How I generated more than 500 leads for the logistics company using one of the Best Digital Marketing Strategy?
April 12, 2018

Digital Marketing Strategy for Lead Generation Campaign

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Making a Digital Marketing Strategy is a first and foremost step for any online marketing campaigns to promote the business.

There are different kind of strategies for the different objectives. Now a days more business are in demand of leads. The business wants to generate leads, not just leads, they are expecting potential & quality leads.

In this decade and for next decade, the lead generation play a vital role in marketing and sales section of the business. Lead generation is added as one of the important skill for the marketing jobs.

I have shared my experiences of forming and executing digital marketing strategy for generating potential leads.

This is one of the common strategy, I follow for many businesses.

With the main objective of the “Generating Potential Leads”.

The steps of the overall digital marketing strategy. This will applicable for many Lead Generation and Sales Campaigns.

 

Understanding the Business

What is Your Business Exactly?

Invest your quality time to understand the business you do or clients. You have think like the owner of the product or service that you want to sell. Try to know everything that you needs to know about the product or service. You can ask set of questionnaire to clients.

Categorizing  those products according to usage, features and also pricing will be useful in framing sales funnel.

You have to find out, what are the problems, their product/service can give the solution. Whether the product/service is a need or want, considering the lifestyle, locations also.

Identifying the Target Audience

Once you understand the business, you have the answer for the question or problem that market(people) facing.

Now it is time to define your target audience. First define your audiences according to

  • Age
  • Gender
  • Location
  • Characteristics(behaviour) and keywords.

Here we can segment our audiences by four common set of informations

  1. Geographic

You can use the geographic informations such as countries, regions, cities, etc. to identify and target your audiences.  

  1. Demographic

You can further divides your audiences and target them by age, gender, education, occupation, income, religion, nationality and life cycle.

  1. Psychographic

People in the same demographic area can be further divided their social status, lifestyle, personal characteristics, etc.

  1. Behavioural

You can also target your audiences by their behavioural characteristics. You can narrow down your audiences by their knowledge, attitude, use of the product, buying potential, etc.

Some of the points below can be noted while identifying audiences to enhance your target.

  • Name
  • Age
  • Gender
  • Relationship Status
  • Location
  • Education
  • Job Description
  • Lifestyle
  • Hobbies
  • Engaging Platforms
  • Engaging time periods on Online Platforms
  • Motivation/Emotions

The more you dig deeper your target audiences gives you more clearance and conversion rate.

Selecting your Promotion Platforms and Methods

After defining your target audience, you have find out where you audiences are.

There are many platforms to reach your targeted audiences. You may know the platforms like Google, Facebook, Instagram, Twitter, LinkedIn. You have to choose the relative platforms.

Here I divide the platforms into two general terms.

  1. Demand Fulfillment
  2. Demand Generation

You can understand, Demand Fulfillment as

“Demand for the Product/Service is already there in the market, so you can fulfill the demand”.

So, we can promote in to Demand Fulfillment platforms.

Demand Fulfillment platforms are Search Engines. Yes, People searches for their demands in search engines like Google and Bing. You can reach the Search Engine Audience by doing SEO, Google Search Adwords, Google Shopping Ads & Bing Ads.

You can understand, Demand Generation as

“Demand for the Product/Service is not there in the market, so you can generate the demand”.

It may be innovative product or unique services. So, here we can choose Demand Generation platforms.

Demands for a product/service can be generated in the place where the market has more audiences. For example, An author has decided to launch of his new book in a summit. So he can reach more audiences, he can expect direct sales also.

In digital platforms, demands can be generated in Social Medias by Social Media Marketing, Google Display Ads, YouTube Ads.

According to the platforms you have chosen, you can choose your effective methods. You can test with different methods to find the effective method for your business.

Lead/Sales Funnel

Once you chose your platforms and promotional methods. This funnel is the idea of process to close the sale. Each business has the sales funnel. This funnel starts with the large number of potential audiences and ends with smaller number of sales.

The sales funnel has four stages.

  1. Awareness
  2. Interest
  3. Decision
  4. Action

Awareness: You can make awareness about your product/service or brand by running ads on the digital platforms Grab the audience’s attention. Try to communicate with them about the product.

Interest: Once we grab their attention, they start explore the more details about the product. If they get interest(this product may likely to give solution for their problem), They start the interaction with the business like requesting more information, giving their contact details, etc.

Decision: Now the customer know about our product and interested. It’s time for the decision to buy the product or not. Here the customer starts considering pricings, comparing with competitors in all aspects. Some sales with offers and discounts may require to totske positive decisions.

Action: Once the decision has taken, the next one is purchasing the product. Here transaction has to be happened. This is the conversion point.

The customer journey has not end here. There is one more stage, that is After Sales.

After Sales:

Once the customer purchased the product, you can ask them to give ratings and reviews about the products. Utilizing the marketing automation, will support after the sales.

Delight them with offers and extra benefits. Make them loyal to your brand. You can also up-sell, cross-sell to them.

The whole article can be summarized into 5 steps,

  1. Understanding the Business
  2. Identifying the Target Audience
  3. Select Promotional Method & Platforms
  4. Lead/Sales Funnel
  5. After Sales

I love to listen your view on this blog.

Let me know your strategy, that will help me in future campaigns.

Please comment below.

If you find this post will be helpful, I’d be very grateful if you share it. Thank you!

Note: Real-time Case studies using this strategy will be updated.

 

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Sri Ganesh Ram
Sri Ganesh Ram
Digital Marketing Professional with more than 2 years of Experience in improving the website traffic, Lead Generation and Conversions for multi-diverse businesses by executing the digital marketing activities like SEO, SEM, Social Media Marketing, Email Marketing and Inbound Marketing.

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