There is no doubt that lead marketing offers a number of unique benefits – especially in the case of email marketing. Whether you are aiming to grow your subscriber base, convert more leads, encourage more clicks or even increase your email open rates, lead generation offers an effective way to reach your audience.
With that said, there are a number of things that can quickly ruin your chances of bringing in new leads, let alone ensuring that they convert. Keep on reading to find out which lead marketing mistakes you certainly want to avoid.
The Biggest Lead Marketing Mistakes to Avoid
Some of the biggest lead marketing mistakes to watch out for include the following:
- Wasting time on cold leads. Not every lead will convert. Some may not even bring in any clicks. If you are not taking the time to score leads according to their potential to convert, you are wasting your time, effort and budget on leads that will likely not turn into sales. By focusing only on warm leads, or at the very least lukewarm leads, you will be able to get far more value from your lead nurturing campaigns.
- Approaching all leads the same way. On a similar note, failing to segment your lists is also a big mistake. A number of studies have found that even segmenting by gender can make a huge difference in your campaigns. According to a 2015 study done by The Direct Marketing Association, segmented and targeted emails generate 58% of all revenue. You could segment by demographics, or go one step further and segment by behaviour to create messages that are even more meaningful to your audiences.
- Not having a sales funnel in place. Finally, that takes us to our last mistake. Not having a sales funnel in place. This is the most effective way to manage your leads in a strategic way that delivers optimal results. Without a funnel that takes subscribers through each step until they are ready to convert, you may end up causing a warm lead to go cold when you try to reach them when they are not quite ready. A huge part of effective lead nurturing lies in creating a funnel that is designed to convert.
Ready to take your lead generation strategies to the next level? Running a successful lead generation campaign can really place your business or brand on another level. Creating one that works completely integrated into a sales funnel is another story.
What experience do you have with lead generation?