Lead Generation: Content among the most difficult tactics, but also quite effective
To determine the most used lead gen tactics, and map that to their effectiveness and difficulty, we asked the following questions in the MarketingSherpa 2012 Lead Generation Benchmark Report …
Q. Which of the following lead generation tactics does your organization currently use?
Q. Please indicate the LEVEL OF EFFECTIVENESS (in terms of achieving objectives) for each of the lead generation tactics your organization is using.
Q. Please indicate the DEGREE OF DIFFICULTY (time, effort and expense required) for each of the lead generation tactics your organization is using.
And then we asked your peers for their feedback on this data…
Be the resource
I don’t agree that content marketing is one of the most difficult tactics, although I will agree that it is one of the most effective for lead generation. Marketing these days is about educating your target market, engaging with them, and only selling when they’re ready to buy. Until that time comes, be the resource that they go to while researching solutions to their problems.
– Jen Picard, Digital Marketing Manager, Meltwater Group
Difficulty and effectiveness is impacted by how you execute
I find email is less difficult and more effective with the right content.
– Jim Naro, President, The Naro Group
Content is really difficult to do right
The reason why content was labeled as most difficult is because business owners simply don’t have the resources or time to run a proper content marketing campaign. Counting in:
- Solid keyword research
- Separating texts to target different stages of lead interest (just looking, comparing services, emotional purchasing triggers)
- Proper writing for the Web (scanability, active language, short sentences, bullet lists etc)
The list is pretty long, and not everybody has the time to learn all that and then apply it. Compared to say, PPC, content is really difficult.
As Jen said, it’s all about feeling the pulse of your Web visitors. The power of content is that you can use different content pieces to speed up their pulse and get them to a purchasing decision by moving them deeper into the conversion funnel. Aside of email, hardly any other tactic is as effective of a convincer as content.
– Igor Mateski, Owner, WebMaxFormance
Mobile is bigger than social media
My attention was drawn to mobile marketing designated in the social media circle. While this is certainly true, increasingly people are accessing their email from their smart devices. I believe mobile is bigger than just social media and could have a significant impact on the performance of campaigns in the future.
Increasingly tracking multi-channel behavior will also play a role in assessing marketing performance.
– Joseph Ruiz, Owner, Strategic Marketing Solutions
Very true, Joseph. To be clear, social media and mobile marketing were treated as separate tactics in the benchmark report. For this specific chart, they both had similar levels of effectiveness and difficulty, so they occupy a similar place on the chart.
However, I can see that the way we displayed the chart, with mobile marketing almost looking like a little moon orbiting social media, one could easily deduce that we implied for mobile marketing to be seen as a subset of social media. That was not our intention.
MarketingSherpa Lead Gen Summit 2013 – September 30 – October 3, San Francisco
SEO and Email: The Best Marketing Efforts You Can Undertake (via WebMaxFormance)