Lead generation Strategies has become one of the most important parameters to check business growth and brand awareness. It is an explicit contributing factor to the expansion of an organization. Provided its importance is so significant, all the companies are focusing to boost their lead generation capability. This, in turn, is resulting in huge competition.
To start with various methods to incorporate different lead generation strategies, here is a simple explanation of – What is Lead Generation Strategy?
Here are 8 well-researched and established lead generation strategies:
1. Website UX/UI & Content
You must optimize your website to generate leads through it. Having a website is essential to any business and once you have the right features set up, the right people can find you instead of you seeking them out. The website loading time should be ideally around 2 seconds and under no circumstances should exceed more than 3 seconds. The look and feel of your website and a diversified content strategy also play a critical role in attracting, engaging, and converting the prospects on your website.
On a website, the following strategies matter the most to reach the targeted group of decision-makers:
a) Testimonials and case studies
Conversions increase by 50% when you place testimonials on a lead generation page. Your landing page gets added credibility as visitors get strong social proof when they view the testimonials.
Blogs need to be leveraged by companies as lead generation strategies. Content marketing and SEO go hand-in-hand. This is the main reason businesses are making blogs a priority. Companies need to create relevant contents that capture the attention of potential prospects, which can be done by researching keyword opportunities.
Referrals are relatively untapped by most companies even though they are potentially the most valuable sources for leads. Referrals are usually based on customer’s trust and are referred to the right customers as recommendations are made to only those whom it would help. So delight your customers and in turn, they will happily refer your brand to their friends and acquaintances.
d) Press Releases and Newsletters
Press releases and newsletters help keep your customers informed about your company and your latest products or services. Many potential stories pop into a B2B business’s mind but you need to weed through them to find a newsworthy topic that deserves a press release. Let your newsletters solve problems instead of just promoting the company. Your content needs to have a problem versus a solution angle to it which will increase its usefulness in the eyes of the customer.
e) Landing Page, Thank You & CTA pages
The landing page has the sole purpose of converting website visitors or collecting information which will then be used for marketing and sales purposes.
Once the form has been submitted on the landing page, re-direct the visitor to your “thank-you” page, where you can include a link to informational content related to their purchase or suggest other offers.
Persuade your website visitors to provide their contact information to you via CTA pages at the end of blog posts and strategically place them on your website so interested readers can drop an inquiry.
2. Keeping a Track of the Website Metrics
These metrics include the following which signifies the performance of the website in terms of metrics such as website conversions, average time on page and bounce rates, etc.:
a) Measuring Bounce Rates for Exit Detection
Bounce rates and time spent on site can be significantly increased through the use of exit popups. Unlike entry or timed popups, exit popups appear based on user action. They present an offer to the viewer which works as an incentive for them to convert and provide their contact information.
b) Conversion Rate Optimization (CRO)
The process of identifying why visitors are not performing a preset goal and working on those numbers after a comprehensive analysis is called Conversion Rate Optimization. Instead of attracting more visitors with low conversion rates, concentrate on increasing your current conversion rate and then investing your time and money in attracting targeted visitors.
A perfect opt-in incentive gets your ideal customer to sit straight, notice, and willingly give their contact information and become your email subscriber by submitting their official email address on a landing page.
Lead feedback acquisition is extremely important for the fluidity and optimization of the lead business. Organize and create a feedback loop so you can avoid overlooking essential information, then present the most relevant information to the prospects. As much as comment sections, reviews, and polls are great ways of obtaining feedback data, complaints shouldn’t be ignored.
When embarking on a new marketing campaign, you could consider using a toll-free number to affordably boost the success of your campaign. By customizing your toll-free number you can do one of two things: share the name of your business or communicate a benefit you provide. Your number should reinforce your brand’s image and differentiate you from your competition.
A good lead-generation website offers some sort of free downloads which can be eBooks, templates, or any other helpful resources that people need to fill out a simple form to download.
3. Content Creation & Social Media Advertising Strategies
1. Gated Content
As much as 80% of B2B content marketing assets are gated. To generate leads, marketers use gated content that provides prospects with valuable data in exchange for their contact information.
Chatbots provide a banner opportunity for generating quality leads allowing brands to have plenty of conversations at the same time 24/7 by providing valuable customer insights. They can answer questions and use that data to give prospects scalable, personalized one-to-one recommendations, and move prospects through the purchase funnel.
Also known as remarketing, retargeting works as a form of online advertising which helps keep your brand in front of bounced traffic. The common misconception is that retargeting needs to be left with eCommerce companies but in reality, targeting and retargeting displays can be powerful lead generating sources for B2B companies.
4. Cross-Selling and Upselling
It is important to know how to sell to your customers and for this, including cross-selling and upselling in your lead generating strategies, is quite beneficial. Both the selling techniques increase the average amount spent on orders while simultaneously adding customer value. To generate leads using this approach, you would need to set clear goals, know your audience, determine the customer journey, and segment your customers into 2 groups- big selling segments and the ones with low lifetime value potential.
5. Cross Promotion
Once you’ve worked at building a loyal network of customers, you still need new leads. For this, you can collaborate with other industry influencers through webinars, eBooks, podcasts, or hosting a Twitter chat. This method will help get your brand and the partner brand seen by a new audience.
6. Strategic Partnerships
Find larger companies that need what you provide and then build your product into theirs using an API in return for the promotion of your partnership on their site. This is the key to finding and building strategic partnerships. Through the help of these integrations, you will get a direct connection to potential customers who use the larger company and you will be able to create entry barriers for your competitors.
7. Account-Based Marketing (ABM)
For a successful ABM strategy, you would require more than a unified sales-marketing goal and an intelligent account list. You need to also engage specific decision-makers within your target organizations that can help move opportunities forward. Before the ABM lead data enters your CRM system, the data needs to be accurate, complete, and marketable to increase conversion rates and drive pipeline value.
8. Artificial Intelligence (AI) and Marketing Automation
As the best AI systems excel at surfacing insights from large datasets, lead generation, and lead qualification become a big use case. With the help of your marketing data, AI can be used to know more about your prospects and customers and to even find new leads or recommend existing prospects to pursue. Marketing automation helps you achieve lead generation through effective marketing and enables a marketing process that works in the background generating results with little effort from your end.
9. Native Advertising
The use of paid ads that resemble the look, feel, and function of the online publication it appears in is called native advertising and doesn’t look like normal display and banner ads. These ads offer an increase in intent to purchase and brand favorability. By choosing the right native advertising channel, telling a good story, and including a CTA the native ad will be able to help generate leads for you.
10. Skyscraper Technique
First, find link-worthy content, make existing content even better, and then reach out to the right people. Take contents that already generate links and make it longer, more up-to-date, better designed, and more thorough. You then reach out to those site owners that have already linked to content similar to yours.
11. Pay-Per-Click (PPC)
With the help of PPC, your website can instantly appear on page one of online searches and be presented in front of people who are searching for a solution to their problem. This results in more awareness of your brand and what you have to offer.
In B2B marketing, the fastest growing marketing technique is the webinar. They are remarkably effective as a lead generation strategy, lead nurturing, and thought leadership tool. As they are a 100% online event, marketers can reach a large yet targeted group of customers, and the data that they provide become a part of your well-stocked database.
13. Quizzes and Surveys
Surveys and quizzes are some of the creative ways savvy marketers use to bring in new leads and to learn more about them. But the biggest hurdle is getting your prospect to take the quiz or survey. To surpass the hurdle:
- Be considerate and personal in your message when requesting them
- Offer enough incentives for them to do so
- Keep the surveys and quizzes relevant
14. Guest Blogging
From SEO viewpoint, guest blog post helps generate leads by being an effective way to build up your backlink profile and helps establish your image as a thought leader in your industry. Businesses feel a lot more comfortable and trust more when they see you establish a sense of authority about a subject.
15. Trade Publications
When generating leads through traditional advertising, trade magazines are much more beneficial than newspapers as it is focused on a specific industry and you can rest assured that you are reaching your prospective client base for a reasonable price. When selecting a trade publication, check their circulation rates to make sure you get the most for the money you will spend.
16. Community Involvement
Help make your community a better place to live in while getting face time with potential clients who will then get to know you on a personal level which no newsletter, cold calls, or emails can ever hope to accomplish.
17. Lost Opportunities
Moving on to bigger and better opportunities when a sale falls through, works in the short term but a lost prospect doesn’t need to be gone forever. Do not lose touch with former prospects and revisit them when the timing is right as most of them still have a possibility of turning into prospective buyers.
Seeking to generate leads through radio would require incentives of urgency for the listeners. As radio is normally played in the background, you would need to use ad frequency to capture the attention of your listener and get stored in their memory.
19. Event Marketing
More than 45% of a company’s sales and marketing budget is spent on event marketing and many valuable leads come from personal introductions made at these events. Once you align public relations, digital marketing, and your lead gen efforts with event marketing, you will be able to gather thousands of ideal prospects in one location with a similar mood for making purchase decisions about your product or service.
20. Bulk SMS Services
Using the service of bulk SMS, you can attract people towards your services and even reach a large number of people with very little effort from your end. After sending your SMS, ask them for feedback and reviews to help better your services.
Organizing your workshops is a great way of demonstrating your expertise and helps attract leads and build relationships in a value-added approach.
As part of your marketing strategy, an SEO expert catapults his SEO strategy which helps generate qualified organic, high-quality, and qualified leads by driving traffic to your website and increasing your site’s search ranking through the use of targeted business-related keywords.
23. Social Engagement
Sales teams need to be active in online communities where their customers are. Through Social Selling, the professionals of a sales team can connect and engage with decision-makers. With the power of social listening, you can monitor searches done for your product and service by prospects. Once you discover leads through this method, engage with them to help nurture them into customers.
24. Influencer Marketing
The digital arena is filled with information trying to grab the attention of your prospect. So to gain a stronger online presence and boost the amount of exposure you have with your audience, influencer marketing is the best solution. For this, you can either work with those individuals who already have a huge social following or you can become an influencer yourself.
25. Online Forums
Despite forums having a strict no-follow link policy, they play a big role in lead generation. For this, you would first need to choose an ideal forum where you can provide additional insight and add credibility. Contribute your insights to chosen conversations without adding any backlinks. Users and admins need to know that you are there to add value and not to fulfill a self-serving agenda.
With rich analytics and marketing tools, LinkedIn has become a very important part of B2B social media marketing and helps generate relevant leads. It has the highest conversion rate among all major social media sites, half of which will most likely purchase from a company that engages with them on the site.
With 330 million active monthly users sending out 500 million tweets daily, Twitter has become a platform that creates a lot of buzzes, delivers good customer service, and helps create a network of influencers and followers. 94% of Twitter users plan to purchase the businesses they follow.
Facebook lead generation isn’t limited to just ads. Lead ads help push customers further along the sales funnel but it is not the only approach. By using Facebook forms, posting visually appealing content, creating an interactive lead magnet, and changing the CTA on your Facebook page you can generate leads.
With Instagram, not only you can share photos but you also share a personal and visual element of your brand to your audience in real-time. This helps create and nurture a relationship filled with trust and loyalty.
As a free question and answer site, Quora has reached a milestone of 100 million monthly unique visitors. With the aid of this site, companies can answer crowdsourced queries and establish themselves as authority figures among the members of this rapidly growing community.
On SlideShare, every month more than 70 million professionals actively look for content like yours. This platform is particularly effective as users can share videos, documents, infographics, eBooks, and presentations on it which can increase brand awareness and drive traffic to your website.
Videos uploaded on YouTube are very search-engine-friendly as they appear well ranked on a Google search and even on YouTube’s search engine. This matters because YouTube is second only to Google as the most used search engine. Videos uploaded here directly translate to more sharing, more visibility, and more lead generation.
4. Outsourced Lead Generating Services
By hiring an experienced lead generation company, you can be ensured steady growth for your company and guaranteed a good ROI. In case you are interested in learning how beneficial outsourcing your lead generation campaign is to you and your business, do contact us.
We at Valasys would be happy to discuss this further with you. We hope you liked the top 50 lead generation techniques we list out. Your leads must get converted to sales. Companies have begun setting aside more budgets to fund lead generation methods. For businesses to break through the noise and get in front of their target customers they spend a lot on inbound marketing. To not be left behind by your competition, it is critical to make lead generation a priority.
5. Email Marketing
The person who provided their contact information to you so they could download your eBook might have been interested solely in the contents offered by your website. That individual may or may not have much interest in your line of business. Your job as a marketer is to take that person’s nascent curiosity and nurture it until it evolves into product interest. Email marketing will help you accomplish this through consistent and highly relevant email communication. Build credibility and trust with your leads which helps keep your brand at the top of the mind of the decision-maker when they are ready to select a solution.
6. Free Products
Giving away your products for free can work as an excellent lead magnet as they give people a taste of what you offer. It will work for your business if you have several products or if you have a premium version of the same product. Free products can get you a lot of free subscribers, but the free sign-ups will only convert to customers if you give away a top-quality free product.
7. Discounts and Offers
Receiving a great deal on a purchase is a lovely feeling and that is why special offers and discounts produce real conversions. These incentives make the customer feel valued enough to finally choose between doing business with your company.
8. A/B testing
Through A/B testing, you can compare two versions of a webpage or an offer against each other to understand which one performs better. With rigorous testing on landing pages, home page messages, email subject lines, CTAs, and images, you can optimize your web pages. This, in turn, would boost the generation and conversion rate of more leads.
B2B marketers can employ several organic and promotional channels to drive traffic to their landing page to start generating leads. According to their line of business and the niches within which they operate, marketers can adopt various strategies to drive their lead gen activities. The methods mentioned in this blog serve as some of the premiere channels for marketers to generate and fuel their lead generation endeavors.
We at Valasys Media being amongst the #1 B2B media publishers across the globe, are committed to helping our target audience groups generate quality leads and with other bottom-line endeavors. No matter what niche of B2B marketing you operate in, we have tailored solutions to meet all your marketing requirements. For any business, queries feel free to get in touch.