In this post, I want to share with you what I think are the 3 reasons WHY lead generation fails.
Let me just preface this by saying I don’t think these 3 reasons are the ONLY reasons why lead generation fails but I do think they are the 3 that have the biggest impact on why lead generation fails.
After reading this post, I hope that you’ll realise where you’re going wrong and can use the information here to correct any mistakes you’re currently making and start generating more leads immediately.
#1: Poor targeting
Out of everything that kills lead generation, I think this is the #1 killer that explains why lead generation fails.
Nothing else you do matters if you’re targeting is off. If you’ve got this wrong and are targeting a group of people who simply don’t give a shit about your message then you can be sure your marketing will flop.
Look at it like this.
Imagine that you’ve got a professional steam cleaning business where you go to people’s homes and give their carpets and upholstery a professional steam clean.
Now, imagine you run an advertising campaign promoting this service to a suburb where the average household salary is $60k per year and they are people that aren’t interested in maintaining a nice home or the whole ‘keeping up with the Joneses’ kind of attitude.
Then imagine taking the same promotion and running it in a suburb where the average household salary exceeds $100k per year and at least one person has a subscription to a magazine like Home Living.
Even with a crap message, the second group is going to be far more receptive than the first group. One they have the money to spend and two, one person reads Home Living magazine. So they are actually interested in maintaining a nice home and following those trends.
So it’s incredibly obvious now which promotion would do better and the only difference is that the targeting changed.
So before running any of your ad campaigns, you need to make sure you get this 100% right because it will by far make the biggest overall difference on your lead generation efforts.
The first thing you need to do is start thinking about WHO you’re targeting.
Who you is your IDEAL client? Who is the perfect segment in your target market?
You need to create a detailed customer avatar. I’m not going to go into how to do that here, there are a million blog posts you can find already on creating customer avatars.
Most people are already familiar with this concept. However, most people only focus on demographics.
That ain’t going to cut it.
You need to also focus on psychographics to get super narrow and defined with your audience targeting.
Things like their interests, fears, desires, values, hobbies, books they read, blogs they read, career aspirations, political leanings, and so much more.
You really need to focus on this. Think about their fears and frustrations. What is going on in their lives right now stressing them to the max.
What are they thinking each day? What is going through their heads? What are they scared of?
You really need to go deep with your psychographics if you’re going to get the targeting right in your marketing.
Remember, the more narrow your get with both your demographics and psychographics than the more defined your targeting will become, and the more likely it is your ad campaigns will convert.
#2: Poor offers
The second biggest killer is your offers.
I just spoke to you about psychographics in the previous section and getting your targeting right, and now you’re about the see why doing all of that is so crucial.
If you have offers that are not ALIGNED with the fears, frustrations, interests, needs, desires, hopes, and more of your target audience then your ads will flop.
Now if you already know the psychographics of your target audience then it makes creating an offer that they’ll WANT 10x easier.
Most people go about creating offers the wrong way.
They’ll create an offer and then start promoting it to their market. However, they haven’t actually thought about whether or not that offer is something that is even wanted or needed by their target audience.
What they’re doing is trying to create demand rather than align with the demand that already exists in their market.
This is why most people struggle with lead magnets by the way. They are trying to get opt-ins for something that their audience doesn’t care about.
However, if they only got super specific and narrow with their targeting first, and knew the fears and desires of their audience, they’d know what lead magnet to create.
So your offers are super important and MUST align with the fears, hopes, desires, and frustrations that already exist within your target market.
If you don’t do this then I can guarantee you that your offers will fail to produce a response and you’ll keep pissing your ad dollars down the drain.
Again, you could use example of the professional steam cleaner from earlier in the post.
If he created an offer of ‘Get 3 rooms cleaned and get the next one for free’ and tried offering that to someone with an income of $60k per year and takes no interest in anything to do with home living then they’re probably not going to give a shit.
Take the same offer for someone who earns over $100k per year, has a yearly subscription to Home Living magazine, pays for monthly landscaping on their front and backyard and you’re much more likely to see this offer convert.
Hopefully now you can see how the targeting and the offer are inextricably linked with each other and why you absolutely MUST get these right if you want any of your ad campaigns to actually convert.
#3: Lack of consistency
The last thing I want to look at is a lack of consistency.
A lack of consistency is a major reason why lead generation fails. I can’t put it any clearer than that.
You can’t run a Facebook ad campaign every three months and then think that you’re going to get leads (unless of course, you already have a tried, tested and true funnel).
You can’t do a direct mail campaign once every 6 months and then start complaining about a lack of leads.
You get my drift by now.
You should already have created a lead generation and marketing strategy. Ideally, you should have at least 3 different methods for reaching your target audience and making offers to them.
Remember that they should be 3 methods that are reliable and predictable. They should give you a ROI on both time and money invested.
You should be implementing your lead generation and marketing strategy consistently. If you are haphazard with this then lead generation is always going to be a pain.
You’ll get inconsistent results.
If you’re doing direct mail then you need to do it at least once every month. Send out 500 sales letters per month, not 500 letters every 6 months.
If you’re doing Facebook then run campaigns weekly, not one every 8 weeks. If you’re doing emails then commit to sending one email per day.
Decide on what your methods are, set monthly KPI’s and stick to them relentlessly.
This is the only way to avoid those up and down cycles.
If you’re struggling to generate leads from your ad campaigns then it’s very likely that the three factors in this blog post explain why, and I have found they are the three biggest reasons as to why lead generation fails.
I promise if you get these three right then you’ll start generating leads and seeing a positive ROI on your ad spend.
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