Dealing with marketing agency lead generation can be a painful and arduous process, especially when the growing digital market seems to be expanding at an exponential rate. The Hinge Research Institute reports that agencies that generate at least 40% of their leads online grow up to four times faster than agencies that do not capitalize on the web. It’s clear that you should be looking for digital marketing agency leads to grow and sustain your agency now more than ever.
Wondering how to generate more leads? Here are some of the most significant ways to help your agency with its lead generation pains.
Identify Your Client
If you’re pulling at your hair trying to figure out how to get new clients, consider taking a step back before going forward. Marketing is no longer about pushing your brand out to the public, but getting the attention of people who are likely to seek it out and buy into it. And who is likely to be interested in your brand? Your current clients of course!
By identifying and researching your current client pool, you are better able to understand where, when and how to spend your marketing dollar and generate leads more efficiently. It may help to first research other agencies and find out what sophisticated strategies and online tools they use to identify clients and track their online behavior through keyword phrases, age, interests, location, income, and more.
You will also have a better insight on which social platforms to place the ads. Once again, this will help you save money and direct resources to the most effective platform. For example, if research shows that your ideal client spends more time on YouTube rather than Facebook, you can direct more of the advertising budget to the video website and improve your creative agency lead generation.
This may sound like “digital marketing 101” for some, but building an ideal buyer profile is the vital first step in lead generation that many agencies either ignore or simply don’t have the time to fully dive into. However, taking the time to lay out a solid client research strategy ensures that your resources are spent effectively in the long run and your lead generating advertising is targeted to the right audience.
Create Meaningful Campaign Goals
Once you have created a vivid picture of your ideal customer or client base, it’s time to set goals for your campaign. As an agency, it’s important to define the specific growth pains that you’re currently facing, whether it’s reaching new sales goals, new conversion goals, or in this case, lead generation goals. Again, it’s important to consider your agency’s current capabilities in planning for the future. Some questions you may want to ask yourself before starting a campaign are:
- What am I currently spending on lead generation, and how much can I afford to spend?
- Where is the best place for my agency to allocate its lead generation dollar?
- Within what amount of time do I want to see an increase in ROI, and by how much?
Agencies who set SMART marketing goals consider these questions during the planning stage of their lead generation campaigns and often find success in matching those goals.
With everything in business always moving forward, it only makes sense to set campaign goals to see how effective your campaign was and what changes you might want to consider in future strategies when it comes to lead generation.
Manage the Campaign with Regular Testing and Tracking
Creating a beautiful campaign geared toward your buyer personas with effective visuals, premium content, and easy navigation is one thing. However, how do you know if the campaign is working the way you want it to? Campaign tracking is a helpful tool that will allow you to see which keywords and phrases are converting best. An effective tracking tool will also integrate with your automated marketing tactics in order to pursue and nurture leads in the future.
A split test, or A/B testing, is another tool that is important to improve campaigns. By testing changes to the landing page, call to action, email formats or even the campaign offer, you can compare the effectiveness of each option by measuring their impact on your audience. This way, you can make changes to benefit the overall effect of the campaign.
Continuously Measure and Improve
By continuously monitoring, measuring, and assessing your campaign metrics, you will take the guesswork out of generating leads for your digital agency. For the highest impact and greatest lead generation, your campaign should be fluid, making changes along the way to improve the effectiveness and maximize your return on investment.
Discover how WSI, the world’s largest network of digital marketing consultants, has helped improve other digital agencies relieve some of the pains and struggles involved with lead generation and increase their ROI. Take a look at our website to learn more.