Importance of Gathering Online and Offline Leads for Lead Generation
In today’s digital world, it comes as no shock that marketing departments are putting more time and investment into generating leads online. From investing in lead generation technology to having a unique easy to use website, it seems online lead generation is now the leading source for gaining new business.
As a marketer, you should not just be focusing your efforts solely on online activity but also recognize the potential that is within offline marketing activities. The best combination to gain results is to effectively combine your online and offline lead generation activities, which are revealed within this guide.
Online generated lead
Online leads are often generated from users that have been directed to your website, via blogs, SEO, WOM, review sites, PPC, to list a few. A great tool for gathering online leads are web forms, you can embed them on to your website and allow your visitors to fill it out if they are interested in your product/service, once a user has filled out that form you can build a profile around them. A couple of other tools for online lead generation can include landing pages and surveys.
Offline generated lead
An offline lead is generated from other methods other than online. You might have met in person face to face or a lead that engaged with a direct offline marketing campaign. Basically, an offline lead is an interaction that happens away from the internet. Since an offline lead might not be connected to the internet, they are more difficult to track and are hard to contact unlike an online lead as you might not have their contact number and email address. Forms of offline lead generation tools include enquiries over the phone, printed adverts, WOM, networking or engaging with a direct mail campaign you sent out using leaflets.
Combining online and offline content to work hand in hand
Content marketing is your main tool that you use to generate leads online. Your content marketing is used a lot online for writing blogs, whitepapers, social media content and much more. It’s sometimes the case when your content is created solely for an online campaign, once after that marketing campaign no one knows how else that content can be used again. What you can do is reuse that content in a way to improve your offline marketing activities. A few ideas you could use are:
Leaflets: They are a great way for expanding briefly on your product/ service and should be very light reading. There straight to the point and will have all of your contact information on them such as website and email. Other benefits include:
- Being cost effective
- Deciding who to distribute to
- Higher rate of responses
Data sheets: Having data sheets means you can go into more depth about a certain feature of your product/service. These are useful for when a prospect is interested in a certain aspect of your product.
Flyers: By using the information from your data sheets you can hand these out. You can include a code which links to one of your landing pages, so users can scan the QR code on their phone and it will link them to the landing page and not your company website homepage. Some of the main benefits of flyers include:
- Great for promoting certain events
- Measurable for tracking the success (Inserting a QR code for people to scan)
- Easy to distribute
Business cards: If you meet a potential prospect you can give them a business card with your contact information on. On the business card, it can include your email address, phone number, website and more information about your company. The benefits include:
- Helpful for when you are networking with someone
- Looks professional
- Helps you to stand out
What is most important here is brand consistency, make sure that your offline marketing activities always refers to your online presence. This content can include leaflets, brochures, memory sticks, pens and they should all have links back to your website and social media. You shouldn’t forget that even the little things should have brand consistency, for example your business cards. Brand consistency can be achieved through your company’s colours, logo, imagery, text style, slogan and much more.
Email marketing campaigns
You can combine both of your generated leads into your email marketing campaigns. With your generated offline leads, you should create a personalized email that mentions how you came across that contact, for example, if it was at a business expo say “it was great to meet you at…”
While with your online leads, add them to a general email marketing campaign to inform them more about your company, offers, promotions etc. Include your offline leads as well after you have sent them a personalized introduction email. From this, you can send those contacts further information such as newsletters, whitepapers, and other beneficial assets.
Incorporating social media
If on your flyers, leaflets or business cards you have social media icons, try to add relevant links to go to, for example, a shortened URL link to your Twitter page. It can be pointless saying if you’re on Twitter then follow us and expect users to search your name and connect with you. What you should do is copy your Twitter URL and then add that text next to your social media icon, for example, ‘twitter.com/FIVECRM – this gives your content viewers a direct link that they can directly enter their browser, therefore saving them time and increasing the likelihood of them following you.
User-friendly landing pages
When it comes to landing pages, you can create one for both online and offline. With an offline landing page, it makes it easier for you to track how people access that landing page, using a QR code you can link people from using one of your leaflets to being instantly linked to your landing page. This can allow you to track the success of your offline marketing campaigns. For an online landing page, you can create one for a marketing campaign to track the success of it, using a trackable URL link that you can use to track the success of a social media campaign.
What is great about landing pages is that you can have it customized around a specific theme or marketing campaign, for example, if you want the landing page visitor to book a demo of your product then you can customize one around that. It’s important to make the design of your landing page consistent with your website as well.
In the end, both of your online and offline marketing leads will eventually all be pumped into your sales funnel. No matter if it’s a generated online or offline lead, it’s ultimately down to how you nurture that prospect. Ensure you’re making full use of the content that you are producing and that you are constantly promoting your online presence through any offline activities that you undertake. You will get the most returns once you have a strong established sales process that engages at regular touch points, which helps establish a relationship that has you at the forefront of your leads’ minds.
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