In the last decade, there has been a phenomenal emergence in software and tools that augment lead generation for businesses.
Cold calling prospective customers don’t cut it anymore when it comes to pushing a product or service.
The element of success lies in your marketing strategy and generating new sales leads, regardless of whether you are a B2C or B2B business.
1. Email Marketing
Many businesses have already incorporated email marketing into their lead generation strategy, but there is always room to improve and find new ways to increase the number of inbound leads that come in from your email communication.
Do your e-newsletters go out bi-weekly? Monthly? Consistent email communication helps build credibility and trust with your leads. Take it to the next level this year and add a touch of personalization to your email marketing strategy!
For example, BrainStation sends monthly newsletters to keep subscribers up-to-date with the latest courses they have to offer. There is also the touch of personalization as seen in the greeting tag of the email below.
Adding that personalization creates a mutually beneficial relationship between you as the business and your audience as the potential customer.
Marketing automation is a useful tool to integrate into lead generation strategy when it comes to taking it to the next level, examples of this tool include Marketo, Hubspot, Pardot and more.
Marketing automation is generally used by larger enterprise companies in order to create a steady and consistent flow of leads for their business, utilizing the strategy of “dripping” information.
However, this tool can be used across all sizes of business when it comes to customizing their email marketing strategy in order to achieve the required lead generation goals.
2. Pay-Per-Click (PPC) Advertising
Google AdWords and Google’s Pay-Per-Click (PPC) Advertising have been around for quite some time now, and it’s more important now than ever before.
If you’re not already using PPC advertising in your lead generation and marketing strategy, your next campaign in 2019 may be a good time to start! PPC advertising is an extremely cost-effective way to generate traffic to a landing page or a lead generation form.
In this situation, custom ads will be set up by businesses and will be displayed when online users input certain search queries. One particularly remarkable thing when it comes to PPC advertising is that you’re not required to pay until your ad is clicked.
An impactful ad largely has a great headline that pulls the attention of a reader and has a concise product/service description, combined with further incentives that drive the reader towards clicking.
As you can see in Spotify’s Google ad above, the headline “Unlimited Music on Any Device” sparks the reader’s attention. The description is clear and concise, outlining some of the many benefits Spotify Premium has to offer.
There are also effective CTA’s below the description that encourage readers to click for more information. Just like Lyft’s landing page, we examined earlier, this Spotify ad redirects users to Spotify Premium’s landing page.
Similar to Lyft’s landing page, it embodies similar characteristics: an attention-grabbing headline, simple and clear copy of what is being offered, keywords that are optimized for search, hidden navigation, and a CTA.
Ultimately, it is worth bearing in mind and truly understanding the reasoning behind PPC being important to your online lead generation strategy. Ensure your team is well equipped with the necessary resources, and review how your business can leverage these paid ads when it comes to your next marketing campaign.
3. Landing Pages
A particularly useful way to generate valuable leads for your business is to create and optimize your landing page for your upcoming marketing campaign.
It is critical to note the way landing pages (and everything that gets poured into a good landing page) can truly help your business propel better traffic towards your website and subsequently harness higher lead conversion.
An impactful landing page generally includes headlines that are attention-grabbing, a copy of what’s being offered which is thorough but concise, keywords that are optimized for searching, navigation that is hidden, a Call-To-Action (CTA) and a form for conversion or lead-capture. There is, of course, always an emphasis placed on aesthetic and visual appeal. Take Lyft for example.
Its “Become A Driver” page is an excellent example of an effective landing page for lead generation. You will notice that this landing page has hidden navigation, with minimizes distractions as readers scroll down the page.
This increases the chances of visitors staying on the page for a longer period of time, ultimately increasing the chances of converting as a lead.Right away, the headline, “Make CA$950 in 30 days guaranteed driving in City of Toronto” captures the readers’ attention. The headline is making a promise that incentivizes visitors to sign up to become a Lyft driver.
The clear and concise copy used is also an effective way of telling visitors what Lyft has to offer. When you’re considering incorporating landing pages to your lead generation strategy, less is more.
What will capture the reader’s attention to make them want to know more? Keep it brief, succinct, and straight to the point.
Have you ever been faced with a scenario where you have long-left a website, but weeks later the ads are still following you wherever you go on the internet?
For example, when you’re on an e-commerce store, you place items in your shopping cart, yet you stop short of purchase and yet days later you see ads for that same-store arise on every webpage you visit.
This is a result of remarketing. By applying some basic remarketing know-how, you have a chance to lure back someone who did not previously convert as a lead.
According to Google, remarketing “allows you to strategically position your ads in front of audiences as they browse Google or its partner websites”.
This helps increase brand awareness and keeps your brand top-of-mind when your previous visitors are browsing other sites. As a result, remarketing is a quick and effective way to remind those audiences to come back to your website and make a purchase.
5. Gated Content
Another idea to consider when trying to augment lead generation in 3019 is providing gated content for prospective customers.
If you are offering any premium content including webinars, whitepapers, e-books, software tools, etc, you may be able to seamlessly incorporate it into your inbound marketing strategy.
A simple and speedy way to use content and exchange it for a sales lead. Visitors largely fill out a form in order to gain free access to content, and in return you can retain their contact information, this can later be used as a future conversion.
For example, Salesforce uses gated content as leverage for visitors who want access to their reports. As we see on the right, there is a form with a number of fields for visitors to fill out with an option to opt-in to their marketing communications.
In this case, the quality of your leads will be better because those requesting for access to your content shows that they’re genuinely interested in what your business is about or what you have to offer.
As a result, users are willing to become a sales lead in exchange for the information or insight you have gated.
Never cease to explore new ways in which to improve your lead generation strategy.
With a broader perspective and open mind, implement various ideas mentioned above into your next marketing campaign.
Credit to Cheryl Baldwin from the WSI Network and you can follow her twitter @cheryl_wsi