Organizing To Launch A Lead-Generating Campaign

Before launching any lead generation campaign, make sure all involved teams are on board and on the same page. The goals should be clearly defined and applicable to the different parties. The strategies should be in place to effectively be geared toward this similar goal

To start off, the campaign flow should be outlined carefully. Where does the process start and how will it end? How will you define its success or failure?

- Correlate the promotional material, collateral to be used with the goals

If the goal is to increase leads online, then the promotional material will be correlated to this goal. Most if not all efforts will then be concentrated online. You can start with search engine optimization (to enhance sign ups via the website), email campaigns, online linking campaigns and even search engine marketing if you've got enough money to play with

- Identify different response mechanisms

How do you want people to respond to your campaigns? Will there be a hotline number or d you want to course all campaign responses through your website or maybe a particular email address? These should be outlined carefully so your teams will be well-prepared to entertaian in-coming prospects and follow through on possible sales.

- Define the marketing message in line with the goal

Position the goal of your messages in the collateral in such a way that it will not be drowned by other content. Make this the focus of the entire piece. This should be the same for all pieces and for all campaigns if you're doing multiple campaigns at the same time

- Ensure that the user makes the most of your campaign

For the campaign to be effective, the user has to enjoy the experience. The campaign should be targeted enough to be appreciated by the right market. The flow of the campaign from ad to landing experience to response acceptance should be smooth and directed towards the goal.

Once these steps are properly outlined, the campaign should be able to push through without a hitch. These are macro perspectives of any campaign and not designed to sweat the small stuff. But once these are in place, the details will fit perfectly like pieces in a puzzle.

Why Spend on Marketing

When determining the investment figure on marketing, first thing that comes to mind is - ROI or returns. How much revenue will I get from this spend? While it is true that returns constitute the basic premise of why a marketing budget is set, there are also a couple of things to consider:

• Awareness. Setting up a business is futile if nobody knows about it. Marketing should be part of an initial cash out requirement. People should know that you exist

• Market positioning. It is important for the company to set itself apart from its competitors. It follows then that proper messaging be established and disseminated. This requires marketing. Not only does the company have to be different/ unique from its competitors, it also has to prove superior.

• Lead generation. While the primary goal of marketing is to let the world know that your company exists, it is also imperative that marketing brings in prospects or potential clients. This will serve as the gauge for the marketing campaign’s success or failure.

• Customer retention. As much as gathering new customers is important, so is retaining satisfaction of current customer base. Once the company has accumulated a pool of clients, satisfaction has to be guaranteed. An intelligent marketing campaign should follow suit to emphasize the client’s value to the company, not only for future revenue generation or repeat business, not to mention positive word of mouth, but also reminding customers that it is to their favor that they continue to transact their business with the company.