Generating Leads from an Advertising Campaign
It is crucial to realize the importance of advertising in the lead generation process. Studies report that the majority of most purchasing decisions are the result of advertising. Also, advertising helps build brand awareness and helps create a niche for your company in the marketplace.
How to Generate Leads from Advertising:
Here are some pointers to keep in mind in your advertising campaign, in order to generate leads for your business:
♣ You can use print or electronic media or a mix of both to get in touch with your prospective leads.
♣ Your advertisement should focus on the uniqueness of your product as compared to your competitors, i.e. highlight the core value of your product. Try to arouse sufficient curiosity in your prospects to make them inquire more about your product.
♣ When you are using advertising for lead generation, it is helpful to calculate advertising cost to compare it with expected return on your investment. This includes cost of designing, production or printing and advertising media.
♣ If you have a small marketing budget, then you can use low cost advertising techniques such as posters, promotional stalls in local markets, local newspapers, leaflets and brochures etc.
♣ With larger advertising budgets, expensive advertising techniques such as TV, CDs, DVDs and online media can be deployed for lead generation.
♣ Pay per click advertising has recently become very popular as a cost effective means of lead generation. In this technique search engines like Google are used to send prospects to a company’s website. You will pay only when a client clicks on your ad and visits your website.
♣ It is crucial to be consistent in using logos, mission statements etc. to set a particular brand image in the minds of your prospective leads.
♣ If you are using an advertising agency, be very clear and specific in explaining your advertising goals to them.
♣ The language and tone of advertising should be designed keeping the profile of your prospective client in mind e.g. age group, income, life style etc.
♣ Do not forget to give the prospect ways of responding to your ad, e.g. by phone or your websites.
♣ It is very important to check the effectiveness of your advertising campaign by measuring how many leads have been actually generated. Commonly used indicators in this regard are advertising to be cost per thousand, cost per response, and percentage response etc.
As your advertising campaign aims at generating leads, if it fails to produce results, you need to review your strategy. Ensure that you use the most cost effective form of advertising that yields maximum leads.
Tags: advertising, advertising campaign, advertising for lead generation, direct email marketing
