Every complex system is made up of smaller components. These components each contribute a specific function to the greater whole. Without any of those components, the entire system won’t function as well as expected. Imagine trying to drive a car without your gas pedal, for example. A missing gas pedal would be easy to spot, but would you be able to tell if your car’s engine was missing, say, a camshaft? Would you even know what a camshaft looked like or where it should be? Almost everyone drives a car, and yet cars are such complex systems that relatively few people truly understand how they work.
Anyone in charge of an Internet marketing campaign likely knows that lead generation can be just as complex as any machine. That’s because a lead generation campaign, like a car’s engine, consists of numerous components working together. An effective lead generation campaign is one that has all of these components meshed to deliver the best results. The absence of any component means the campaign is less likely to deliver the best results, because each component serves to connect with a different type of website visitor.
For example, a majority of website visitors casually search for a product or service. Through high-impact content that includes high-quality photos, videos and informative graphics, websites can entice these browsers into reaching out to the company — and hopefully becoming customers. Other visitors are more serious about buying, and therefore are looking for solid information on which they can base their final decision. These researchers are more likely to be influenced by long-form content such as case studies or research reports. Other visitors might not know they need a particular product or service until a well-crafted social media post shared by a friend on their news feed inspires them to look deeper.
Because there are so many vital components that go into a successful lead generation website, assembling one can feel like putting together a jigsaw puzzle in the dark. Unless you’re already familiar with how all of those components fit together, you may feel a bit overwhelmed. Part of that feeling comes from the fact that if any of those small-but-essential components are missing, the campaign may not function as well as it should. This puts the entire campaign at risk of failure.
Thanks to this extensive research, we’ve been able to identify all of the chief components that appeal to each type of website visitor and drive them to convert. To help our professionals and clients understand the ecosystem of lead generation, we’ve developed the flowchart below.
Internet marketers can use the following infographic as a blueprint, of sorts, to assemble their lead generation process. With the visualization at hand, marketers can be confident that they will not be omitting any crucial element of their campaigns. This can ensure that all types of website visitors are being catered to, from the researchers to the casual visitors — and everyone in between. Whether you’re building a lead generation campaign from the ground up or working to optimize an existing campaign to get better results, this infographic of the lead generation ecosystem can be a very useful tool. It may be difficult to tell whether anything is missing just by looking at your campaign, so consult this flowchart to know for sure.
Infographic created by Straight North, one of the leading internet marketing companies in Chicago