The basis of lead generation lies in communicating and understanding a target audience. Based on our client and their product, a campaign is planned to get the most leads from a diverse crowd. Depending on the type of investment—short or long term—different methods are employed to recognize the different people making up this audience. A significant amount of user data can be understood through simple tactics such as analysing the response to certain keywords. For a larger investment, short surveys are carried out to collect information such as a customer’s habits or finances. We identify potential leads through the responses and accustom them with our client through product-specific advertisement and webpages.

The user data collected is analysed with the help of databases. Using the lead management system, we identify the different leads present, which helps us cater to each customer on a personalized level. For a lead with the potential of immediately becoming a customer, we actively relay information about our client’s products and services offered. Information about hot leads is sent to our client’s CRM system from where they, too, focus on converting them to permanent customers.

Our lead management system along with our careful curation of our clients’ social media pages is streamlined according to Google SEO criteria and managed through media management apps such as Facebook Business Manager.

The communication sent to a less promising, warm lead or a futile, cold lead is less frequent, and focussing more on our client’s profile than a particular product. The success of a lead generation and management campaign is through its ROI. We implement lead analysis methods at every stage of a campaign through custom database platforms. By understanding each stage of a campaign, we are able to tune our ideas to focus on efficient conversion rates from lead to customer, and hence, deliver high ROI

In order to make our carefully curated client-specific digital campaign more visible in the online space, we make use of SEO and SEM. Through search engine optimization, we are able to direct not only quality but also desirable quantity of traffic towards our client’s webpages. Organically, to achieve an efficient SEO, we identify and utilize relevant keywords as well as employ tools such as metatags, off-page SEO streamlining, the addition of multimedia or tagging relevant people and brands. Additionally, our paid services focus on increasing the reach on our client’s content by linking it to relevant blogs. Our local SEO services are used to cater to a specific customer demographic and our SEO expert solutions ensure that our clients get through to the right people.

Paid search is a measurable form of marketing which allows us to engage our audience with our client’s product. Through paid search, search engines promote our client with advertisements appearing on the search engine result pages. Engaging with our audience can be done in several ways—right from text ads at the top or bottom of a results page to shopping ads for a specific search. Since paid search works on a pay-per-click model, we can assess the exact impressions and responses to our content.

Keyword analysis is vital to curate advertisements that our audience will have a positive response to. By examining user data from all angles, we determine the number of different people searching for a particular product or service, along with the manner in which they consume information. Knowing our audience’s strength and behaviour, along with identifying the right keywords and their frequencies help us create an advertisement tailored for our audience. The combination of a planned advertisement and paid search goes a long way in obtaining a well-engaged audience. The procurement of the right leads could entail the start of a new customer journey or customer experience; which is exactly what we to at STEROID.

Digital campaigns are designed to cater to every aspect of marketing a product—whether it is through developing strategies to drive engagement among the audience or direct traffic to our client’s content. A strong foundation about the target market and audience behaviour is essential to plan a digital campaign. Engagement and interaction with the audience are done through several methods and platforms including promotion on partner websites, associating with similar, relevant content-specific spaces and through search engines. The success of such a campaign rides heavily on the following up with the audience and their responses. Only by understanding what is needed will we be able to work towards an efficient campaign with the promise of a high ROI.