Driving Successful Lead Generation Campaigns for US and Canadian Businesses

Introduction

USA and Canada are two countries existing in the same continent, but that are quite different in some ways. For instance, one b2c report shows that although the Canadian’s spend about 39 hours online monthly on desktop, (75 hours including mobile), their adoption of online shopping is a lot lower than that of shoppers in the US. The US is also more economically developed and vibrant than Canada. However, economic growth reports from 2017 and 2018 show stable growth for Canada, effectively positioning the country as a B2b leader, alongside the United States and countries in the Asia-Pacific region. As new opportunities emerge in Canada, so too do marketing strategies. Businesses of all sizes have to improve their lead generation approach to embrace digital trends that have already taken root in the US.

What is Lead Generation

Inbound marketing refers to the process used by marketers to find potential customers. In inbound marketing, this process begins even before prospects are aware, they have a need for a product or service. Through the lead nurturing process, prospects are then made aware of a brand and are nurtured to a point of preference and then purchase. This method differs from outbound marketing, where b2b marketers rely on cold calls, untargeted print-and-tv advertisements, and tradeshows, to push their brands to an unsegmented market.

Insights from Current Industry Data

You will only know if your lead generation strategy is as successful as it should be if you compare yourself to other companies. Market reports and surveys are a great place to start. For instance, Hubspot, in partnership with Qualtrics, surveyed over 900 marketers drawn from Europe and North America. From that report, it was clear that:

  • Successful companies have a better understanding of their customer landscape. 74% of unsuccessful companies do not know the number of visitors, marketing qualified leads, or high quality leads they generate.

So, How Can You Succeed at Lead Generation?

Below are six tips to help you drive a successful lead generation campaign:

1. The More Leads the Better. You Need Leads to Generate More Revenue

As mentioned above, you can only start meeting your revenue goals if you are generating as many leads as possible. Consider the table below. The higher the annual revenue, the more the leads generated. Only 8% of companies with over $1 billion in revenue generate under one hundred leads in a month. Compare this with 82% of companies in the $250,000 annual revenue range. This means that as long as you consistently focus on lead generation, you are more likely to succeed.

2. Leverage the Power of Software

Another important factor that emerged in survey mentioned above is that successful companies use software and systems to automate their lead generation. For instance, up to 41% use marketing automation software. Note that software is not a preserve of companies with big budgets; there are a lot of software options available for companies that do not have a lot of budget to spare.

3. Create Customized Offers for Leads in Different Stages of the Buying Cycle

Website visitors come in all shapes and sizes; some are just browsing, some are ready to buy, others want a demo, while others want to speak to someone immediately. Their intentions and actions will depend on where they are in the buyer’s journey. If a lead is at the top of the funnel, they will want to learn more. Target them with an eBook or a video guide. In the same vein, offer free trials or product discounts to increase conversion likelihood for leads closer to the bottom of the funnel.

4. Be Consistent and Deliver

If you want a lead generation that has a high conversion rate, you have to give your leads what you promise them. If you promise value, make sure that this message is consistent throughout. Avoid over-hyped ads that over-promise because although they may attract clicks, those clicks will come with a high bounce rate if visitors find that your offering doesn’t deliver value as promised.

5. Create a Landing Page for Your Offers

If you want your offer to stand out, you need to create a sperate landing page for it. The only reason they click on your CTA is because they are interested in your offer; if you drive them to another page, you will only divert their attention or worse still, they may end up exiting your site in frustration. This is not good for your conversion rate. Again, it’s important to mention here that creating high-converting landing pages takes time, patience, skill and testing. For this reason, before you launch your new campaign, ensure that your landing page will leave a good impression.

6. Generate Leads on Social Media

Social media can fit in any stage of your lead generation campaign, but you need to use it strategically by doing the following:

  • Add links to your social media posts, that direct visitors back to your landing pages.
  • Use analytics to monitor posts that generate the most leads. Improve on those posts and promote them more.
  • Run contests. Giving prizes and free gifts increases engagement and encourages people to sign up.
  • Use lead gen forms. Twitter, Facebook and LinkedIn all have lead generation capabilities that you can take advantage of.
  • Use PPC. Pay per click ads display on google and other search engines. As long as your ads feature the right keywords, you can take advantage of the massive user traffic on google, Bing and other SERPs.

Conclusion

That’s it! As you try out the tips discussed above, don’t forget that your strategy will have more chances of success if you track, perform A/B tests, make necessary changes to your campaigns and use a multi- channel marketing approach.

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