The definitive goal in marketing today is firstly to generate leads and ultimately transform lead generation into lead engagement. You underestimate lead engagement as a digital marketing tool at your peril. It is a vital tool that helps businesses to bridge the gap between themselves and their customers. It is an all too common mistake for companies to launch costly lead generation strategies with the aim of enhancing market sales and profit, but failing to ensure customer retention. It is this failure that lead engagement and nurturing targets.
But how is this achieved and how will it benefit your business? In order to achieve the transformation of generated leads into engaged leads you will need to find out as much as possible about the buyer and their demands, you will need to present your company as a thought leader and create a smooth, attractive process to nurture your buyers along their journey from lead to client or purchaser.
Go back to basics
It is incredible how simply shifting your focus back to core values can expand your horizons and aid in transitioning between lead generation and lead engagement. Cut back on the number of suppliers and systems used for your inbound marketing. Performance is almost always optimised when obstacles and complexity in the process are removed. You need to ensure that you have a clear set of metrics for success. This should be related to your cost per acquisition targets, customer conversion rate and the value (over time) of each engagement that your marketing strategy is to generate. By making your targets transparent with everyone you use you will benefit from clear and relevant thinking along the way. You can fall into the trap of constantly switching ad and marketing suppliers to save money or get a fresh perspective. The reality is that you are incurring costs and losing focus. Your focus should, instead, be on building strong relationships with a tight-knit group of service providers.
Focus on content
The regular publication and marketing on social media of vital, engaging content is absolutely mandatory in any campaign that seeks to convert generated leads into engaged leads. Content should include news on your products and services and focus on case studies and reviews of your services and products from other customers. You should use that information gathered in lead generation (such as key search words used by customers) to solve perceived problems in blog posts and position your company as a leader in the market.
Marketing funnel as continuum
Get used to considering the marketing funnel as a continuum. Your job is to make your sparkling introduction to the buyer or lead early on in their journey. This is when they are situated at the pinnacle of the marketing funnel. By engaging and nurturing their interest at this stage and onwards then you have the best chance of completing the cycle of lead generation to lead engagement to purchaser. Always remember that your greatest future customers are your customers of the present. With this in mind it is imperative to continue marketing to them after their initial purchase. Do not take them for granted.
Get an honest appraisal from your customers
Sometimes the best ideas on how to improve your marketing can come from those who have been on the end of it! Consumers have never been cannier and these days with so much information at the press of a button you shouldn’t try to outsmart them, rather engage with them and see what annoys them and what resonates with them. End users love engaging marketing that is problem-solving, educational and inspirational. Quizzes, useful lists and guides are all key tools in lead generation strategy today.