A Lead Generation Campaign uses Push vs Pull Marketing Efforts
Brand marketing and lead generation campaigns are actively focused on generating results. This blog explores Push vs Pull Marketing Efforts.
One of the biggest trends that’s going to last for a long time, is that brand marketing and lead generation campaigns are merging. It is no longer enough to say, “Well, here’s some content” or “Here’s a great piece that we created.” It needs to actively generate results. Many businesses who throw their logo (branding) around are going to be more focused on the outcome of those branding efforts… more now than ever before.
Corporate executives and small businesses alike are evaluating efforts and matching it with ROI on shorter cycle intervals. While it is important to keep track of trends, sales, revenue, and brand marketing efforts; what we want to showcase, is that there are steps you need to take to bridge the gap from brand awareness and marketing efforts to lead generation initiatives.
At Beholder, we call this the PUSH vs PULL Marketing Effect.
PUSH: BRAND MARKETING
There are a few things you need to have in place for brand marketing awareness.
- Foundation: You need to have your foundation in place. Digital: Is your site capable and functioning? Can it grow and add blogs to it? Is it mobile responsive – meaning can people see it on any of their devices? Is the copy on the site relevant and SEO optimized? Do you have landing pages and forms that work? Traditional: Do you have brochures, sales sheets, and other marketing materials ready to help your consumer learn more about your product or service? How about an updated and informative business card?
- Message and Positioning: Answering these questions is essential when we start to develop your brand strategy. What is your brand message and your position? What do you stand for? What are the things – products or services – that you’re trying to sell? What’s your company story? What is the consumer’s need and how does your product or service help them?
- Be a Resource, Thought-Leader: Often times, a lot of the companies think, “My marketing should just reflect promotions of my particular product or service.” That is not how consumers take in information anymore. As consumers, we have shifted over to be research oriented. “Google it!” has been the mantra for the last decade. Consumers have opinions and review things. We can go to multiple sites, get background information, and really make our own decisions before we decide to buy or pick up the phone. Your position needs to be one of explaining, being a resource, showing that you’re a thought leader, and that you have a full understanding of how your product or service works for the consumer. Then it can help your lead generation campaign show value to your business.
- Diversify your Marketing: You have to, not only connect and garner attention, but also engage with your consumer. With engagement, comes a lot of content: blogs, social media, video, photography, graphics, info-graphics, etc. A slew of content that you can actually have available for those searching for you. Remember not all consumers look for you the same way. For every 100 consumers, be prepared to have multiple resources for them so they can connect with you with what’s comfortable and appealing to them. Now you can understand and appreciate why your brand marketing and content marketing campaign needs to be diversified so you can make sure you’re attracting your audience. (Watch the video for further explanation.)
PULL: LEAD GENERATION CAMPAIGN
Generating quality leads is the primary objective of a lead generation campaign. The Pull Marketing Effect is focused on your internal goals and objectives. Our marketing and sales automation process keep you very organized and actively monitors viewer history, tracks their visits, and develops goals for every campaign to determine successes. This way you, as the business owner and sales team, are not just guessing, but are aware of the campaigns that generated the most interest. Giving us the ability to repeat the process.
Bottom line — you want your lead generation campaign to generate revenue!
- Plan Your Campaign: What goals do you want to achieve? Leads? Product Sales? Further reinforce the purpose behind the content. Whether organic or paid, create a specific campaign based on your goals, objectives, and budget. Create landing pages, and use whitepapers as downloadable opportunities for viewers to connect with you. When selling a product, provide a coupon or promo code to track campaign effort success.
- Sales Collateral: Recognize the difference between a PULL campaign vs a PUSH Effort. Use the sales collateral to drive leads and start a nurture funnel. Just because it’s not a hot lead doesn’t mean they’re not worth the sales cycle effort. Do you buy something the first time it’s placed in front of you? Often times, not at all. Neither will your customer… so you must be consistent with your marketing automation efforts based on your prospect’s activity.
- Gather Data: Get people to sign up for a webinar, download a white paper, or any other type of documentation that you may have to give to them. By engaging your consumer, you’re gathering data.
- Trigger Sales: Your marketing process is different than your sales process. There’s a hand-off… similar to like a baton in a track meet. You’re in the same race together, but each is responsible for their own section. Work together during the marketing to sales transition with transparent records and data. You’ll find just how efficient your growth will be when you work together to achieve the same goal!
And just in case you were thinking, “Why am I giving something away for free?” Well, them giving you their phone number, their email address, their name or any other bit of information is an asset to you and your sales team. It may not mean that they’re going to buy right away, but the lead generation campaign process is a combination of hot leads and the marketing effort needed to develop a nurture funnel.
A BETTER LEAD GENERATION CAMPAIGN WILL SHIFT YOUR MINDSET
If your current mindset says, “Well, why do I need content, I have a website?” or “Why do I need social media? I just want leads.” You have to understand that there’s a full process to getting a lead generation campaign to be successful. Consistent efforts will yield positive returns. It’s worth it to nurture a prospect and turn them into life-long, loyal buyers.
Furthermore, if you’re skimping out, or thinking, “Oh, this is irrelevant, I don’t need this.” You’re missing out on opportunities, to further nurture prospects who are doing what we all do… research and think before we decide our course of action. It may seem insignificant to you… but you are in your business every day. Your prospect isn’t… so it’s exciting and new to them.
Because every purchase is reviewed prior to making it, from reviews of our restaurant of choice to consumer ratings of a crib for a new baby. The best brands know that using brand awareness through a content marketing campaign helps to generate leads and sales. Push AND Pull Marketing connects with future long term clientele.
- Brand marketing and lead generation do go hand in hand.
- Develop a Strategy. Work the Plan.
- Be Consistent and Relevant.
- Be sure your Sales team is Prepared for when the Leads come in.
- Recognize if it’s a Hot Lead or if it needs to be Nurtured.
- Use your Content to further Nurture the Lead.
- Actively follow up.
- Work every Qualified Lead through your Sales Process.
If you don’t have the time or the resources available to develop your brand strategy; find it difficult to develop consistent content; have a tough time being objective about your messaging; and simply feel overwhelmed by the lead generation process, Beholder can help. Contact us to discuss your marketing needs and start working towards measurable results.