Today, technology has changed the way we market and promote our products and services. Generating leads has become one of the primary objectives of marketers. Marketers use various tactics to nurture their leads, but a significant number of them still believe that generating a lead is an art, and to master this art you need to attain more high-quality sales-ready leads. In the contemporary economic climate, marketers are looking for channels which are highly accountable, and the return on investment (ROI) is easily calculable.
What is Lead Generation?
Consumer behavior changes from time to time and so does the process of lead generation. Therefore, it’s important to revisit the lead captures and take advantage of the evolving technology trends and consumer behavior.
Lead generation is the process of attracting visitors to your site and getting them interested in your offerings. You convert your potential customers into leads and persuade them to provide their information. It has become one of the most cost-effective and measurable ways to track potential customers. It is about getting the contact details of the customers who have requested a piece of information for the product or service.
Here are some various lead generation practices that every marketer should consider for an effective marketing campaign.
Lead Generation Practices for an Effective Marketing Campaign
#1. Content Marketing
There is so much competition in the market that in order to stand out, a company needs to utilize the most creative methods of content marketing in order to grab the attention of the audience. Various tools are been used to interact with these consumers where content marketing has analyzed as one of the efficient and massively effective means to target the audience. It involves creating and distributing valuable, accurate and high-quality content to their defined audience. Content marketing is not limited to blogging but various other creative means as well. Videos, storytelling, infographics, and imagery have played a great role in generating traffic as they are interesting and appealing to viewers.
#2. Build an effective landing page
You have five seconds to convince a person to read your email, so make sure your event landing page grabs their attention. Creating a conversion-focused landing page is essential for a lead generation strategy. There are some essential components in a landing page:
- A captivating headline
- Use three to five bullet points, including the date, time and highlights
- A clear focus on what your audience will learn after visiting your website.
#3. Guides, eBooks & White Papers
Educate the readers with topics relevant to their interests in the form of eBooks, white papers, free guides and other forms of high-quality content. This information can help your target demographic to associate with your business eventually. Get the feedback from your customers to understand the type of content they are looking for and upgrade the content accordingly. This feedback can help your business to convert them into potential leads.
#4. Email Marketing
Despite the emergence of advanced marketing technologies, email marketing continues to be the most effective lead-generation technique in the world of digital marketing. It is one of the best practices for driving traffic, building brand awareness and generating conversions. Among the most effective email practices, delivering compelling content at each stage of the buying process is most popular. This is followed by offering downloadable content and behavior-based segmentation.
It is an important pillar which has taken its fair share of hits, but it remains one of the effective strategies for generating new visibility. Throw your content into syndication and the followers will have more reason to stick around. Social media can generate a steady traffic to your site and build your brand credibility. Lead generation through social media platforms is fast, effective and relatively an inexpensive way to drive traffic to the website.
The webinar is a seminar conducted over the Internet. As more webinar platforms offer users the ability to download a recorded version of the webinar, marketers have realized that webinars are an excellent evergreen asset.
A successful webinar should start with well-developed content and an active pre-webinar promotion. Then there is a post-webinar promotion and the recruitment of appropriate presenters. You can check the leads regarding who attended the live webinar. These leads are the real customers who are excited about the new products which have been discussed in the webinar.
#7. Mobile Marketing
In recent times, Smartphone access widely by the users has become a successful tool for B2B marketing’s growth. Lead generation has been boosted by an astounding mobile data connection, and multiple industries are taking the initiative with innovative marketing approaches.
Mobile marketing plans are used to manage emergency notifications, handle promotions, streamline assignments, and enhance B2B effectiveness with real-time events. Buying signals, demographics, and contact information are being used to increase the business outreach depth.
#8. Search Engine Optimization
SEO is a strategy that is used to maximize the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
It is an organic process of generating leads through the results on a search engine. SEO gives the link to the related websites as per the keywords typed by the users (depending upon the high-quality content of the website). Though SEO and Content Marketing are two different approaches, they can work together. SEO creates the demand of keywords and content marketing fulfills that demand by using those keywords in their content.
#9. Display Ads
Display ads are highly targeted to different demographics or behavioral actions. It is a preferred method that’s practiced by many marketers because it’s simple, direct, easier to quantify and test, is relatively passive and the reach is potentially greater than other methods. The number of websites that allow for display ads is staggering and will get you in front of more people than just the Google search network (text) ads that people have to type in a keyword to see.
#10. Pay-per-Click Ads
Pay-per-Click is the concept available on many internet marketing platforms like Google, Yahoo, Bing, Facebook, Twitter, Pinterest, etc. where you market your advertisements and get paid for every click that your prospective clients (viewers) make on these ads.
If you are advertising baby products, for example, each click will be the lead of a prospective person interested in buying baby products that you mentioned in the ad. So instead of getting on the first page through organic results on any search engine, people use inorganic marketing like PPC to get instant results.
Which of these techniques have helped you generate most leads? Share with us in the comment box below. Or contact us for a full lead generation strategy.