7 LEAD GENERATION MISTAKES MARKETERS MUST AVOID

Some marketers make multiple lead generation mistakes without knowing it, and these lead gen errors are costing you money. The primary objective of your business is to generate more leads.

You may develop the best products or create the finest services, but if you can't drive leads to your business, it will fail.

This article will cover some critical lead-generation mistakes you must avoid.

1. Not achieving product-market fit from the start 1. Pre-product market fit (pre-PMF) 2. Post-product market fit (post-PMF)

Product-market fit (PMF) is when your products or services satisfy your target market so much that they become your brand salespeople. You achieve PMF when your product meets and satisfies market demand.

According to a post on Andreessen Horowitz's blog, you can split a startup's life into two segments.

However, I'm focusing on the first part — pre-PMF. This segment is about learning about your target market and how to solve your prospects' pain problems.

How to avoid this lead generation mistake 2. You're applying a one-size-fits-all technique. There is no one-sized-fit-all technique in marketing, as every brand has its formula for success. For example, go to Google and search for a topic and see piles of results.

Achieve product-market fit before investing in lead generation. And the best way is to learn about your audience to understand their needs.

I Googled "ecommerce marketing best practices." See some of the results I got in the screenshot below.

The result shows tons of strategies for ecommerce marketing success; the same applies to lead generation. It means there's no one-sized solution for every business.

Your products are similar to other competing brands and tackle the same issue. But the solutions might solve your audience's problem in slightly different ways using varying features.

Let me illustrate two types of SaaS product adoption strategies: 1. Enterprise SaaS product 2. Self-service SaaS products

Enterprise SaaS products are software apps purchased by a business and installed on its computer. The enterprise SaaS app is more expensive and targets enterprise-level customers. Hence, generating leads for a self-service SaaS is more channel-centered. It requires driving traffic to your free trial landing page.

How to fix the problem

Develop different marketing strategies for each product and test your approach to determine what works best. Remember, the technique that works for your competitor may not work for you since you're at different levels of growth.

3. You buy leads instead of generating them organically

Another lead generation mistake you should avoid is buying leads. Indeed, if you're struggling to drive leads to your business, the urge to purchase email contacts can be tempting. How to avoid this lead generation mistake

Generating leads who opted in to receive content from you offers you multiple opportunities for growth through building genuine relationships.

Use these lead-gen strategies: 1. Create gated content assets 2. Promote your gated content on various marketing channels 3. Create lead capture forms 4. Give out free resources, etc. 4. You're not delivering lead-gen content at each stage of the funnel

Your readers are also at different levels of the sale funnel or customer journey. For this, they need different types of content at every stage of their journey to entertain and nurture them. For instance, top-of-the-funnel (TOFU) first-time visitors to your site are just becoming aware of your brand. The same is true of readers at the middle funnel and those at the bottom of their journey. Every stride of the reader transports him from one stage of the sales funnel to the next and, finally, to the bottom of the funnel (BOFU), where they commit to your brand.

How to solve the problem

Deliver lead-gen content at every stage of the reader's journey to engage potential customers and build authority. Therefore, deliver content for all client levels and use customized CTAs with a compelling copy to wow your audience. 5. You're not using lead-generation tools

The proper lead generation tools enable you to simplify your workflow, increase marketing campaigns, and boost ROIs. Indeed, with B2B lead generation tools, you can;

• Trace where your leads are coming from

• Determine keywords they're using to find your business

• Identify pages they interact with the most

• Improve your marketing techniques

How to fix this lead generation blonder

Invest in the best lead generation tools to get a quick return. Use the right mix of software apps to automate your marketing activities and take your business to new heights.

6. Your top pages are not optimized to convert leads

You're not alone in this, as several marketers undermine their top pages. If you scrutinize your traffic sources, you will see that only a handful of web pages drive the bulk of your traffic.

It could be your: 1. Home/landing page 2. Service page 3. Cornerstone content page 4. Contact page, etc.

How to fix this lead generation mistake

Determine pages that drive the most traffic. Use a tool like Google Analytics, Google Search Console (GSC), or Ubersuggest to find your top-performing traffic pages. Use the data to optimize those pages to generate and convert leads.

7. Your lead capture forms are not balanced

Long and short forms drive results, but what lead quality comes from those forms? Longer-form leads are more qualified because they took their time to fill out all the form sections.

How to fix the issue

There are no defined rules of thumb for the number of form fields in your lead capture.

But, it helps to find a balance between short and long-form fields to accommodate the quantity and quality of the leads you generate.

Ready to Avoid These Lead Generation Mistakes?

Remember, leads are your target audience who have shown interest in your product or service by giving you their contacts. Whatever lead gen tips or channels you use, learn values from your mistakes. Adopt new techniques and keep testing your campaigns to find the sweet spot.az

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