Lead generation involves the collection of information from prospective customers. It can be accomplished online through a website landing page, social media call-to-actions, or email campaigns.
To effectively collect customer information, businesses should invest in a CRM that allows them to verify and match leads with sales records. Having a flexible form system is also essential for any lead gen strategy.
1. Content Marketing
Whether you’re looking to grow your audience or increase conversions, content marketing is a powerful strategy. But it’s important to keep in mind that not all content is created equal.
To generate leads, your content needs to add value for your audience. That’s why it’s important to focus on high-quality content that answers your target audience’s questions and addresses their challenges.
This can be anything from a blog post to an event to a downloadable resource like a guide or white paper. Whatever type of content you choose, make sure it’s relevant to your audience and has a clear call-to-action that leads them to your website. Then, optimize your content for search by using a keyword planner to identify the most popular keywords in your industry.
2. Social Media
Social media is a powerful tool for connecting with your audiences and building brand trust. It’s also a great platform for collecting leads and bringing them into your sales funnel to convert into customers.
You can collect leads through social media by offering enticing content, like webinars and downloadable whitepapers. You can also use social media ads to target specific demographics and their online behaviors to generate more high-quality leads.
Facebook and Instagram recently introduced a feature that allows brands to run lead generation ads directly on their platforms. These ads allow potential customers to indicate their interest in a product or service by filling out a short form. This is a simple and effective way to generate quality leads on social media.
3. Email Marketing
Email marketing is a powerful tool that you can use to generate leads. It involves capturing potential customers’ information through an opt-in form on your website or landing page. Once they have opted in, they become a lead.
Email automation is a great way to capture leads and convert them into subscribers. It’s easy to set up by incorporating a form with an enticing lead magnet on your website or landing pages. Then, you can connect the form to Mailchimp, which automatically adds your new subscribers to a list.
Another way to generate leads via email is through lead nurturing emails. These are educational emails that provide relevant content for each stage of the sales funnel. For example, if someone subscribes to your tutoring service, you can send them educational content on preparing for the SAT or ACT.
4. Influencer Marketing
Influencer marketing is a powerful tool for increasing brand awareness and generating leads. It enables businesses to reach a wide audience with authentic and relatable content.
It also increases the trust factor, as influencers are able to build an emotional connection with their followers. This makes them more likely to purchase or take action on your products or services.
Moreover, influencers can increase your social media engagement and website traffic. They can also help you generate leads through retargeting ads.
For example, Converse partnered with several influencers for their “Stay True” campaign. This campaign was successful in promoting the limited-edition shoe designs and driving sales. The campaign generated thousands of shares and comments on social media, while the shoes sold out quickly. By integrating influencer marketing with other strategies, you can maximize the results of your campaigns.
5. Referral Marketing
As customers evangelize about your brand on social media, you can generate leads with referral marketing. This strategy encourages existing customers to share your brand with friends and followers in exchange for rewards or discounts on future purchases. This type of advertising is powerful because it can influence the buying decision and reach a wider audience than other forms of marketing. Referred customers are also more loyal and have higher lifetime value.
Ask for referrals while your business is top of mind, and make the reward directly related to the product or service you provide (like Dragon Gym did). This method worked especially well for razor company Harry’s, who invited people to share their email address on a thank-you page after signing up. They then offered them free Harry’s products as a reward for referring new subscribers.