Lead Generation Campaign: How Not to Fail? 

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Do you ever find yourself wondering where your next client will come from? Or maybe you’re panicking as you try to keep your sales momentum going. Well, don’t worry – this article has got you covered.

We know that setting up a successful online lead generation campaign can be tricky, so we’ll examine everything you need to know in order to do well. We’ll also throw in some great examples of what to do and what not to do.

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What Is a Lead?

This is a lot less annoying than getting a random cold call from someone who bought your contact info.

From a business perspective, the information collected from your survey helps them tailor their communication to your needs. Leads are a crucial part of turning casual visitors into customers. 

Not all leads are the same, though. They vary based on how interested they are and where they are in the buying process.

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Understanding Lead Generation Campaigns

You might use job applications, blog posts, coupons, live events, or online content to attract potential customers and guide them toward your products or services.

Imagine trying to explain this to someone outside the marketing world. Instead of saying, “I create content for lead generation,” which might sound confusing, I’d say, “I find cool ways to attract people to my business. I offer them useful stuff to get them interested so they’ll eventually want to buy from us!”

That’s what lead generation is all about – getting people warmed up to your business so they’re ready to make a purchase down the line.

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Lead Generation Strategies: Keep This in Mind Not to Fail

Now that we have answered what a lead generation campaign is, let’s explore effective lead generation strategies that can help you avoid failing in this field. 

#1. Content and SEO – Perfect Marriage

Truth be told, content marketing, and SEO help you attract leads who are genuinely interested in what you offer. Instead of interrupting people with annoying ads, you’re providing valuable information they’re already seeking.

With content, you guide users to your landing pages by offering useful, free info. You can place calls-to-action (CTAs) throughout your content – whether it’s inline, at the end of a post, in the hero section, or even on the side panel – to encourage visitors to take the next step.

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#2. Run Ads and Target the Right Users

Lead generation ads are designed specifically to get prospects to share their information with your business. They’re a powerful way to drive traffic to your lead generation landing pages, and you can use various types of online ads for this purpose, like paid search, paid social, and display ads.

For example, NetSuite uses paid search ads to promote its accounting software. These ads link directly to a landing page with a lead generation form. Some platforms even offer built-in lead generation tools. 

Google Ads also has a nifty feature: lead form assets. These add call-to-action (CTA) banners to your ads that open lead-generation forms right within the ad, simplifying the process and boosting your chances of converting prospects.

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#3. A/B Testing: Might Be Boring, but Important

A/B testing, or split testing, is a smart way to compare two versions of a webpage or marketing material to see which one works better. Here’s how it typically works for landing pages:

• Create two versions: design a control version and a variant of your content.
• Show them to different audiences: present the control to 50% of your audience and the variant to the other 50%.
• Compare results: look at key metrics to see which version performs better.

For instance, you can test different headlines on your landing pages, see which ad types bring in the most leads, or experiment with different quotes in your case studies. This data-driven approach ensures you’re optimizing your tactics for the best possible results.

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Real-Life Lead Generation Campaign Examples

Getting into real-life life-examples is always interesting, that’s why we’ll review a couple of brands and see how they succeed. These will give you a better idea of how to put lead generation into action and see what works best for your business.

#1. Vegetology Example: Using Mystery Discount

Here’s a fantastic lead generation example from Vegetology. Instead of offering the usual 10% discount, they got creative with a “mystery discount.” This clever approach sparked curiosity and drew more interest from potential customers.

They also added a seasonal touch by including the current month in their headline – like “July Special.” This created a sense of urgency, encouraging people to act quickly. 

To make things even smoother, they used all sorts of tools to automate the process so they didn’t have to update the popup every month. This combination of mystery and urgency really paid off for them!

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#2. Obvi: Getting More Contacts and Warm Leads

Obvi nailed it with their teaser campaign for Black Friday. They used it to build a subscriber list and boost sales during the big sale. The campaign had a strong 7.23% conversion rate and managed to collect 210 new phone numbers in just one week.

But, the real magic behind this strategy is to use these ‘’warm leads’’ for the upcoming promotions and discounts. Everybody loves being spoiled in terms of price. So, Obvi is now featuring a 20% discount, but first you have to tell them what’s your goal. 

Even the banner they created is engaging and drives people to click on it. 

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Conclusion

A successful lead generation campaign requires creativity, strategy, and ongoing optimization. By using tactics like mystery discounts, targeted ads, and A/B testing, you can attract and convert potential customers more effectively. 

Keep experimenting and refining your approach, and you’ll be on your way to building a solid lead generation system that keeps your business growing.