Many marketers need help deciding if they should focus on lead generation or put their effort into brand awareness. The struggle is about balancing the two because your business needs both. Lead generation and branding are like two sides of the same coin, and you cannot ignore one for the other. In fact, for a digital marketing strategy to be successful, both must go hand in hand. They are learning how and when to prioritize what can be a game-changer for the growth of a business.
Let’s first learn what lead generation is and what branding is. When we know these two terminologies, we can better appreciate their differences and significance.
What is Lead Generation?
Lead generation is when a business attracts potential prospects to its website and converts them into leads. These leads eventually become valuable customers. Lead generation is a specific task and targets the opportunity for a defined purpose. The purpose can be to get them to check a particular landing page, sign up for a newsletter, or purchase a product. The success of a lead generation campaign can be measured using defined metrics like – the number of sign-ups or the number of products sold.
What is Branding?
Branding, as the name says, is about increasing awareness about a brand. The focus of a branding campaign is to reach more people and let them know about the brand. Social media ads, promotions at networking events, social media campaigns, etc., are typically used to increase a brand’s reach digitally. The primary aim is not to generate sales but to make people aware of a brand name. Branding helps establish a business as a recognized and trusted name in its niche.
How Lead-Generation Campaigns Differ from Other Types of Marketing Communications
Different from conventional advertising or marketing communications is lead generation. The primary distinction is direct marketing, usually referred to as direct-response marketing communications, in lead creation. “Direct marketing” refers to targeted, measurable marketing tools, strategies, and initiatives motivated by return-on-investment (ROI) concerns. The main distinction is that direct marketing aims to inspire action. Whatever the marketer’s objective is, the action could be anything from a click to a call to a store visit.
Direct marketing is the foundation for today’s successful marketing strategies. It is based on customer information collected, maintained in a database, and used with various analytical and communications tactics. E-commerce, data mining, customer relationship management (CRM), and integrated marketing communications are some strategies. But generating leads for a sales force—whether it be an outside sales resource like a distribution channel partner or representative, an inside sales team, or both—is the main contribution that direct marketing offers to the business marketing equation.
B2B Direct marketing is a vast industry.
Interesting data on the scope and impact of direct marketing in corporate markets is published by the Direct Marketing Association. From The DMA 2010 Statistical Fact Book, have a look at these:
- B2B direct marketing spending in all media channels in 2010 was $74.6 billion.
- The spending growth rate (CAGR) between 2009 and 2014 is expected to be 4.9 per cent for B2B, compared to only 4 per cent for direct consumer marketing spend.
- B2B sales driven by direct marketing in 2010 represented $786 billion.
- Sales growth CAGR from 2009 to 2014 is estimated at 5.4 per cent, compared to 4.9 per cent in consumers.
An estimated 3.9 million people were employed in B-to-B direct marketing in the U.S. in 2009. This is big business in every sense of the word.
In addition to direct-response marketing, lead generation differs from conventional marketing communications in two significant areas. One aspect of lead creation is the balance between quantity and quality. Salespeople are a costly resource for a business, and making them more productive is the role of lead generation. Thus, having a large audience and a high volume is optional. In actuality, fewer, higher-quality leads always outweigh more, lower-quality leads.
Second, lead generation frequently takes place on the ground level. It assists sales, generates field results, and establishes income connections. Lead generation is commonly regarded as a more tactical set of actions than strategic marketing that occurs in corporate communications, brand creation, and public relations and is a part of a field marketing function. Some lead generation professionals feel underappreciated by general marketers who focus on so-called bigger-picture marketing because of their largely tactical role. The B-to-B industry is still debating this issue. But anything that is the primary job of 76 per cent of CMOs deserves a lot of respect.
Two sides of the same coin
You can see that despite their differences, lead generation and branding significantly impact one another. Lead generation comes after effective branding. The brand is strengthened when leads turn into paying clients. Most of the time, combining the two will yield the best results rather than choosing one. It all comes down to applying the proper method at the appropriate moment. Your marketing efforts will be successful if you can pull them off.
Contact us to learn how we can help you develop a better Marketing Strategy for your business.
Content: Keshav Bhardwaj
Publisher: Media Value Works
Social Media: Ravish Dhiran
In this ever-changing world, maintaining visibility is a prerequisite for organizations and service providers. The execution of sustaining the organization’s visibility among the public cannot be distorted. There is a vital requirement for organizations to communicate with the public to make them believe they are reliable and according to their goals. The mission of traditional and digital public relations is the same. Both have the same plan to increase brand awareness while also putting up a good message to engage with the target audience.
With the advent of online media, public relations have advanced considerably in the last 10+ years. Simultaneously, Digital marketing has become an increasingly significant component of public relations, and online media usage for communication is also increasing.
Do you want to learn how traditional pr and digital pr is different? Digital pr must indeed be integrated into a larger online marketing strategy, and traditional pr does not.
What do digital public relations offer that traditional public relations do not?
Digital PR aims to integrate public relations with other aspects of your online marketing strategy, such as SEO, lead generation, inbound marketing, etc.
Traditional PR can’t help you with SEO or higher search ranks, to name a few. Digital PR, if done correctly, will improve your organization’s overall online presence.
Digital PR can help you get high-quality backlinks from high-authority websites, create a usable sales funnel with your content, boost the ROI of PPC ads, and make use of all the social media interaction opportunities.
In a nutshell, digital pr allows you to accomplish far more than traditional pr if you do it correctly.
Do the Messages Remain the Same?
With digital pr, the message can be far more effective than traditional pr. When engaging with bloggers and online influencers, a greater emphasis must be given to producing high-quality content on a given topic. A topic that the audience will enjoy while also related to your business.
You must be more creative and relevant with your content creation; otherwise, it is unlikely to be published. Traditional pr is more direct and intended for sales purposes.
What Are the Most Often Used Channels and Tools?
Traditional public relations focus on outlets like the general press, niche printed magazines, television, and radio. On the other hand, digital pr has a plethora of different options. Websites, social media platforms, blogs, influencer campaigns, online news, and video portals.
When comparing traditional and digital pr, there are significant differences in the instruments that must be employed, just as there are substantial differences in the channels available.
To get the most out of digital pr, use keyword research tools, marketing automation software, website research tools, and social media outreach solutions.
Are There Any Differences In-Audience Interaction?
Interactions with the audience in traditional pr are usually one-way. A press release details about a new product or service launch but don’t allow any interaction. Also, you can’t measure accurately whether it is effective or not.
On the other hand, digital pr will typically allow interactions and feedback. Your interaction levels will increase if your content is relevant and have an emotional effect on your target audience.
Final Words- Should you go for traditional pr or digital pr?
A healthy mix of both will surely benefit your business. Budget is also a deciding factor about what pr strategy you want to go with. Typically traditional pr costs you more than digital pr.
What are the advantages of working with us?
Public Relations is a part of deliberate marketing communication efforts, and it is a broad notion that encompasses more than just press releases. To express philanthropy or favorable image of enterprise is accomplished utilizing durable strategic planning, implementation, and assessment. The perception of an organization among its audience matters a lot, leading to an upsurge in business growth.
We at Media Value Works think outside the box and create pr campaigns to help firms gain attention and manage their reputation. Our integrated strategies allow us to identify communication objectives and plan ahead of time for flawless execution. We get to know our clients and their needs before delivering custom communication solutions to businesses worldwide. We examine all aspects of a client’s business, including corporate communications, content creation, digital marketing, publishing, analytics, and so on.
To learn more about how we can help you in your business growth, Contact us
Content: Vaibhav Chandra, Simran Jain
Infographic: Shrikant Landge
Publisher: Media Value Works
Social Media: Ravish Dhiran