Maggie Mistovich is VP of Marketing at TextUs , the leading SMS platform for recruiters, marketers, salespeople, and HR managers.
Lead generation strategy is an ever-changing landscape, and most marketers forget how to best generate leads at the most important stages of the buyer's journey. It's not just about attracting potential customers. One thing I've learned over the years is that quality almost always trumps quantity. Smart marketers will take half as many leads if it helps them convert better.
With that in mind, here are some tips that have made a major difference in how to create a strong marketing funnel and have proven to make a huge difference in conversions at every stage.
Clearly define your ICP
Defining your ideal customer profile (ICP) is the cornerstone of any successful marketing strategy and should be the first thing you create before moving forward. An ICP is a detailed representation of your best prospect who is most likely to benefit from your product and thus benefit your business.
A clear KPI covers everything from product development and messaging to channel selection and sales tracking. This allows marketers to tailor their approach, ensuring the right message is delivered to the right person at the right time. This precision not only increases engagement but also leads to higher conversion rates and better customer retention. Investing time in defining and implementing your ICP is essential to improving your marketing funnel and improving the quality of your business.
Position your brand effectively (be ready to take action)
Relevant messages and placement in marketing are important and serve several key objectives. Above all, effective messaging aligns with your chosen PIC, generating interest, building trust and building lasting relationships with potential customers. It conveys the unique value of your product or service, allowing your brand to stand out in a crowded marketplace. It's about going where your prospects are and delivering your solutions in a way that addresses their specific needs or problems.
These elements are directly linked to higher conversion rates in the sales funnel. When a potential customer feels seen, heard, and valued, they are more likely to engage with your brand, trust your product, and ultimately convert. By presenting a clear, relevant message to a clearly defined audience, your marketing strategy not only attracts leads, but also attracts the right prospects who are more likely to convert and become loyal customers.
Effective positioning requires a lot of time and effort from an organization's marketing teams. While it's important to be confident in your brand message, the process can and should be iterative, especially for early-stage businesses. Editing your posts regularly is a conversion optimization exercise. Don't be afraid to quickly focus on gaining a better understanding of how small changes can lead to a significant increase in conversions and better overall results.
Use communication that encourages participation
Adopting an omnichannel approach to communication is essential for interacting with potential customers. This approach extends your reach by allowing you to interact with your audience on their preferred platforms, increasing the likelihood of conversion. Traditional methods such as emails and phone calls are often considered intrusive or careless due to their overuse. Research shows that the average email open rate is just over 20%, while cold call response rates are only 2% lower than that.
On the other hand, SMS has proven to be a game changer in the purchasing journey. Messaging is direct and personal, yet unobtrusive, striking the right balance in our rapidly evolving digital ecosystem. In fact, our internal data shows text message open rates as high as 98%, with 90% of these messages read within the first three minutes of receiving them. When used strategically, SMS can effectively direct contacts through the funnel, provide customer support, collect feedback, and promote special offers, helping to increase engagement and conversion rates .
Acquire key recurring customers
I don't have the generally accepted opinion that longer forms of lead generation are often better suited to your marketing funnel. Conversion rate optimization skeptics will say that less is more, and that you should minimize the number of form fields to have the best chance of converting a visit into a lead. I've found that while the top of the funnel may look impressive, conversion rates drop off quickly as you move forward. This leads to bad leads landing on sales managers' calendars and wasting time on both sides of the table.
However, a balance must be found. Repeating lead capture patterns through A/B testing, button placement, different messages, and number of fields can help you choose the right lead capture strategy. The hardest part is knowing what questions to ask without confusing your prospect. If you look closely, high intent can manifest itself in many different ways, but the one thing that doesn't indicate purchasing intent is simply having an email address. By asking a few additional follow-up questions up front, you're more likely to receive high-quality leads who demonstrate strong intent and are ready to engage with your brand.
Use paid search to find out
Paid search is a powerful tool that opens up new possibilities in your marketing strategy. It serves as a key indicator of marketing potential, providing important information about how potential customers will search for your product or solution. By carefully researching the keywords used by your target audience and analyzing search volume, you can better understand their needs, behavior and purchasing trends. I believe this data is important to improve marketing efforts and align them with market trends.
Additionally, monitoring fluctuations in search volume can indicate changes in consumer interests and help predict future trends. It's not just a way to get traffic instantly. It is the compass that guides your strategic decisions, allowing you to anticipate market changes, adapt your message and stay ahead of the competition.
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