February 12, 2018 Jaclyn Bickerton
Lead generation is the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline. Nowadays, the buying process has changed, and marketers need to find new ways to reach buyers while being heard through the noise. Instead of simply focusing on capturing customers with mass advertising and email blasts, marketers must now focus on being found and learn to build a continuous relationship with potential buyers. In this blog we discuss various ideas to help you generate more leads for your business.
– Create a Product video. Videos are a great source of content that keep people engaged and inspire them to take action. Include a CTA somewhere in the video to tell viewers what you want them to do next.
– Give fewer choices. Fewer choices means less confusion – and less confusion means more leads. This is why you should limit confusion by having a single CTA.
– Use gated videos, case studies, or white papers. This will ensure you get a lead’s email address and from there you can start them in a lead nurturing program.
– Blog consistently. Blogging is also very closely intertwined with search engine visibility. Each new blog post that you write generates a new indexable page for the search engines to crawl. By blogging frequently, you exponentially increase your visibility in Google, Yahoo and Bing. This enhanced visibility greatly improves the likelihood that visitors will find your blog, read it and become a prospect.
– Reach out with Cold Emails. If people conspicuously publish their address or give it to you, then you have implied consent to send them messages related to their work. Create a targeted list of potential prospects in your niche and reach out to them personally via cold email to start a conversation and determine if your business may be the right fit for them. The key is to research each of your prospects thoroughly and send them a fully personalized email.
– Automate Follow-up emails to stay in touch. Using a follow up email campaign after your initial consultation will keep your company in front of your prospect on a regular basis. This will in turn lead to some of them converting into sales when they get to a point where they are ready to buy.
– Host a Webinar. People want to learn from the experts, so don’t be afraid to share your information. Webinars are one of the best ways to engage your audience and in turn provide an opportunity for online lead generation. When you host a webinar, you can reach a new audience of people interested in your topic. They may not know much about your brand yet, but they probably know that they’re interested in the webinar subject. Once your webinar event concludes, make sure to continue to nurture your leads with appropriate follow-up content.
– Qualify your leads. What many companies do not realize is that there is generally only one person responsible for making a purchasing decision about your product or service. Put together a hit list of companies that you want to work with and then find out who that one person is through online research and cold calling. Once you have their contact information, personalize your outreach and this will become one of your highest performing business lead generation ideas.
– Host a Contest or Sweepstakes. A great way to generate leads is to run a contest or sweepstakes that gives people a chance to win your product or services. A well-run contest or sweepstakes can generate a multitude of leads that have already shown some interest in your product or service. Download our Contest Marketing White Paper for more.
– Work through your keyword strategy. This will take some time but will be worth it in the end, as one of the most successful ways of generating leads is through search engine traffic. Download our SEO White Paper for more info on creating a keyword strategy.
– Your local Chamber of Commerce. Join your local chamber and utilize their resources. Go to chamber seminars and workshops and network with business owners there. Collect their business cards, send them an email asking if they want to get together for a one-to-one, where you can learn more about each other’s businesses.
Keep in mind there are plenty of other strategies to help a business generate leads, and what works best for one business won’t necessarily work for another. The best way to find out what works for your company is by testing some of these tactics out. Try putting some of these lead generation ideas into action but remember that lead generation is only 50% of the battle. The rubber hits the road when it comes to lead conversion. You need to make it as easy as possible for your lead to contact and speak to your team. Particularly in B2B where the human interaction is a critical part of the sales process, making sure you get back to the lead as soon as possible.