An effective marketing attribution strategy can improve various aspects of your marketing, ranging from the engagement of customers, to your total return on investment (ROI).
One of the most crucial areas of your business that marketing attribution can improve is lead generation.
Elevating your lead generation is essential for drawing in a greater number of customers, gaining more exposure throughout your industry, and increasing the potential for sales with every interaction.
In light of this, this article will take you through what lead generation is, as well as the top three ways it can be boosted using an effective marketing attribution strategy and call tracking software.
What is lead generation?
Lead generation is the process of creating interest in customers, using your marketing strategies.
Whether it’s the desire to purchase your products or services, or simply learn more about your business, a lead is generated when customers are influenced to continue interacting with your company.
Leads are important for your business, as they are prospects who have yet to make a purchase, but show great potential for it.
Customer journeys can have a whole range of variations and complexities, but a fundamental goal for each one is that they convert to a lead, and then a sale.
There are often many different marketing touchpoints that a customer can go through in their journey, and it’s the effectiveness of these touchpoints that determines how engaged the customer is, and how successfully they are converted to a lead.
Leads can be identified in many different ways. For example, they could be a customer who is funnelling fairly quickly through each touchpoint, and potentially filling out any information forms or creating an account.
Another identifier of a lead is a customer who makes a phone call to your business, as this is a key indication that they’re interested in your services.
How can marketing attribution boost lead generation?
Using marketing attribution – as well as the many expert tools involved, including call tracking – you can significantly increase your business’s lead generation.
- More effective marketing strategies
Marketing attribution will help you map out the entire journey of customers, aided by call tracking software which can establish the exact touchpoints visited by a customer before, during, and after a call, using detailed insights and reports.
With this data, you’ll be able to see the touchpoints producing the most customer engagement. Using this, you can start replicating similar marketing campaigns that mirror the successful parts of these high engagement strategies.
As a result, you’ll have a range of more effective marketing strategies, which will better engage more customers, and therefore increase your lead generation.
- Improved customer communication
The attribution process can also establish the effectiveness of your customer communication, and how your phone calls influence the journeys of customers.
Using speech analytics – a feature that’s available with call tracking software – you’ll have every customer call transcribed, along with any relevant keywords being identified in the conversation.
This will allow you to assess the quality of your communication, including the purpose of each call, how well the customer is engaged, and how satisfied they are afterwards.
This can give you a basis on which to make improvements to any lacking areas of your communication, thus creating an optimal customer experience for every call, which will significantly increase lead generation.
- Detailed monitoring and evaluation of performance
Marketing attribution not only helps you increase lead generation with effective marketing, but it can also help you ensure these sufficient rates of lead generation are continuously upheld.
After adapting or implementing any new marketing strategies, it’s important to monitor how well they perform, and evaluate whether any changes need to be made.
For instance, any new strategies that are successfully generating new leads can naturally be kept in your marketing activity. Alternatively, any strategies underperforming can either be altered or completely removed.
This will ensure only the campaigns generating sufficient leads are used throughout your business, and with a higher number of more effective strategies, your lead generation will remain consistently high.