Whether your business serves individual consumers (B2C) or other businesses (B2B), lead generation is an active process of finding and converting potential clients into paying customers. Here are some of the new and creative ways to do so.
Offering high-value content in exchange for contact information is a common lead gen tactic. This can range from white papers and infographics to webinars and ebooks.
1. Content Marketing
One tried-and-true way to generate leads is by offering something of value in exchange for an email address. This is often referred to as content marketing.
A successful content marketing strategy is centered around solving a problem that your audience has. When done well, this creates authentic connection and sets you up as a thought leader.
It’s important to measure content performance and make adjustments when necessary. This includes analyzing SEO metrics like keyword rankings and reviewing optimization for each piece of content. It’s also critical to monitor and track lead generation. You should know how many leads were generated by content marketing and where these leads came from.
2. Social Media
Social media is one of the most powerful tools to use for acquiring leads and growing your business. However, only by using the best lead generation strategies can you ensure that you’re able to capture new audiences and turn them into customers.
Using social media to generate leads requires patience and careful planning. It also involves a lot of testing and the dedication to post highly-valuable content for your audience. Adding action buttons to your profile that redirects to your contact form (this works especially well for platforms like Instagram where bio links are not clickable). Creating gated content. Using retargeting ads to reengage and convert existing leads.
3. Search Engine Optimization (SEO)
Search engine optimization is one of the most effective lead generation strategies for businesses. By using keywords and optimizing your website content, you can generate leads from organic searches.
Unlike paid search results, which appear in the form of ads, organic search results are based on relevance and merit. This makes them more effective and believable for potential customers.
SEO can be a great tool for lead generation, but it’s important to use it in combination with other marketing strategies. Make sure to incorporate keywords that match both the topic of your page and the search intent of the customer. This will help your page and site rank higher in organic searches.
4. Email Marketing
Email marketing is a highly effective way to generate and nurture leads. It allows businesses to communicate directly with potential customers and provides a wealth of customer data.
You can use this data to segment your list and target the most relevant content for each group. For example, you can send a customized email to a CEO with different messaging than you would a marketing manager.
Make sure your email design, font size, and call-to-action buttons are optimized for mobile devices. This will ensure that your lead generation emails can be easily viewed on any device.
5. Pay-Per-Click (PPC) Marketing
PPC marketing is a digital advertising model that allows businesses to bid on keywords and compete in search engine results pages. This means that businesses only pay when users click on their ads, resulting in a highly targeted audience and high ROI.
PPC ads also allow a level of targeting that traditional marketing channels cannot, allowing you to target your ideal customers based on demographics and past online behavior. There are multiple ad formats, from search ads to shopping ads and even remarketing ads for ecommerce sites. You can even deploy automated bid management systems to help you maximize your success. Ultimately, the goal of any PPC campaign is to generate conversions.
6. Search Engine Marketing (SEM)
Search engine marketing (SEM) is the practice of using paid advertising to promote and rank your business on search engines’ results pages. SEM includes both paid search ads, such as Google Ads, and organic SEO that focuses on long-term traffic building.
SEM is one of the fastest ways to drive targeted, relevant traffic to your website and products. The key is to create effective ad campaigns that reach the right audience at just the right time. To do so, marketers use keyword analysis tools and monitor their campaign’s performance. The resulting traffic should generate high-quality leads that convert into customers. It should also drive ROI and outperform competitors.