5 Must-Have Elements to a Successful Lead Generation Campaign

A lead generation campaign is useful for, well, just that – generating leads. It’s a great data-driven strategy for companies that want to have a clear measurement of their ROI, across marketing, advertising and media spends.

So, how is a lead actually generated?

There are a lot of pieces that can go into a lead generation campaign, but here are five must-have elements to a successful lead generation campaign:

1. Landing Page

First, identify a central location to obtain leads – the most common being a landing page. The main goals of the landing page are to:

• Segment the campaign from the main website: A landing page is a branded, campaign-specific webpage that should not be a part of your main website’s navigation or use the same domain name, but rather a vanity URL that reflects the campaign name.
• Serve as a destination for an ad: You’ve attracted them one way or another with your ad messaging or visuals, so a landing page allows you to reinforce that messaging and encourage them to take further action.
• Not distract the user : High-converting landing pages do not have navigation or external links. The sole goal of a lead generation landing page is to guide the user experience, so they convert to a lead.

2. One clear, incentivizing call-to-action

A call-to-action (CTA) is a good starting point to work backwards from when mapping out the user experience on a landing page as you guide them from attraction to conversion.

CTAs are a necessary messaging strategy to incentivize and inform the lead about what it is you have to offer them in exchange. Best practice indicates that in order to generate leads, something of value needs to be provided to that lead in order to take the desired action.

It’s important to only have a single CTA though, so it is very clear about the action the user should take next in your relationship with them.

Here are a few examples of clear, incentivizing CTAs:

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3. Concise method for lead capture

You could have eye-catching ads, phenomenal copywriting on your landing page and a really useful product, but if you do not have a simple way for visitors to become leads, you will not see the ROI that you wanted.

Forms are the most efficient way to capture lead information. Since a form has a direct influence on how many leads you generate, here are a few considerations:

• Location of form on the landing page – make it immediately visible!
• Number of fields included – keep it short!
• Necessity of fields included for your sales team – obtain the bare minimum information!
• Descriptive, actionable CTA and form button – explain what value a lead is about to receive!
• Privacy – ensure lead information is secure!
• Be fun – make filling out information worth the time!

4. Follow-up nurture communication to enforce value

Once a lead has been generated, there is no guarantee that the lead you’ve captured is qualified and truly ready to become a customer. To get leads to this point, follow-up communication tactics are used to nurture leads through a sales process until they are ready for your sales team.

These additional touchpoints with your lead may seem like additional unnecessary work, but research tells us that the investment is worth it. Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads (Source: DemandGen Report).

In addition to increasing the likelihood of a sale, the nurturing process offers many additional benefits to organizations. Within these communications, they can share their brand voice, promote their culture, educate on what value they can bring and cultivate relationships with their potential customers.

5. Solid analytics reporting tools 

A lead generation campaign can be challenging if all you focus on is total conversions.

While this is a key metric to determining success, if you like to geek out on the numbers like myself, you can find really unique insights in other useful metrics that influence conversion total. These insights can help you to continually optimize your campaign for improvement with clear benchmarks to work towards.

There are a variety of helpful reporting tools and sources you can set up at the beginning of your campaign to collect data from, but your top priority should be Google Analytics and utilizing a marketing automation platform to run your campaign.