Leads-to-Revenue Checklist for Marketers
Before getting started with this checklist, make sure you’re equipped with these marketing toolkit essentials:
An articulated differentiator of why a customer should choose you over your competitors.
A defined target audience. This could be geographic, demographic, and/or psychographic, but any inclusions and exclusions to this targeting should be decided in advance of campaigns.
An understanding of the pain points and motivations of your customer, reflected in your messaging as problems your organization solves or your value proposition.
Once you are armed with the above, congratulations! You are ready for a world-class customer acquisition strategy to crush your business goals. To benchmark your current efforts, use this checklist as a guide for opportunities to make your digital marketing program even more effective and revenue oriented.
Campaign Strategy and Setup
Does your business operate in multiple geographic markets? If yes, do goals vary by market?
If you are like many B2C services brands, the volume and variety of markets in which you operate add complexity to your marketing efforts. It’s worth taking time during the planning phase to set up your goals reflective of how your business operates. Build campaigns accordingly, which may mean individual market-level goals or aggregated groupings.
Messaging and Creative
Do your consumers experience your ads in a way that feels validating and/or relevant to their pain points?
With smart campaign creation and targeting, you can reach specific segments of your target audience with dedicated creative relevant to their needs.
Is your website leveraging best-in-class UX to convert visitors to customers?
With 90% of your customers visiting multiple websites during their purchase process, your digital home is one of your brand’s most important assets in lead generation. Helping your customer understand your product or service when they visit your website is a must. If possible, run a focus group or inquire with Rise about a UX audit to get a data-driven understanding of your site’s strengths and pitfalls.
Do you have automated notifications enabled and customized to alert you to real-time opportunities for media optimizations?
Each of the major tech platforms will have its own email settings accessible in your account. Additionally, social listening tools can fill in the gaps on organic mentions of your brand.
We’d be remiss not to tell you about Connex Alerts here, Rise’s automated notifications proactively alerting marketers to media anomalies. Our proprietary media optimization platform not only integrates performance data from every marketing channel, it also enables our team to make agile marketing decisions based on customized alerts sent via email, SMS, and Slack.
Connex Alerts: A Sophisticated Marketer’s Edge on the Competition
Cross-channel data aggregation is table stakes. If you’re not using automation to sift through the millions of data points collected between engines, you’re wasting time. The hard truth is pulling a report once a week - even once a day - results in stale data. By the time you’ve pulled and analyzed it, the opportunities are in your rear view mirror. Your marketing budget works harder when you can take action in real-time.