In many years of studying, experimenting and testing several different marketing techniques, I have come to understand the gamut of marketing strategies and have had my fair share of watching many marketers and companies made mistakes – mistakes that could have been avoided if only they had a strategic plan and lead nurturing system in place.

The internet, together with the digital assets it generates,  can perhaps make assessing efficacy difficult under more traditional marketing measurements. Going about branding, product promotions and lead generation without understanding their implications and relevance to the modern world of marketing will never deliver incredible benefits.

There are some very sophisticated strategies I’ve seen around, and there are too many others which continue to be used which simply do not deliver results. Those supported by strong brand loyalty, dependable lead nurturing systems, and clear marketing goals, have made it through difficult times.

Focusing on lead generation, here are three steps I recommend to simplify the process:

Focus on quality, not quantity

When company directors aim to track measurable leads based on the dollars spent on the campaign, they generally measure leads using  a Cost Per Lead (CPL) model. However, this model often gives a false perception that focuses too much on cost and not enough on quality.

For example, your lead generation program delivered 100 leads from a total $10,000 spent for the program. Meaning, the CPL model you achieved is $100, which is fairly a good amount. However, when trying to operate under the Cost Per Lead model, the quality of the lead is often overlooked.

Your goal should be achieving a more focused and valuable group of prospects. To do this, you need to know what kind of people you would like to become your leads; who do they work for and what are their responsibilities; what are their geographic boundaries and will it matter to your campaign; will you need fewer target-specific leads or larger quantity less target-specific leads. All these are very important to your lead generation campaign. I have asked clients which they prefer – they often choose quality over quantity. You should, too. These specificities can be gained by using a digital marketing strategy like we have at iMOB.

Solidify your brand

Who are you? Why should people (or your target leads) care about you? Companies who have established strong brands like Coca-Cola and McDonalds can create and offer new products or extend their brands easily because consumers already know them and trust their brand.

If you are fairly new to the market, you will need to institute your unique selling position (USP) and marketing identity to your consumers and launch activities for further branding to solidify your brand in conjunction to your lead generation campaign.

Finalize your lead nurturing plan

A well-thought lead nurturing plan will let you know what to do with your leads once you have them. Therefore, finalize your plan before starting any lead generation campaign.  Is your system or plan designed to nurture your leads during the entire phase? Lead generation programs often undergo multiple levels of interaction and engagement. If your system is not ready for this, you’ll not be able to convert your leads into loyal customers.

For each lead generation campaign, determine how you want your leads to behave.  Do you want them to attend your webinar, fill out contact forms so you can call them, register to win, or download white paper reports. Make sure that your lead nurturing plan maps out your steps and include timeline of engagement.

Hopefully, this post inspires you to consider creating a strategic lead nurturing plan prior to starting any marketing programs you have in mind. Moreover, I strongly encourage you to inhibit the urge of jumping into any campaign without a well-thought plan.