Are you making critical digital marketing mistakes that affect lead generation? Here are the 5 most common ones we see companies make.
In a world where there are 2 trillion Google searches each year, it’s harder than ever to cut through the online noise. That’s why it’s so important to invest in the right approach to digital marketing. But between the internet and the inbox, companies are making critical mistakes that directly affect lead generation. Here are the 5 most common ones we see.
1. Not focusing on the right problems and keywords
People don’t choose you because they think you’re the best product or service, they choose you because you offer the best solution to their problem.
Consultancy Marketing Interactions puts it very nicely – your product is not the hero of your company story, your customer is. This means that successful lead generation is about targeting the right people with the right problems, and knowing what keywords they use in online research.
Look for longer keyword phrases that reflect how prospects are searching for solutions. For example, if you’re targeting small businesses for contact management, try focusing on ‘how to handle customer complaints’ instead of ‘CRM system for SMEs’.
2. Message mismatch
This is where we start looking at the customer journey. I see this mistake all the time, and it’s a conversion killer.
Here’s what usually happens.
I see a PPC ad or receive a sales email. The message grabs my attention and I’m interested in learning more. I click on the call to action and am directed to a landing page. But the landing page header isn’t directly tied to the message in the call to action. This is message mismatch. I’m excited about learning more, but the company is being coy about telling me what I want to know. I don’t have time for a detective mission, so I close the browser window.
Don’t do this. Instead, take your prospect on a journey of matching messages. Here’s an example.
I’m on a restaurant email list. I received an email with this subject line:
New Menu – 2 for 1 on all dishes
I like the restaurant, I’m curious about the new menu and I like the sound of 2 for 1. So I open it. The first thing I see when I open the email is:
They’ve matched the first message from the subject line. Check. The second thing I see is:
They’ve matched message number 2. I’m getting the information I thought I would get from the subject line. I’m happy I’m learning what I wanted to, so I keep reading. I see some mouth-watering images and read about what’s coming up at the restaurant. The call to action at the bottom of the email is:
I click on that, and the landing page header is:
And there’s a form right there for me to choose the date and time for my booking.
At every stage, this restaurant is giving me exactly what I’m expecting. Think about your emails, online adverts, social updates and call to action buttons – with every click, make sure you fulfil the promise you’ve made to the reader.
3. Going for the big conversion too soon
This sin applies to companies selling high-value products and services. If it costs lots of money, not many people are going to respond to something that says ‘Buy Now’. It’s too big a leap. I’m not ready to hand over my credit card details (or my reputation, if it’s a business purchase) without learning more – and probably speaking to someone.
Break the purchasing process into small conversions. We often get clients to map it out using post-it notes. Identify what the prospect is looking for at each stage, and create micro-conversions for each one.
You can see an example on the Make home page.
We sell digital marketing services. If you’re looking to invest in a new website, social media campaign or online advertising, your process is to speak to a few specialists, take a look at their portfolios, learn about their approach to your requirements and get a quote.
If we put a big section on our home page that ends with ‘Send Us Your Brief’, very few people will bite because it’s too big a step. They don’t know enough about us, and they may not even know exactly what they want to do (that’s what they need us for).
Instead, we identified the micro-conversion – a website critique. The first step in digital marketing success is making sure your website is working for you. So that’s the big thing we ask prospects to do on our home page.
We were speaking to a client recently who wanted to send an email linking to a blog post and a landing page. The blog post would have a bit of insight on technology developments, and the landing page would give readers the opportunity to speak to a sales adviser.
4. We recommend you focus on one goal per communication 99% of the time.
When you offer more than one choice, prospects are more likely to choose nothing. Instead, show you understand the problem and offer the single best next step towards a solution.
In this client’s case, we recommended including key points about the benefits of technology developments in the email itself, bolstering the argument for clicking on to the landing page. Then the landing page included more detail about product benefits and special offers, guiding prospects to discuss their requirements with a sales adviser.
Giving a clear path shows you’re an authority who know exactly what prospects need to do to solve their problem.
5. Not creating a nurturing funnel
Just because prospects aren’t ready to convert now doesn’t mean they won’t be ready later. And if they’ve bought now, they may be ripe for cross-selling.
Don’t let the prospect forget about you, or you miss out on those future opportunities.
Let’s take these opportunities one at a time.
The first is the prospect that’s not ready to convert. These are people you need to nurture. Maybe it’s a bit of remarketing. She decided not to buy those shoes, but if she sees that beautiful suede enticing her as she’s scrolling through Facebook, she may well reconsider.
If it’s a conference, send a sequence of email invitations focusing on different aspects of the agenda and what the prospect will learn. Tell a story in the months leading up to the day, so by the time the registration deadline rolls around the prospect is worried about missing out on all the value you’re offering.
The second opportunity is the repeat customer. Not only do you want to nurture prospects through the purchasing process, you want to delight existing customers and keep them coming back.
Amazon are masters at this with their ‘People who bought X also bought…’ emails. That’s easy to do if you’re an ecommerce company. But even if you’re selling a complex product or service, you need to be doing this. Have the sales adviser or customer relationship manager flag new products as they come in. Email offering annual reviews to see if requirements change. Send guides explaining how customers can get more value from their purchase.
The more helpful you are, the more trust you build. And trust leads to loyalty leads to revenue.