All Optimization Great and Small: Real Lead Generation Fixes

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All Optimization Great and Small: Real Lead Generation Fixes

 

big small lead generation optimizationIt goes without saying that your lead generation efforts require daily monitoring for optimization. Paying attention to key performance indicators like website visitors and leads everyday helps you meet the monthly goals you should regularly set. But what happens when the number of leads starts to fall below the numbers you need to reach your goal?

Well, that exact thing happened to both us and a client last week. When we logged into the HubSpot portals we noticed that, despite traffic exceeding the goals we set, the leads for both websites were sliding. In both cases, we were able to respond to the decline in a very short time period. So, how was it fixed?

Small Improvements Can Go a Long Way

In the case of the client, the fix was simple and took less than 10 minutes. A new low-performing call to action was the culprit. Once the issue was assessed, the call to action was updated so that a higher performing message was put in place.

You can see in the graph below when the leads started to slide and the day that they shot back up based on that quick update.

client lead generation

It's great when small changes like this work. But they don't always.

Be Ready for a Big Content Push

In the case of our website, we couldn’t just make a simple change to a landing page or a call to action. Instead, to capture new leads, we had to launch a new eBook, "Lean Digital Marketing."

As a policy, we have a bank of lead-generating content that’s ready to go at a moment’s notice. (Right now we have one completed piece ready to launch when we need it, one being finalized and one being written.)

There’s a lot of preparation work for this: 

  • The content needs written and designed
  • The landing pages and calls to action need to be developed
  • Emails for promotion and lead nurturing need to be prepped
  • A press release promoting the content needs written
  • Online advertising campaigns need built

When you have each of those pieces ready to go in advance, you can quickly flip all the triggers and start the promotional efforts for that content. That’s the position we were in, and the results, which you can see below, were phenomenal.

kuno lead generation

Our website this month is not just meeting our goal, but also exceeding it by a comfortable margin.

Marketing Takeaway

Don’t panic when your leads start to slide. See if minor changes can make a big difference, but be ready to launch new lead-generating content if you need to. But above all, monitor your KPIs daily so you can optimize your marketing tactics when absolutely necessary.

photo credit: joiseyshowaa


Comments

Could you speak a little more to the online advertising campaigns that you use to promote lead-generating content like ebooks? I'm curious if you're using Adwords, LinkedIn Ads or other PPC.
Posted @ Friday, October 26, 2012 11:09 AM by Diona @ Knowmad Internet Marketing
Thanks for asking, Diona. For this example, we primarily used a combination of Google Search ads and Facebook Promoted Posts to increase visibility. This isn't always necessary when you are promoting the content through blog posts, social channels and press releases. However, it does provide an added boost.
Posted @ Friday, October 26, 2012 9:37 PM by Dan
I couldn't agree more, Dan. So often a poor performing piece of content can mean a dip in overall metrics. Like you said, the key is to set targets based on past performance and identify (and edit) content that is not fueling your marketing machine the way it should.
Posted @ Wednesday, October 31, 2012 2:04 PM by Jodi
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