From Lead Generation to More Customers – The HOW TO
When it comes to lead generation, email marketing and driving meetings, signups, or downloads, the goal is simple: you want more customers.
The hard part comes when you start asking how…
Lead generation: How do I find potential customers?
Marketing: How should I communicate with them? Email? Social media? Digital ads?
Creative: What should I say in the messages?
Optimization: When these new leads arrive at the site, how do I make sure they schedule meetings, sign up, or download?
The hardest part?
Lead generation, marketing, creative and optimization are all intertwined. When one suffers, all of them suffer.
The second hardest part?
How do you know when you’ve done one of them right and it’s time to work on the next?
The answer is machine learning.
Machine learning models run through all of the data and finds the patterns.Then, it pulls out those patterns that correlate with what you want–more customers.
This takes the guesswork away and either gives you very specific guidance as to how to move forward or implements the optimization for you.
Before you say, “This is too good to be true.”
A few things to keep in mind.
- Someone has to provide the initial profile of the leads you want to find and target.
- Someone has to set up and maintain the marketing channels
- Someone has to implement the guidance of the machine learning models
- Someone has to oversee the on-site optimization.
And, most importantly, someone has to close the deal or deliver the service.
So, adding machine learning doesn’t take away any of the tasks that need to be done.
A good analogy would be washing clothes. You can either wash them by hand or you can use a washing machine.
Like the washing machine, machine learning makes the process much more efficient: it increases the return you get on both time and money.