Lead generation strategies are always evolving.
Although the fundamental principles remain the same, new possibilities brought by technology and changing consumer habits enable businesses to find new ways to engage their target audience and attract new leads through brand advocacy.
Businesses that manage to take advantage of these possibilities flourish, while those that ignore them and stick to older methods will have a hard time keeping up.
But what are the most effective lead generation techniques that you could implement?
Well, the good news there are a few strategies that you could start using as soon as today to grow your business and expand your reach.
Ready to learn more? Then read on below.
Most companies today use social media and influencer marketing for growing their business, at least on some level. But while it can be very effective, competition for working with the leading influencers has become so tough that sometimes the costs of campaigns can become unreasonable.
But there’s an approach you can take, even if you can’t afford some of the more prominent influencers in your field.
By targeting micro-influencers instead of the biggest social media figures in your industry, you can reduce your marketing costs while still being able to find new customers and increase sales.
But what exactly are micro-influencers?
In short, they are social media figures that have built a following by showcasing their expertise in the field that you operate in. The only difference with regular influencers is that the audience of micro-influencers is usually much smaller and ranges anywhere from a few thousand to about 50,000 subscribers.
But although micro-influencers may have fewer followers, that doesn’t mean they can’t bring tremendous results for your lead generation efforts.
Micro-influencers have a smaller following, but it’s usually hyper-targeted and responsive. That means that while fewer people might see the promotional message, it will likely generate a response from a much larger percentage of followers when compared to a large-scale social media celebrity, whose following isn’t as focused.
They are also much more trusted because the smaller number of subscribers means that the influencer can maintain much more personal interactions with their audience.
The only problem is that these types of influencers are more challenging to find – since they have fewer subscribers, you really have to dig deep to discover them in the first place.
But once you do, if you can put together a convincing business proposal, you will have a much better shot of reaching an agreement because they don’t receive too many offers and are much more likely to respond.
Content marketing can be one of the most effective ways to generate leads, but not all businesses know how to use it to its full potential.
It’s not enough to just post articles or videos if you want results that are measurable and worth the effort – if you don’t know how to use content to address the most pressing issues your customers are facing, then it simply won’t interest be relevant to your readers.
But how can you develop blog topics that educate your readers and provide useful information while at the same time establishing your authority and guiding them towards making a purchase?
Well, the key to a successful content marketing strategy lies in being the best source of information in your field. You need to study what your competitors are doing and try to find ways on how you can make your content more informative, more entertaining, and more relevant to the people that you want to reach.
While this may seem like a lengthy process, it is well worth it.
If you produce top-quality content, it will not only help you attract new leads through social media shares and word-of-mouth but will also provide you with an endless supply of organic traffic because Google tends to rank the highest quality content first.
With good content and studying the most important SEO blog tips, you can make your content the best lead generation tool at your disposal.
For a long time, marketing was mostly a one-way street – companies would communicate with the help of ads and commercials, and the target audience would either respond positively or not.
But while this approach can be useful, it doesn’t give companies a lot of insights into what their customers actually like. Sure, they can make educated guesses based on results, but that’s still not the same as knowing from the very beginning exactly what the customer wants and be able to offer it to him.
That’s where interactive marketing can be such a powerful lead retention strategy.
With interactive marketing, customers are invited to express their opinion and tell a business what they want, allowing the company to tweak their offer in a way that perfectly matches up.
Having this knowledge can help to make the most from your current leads – the information can serve as valuable feedback that can improve your product roadmap and help you to make all of your lead generation strategies more effective.
But how can you use interactive marketing?
Well, one of the simplest and most effective ways to start implementing interactive marketing is by adding a live chat feature to your website.
While it may seem like a simple step, it can be very powerful – if you can engage your site’s visitors and ask them what they need, it will become much easier to make your offers and messages more relevant and appealing.
This casual type of communication allows you to ask questions and also provide information without the need for a phone call or a chain of emails, which can seem like a much bigger commitment to the prospect.
Small businesses are sometimes hesitant about email marketing – even if they have a small list of emails, they’re not sure how to begin organizing their email marketing campaigns without driving away their prospects.
But email marketing can be the most powerful lead generation strategy if you know how to execute it correctly, so small businesses cannot ignore this potential if they want to remain competitive and maintain a steady stream of new customers.
And developing a successful email marketing campaign doesn’t have to be an expensive and time-consuming process.
It’s possible to get started with a small list – all you need is a few dozen subscribers, and you can start sending out communications, collecting data on email campaigns, and tweaking various elements of your emails such as the subject lines or calls to action until you start seeing positive results.
This way, you can improve along the way and not put too much pressure on yourself to succeed immediately.
As you learn more about your customers and their behaviors, you can improve your messages and, in time, develop a lead generation tool that will serve you for many years to come.
And if you want to get a head start, you can always use email marketing services and get advice from professionals who can get your campaign going much quicker.
Don’t Forget Traditional Marketing Methods Too
While there are many new lead generation methods that are just starting to gain traction, you can still use old-school, traditional marketing tools that have worked for decades and will probably be just as effective in the future.
Paper-based advertising that uses posters, brochures, and flyers can all serve as an effective method for attracting new customers for your business – they work because they are simple, to the point, and get the message about your business out quickly. EDDM has been around for a long time, and you can rest assured it’s definitely for a good reason, too.
Obviously, they won’t work in all situations, but if you’re a local business that needs to get the word out about your services, it can be an affordable and useful tool that gets the job done.
You can also use flyers and posters to showcase your hottest promotions – include coupon codes or even physical, tear-away coupons as part of the sales message to entice people to take you up on your offer.