When it comes to launching any kind of lead generation campaign, the first thing you need to ask yourself is, “What do I want to get out of this?” And the next thing you need to ask is, “How am I going to measure the performance?”
Without addressing these two important considerations, your campaign won’t deliver the results you are hoping for. Too often a good piece of content simply floats around without a defined strategy and goal for its promotion. Equally, great ideas for content simply won't come to fruition if your execution is poorly planned.
So before you put pen to paper, agree your metrics within the business and make sure your reporting mechanisms are up to scratch. No word of a lie, we’ve seen campaigns go out the door that don’t even track opens and clicks, never mind downloads and onward engagement. That may sound crazy, but you’d be surprised...
It can feel daunting to know that your campaign is under scrutiny from sales and the wider business, but without decent reporting you will never know what you can improve. Even if the number of downloads doesn’t meet your expectations, your investment of time, money and effort is not lost. Try a different angle: tweak your messaging and retarget your promotions. Only by tracking will you know if you’ve found a successful audience sector for your campaign.
Don’t rest on your laurels
There’s no rest for the wicked – or the marketing team. It may seem like you’ve pulled out all the stops to get your current campaign launched (and quite frankly you deserve a few days to just sit back and chill out) but lead gen initiatives wait for no-one. So when you’re putting the final touches to this quarter’s campaign, you should already be underway with the next. And ideally you should have a very good idea of the following quarter’s content as well. Things change quickly in business, but planning 3-6 months ahead just makes good sense.
Get smart with your resources
Yes, this is the bit where we tell you to use an agency to help you with your campaigns. Well, you should! A good agency will act as an extension of your in-house team and will allow you to run more activities in parallel, so you simply get more done. And if they’re worth their salt, they will also be able to help you with your promotion strategy and ideas for future content.
The bottom line: commit to a plan, embrace reporting and leverage all the resources at your disposal – while always remembering to keep one eye on the next campaign.