B2B marketing continues to evolve but one thing remains constant – the need for leads. Improving lead generation starts with identifying the types of prospects you want to attract and concentrating your efforts on being where they are. Through content, nurturing, and closer alignment between the marketing and sales team, marketers have the tools to capture even the most elusive leads. In simpler terms, qualified leads are the lifeblood of nearly every business, both online and offline.
Let’s start with the basics. A lead is a person who has indicated some interest in your company’s products or services by providing their information (name and email, at the very least). According to Webopedia, lead generation is a marketing activity that results in acquiring information useful for building a list of potential clients.
How can you build a strategy that gives your team a consistent flow of qualified leads? Without further ado, let’s jump in and look at 5 effective lead generation strategies to help optimise your efforts in attracting and converting qualified prospects.
1. High-quality content
Firstly, crafting high-quality content can provide you with great search engine optimisation (SEO) for your website. To win the SEO game, you should have a strong content marketing strategy that provides information your target audience will find valuable. You must, however, make sure you are taking into consideration the stage of the journey in which your lead currently is. Content will not be the same for someone who just found out about your company as it will be for someone whom you have been in touch with for a while.
See how to consistently create high-quality engaging content for marketing success in this blog post.
2. Social media marketing
Secondly, social media is one of the tools that elevate leads in a funnel most robustly and cost-effectively. Start with identifying the target audience for your social media campaign. Once you have done that, it’s time to attract them. This can be done by preparing valuable and engaging content as mentioned above.
Social media lets you redefine your lead generation process as it allows for a more targeted approach. A great social media presence builds trust among customers, increasing not only your ability to generate leads and convert those leads into sales but also improve the likelihood that your customers will recommend your business to their friends and family.
Another strategy for lead generation is asking for referrals. The lowest hanging fruit for this tactic is to utilise your existing client base. Talk to them about whom they know who might also be a fit for your services.
The second-best referral is a trusted website sending their clients your way. This is called a backlink – when a trusted website is referring customers back to your website. There are numerous ways to build backlinks and gain trust from other websites. You can:
- Write blogs for other businesses
- Have other websites share your content
- Get on a website’s resource page
Contests are a fun, interactive way to create new exposure for your products or services while forming relationships with potential customers. This is an excellent strategy for lead generation because it leverages two specific emotions – the fear of missing out (FOMO) on an amazing offer; and the love for free products and instant gratification.
For example, quizzes and trivia contests are a great way to create a personal connection with your customers. Participants get to choose their journey, show off their personality, and then share their answers with friends. Do not underestimate the power of a good contest! When orchestrated properly, they can provide your marketing team with interested and strong leads.
Lastly, email is a great tool for lead generation – regardless of what products or services your brand offers. According to Email Monday, 83% of consumers say email is one of their preferred methods of communication with brands. Your subject line can get people to open your email, but what they do next is largely dependent on the design of your content. So, a good lead generation email is written like a good post-click landing page: In a concise way that prospects can evaluate and move on from.
“According to MarketingSherpa, the most used lead generation strategy is email marketing, with 81% of respondents preferring it as the most effective channel.”
Suggested reading: Elements of an effective email marketing strategy.
Real satisfaction comes from what you learn in the process of applying these tips. The above lead generation strategies are just a few of many to help your business improve lead quality and increase revenue. They can help you not only acquire new leads but also convert them into long-lasting paying customers.
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