Supporting healthy business growth requires data-driven content and targeted marketing. It also takes consistent messaging and branding. Consistency helps users smoothly transition from one channel to the next, for example from a social media post to your website.
Using SEO and paid ads, you can reach a highly-targeted audience. This allows you to capture leads by offering gated content that solves a problem or satisfies a need.
1. Content Marketing
Content marketing is one of the most powerful ways to generate leads. High-quality content that is relevant to the pain points of the audience helps nurture a connection with the brand over time. This trust can then drive a purchase, even if it is not the first time the prospect sees your business.
Using different types of content to attract the right leads is crucial for optimizing your lead generation campaigns. This can include educational videos on products and services, customer success stories, case studies and testimonials, or even creative formats such as SlideShares.
Coke’s personalization campaign of putting the 150 most common names on their bottles was an excellent example of how content can be used to generate leads. But be careful not to overdo it – gated content should only ask for the information that you really need.
2. Social Media
Social media is one of the most important tools for any business looking to collect leads. When used correctly, it is a powerful way to generate new customers and build trust.
Create a ‘contact us’ page or landing page that includes a call-to-action button asking for contact information. Adding action buttons like this can help increase the number of leads. Using custom advertising campaigns, such as retargeting ads, can also be useful for collecting more leads.
Monitor your followers on Instagram and Facebook and stay tuned in to what they are discussing. Responding to those conversations, either with a question or a recommendation can provide additional opportunities to gather leads. TikTok is another great platform to use for this purpose, especially with Gen Z.
3. Customer Referrals
Referral programs are a valuable lead generation strategy, and according to Influitive’s 2022 State of Customer Marketing Report, customers referred by existing ones have higher LTV and lower CAC than those who come through other channels. This means that it is important for businesses to prioritize creating a program and ensuring that it is effective at driving growth.
It is important to note that not every person who recommends your product is a quality lead. Customers will usually only spread the word to those who are interested in your product and fit your target audience’s demographics. These types of leads are known as product qualified leads (PQL) or service qualified leads (SQL). To get the most out of this lead generation strategy, it is critical to develop a program that offers the right incentives for your customers.
4. Industry Research Reports
In addition to traditional marketing channels, businesses can use industry research reports to generate leads online. They can either commission their own studies or offer a free download in exchange for contact information. The content helps build brand credibility and provides contextual information to potential customers.
Most customers begin researching products or services before talking with a company representative. Companies can be a guide to these potential customers by creating customized, relevant, interactive, and engaging content for each stage of the journey.
Content strategies, such as developing blog posts, whitepapers and videos that address the target audience’s pain points, help attract visitors and establish brand credibility. Optimizing this content for lead generation by incorporating keywords and using effective landing pages can also increase visibility and generate quality leads.
5. White Papers and E-Books
White papers and e-books are tried and true lead generation tactics that paint your business as a credible thinker in its industry and encourage leads to engage with you. They are particularly effective if you operate in a technical or academic field.
These reports are more in-depth than a blog article and usually contain expert knowledge alongside in-depth research. They identify an industry problem and demonstrate how your product or service solves the issue, thereby generating leads.
A white paper can be used on a dedicated landing page on your industrial website, with a single focused call-to-action. You can also use a lead magnet tool like OptinMonster to embed a form directly into your website that asks for the email address of a prospect in exchange for accessing a piece of valuable content.