The month of February is about love. At GearyPMG, we love branded lead generation.
There is a misperception that when companies embark on a lead generation campaign they relinquish control of their brand to affiliates and partners, but this is categorically untrue. The best lead generation campaigns stem from a strong brand which resonates within all of its components. Good branding creates trust around a company and advances lead generation programs because the focus can move beyond questions like “who are you?” to “what can you do for me?” Branding should be the key framework for any successful lead generation program; without it marketers are forced to compete on a generic level.
By building a strong reputation and brand awareness, companies will strengthen all of their campaigns, including lead generation campaigns. As users progress down a consideration funnel, they are more likely to use branded search queries or go directly to brand-owned web properties. This is a win-win situation for marketers because leads are more qualified, and sales processes shorten when users already know the companies they like.
When lead generation efforts consider a holistic brand, they are able to incorporate additional lead sources into the mix. Search engine optimization, paid search, social media and website structure should play important roles in a branded lead generation program.
So Branded Lead Generation, “Will you be our Valentine?”
