As marketers – and especially marketers that work for agencies – our goal is to generate qualified leads for our clients and our own companies. Of course, there’s a lot of other work that goes into being a standout marketer, but at the end of the day, if we don’t produce sales qualified leads for our clients or company, we’re out of a job.
If your current lead generation tactics make you feel like you’re treading water in the deep end, don't worry – the solution is easier than you think.
And it very likely has something to do with your frame of mind.
You’re Chasing Trends
Effective marketing is a marathon, not a sprint. Yes, there are “quick wins” that can make an immediate impact on your marketing, but the marketing efforts that will reap the most positive, long-term effects take time to identify, implement, and propagate.
In the marketing world, there's a constant stream of new and innovative tools/trends that promise to streamline our marketing while producing outstanding results. The combination of innovation and marketing is like peas and carrots – except sometimes vegetables go bad and spoil the intended results and relationship.
Not every marketing trend is a good one, so take time to consider which of your day-to-day marketing efforts are actually producing results and which are sucking your time away instead. If a marketing trend or tactic isn’t producing results after a reasonable amount of time, scrap it. You can put it in your toolbox for another day or earmark it for another client or campaign that may get better results, but ditch it where it isn’t working.
Your time is valuable. Don’t waste time doing marketing activities that return negative results.
You’re an Automaton
Because of tools like HubSpot, marketing automation has sliced the time commitment of our day-to-day marketing tasks to a fraction of what we’re used to, which is a good thing – EXCEPT when we blindly skip through those marketing tasks without a second thought.
Consumers are smart, and they can smell marketing automation from a mile away. If you trek through your social media posting, on-page SEO, blogging, and the like without a thought about your effectiveness, you’re an automaton.
Being an automaton is detrimental for two reasons: one, you’re not considering your actions’ outcomes – you’re just performing a rote task. Two, you're not innovative – you're lazy.
As marketers, we never know which prospects are lurking out there, but we DO know that a prospect does 80% of their research before they reach out to a salesperson. So your marketing efforts are being watched carefully, even if you don’t know by whom, and if you treat your marketing carelessly, you’re setting a standard for how a prospect feels you'll treat them.
So What Do You Do?
Grab a cup of coffee or tea, find a quiet, non-distracting space, and THINK about what you could be doing differently to earn better lead generation results. Set (or reset) SMART goals. Sift through your reporting and see where your leads are (or aren’t) being generated and begin to mentally shift your focus to efforts that can help you reach your goals. Think critically about how you spend your day and if your marketing actions are translating to prospecting and lead generation wins.You won’t have all the answers right away, but you’re helping yourself, your company, and your clients by being curious about becoming a better marketer.