It’s the number one multiplier of performance in lead generation but how do you harness the power of the brand?
Maybe you're a brand and want to maximise your ROI? Or maybe you’re a lead seller who knows the only way to truly level up is to build your own brand? Either way it all comes back to a single truth: nothing amplifies performance in lead gen in quite the same way. We explore how you can benefit from this!
The following article is adapted from the latest episode of the B2C Lead Gen Podcast. If you wanna catch the whole thing check the links at the bottom of the page.
Why is the brand so important in lead generation?
The brand is the number one multiplier of performance, and by that we mean advertising ROI is impacted by the brand - its market share, its size, its reach - considerably more than anything else. It is absolutely the number one thing that matters within lead gen.
Lead generation outside of intent channels runs ads. How else do you get people to landing pages or do anything else? You’ve got PPC which is obviously intent based, but pretty much everything else - Facebook, anything affiliate based, anything native - are all just interruptions in the middle of what people are doing. That is, they are out of the absolute intent channels. In these spaces, nothing drives performance quite like the power or the brand.
So practically speaking how do you incorporate your brand into lead gen?
If you’re a big brand already it’s fairly simple. You just need to ensure your branding is being used - and being used well - in all the assets that are generating the leads. This means on the ads, on the landing pages, on all the lead nurturing that follows. All that happens is you are pushing the brand further, your reach is going up, your advertising ROI will start coming down. It’s positive in every single aspect. It impacts absolutely everything positively.
However, if you’re trying to grow or even create a brand, which is a position a lot of lead generators or smaller companies may be in, it can be incredibly difficult, especially in a saturated market.
Let’s take something like life insurance. The only way to counter is to create a brand in a niche of that over saturated market or, so in life insurance you would go for a really specific audience within the market and create a brand that appeals directly to that audience. For example, you might identify a niche as something like first time single mothers, and then create a brand that speaks directly to that niche.
Then all you need to do is understand the TAM - Total Addressable Market - of all the people within that niche. Ideally, the smaller you go the better the opportunity to create a brand that resonates.
The other option if you want to grow your brand is to go after an underserved market. This is typically is yet to be discovered / developed.
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