Five Steps of a Lead-Generation Campaign
You need to follow a five-step tactical strategy for any lead-generation campaign. No matter which lead-generation tactic you are using, you should use all five steps to get the best results for your efforts:
1. Determine and plan your approach.
2. Research and discover your target customer.
3. Build your assets.
4. Execute your test campaign.
5. Measure, measure, measure!
To this five-step process, we might add a sixth step:
6. Repeat.
To ensure maximum results for your lead-generation efforts, you should repeat this five-step process with each campaign and with each tactic you use.
In this chapter, I will examine each of these steps in depth, and show you how to apply each step to your lead-generation campaign, no matter which tactic you are using. In the chapter for each tactic, I’ll show you how the steps apply in executing each tactic.
As I explained in Chapter 3, a successful lead-generation strategy depends on finding out which tactics work best for your business and which ones are the most cost-effective. But to truly measure the effectiveness of a lead-generation tactic, you must make sure that you are “doing it right.” If you are regularly using a certain lead-generation tactic (e.g., direct mail, e-mail marketing) but the tactic is not giving you the desired results, it may be time to reassess your strategy for using the tactic.
Also, remember that when you adopt a new lead-generation tactic, it will usually take you several tries to find out how well that tactic works for your company and how cost-effective it is. But if you use these five steps to plan and execute your campaign, you’ll increase your chances of success and shorten the time it takes to measure the effectiveness of any new tactic.