What is the problem?
Recent studies have shown that lead generation is the biggest obstacle for many companies with an online presence. According to a report by 360 Leads, of the over 78 percent of businesses that executed online lead generation campaigns in the last year, only 17% met their targets, the study was conducted by sampling marketing executives from six continents. Many marketers identify with these statistics, given that they too know how much of their efforts end up unfruitful, shunned by a huge chunk of their target audiences.
1. Lack of patience and proper nurturing programs
One of the most cited reasons for this failure is an inability by the marketer to effectively nurture their prospects and guide them further along the sales cycle. All too often, marketers lure prospective clients into opting for emails or giving their contact information too soon. This becomes ineffective because the average consumer today is rather wary.
During the process of generating leads, it’s important to remember that while a consumer may be interested in whatever information you have to offer, they may not be ready to commit to long-term engagements, which is what email opt-in are in essence.
Lead generation has many advantages, not the least of which is building a large contact list for the business. However, you need to patiently nurture each relationship, instead of jumping in to sell something to them. Today’s consumers can spot a sales pitch from afar owing to the number of sales messages they’ve been exposed to, willingly and otherwise.
As such, the average prospect will always weigh the value of the content you’re promising against the risk of having to engage with a sales rep in future.
2. Too many offers
The truth is that many consumers shy away from responding to email marketing campaigns, simply because they are overwhelmed with the number of offers. Consumers are now exposed to an overload of marketing information, available everywhere they turn. This also means that the consumer doesn’t have enough time to process all of them.
As a marketer, you must find a way to engage with your audience without scaring them off, and yet stand out from your competitors. this is challenging, but there ways to improve the efficiency of your internet marketing efforts in lead generation in particular:
- Build credibility – don’t be shy about any awards, which make you seem more authentic and trustworthy to consumers
- Communicate properly – depending on the stage of each prospect, carefully nurture each lead by providing value for them according to how far they have advanced down the sales cycle. Use your email and social media marketing strategies to prove your worth to prospective clients
- Be rounded – there are too many companies and businesses fighting to reach a limited target audience. You can stand out from the crowd by being well rounded. Don’t be afraid to humanize your business by sharing information about events as well as your team’s and your own hobbies, passions, interests and/or social commitments.
With all businesses competing on a global scale, online lead generation is certainly difficult. However, with careful planning and strategy execution, you can demonstrate your uniqueness to consumers and therefore, get a stronger grip of your audience.