactive content like surveys, polls, live chats, games, contests, calculators, assessments, animated infographics, interactive video, interactive white papers, and e-books.
  • In a recent survey by Content Marketing Institute (CMI), 87 percent of respondents said that interactive content grabs attention. Up to 73 percent said that it improves retention of branding and 77 percent said that it provides improved value through multiple engagements resulting in repeat visitors.
  • From the CMI study, 46 percent of respondents said they have used some type of interactive content in their marketing mix.

Research Strategy

We managed to get best practices for lead generation for consultancies from pre-compiled sources. For this question, we mainly surveyed digital marketing platforms like Acquire, Hubspot, and Business2Community.com. From our search, we mainly got sources that talked about B2B marketing, in which many consultancies fall. For the best practices, we selected those that are backed by research studies. These studies confirm the success rate of applying these practices.
Part
02
of two
Part
02

LinkedIn Ads vs. GoogleAds

The advertising platform that provides more return investments for consultants to advertise on is Google as the platform appears to have an edge based on its popularity and the quality of its advertising tools. On the other hand, LinkedIn does appear to have a better engagement strategy than other competitors. The attached document also has the findings.

LINKEDIN ADS

ROI

CLICK THROUGH RATE

ENGAGEMENT

SALES
  • Based on a study of the LinkedIn platform, results show that business sale targets overlap by 55-60 % and LinkedIn can target and enhance this overlap with leads and other tools.
  • LinkedIn has also developed a Sales Navigator tool which performs ad-targeting to create a marketing database for an increase in sales. The tool is used to peak customer interest and assists sales personnel to find new leads.
  • Studies show that LinkedIn is 66% more successful at garnering potential leads to generate sales.
  • Using the LinkedIn platform, clients can get a 30% response rate through sales campaigns.

GOOGLE ADS

ROI

CLICK THROUGH RATE
  • A Q4 2018 report showed that Google’s had a CTR of 0.41%, making it a forerunner among other competitors like Bing.
  • Google has a consistent CTR for clients as it provides more tools for advertisers to create more comprehensive headlines and descriptions.
  • In Q1 2019, Google’s CTR for ads remained at a consistent rate of 1.52%, maintaining the industry standard for clients potential conversion rates.
  • Google has now implemented a Budget Planner tool, so that users can create a budget outline for CTR, through metrics, average spend and conversions.
  • Google is also allowing users to get a better conversion rate from their spending on CPM which will work hand in hand with the CTR.

ENGAGEMENT
  • Google offers a variety of features for users to maintain an online presence through marketing and social engagement.
  • These features include Google My Business and Google Posts, which allows users to provide news and announcements to keep customers up-to-date.
  • Google Posts allows users to boost traffic to their business and increase engagement among certain demographics and consumer segments.
  • Based on recent surveys, 45% of marketers stated that their audience engaged more with ads on Google than with Google’s competitor Facebook.
  • The survey also revealed that Google provides a greater buyer intent rate and uses targeted keywords for a specific demographic unique to the clients business.

SALES

RESEARCH STRATEGY

We started this research by looking at Google and LinkedIn as advertisers and their worth in terms of investment by consultants. This led us to look at websites which provide marketing data, business websites that provided an outlook for consultants and marketing research websites for statistical information.

After through research we did not find information specific to the investment that both would provide for consultants specifically. What we did was to analyze the data in a general format. Essentially, we looked at how it would provide investment for marketers and business owners. This was because we could not find data specific to consultants or consultant agencies. We did look at business websites like the Business Insider, Forbes and The Financial Times which had articles on strategies that consulting agencies can use to help their pitches.

Secondly, we looked through market research websites to find analytical data on the investment for consultants. Websites such as Market Watch, Mintel and Green Book provided information on innovative consulting agencies but did not provide details specific to the study.

Lastly, we looked through news websites such as CNN, The New York Times and Reuters but they did not provide statistical data or news reports on Google and LinkedIn as advertisement investment for consultants. We chose this strategy as we believed it would provide current news on Google and LinkedIn as advertisers. This information may not be available as existing studies may be private.


Sources
Sources

From Part 01
Quotes
  • "It all starts with knowing your audience. To create a great product or a high-quality content that will resonate with your audience and convert them from visitors to lead, you must know them and their pain points."
Quotes
  • "As Vtldeaign says, 91% users, who were invited to have a live chat with any sales reps, liked live chat as it helped them in their product purchasing decision and resolve their product queries instantly. 38% of online users said that they made their purchase because of that live chat session."
Quotes
  • "Interactive content stimulates engagement and evokes a reaction from the end user using responsive digital media to create a two-way conversation with your brand. Different types of interactive content include: animated infographics, assessments, calculators, contests, games, live chats, polls, surveys, quizzes, interactive video, interactive timelines, interactive whitepapers, and e-books."
From Part 02