Each conversation that you have has the potential to generate business. Those conversations are precious. They’re leads that are worth fighting for. The issue is you’re not the only one fighting for it. It feels as if almost every industry is oversaturated with competition. That’s why you need to get creative. You might be wondering how to find leads. It sounds like you need to try a whole host of lead generation ideas.
In this article, we’re going to share some of the most popular lead generation ideas that businesses are using. Some are traditional, and others have become prominent during the digital age. We’ll also share a look into the future and what the evolving landscape of lead generation has in store.
- Are traditional lead generation strategies still viable?
- How can you prepare for the new lead generation methods?
- What’s the best way to measure success in lead generation?
Traditional Lead Generation Ideas
We live in the digital age, but lead generation was around before then. Some of the unique methods of lead generation are still in use today. They might not have the same efficiency levels as their digital counterparts, but they’re often worth investigating.
Cold Calling
Imagine an image of a salesperson from 20 years ago, and you’ll have an image of a person either cold calling or knocking on their door. Cold calls are often seen as old-fashioned and intrusive, but when done correctly, they can offer immediate results and foster a personal connection.
This type of unsolicited outreach isn’t as easy nowadays. People have caller ID on their phones, and barely anyone would expect someone to knock on their door to sell a product. There are particular industries and businesses that could thrive on this method. They’re dwindling in number, but they certainly exist.
Trade Shows and Networking
Sometimes, you can’t beat being in the same room as someone and shaking their hand. Strike up a conversation and share some thoughts. Give them your card, and then see how the relationship evolves.
Networking events and trade shows are designed to facilitate these interactions. The latter is especially so, given that you’re able to show off your products or wax lyrical about your services. This gives you an advantage. You can guide the conversation in any direction you like. Plus, while the prospect is in front of you, other companies won’t be able to capture their attention.
Print and Broadcast Media
Newspapers. Fliers. Radio. TV. These are mediums that were the absolute paramount of consumer advertising for decades. People used to know radio jingles for companies better than they knew the services that the company actually offered. These were, for a long time, the best methods of reaching wider audiences.
There’s no doubt that the internet has overtaken advertising. That might be true, yet many companies still successfully use these traditional methods. Especially those companies that have an audience that is predominantly older generations.
Digital Lead Generation Ideas
Digital methods of strategic lead generation are certainly the standard for businesses nowadays. The following methods allow companies to reach out to prospects in ways previously thought impossible. Each of the following ideas will feature in some form in the digital marketing strategy of a successful business.
Content Marketing
When a business creates and shares relevant, valuable content consistently, it draws the attention of prospects. Content marketing is often seen as an activity near the top of the sales funnel. That said, content can just as easily feature throughout the entire sales process. You could apply it anywhere to your sales funnel template.
It allows you to build affinity with your audience through thought leadership and authenticity. Content should aim to inform, educate, or entertain. Once you’ve begun to show that you’re a trustworthy source, a person will naturally progress from prospect to lead. The bonus is that they’ll be warm leads, having spent so much time getting to know you through content.
Content marketing comes in many forms:
- Blogs: Longer form content, such as blogs, allows you to create in-depth guides and address pain points in extensive detail. You’re able to showcase your expertise. Plus, it acts as a great resource for your search engine optimization strategy.
- Visual Content: Infographics and videos give you almost endless options for delivering visual content. You could create longer-form explainer videos. Another option is to create short-sharp ones that break more complex issues into easy-to-digest segments.
- Webinars and Podcasts: Both webinars and podcasts act as a great opportunity to show some thought leadership. You can use the platform to share insights, tackle industry challenges, and discuss growing trends.
These are just some of the methods that you might consider using. Content can also serve as a lead magnet, especially when in downloadable form. Courses, eBooks, whitepapers, journals, and newsletters can all be downloaded or accessed in exchange for an email address or contact details.
Social Media Marketing
Social media was designed to be a platform for people to forge personal connections. It’s evolved and developed from conception into a marketing powerhouse. Businesses can use social media to connect with their audience on a personal level. It’s a platform that is a standard part of everyday life. There are very few people that aren’t connected in some way, shape, or form. This means brands have the chance to engage with audiences in a casual way that can create meaningful leads.
Each version of social media has its nuances and audiences to go with it. Which works for you will depend on who you’re targeting. You don’t, however, have to go it alone. Working with already-recognized influencers means you can reach huge numbers of engaged users. All without having to create a following yourself.
Your success in lead generation through social media won’t be based solely on how visible you are. It’ll depend on how you leverage that visibility to create leads. Think about how you’re presenting your brand and how you want the audience to interact with you to convert them to leads.
Search Engine Optimization (SEO)
SEO is arguably one of the most powerful methods of lead generation, but it is also one of the hardest for businesses to crack. SEO builds domain authority so that Google ranks your website and its pages high in the rankings.
There’s a great deal more to SEO than keywords. You need to consider:
- On-Page SEO: the content of your website and how it is presented and perceived by Google.
- Backlinks: Other authoritative websites that link to yours, passing on their trust.
- Technical SEO: The strategies that go under the hood of your website, including speed and content delivery.
- Algorithms: Google regularly updates its algorithm with the aim of providing a beneficial user experience.
It might seem like a dark art, but when cracked, SEO can deliver a steady stream of traffic to your website. It’s then up to your website to convert those visitors into leads. If you’re investing in SEO, think about how you want people to interact with your site once they’re on it. What steps can they take to reach out to you?
Email Marketing
There’s something special about email marketing. It fills a gap in the digital world where you can still talk to individuals rather than trying to cater to larger audiences. With a personalized email, you’re able to share a tailor-made piece of information or an offer just for them. You can gently nurture a relationship, step-by-step, guiding them toward conversion.
You’re able to create whole campaigns designed with the sole aim of turning strangers into leads. It’s a proven method of outbound lead generation. That's especially true when paired with the correct email marketing tool. You can send these emails, still with personalization, at a phenomenal scale. The only thing holding you back will be the number of accounts on your email list.
The key to email marketing is similar to any of the other methods above. You need to be delivering something useful to the recipient. Something of value. If someone feels that they’re benefitting from the interaction, they’re far more likely to convert into a lead.
Digital Advertising (PPC)
Advertising online is an efficient, if expensive, way of generating leads. Pay-per-click advertising lets you get your brand in front of people precisely when you want to be there. That could be during a research phase, it could be when they’re considering options, or it could be at the moment of decision. You choose the words, phrases, and locations that you want to appear, and you’ll be there. For the right price.
PPC campaigns actioned well are created from a foundation of analysis and data. It involves analyzing consumer behavior, optimizing your creatives, and creating bidding strategies based on endless metrics. It’s a great deal of work, but it can create a process where leads are generated for you on a regular basis. The key is consistently measuring your investment and comparing the returns.
Innovative Lead Generation Ideas
The world isn’t standing still. Lead generation is evolving even further. It’s going beyond the traditional digital methods above. Innovative brands use these emerging technologies to their advantage and are reaping the rewards.
AI-Driven Interactions
AI is completely changing how brands and prospects interact. From chatbots to conversational FAQs and customer support, AI is changing the landscape of lead generation. It’s a world where a personalized customer liaison is available 24/7. They offer an immediate response to any user query, with the ability to guide them toward specific information or resources.
The best part is that these interactions aren’t solely for operational purposes. They gather data and begin to offer insight into consumer behavior. Every interaction can build the AI’s ability through machine learning. This means that AI can better predict what a prospect needs to convert to a lead. Then, it can facilitate it. This ensures that every opportunity is realized and acted upon.
Interactive Content
Websites and tools are growing in their interactivity. Users are able to engage with content actively rather than being passive passengers during the process. It’s a deeper, more meaningful interaction that creates a far higher chance of conversion.
Consider a consumer browsing a static eCommerce site. They previously would have had to visit multiple pages, read the content, and make a decision themselves. Now, they can take part in a quiz that will show them the best products for them.
Another example could be a homeowner looking to get a quote for home improvements. In exchange for their contact information, they could use an online calculator to get an estimate. This helps the business understand their needs, and it offers valuable information to the consumer.
Virtual and Augmented Reality
Better known as VR and AR, these technologies are rapidly becoming commonplace in the marketing world. It’s an opportunity to bring users a unique method of interaction. We’ve started to see experiences, such as virtual property tours, that allow engaged buyers to interact from the other side of the country.
There are even augmented reality product trials so that users can see the product as if it is right in front of them, in their own space. Homeowners don’t need to order samples of paint or tiles. They can simply take a photo and see the products in their own space, superimposed with incredible accuracy.
Key Takeaways
Brands and businesses must evolve and adapt as the lead generation world changes. The best strategy will always be a fusion. They’ll seamlessly blend traditional methods with digital and innovative lead generation ideas. Success, however, is just in the method. Success comes from understanding your audience and keeping their needs at the heart of what you offer.
- Embracing tools can supercharge your lead generation efforts.
- The key to quality content, whatever the medium, is to deliver value.
- Personalization will do wonders for lead generation. People like to be treated as individuals.
- If you’d prefer, you could always employ lead generation companies.
Tools can make all the difference. Especially when working at scale in mediums such as email. You need a tech stack that you can rely on. Instantly and email marketing go hand in hand, and what's more, you can get started with it for free today.
