Expectations of Lead Generation Campaign
By Galal Khorshid

Surely, you have heard about Lead Generation, but what is it exactly? In Marketing, “lead generation” has for a long time been the description of how to initiate consumer interest into your products or services, generally done through advertising. Also, through events, personal referrals and telemarketing are ways to generate leads.
Lead Generation is a marketing campaign that captures customers who are interested in your services or products. This process is an important part of developing a sales pipeline.
Additionally, lead generation campaigns are the most popular strategies in marketing world. It can help you to display your products to a wide number of potential customers, as well as boost the demand for your products and services. It also helps in building relationships, increasing brand awareness, generating a qualified lead, and most importantly drive sales.
What to expect from Lead Generation?
If you have been doing lead generation campaigns, your management would set expectations, for example:
“We want 50 leads a day.”
“We just want 10 appointment a day.”
“We just want 5 Demo Instruments a week.”
Those all sound easily attainable with the right lead generation campaign strategy – to the business owner. But these are not realistic expectations.
Setting expectation is critical and understanding what to expect from a lead generation campaign is important for your business long term strategy.
So, what is the right goal if you need to show a return on investment?
Simple, the goal should be conversions.
Majority of customers will have questions and will not be certain about getting a hearing aid at first. Many of the leads are just becoming aware of the problems you are bringing to their attention. They have not figured out yet if they want to address the problem. That is why when you call, they may signal that they are not yet ready.

Hence, conversions are important because it leads to information about contacts, qualification in and out of your list, identification of future opportunities, the start of relationships with a customer and future call back dates.
In short, focus on conversions that leads to future opportunity when customer is ready.
Here are ways to nurture a potential customer or a lead:
- Contact the customer as soon as you can. Digital leads tend to fade faster than traditional ones.Answer questions they have about hearing aids.
- Invite the customer to your shop for a free hearing test, to see and touch the hearing instrument.
- Offer a hearing aid trial for 7 days.
- Send flyers or brochures to their home.
- Communicate regularly through Email, SMS and phone calls.
- Ask them to follow your business social media channels to stay up to date for special promotions and discount.
- Provide a link to your website where customers can read more information about hearing aid solutions.
- The professional that will perform the customer calls should be someone with a deep knowledge of hearing aids and experience in customer care. This is your “moment of truth” to create a trustful relationship with the customer.
Leads coming from digital channels may arrive to you colder than leads coming from other sources. That means that the nurturing phase is crucial to increase your chances of conversion.
Why run a digital lead campaign?
There are many advantages of digital advertising: it is fully measurable, very cost effective and you can target a specific age and interest groups. Most importantly, with relatively little effort, digital lead generation campaigns outperform classical advertising channels by far.
But keep in mind that, if this is your first campaign, the chances are you will not get impressive results on your first try. The reason is advertising platforms like Facebook and Google need time to look for customers who are likely to be interested in your products. This typically happens within the first 3 – 7 days of launching the campaign.
Additionally, you will find yourself improving on the campaign itself, e.g., improve on budget, placements, image, text, location or even demographics. There is a learning curve to running a campaign. However, with time you will find that it becomes easier to target, find customer who are interested to buy your products.
In conclusion
The goal should not be selling 5 hearing aid a week but rather, your goal should be conversions that lead to future prospect and sales.
References: https://www.klagroup.com/your-lead-generation-expectations-are-wrong/?cn-reloaded=1, https://www.square2marketing.com/blog/setting-expectations-with-your-ceo-on-lead-generation-and-marketing-results