A Beginner’s Guide to Lead Generation in Dubai

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Lead Generation

Lead Generation is nothing less than a science. It involves analyzing and understanding numbers, learning consumer behaviour, and having a knack for content and design. The field that focuses on results-based marketing campaigns is known as Performance Marketing, and these specialists are often among the most valuable resources in an organization. 

Lead generation is not your regular boosting or sponsoring of a post. It is a full-blown campaign with multiple levels of stakeholders and deliverables with very different objectives based on a company’s sales and business goals. Let us understand some basics of Lead Generation or Performance Marketing. 

What are Leads?

A lead is a contact who expresses interest in a company’s product or service. Leads are valuable assets to any company. Sales pipelines in an organization are built based on the stages where the leads are at any given time. Lead Generation strategies and efforts vastly differ based on where in the Sales Funnel they are and the campaign’s objectives.

All leads are not created equal. Leads can be categorized in different ways depending on their qualifications and where they are in the sales funnel.

Qualified Marketing Lead (MQL)

Marketing qualified leads have interacted with your team but aren’t ready to get a sales call. An MQL is a contact who completes a landing page form for an offer.

Sales Qualified Prospect (SQL)

Sales Qualified Leads or SQL are contacts interested in being paying clients. An example would be a person who completes a form to enquire about your product/ service.

Product Qualified Lead (PQL)

Product-qualified leads have utilized your product and are interested in becoming paying clients. PQLs are generally used by businesses who provide a product trial or a free or restricted version of their product (such as HubSpot!) with the opportunity to upgrade, which is where your sales staff comes in. A PQL is a client who utilizes your free version but communicates with or inquires about features that require purchase.

Lead generation: A Process of Engaging your Customers

The stages of the Sales Funnel guide lead generation efforts. It starts by identifying the campaign objectives and defining the target audience to get them to convert. It is important to understand that conversion doesn’t necessarily mean closing sales, the objective for which you run the campaign is your conversion. For example, for a lead generation form-fill campaign, form-fills are your conversion or for a traffic campaign getting the audience to land on your website is the conversion. 

Creating a buyer persona

It might seem like a very theoretical step without practical implications, but on the contrary, this is a core deciding factor in the fate of your campaign. Sit down with your team and draft your buyer persona to understand whom to serve your ads and spend valuable marketing dollars on. Understand the buyer demographics, likes and dislikes, and job and income status, and draft your copies to resonate with them.

The time spent developing and implementing buyer personas as part of your marketing strategy is worth it because persuasive messaging generates more excellent sales and revenue for your business.

Budget Planning 

Budget is one of the key factors that drive a corporation or business. The following are the top KPIs that will help you keep your marketing spend on track for measuring the success of your campaigns:

Cost Per Lead (CPL)

CPL is your base metric which determines the entire cost of your lead generation campaign. It is the cost of each lead before the lead is qualified.  

CPQL: Cost Per Qualified Lead

CPQL gives you the cost of each lead once it is qualified. Once the leads are received, internal teams check the status by contacting them and checking their intent. Here the marketers will know the rate of qualified to unqualified leads. 

CPA: Cost Per Acquisition

Through CPA, you can get to know the ROI of your marketing spend. Cost per lead (or CPL) is the total cost of generating one. In contrast, cost per acquisition (CPA) measures the total cost of generating one paying new customer.

These are only the base metrics that are the key. To truly understand the impact of your campaign on your business revenue, a bunch of other data can be picked up from your ad platform dashboards. Make sure you have an objective to achieve when defining your performance metrics.

Media Planning 

Media planning is the step where you define what platforms to serve the ads on to reach your target audience most effectively. Since each platform can influence the company’s bottom line differently, it is important to monitor its success accurately.

You are choosing which platform to run campaigns on will depend on buyer persona, marketing budget, and campaign goals. Plan your media to include Facebook platforms, Search, Display, programmatic, Youtube, and even offline to get the most profitable media mix. 

Creating Content (Ad copies & Creatives)

Now comes the actual content creation. You have your budget, audience, and platform ready, which means that you know exactly the language your target speaks, pain points, and aspirations. Talk to them in a way that will capture their attention, instill curiosity and eventually create a need. Various formulas like the PAS (Problem – Agitate – Solution) or AIDA (Attention – Interest – Desire – Action) are well researched and proven to work. You can do A/B testing to see what works for your profile.

Landing Page

The landing page is different from your website. A landing page is an important and unavoidable part of your conversion campaign strategy. When you run an ad campaign for a specific product or service, a website might be a broad landscape to take your audience to. A website copy is generally informational and not sales oriented. Creating a specific landing page for your ads with detailed information, which is a continuation of the ad copy, will interest the audience more. You can make the copy persuasive and sales-oriented with multiple CTAs, all nudging the audience to convert. 

Lead Nurturing 

Lead nurturing can help you create customized B2B interactions with clients and prospects at every stage of the sales funnel.

Building and maintaining client relationships at each sale funnel stage is known as lead nurturing. A program for lead nurturing that is effective concentrates marketing and communication efforts on listening to prospects’ needs and meeting those needs by:
· Develop trust
· Keep them Engaged
· Follow up

Running a lead generation campaign without a lead nurturing process is like blowing off the marketing dollars into thin air. Lead Nurturing can be as simple as setting up a google tracking sheet and can be as elaborate and detailed as a CRM. To get the most out of your marketing spend, we recommend investing in a good CRM that automates the lead tracking and nurturing eco-system. 

Some Bonus Tips to Boost Your Lead Generation Campaigns 

Social Media

Screen time by users seems to have increased dramatically since the introduction of COVID-19 and social distancing norms. Internet users have grown dramatically in number. Having a social media strategy in place can open up that extra channel of trust for your audience. Checking out a brand on IG or Linkedin has become common now. Be present and be ready when your target is seeking you out.

SEO & Google My Business

SEO is essential to increase your website’s ranking in Google search results and attract organic traffic to your business website. Ensure your Google Business account is configured, so it shows up in local listings when people in your area are looking for your services.

Email Marketing

Email marketing is still one of Dubai’s best lead generation tools for nurturing leads, cutting costs, and increasing return on investment. Email marketing can also be relatively less expensive than paid campaigns.

Would you like to kickstart your lead generation campaigns? Strategize your lead generation process to earn maximum ROI with Pixl!