When it comes to lead generation, there are certain roles that fall on the marketing agency’s shoulders, while other roles must be filled by the advertising business/client. These roles must be understood by both parties to ensure a successful Google Ads campaign.
Marketing agencies have industry experts who can set up and manage your Google Ads campaigns accordingly. These campaigns generate leads for your business. Today, we dive into the responsibilities of your marketing agency on the one hand and the responsibilities of your business on the other hand.
The Marketing Agency’s Role
- Developing a Strategy
The responsibility of developing a feasible strategy falls on the marketing agency. Such a strategy should be aligned with the overall goals and expected outcomes of the client. Moreover, such a strategy can always be adjusted to maximise lead generation.
- Regular Content Creation
Your marketing agency is responsible for generating relevant content to align with Google Ads campaigns and SEO services. This is also the case with social media marketing campaigns. However, the client usually plays a bigger role when it comes to social media content.
- Website Optimisation
When running a Google Ads campaign, your marketing agency will usually recommend SEO maintenance as well. With SEO, your website will be optimised for Google and users alike – ensuring that users can find what they are looking for when clicking on your ads.
- Capturing and Analysing Incoming Leads
A “lead” is defined by a user clicking on one of your ads and being redirected to your website. It is your marketing agency’s responsibility to generate these leads via your Google Ads campaign or social media ads campaigns. Moreover, your marketing agency should accurately report on the amount of leads that were generated and the methods that were used to generate these leads.
The Client’s Role
- Effective Lead Management
Once a lead has been generated, it falls to the client to manage that lead and, if possible, turn it into a conversion. A “conversion” refers to a lead that results in a sale, customer engagement, or any other preferrable and measurable parameter. It also falls to the client to follow up on leads and build a database with accurate information on such leads.
- Prioritising Leads
The client should always have a system for analysing incoming leads. Such a system should separate hot and cold leads to allow the client to prioritise leads that have the most potential to become conversions.
- Following Up on Hot Leads
A hot lead is defined by a user showing intent in your products or services. It falls on the client to follow up on such leads. This brings us back to effective lead management – ensuring that you have the correct contact details and preferred contact method for each lead.
- Open Communication
The client must have a continual and ongoing line of communication with their marketing agency during online marketing campaigns. This will ensure that both parties are on the same page – driving towards the same goals and optimising lead generation for current and future online marketing campaigns.
Now that you have a basic understanding about lead generation and the involved roles and responsibilities, you can get the most out of online marketing campaigns for your business. Laetus Life Consulting is your complete solution to online marketing. Contact us today if your business wants to try out online marketing solutions.
