Do you know how to recognize a truly great company? No matter how good it is, it is always trying to do better.
From our experience talking to organizations of every shape and size, we have learned that the companies that think they are doing everything right never get any better.
So, if your company is not satisfied with its online lead generation marketing, congratulations — you have what it takes to be a great marketing company. To take your marketing to the next level, focus on these things:
- Track lead generation with precision. It’s crucial to know where every phone and website form lead came from: the type of campaign, the keyword, the time of day, the day of week, etc. Fuzzy analytics lead to fuzzy campaign testing and fuzzy campaign evaluation.
- Track leads all the way through in your CRM. Lead generation campaigns should be evaluated on their lead generation, but in order to judge lead quality and the ultimate business impact of your efforts, you must know how many leads are turning into customers, and how many customers are turning into great customers. In addition, careful follow-up tracking alerts you to flaws in your sales process that may be undermining productive lead generation campaigns.
- Learn from your competition. A common weakness in companies not yet great in marketing: failing to look at competitor marketing tactics and strategies as intensely as they look at their own. Internet marketing is never done in a vacuum — your best-laid plans could be fatally flawed if they fail to account for new competitive approaches to the market.
- Align with the right agency. Are you in your agency’s sweet spot, in terms of your company’s size, target market, geographic market, scope of business, etc.? Many times, companies get stuck in the mud with their marketing because they’ve outgrown their agency or their business, or the agency has changed in ways that make the fit less than ideal.