Running a more effective lead generation advertisement
Running an advertisement online is a great way to generate more leads for your business. If not done well, it can result in a lot of money spent when you need it the most. So – to get the most out of your lead generating ads, make sure to take a look at the following.
Targeting the right audience
Among the biggest advantages with digital advertising is the ability to target your audience. It goes beyond the traditional demographic targets like age and location to more in depth segments about your audience. For example if you are a mortgage broker or lender and you are looking for new leads, you can target first time home buyers or those who have shown interest in purchasing a home. By eliminating waste your targeted ads can reach a more relevant audience.
Creativity and relevance
With the right target in place, it comes down to the subject matter in your advertisement that will bring more visitors – and potential customers – to your website. It is important to be creative as your write your ad but don’t let it get in the way of the direct call to action you want to present. Remember that your audience does not know you, probably does not recognize you and immediately needs to know how your service or product is going to improve their life. If you can get that across and build the first level of trust with your viewer they will be more likely to click and convert.
Collect only the necessary information
Once you have all of this new activity on your website because of well written and targeted advertisement, it’s important to make it as easy as possible for the user to take the next step. A common mistake with lead generation advertising programs is to try and collect more information than is actually needed. For the first touch point in your sales process, do you really need to know the number of employees at the business? Do you need to know if they have a fax number? Probably not.
Collect only the needed information to make the next touchpoint and don’t push for more. There is no shortage of research that shows the more you want to collect, the less likely someone is to provide information.
Last but not least as users begin to show interest in your product or service and have filled out a lead generation form be sure to respond quickly. There is no doubt that you may be one of several sites they have viewed in your market space and you want to be one of the first to get back to them. In this day and age you likely have to compete with an on demand pace for the consumer. Setup a workflow that allows for a qualified lead to get qualified attention.