Kinjal Gohil
Lead Generation & How to Measure the Goals

Lead Generation is an important part of online marketing for many businesses. KPI is Key Performance Indicators. Some of the important KPIs to measure lead generation strategy and online marketing performance.

 

Important KPI for Lead Generation:
  • Conversion:
    A Conversion occurs when someone fills up a contact form, makes any purchase, or sign-up for a newsletter subscription. When a new user visits the website and completes a desired goal on the website is termed conversion.
  • Conversion Rate:
    A Conversion Rate is the percentage of visitors that completes the desired goal (conversion) out of the total number of visitors.
    Conversion rate = (conversion/total visitors) * 100
  • Cost Per Conversion/CPA:
    Cost Per Conversion is a metric that identifies how much is the actual cost to achieve a real conversion/customer through online marketing.
    Cost Per Conversion = Cost / Conversion
  • Return On Investment:
    Return on Investment(ROI) helps to understand how much profit you have made from your ads compared to how much you have spent.
    ROI = (Net Profit/Total Cost)*100
  • Returns On Ads Spend:
    Return On Ad Spend is a marketing metric that measures how much your business earns revenue on marketing or advertising.
    ROAS = (Revenue/Total Ad Spend)*100
Facts about the lead generation:
Lead generation attracts new customers and is intended to do this to help the business grow.
  • Conversion rate of from direct leads(35%), branding(34%), direct sales(19%) & website traffic(46%)
  • Lead Generation Source:Contact Forms (59%)eBook Downloads(39%)Webinars(37%)Free Trails(35%)One-to-One Service(28%)
  • 37% leads need to be nurtured after leads is generated
  • Conversion period from lead to business prospect:38% leads get converted if called within an hour22% leads gets converted if called within 24 hours16% leads gets converted if called within more than 24 hours
  • Leads need to be nurtured via different sources like email marketing, SMS marketing, social media marketing, etc.
  • Following up with leads within 5 minutes, the conversion chances increase 9 times more.
  • 73% of all B2B leads are not sales-ready
  • 83% of B2B marketers use content marketing to achieve their lead generation goals.
  • Over 50% of B2B marketers do not use direct mail to generate leads.
  • 50% of leads are qualified, but not yet ready to buy.
  • A/B testing can generate up to 56% more leads for B2B sites.
Strategies for Lead Generations:
  • Top Online platforms for lead generations: Search MarketingSocial Media MarketingEmail MarketingContent MarketingRemarketing
  • Share some attractive Free Giveaway/Tool to your website visitors.
  • Create referral campaigns via different sources to turn your cold leads into hot leads
  • Generate engagement and customer retention strategies to keep your users active
  • Keep your website and social handles content updated to educate your customers about your business news & updates
  • Give personalized user journey to your visitors for better conversion rate and long term business relationships
Above points highlight a few important key points which you should follow to generate leads for business.
 

Brand Awareness is educating your customers about the business and services. It is an important marketing objective that helps to stand against their competitors, build an audience more effectively, and generate more leads. 

Important KPI’s for Brand Awareness:

  • Impressions:
    When a user is seeing your ads in any format like text, image, or video on any digital media platform is termed as an Impression.
  • Impression Share(IS):
    Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads
    Impression share = impressions / total eligible impressions
  • Views:
    Views are the number times the users have watched your digital video ads. Views are counted when your ads are being watched for a minimum of 10-30 seconds.
  • View through-rate(VTR):
    View through rate is the number of completed views of skippable ads over the number of impressions.
    VTR = (completed views)/(initial impressions)
  • Reach:
    Reach refers to the total number of unique people who have seen your ad or content.
    Reach = Impression/Frequency

Facts about Brand Awareness:

  • 80% of Marketers consider brand awareness is the most important for sales growth and lead generation.
  • It takes only 5-8 seconds for any brand to create a first impression in the customer’s mind, but it takes minimum 10-12 impressions to recognize your brand.
  • 76% of customers remember your brand logo much more than your business name.
  • 38% of businesses lose their potential customers due to non-attractive or responsive business websites.
  • Business logo and website are one of the important elements of digital media marketing, because you will be recognized and remembered accordingly.

Strategies for Brand Awareness:

  • Creation of Brand Hashtag 
  • Engaging Content
  • Social Media Presence
  • Free Trial or Freebies
  • Referral Programs
  • YouTube Ads
  • Display Ads
  • Social Media
  • Engaging Content
  • Brand Hashtag
  • Remarketing