Lead Generation

Components of success – lead generation

Before launching the entire sales process, you need to take care of several areas to assume that your sales efforts will make sense. This includes, first and foremost, verifying the demand for the product or service you are offering, as well as defining the prospect, i.e. the ideal customer for your service or product. It is also important to have a proven sales system and a path that will lead to lead generation. Contrary to what you might think, the path you use in real time can be replicated in the online sales process. After all, the behavioral mechanisms are very similar and it is worth taking advantage of them.

Acquiring leads has not one name

Why? The point is that it is not enough to have very large budgets for PPC ads to get sales and the desired level of conversions. The factors that affect whether a product or service sells are actually many. Even if a user visits us a couple of times from different sources – Google Ads campaigns, Facebook remarketing or Google organic traffic – he or she may still decide not to take the action we expect. There may be several reasons for this. For example, it is enough that we are too unreliable – we do not have a portfolio, references, reviews. We are not worth trusting. In such a situation, no matter how many times we drive the same user to our website – he will not become our lead – a customer.

At the same time – if we have a strong brand that boasts successes, a trusted audience and a long-standing presence in the market, but we do not run paid campaigns aimed at reaching new customers – we will not generate leads either.

It is worth looking at the whole process of “lead generation” through the prism of its complexity and multidimensionality. Only taking care of all the individual aspects can give us the expected results.

How do we work?

We try to look at each project globally. We do not propose a PPC campaign at the moment when the website is unattractive or the store is put on a basic template in one of the popular SaaS, and the conversion does not satisfy. This can be considered a waste of money from the get-go. Only if we know that the graphic design of the website or store is inviting, inside it there are social proof elements (e.g. testimonials, portfolio, reviews) we are willing to launch PPC campaigns – our goal is not to burn through the budget. Isolating only one area of activity, is never an optimal solution.

Keep in mind the quality of the leads!

An important element in the whole process of acquiring leads is their value. It happens that we generate leads of low value, which makes the return on the whole investment low, which translates into the fact that the whole activity is unprofitable. It’s worth taking care to create a hierarchy of the value of leads and record their value, so we can identify a target customer who will bring us more profit. For it is better – as it is not difficult to guess – to obtain fewer leads, but with higher value.

We had such a situation some time ago in the industry. We conducted activities for a period of 6 months. The project developed step by step. Slowly the traffic to the site and the number of hits from various channels increased. However, this did not directly translate into sales. Recently, however, we received information that a customer from the Internet (lead) appeared and decided to sign a contract, amounting to 200 thousand per month. In one fell swoop, the six-month investment was returned – at a very high premium.