Lead generation is a process of attracting and converting strangers and prospects into someone who has indicated an interest in your company’s product or service. A full-funnel advertising approach can help you target the right people and create quality leads with a higher lifetime customer value.
Common tactics include:
- Leveraging SEO techniques specifically tailored for each phase of the sales funnel;
- Running display ads featuring visuals geared towards desired target audiences;
- Utilizing social media platforms to engage with potential prospects on an individual basis;
- A/B testing messaging for continuous optimization;
- Hosting live chat sessions regularly;
- Offering gated content like whitepapers for download in exchange for contact information;
- Among many others, tactics are tailored toward specific goals and conversion scenarios.
To generate high-value leads with a full-funnel advertising campaign using B2B advertising, you should:
- Define your target audience: Identify the specific industries and job titles of the decision-makers you want to reach.
- Develop a clear value proposition: Articulate the unique benefits of your product or service and how it addresses the specific needs of your target audience.
- Create a comprehensive advertising strategy: Develop a plan that includes a mix of tactics such as search engine marketing, social media advertising, content marketing, email marketing, and account-based marketing.
- Use retargeting and lead nurturing: Retarget ads to people who have visited your website or engaged with your content, and use lead nurturing to keep your brand top of mind and build trust with potential customers.
- Track and measure results: Use analytics to track the performance of your campaigns and adjust your strategy accordingly to optimize for lead generation and conversion.
- Partner with an experienced B2B advertising agency: A good agency will have experience with all these tactics, and can help you manage, execute, and optimize your campaigns to get the best results.
An effective full-funnel advertising strategy should include a mix of paid, owned, earned, and shared channels, such as organic search, PPC campaigns (Google Ads and Social Ads), content marketing (blogs, videos), email marketing campaigns, influencer outreach programs and PR activities.
To maximize lead generation with a full-funnel advertising strategy, businesses need to ensure that their message is consistent across all channels in order to create brand recognition with potential customers. Additionally, businesses should use analytics tools such as Google Analytics and AdWords Conversion tracking in order to monitor performance in terms of clicks and conversions over time. This will enable companies to identify the most successful ads and adjust their strategies according by focusing resources on those areas that yield more positive returns.
Finally, businesses should track lead-to-close rates constantly in order to evaluate the quality of leads generated by different channels. Monitoring how successful each channel is at generating high-value leads that turn into sales over time will ensure that companies are optimizing their efforts in lead generation for maximum returns from their investments in digital marketing activities.
By assessing customer intent, using retargeting techniques, mapping prospective customers to more qualified leads, personalizing the offer, determining goals and objectives, and understanding your customer journey, you can create a successful advertising campaign that yields consistent results. Additionally, by also keeping an eye on your competition and staying ahead of trends in paid media strategy development, you can ensure that your campaigns are always meeting the needs of your audience.