Basic Checklist for Lead Gen Planning

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How to Design a Lead Generation Campaign Properly

Key Rules for Designing a Lead Generation Campaign

June 1, 2021
7 minutes


Lead generation strategies prove to be very effective for reaching qualified leads, but they only work if they are engaging, helpful and well constructed. Here is a checklist of important rules to comply with when creating yours.

Before your marketing and sales team schedule that brainstorming session for your next marketing strategy to generate leads, you might want to put on paper some of the key rules of creating an effective lead gen campaign.

Keep reading to find out how to get to your target audience and offer them a lead magnet they won’t think twice about before leaving their email address.

Make an ideal buyer persona

An ideal buyer persona is the foundation of many marketing strategies, such as the tone of voice, social media channels, offers, content marketing topics, and of course—a lead generation campaign.

Before any marketing effort, you need to understand your target audience. So, the first natural step before creating a good lead gen campaign is to create ideal buyer personas.

These personas shouldn’t be just a product of your imagination or assumptions. They are a personalization of your existing customers: their interests, demographics, what made them buy your product, which are their most common problems and how you can help them solve it.

Ask these questions to your most loyal customers, and gather as many as you can. Then, give these findings a name, persona and face, and think about what would catch their attention in lead generation.

It is also important to update and build on your main personas: future lead generation campaigns might bring more people, or prove some assumptions wrong. Make sure you have them updated occasionally.

Ask for only the relevant personal information

Very often, a lead magnet is so complicated to fill in and asks for too much information, that prospective visitors give up. For example, for our ebooks, we used to ask for a phone number and company website, which some visitors didn’t or couldn’t supply. So, we removed these requirements in our lead capture forms, and since then they have been performing better.

In reality, what you need most is the email address, as well as some background information on the job position, company, and possibly the reason why that person is acquiring your lead magnet. To capture leads you shouldn’t make them feel like you are asking for too much or violating their privacy.

Still, don’t forget that these lead captures are a great way to learn more about your customers too. The data they supply can give you a realistic picture of the people that are interested in, or ready to buy your product or service. You can use this information to update your buyer persona too.

mp lead capture form.jpg

Make sure it’s well-branded

In order for your campaign to be effective and memorable, it should be ‘on brand’.

‘On brand’ here can be seen in two different ways: first, aesthetically, and second, in accordance with the company’s service, values and story.

When it comes to the aesthetic part, it means that in your lead gen campaigns, you should infuse your company’s branding identity, colors, typography, [logos]( and other elements, so that people who learn about your brand for the first time through that lead gen campaign memorize it easily.

The second point is that your offer should suit your company and service. The lead magnet, call to action, the look of the landing page and the offer you give, should be in alignment with what your business works in, and what makes sense for you to produce as a lead magnet.

For example, banks offer credit calculators and bill-splitting apps, whereas ecommerce clothing shops offer fun tests about what style fits your personality best. There is a character and occasion for everything.

Find out how to build a strong and unique brand

Download our guide to learn all about branding and visual identity

Market on the most relevant social media

Finding the right channel that you can promote your business on is very important.

You can use your buyer persona, once again, when planning where to promote the lead magnet on. Sometimes it doesn’t take sponsored posts and Instagram ads, but good lead capture forms on your website itself. Other times, you might need to boost a post here and there or create some organic following on LinkedIn or Facebook.

For example, if you are a small business in the fashion, wellness and beauty industry, you are well aware that Instagram is your biggest marketplace. That is where your potential leads would find you the easiest.

At the same time, let’s say, a software development company that mostly deals in B2B marketing, should market its lead gen efforts on LinkedIn. That is where professionals look for the best and most effective options to grow their business.

linkedin.jpg Packaging designer course marketed on LinkedIn

Create helpful and engaging lead magnets

It is a common misconception that digital marketing is all about promoting what you sell on digital media. But in reality, it is more complex than that. The best strategy you can apply is to use inbound marketing, which means you market inward, attracting people to your business because they need you to solve their problems or satisfy their needs, not vice versa.

Inbound marketing means not only marketing your brand but also building and nurturing a real relationship with your customers, helping them, educating them and giving them a customer experience that will encourage them to stay loyal to your brand.

So, what does this tell us? First of all, that your lead magnets shouldn’t be about you, but about your customers and your attempt to help them with something. Sure, downloading your ebooks will mean they leave their email and you can then use it for marketing purposes. But it also means that you gave them a piece of education, and hence helped them in solving their problem.

When you’re thinking about what your lead magnet should be and how you should implement it, have the customers’ and potential leads’ best interests in mind. It’s not about you selling something, it’s about you helping them and letting them know that you can build a good relationship with them.

Offer more than you ask for

A classic salesman’s technique is to ask something in return after giving the potential customer a sample, a favor or a presentation. Even a simple favor will do. So, if you want your potential leads to give you their contact information, you need to make sure that on their scale, what they get weighs more than what they give away.

For example, if you want subscribers on your blog, you need good content. If you want people to download your ebooks, make sure they are well-written and designed, and so on.

Design a great landing page

Last, but definitely not least, is the landing page or lead capture form. You need to make sure you have designed a landing page that is easy to navigate, infused with your branding identity, has good UX design and people can easily understand.

In short, a good lead generation page should have a very clear and intuitive layout, that doesn’t confuse the visitor in understanding what the offer is.

Learn how to create a high-performing landing page with templates from the web

Download our landing page guide

A lead gen landing page most commonly consists of these elements:

  • CTA: CTAs or calls to action invite the viewer to visit a page or take a particular action. They are usually placed on a visited page, and urge the viewer to click on a button and go to the landing page. Or, they are clear and placed on the landing page, explaining the offer.
  • Button: A button is where the viewer clicks. You’ve seen them a million times: ‘Read more’, ‘Download’, ‘Register’, etc.
  • Description: Two or three clear sentences that explain the value and importance of your lead gen magnet.
  • Descriptive image: Ideally, a picture that shows the potential buyer what they’re getting through the lead magnet. For example, some of the pages or over of the ebook, or an image of the webinar lecturer.
  • Lead capture form: The fields that the visitor fills in with their information.

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Stefanija Tenekedjieva

June 1, 2021

Journalist turned content writer. Based in North Macedonia, aiming to be a digital nomad. Always loved to write, and found my perfect job writing about graphic design, art and creativity. A self-proclaimed film connoisseur, cook and nerd in disguise.