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Why Does it Matter?
A common strategy for several professionals within the financial space is to use digital marketing for lead generation. The primary aim of these campaigns is to maximize the revenue from a click, but people sometimes overlook other factors such as content marketing can play into initial conversations with new prospects.
The success of a lead generation strategy isn’t depending on the entire leads generated, but the number of leads that successfully converted into sales. According to a study conducted by HubSpot, only 27% of the total leads generated are qualified for sales. This means that a business’ sales team is dealing with an outsized number of unqualified prospects that result in a waste of resources, and so in a poor lead gen ROI.
The sales team is the first point of contact for many potential clients. When reached through an ad, the first touch is that much more critical. A negative first touch could cause potential good-quality leads to get overlooked or worse yet, send them to your competitor.
A large number of leads don’t always equal more sales.
5 Ways to Maximize Lead Gen ROI
In this article, we’ll look at 5 ways businesses can use to maximize their lead gen ROI.
A great way to maximize your lead gen ROI is to qualify your leads. Lead qualification can help you maximize the efficiency of your lead funnel and, as a result, improving the ROI.
You can qualify your leads by using lead scoring models. Lead scoring involves assigning values to each lead you generate. For example, you can score your leads based on how they’ve engaged with your website or according to the information they’ve submitted. These scores will help you at the end figure out how sales-ready a lead is.
Here are some lead scoring models that you can take into consideration:
- Online Behaviour
- Personal Information
- Email Engagement
Segment your Database
Segmentation is one of the most important aspects of your lead generation strategy. Why? Briefly, segmentation is important because it allows you to target leads in the most efficient way possible. When you try to reach everyone, you often end up reaching no one. A significant aspect of segmentation is that it reduces the clutter that typically arises from lead generation campaigns.
So, segmenting your leads into distinct groups based on criteria such as their geographic location, job description, and specific pain points can help you create more focused content with higher engagement rates.
Here’s a more detailed step-by-step guide:
- Research your target audience
- Create a sales funnel
- Use the segments that matter to you
Segment your leads based on:
- Geographic location
- Professional information (Income, Occupation, etc.)
- Marital status
- Interests and personality traits
- Implement your segmentation systems
Automate your Marketing
All-in-one CRM platforms can track your lead gen campaigns accurately and ensure that you’ll receive the most qualified leads. Therefore, your lead gen ROI increases
Invest in a Relevant, High-Quality Content Marketing
The primary way to improve your lead gen campaigns is to ensure that you’re creating high-quality and relevant content. In marketing, content is the king. If you think you are taking all the correct steps to generate leads, but something fails, inspect the content you’re creating.
You can create content in many forms. It might be a regularly updated blog, videos, or images. Although most professionals understand how essential content is for lead, it is still the area where many businesses fail. According to a research from the Content Marketing Institute, only 30% of B2B marketers feel that they are effective in content marketing.
Track your Analytics
Professionals often underestimate the ability of analytics when it comes to marketing decisions and increasing lead gen ROI. But, by regularly tracking and analyzing the data from your campaigns and your website, you have a clearer picture of which tactics and strategies are working.
Here at FinanceVine, we are experts in generating ROI-positive results in the financial services space through online lead generation.
Schedule a call with us and discover how we can help your business.