Data is king in the modern world. It’s what drives big corporations to grow their empires and expand into new industries. The data you collect can vary from the number of purchases to something like facial expressions when paired with webcam technology. 

In a lead generation campaign, data will help you visualize how successful your campaign is and where you need to make changes. Are you generating leads using the advertising space you paid for? Do those leads bring in profit? 

Here are five ways to make the best use of your data for campaign optimizations and closing sales.

1. Create Goals and KPIs

It’s important to create goals when generating leads as well as setting appropriate KPIs. These help to keep you from making the wrong adjustments in your campaigns. They also enable you to make smart business decisions based on the collected data. 

KPIs, or key performance indicators, are the specific metrics you monitor throughout a lead generation campaign.

Some sales KPIs you might look for include the number of contracts signed per period, the number of engaged leads, or the average time it takes to convert leads. As for marketing, you monitor monthly website traffic, keywords in search engine results, and other similar data. 

Once you’ve ironed out your KPIs, you can decide on your overall goals. Setting those goals allows you to plan your strategy accordingly.

For example, your company is trying out Linkedin ads for the first time, and you want to monitor their success rates. You can set KPIs for how many demos were booked while the ad is up and how many clicks the landing page received. It may be that the ad worked very well at grabbing attention, but your website failed to hold onto them. 

You can always rely on a marketing agency to help you determine the best KPIs and how to track them. 

2. Identify Your Target Clientele

Your company has an idea of what kind of leads they want to generate. Those leads may have enough in their budget that you can convince them to purchase your more expensive packages or deals. However, the ideal client or customer is more than just their budget.

A target customer is a person or group of people you focus on based on various characteristics. The target customer for a luxury home builder will differ from that of a standard contractor. Luxury companies cater to people who live a more rich lifestyle, while standard contractors get the best conversion rates from families. 

You can use the data you collect from generating leads to identify your target clients. What kind of jobs do they have, and how does that affect their chance of converting? What age group do you have the most traction with, and how can you adjust your campaign to take advantage of that information?

3. Optimize SEO

SEO, or search engine optimization, is key for generating leads online. It involves utilizing specific keywords in your ads and articles to boost your presence on search engines like Google and Bing. More relevant keywords lead to more matches with what people are searching for. 

However, you can only make assumptions regarding the best keywords without looking at the data. For example, a lawn care business can post blog articles about invasive weeds and how they can help remove them. However, they’ll also want to include phrases such as “how to remove weeds” or “weed killer products”. 

By using SEO keywords, you can be one of the first service providers a potential client sees. That alone will give you an edge over the competition and open you up to generating leads. 

4. Adjust Paid Advertising Avenues

Paid advertising is one of the best options for generating leads. In particular, you can utilize social media to get a wider audience. The platforms use their AI learning so that your content is pushed in front of people who have shown prior interest in what you’re selling. 

Inbound marketing is one type that takes advantage of social media. It involves creating valuable content and experiences tailored to your target client. A beauty product company can advertise its new makeup line by letting a Youtuber try it out on video, for example. 

A lead generation campaign using paid advertising avenues will find more success if you make adjustments according to the data you collect.

Look at your Instagram ads and see who clicks them and who ignores them. Is it popping up on their feeds too frequently, and is it too repetitive?

If you’re paying for ads on Facebook, you can change up your target demographic and keywords to look for. You can also look directly at comments on your ads to see what people think about them. 

5. Update Your Landing Page and Website

Data doesn’t just apply to paid advertising or SEO, though. You can use data collected on your website to determine whether it’s helping or hurting your business. 

Website data shows what visitors clicked on or didn’t click, videos they ignored, and how long they spent on a specific page. Ideally, an ad takes a potential client to a landing page where they become a lead. If the data shows that your ads are highly successful, but you aren’t generating leads or closing sales, the problem may be with your website.

See if your landing page or website properly communicates what services you offer. Your brand should also stand out from the competition in some way, even if you offer similar services. 

Improve Your Lead Generation Campaign

Generating leads doesn’t have to be like shooting fish in a barrel. A good lead generation campaign should utilize data to make improvements to both your ads and who you target. You can look at what isn’t working purely based on the numbers. 

RPM enables you to generate leads on demand. We have a continually growing first-party data asset of known consumers that you can use to find the perfect client or customer. Take a look at our solutions and contact us to learn more about how we can help your business grow and succeed.