Here we present the most common mistakes that have been on the rise in marketing department’s quest for effective lead generation.
The telephone leads are good but they must start from a thorough analysis of the prospects and quality of leads.
Telemarketing is one of the most common modes of lead generation. However, it also has one of the lowest conversion rates! Depending on the objectives, prospects and type of product / service you want to publicize, you can achieve a conversion of around 10%. But with a few tweaks you can increase this percentage. One of the mistakes marketing departments make while working with telephone leads is to think of conversion before setting out a roadmap. The main failures come from the hand of a buggy database, poor campaign creativity, poorly trained telemarketing team and the wrong approach to the key benefits part of the pitch.
Social networks are not just a fishing waters for leads.
Companies worldwide have been working on the establishment of a consistent presence among the most popular social networks. However such activity has often been done without any clear ultimate goal and above all, without doing any homework on the social media presence’s monetizing power. The trend that is increasingly common is to consider investment in social networks in terms of achieving a bunch of leads. Thus forgetting that the main value of a social media page is to improve corporate image, increase loyalty of current customers and promote WOM (Word of Mouth).
In lead generation, differentiation is synonymous with winning.
If one analyzes the activities of competing companies in certain sectors, it can be seen that nearly all follow the same lead generation plan with variable degrees of success but almost similar amount of investment. This copycat behavior can be very detrimental to getting the amount of success that can be achieved. The truth is that finding new ways not commonly used by competitors sometimes allows us to find hidden niches to target more effectively and get better ROI (Return on Investment).
In conclusion, each organization is different and that successful recipes applied by some often do not serve the same purpose for the rest. Analyzing one’s target market, customer expectations, competition and product / service characteristics often determine the lead generation mix most convenient to employ in terms of effectiveness and efficiency. Therefore, don’t just start walking on a beaten path, explore other avenues and possibilities first!