Having a perennial flow of leads is the holy grail for any business. No matter how mature and top-class your product is, if there are no takers for it, then you can expect to shut down your business soon. Lead generation is the engine that keeps your business running.
Most businesses are known to have a lackadaisical attitude towards prospects that have become clients. Every time you get a new paying client, you ignore them and prepare a strategy to get your next client. While there is nothing wrong with aggressiveness to get newer clients, not providing the best after-sales service for your existing customers can come to bite you.
10 Effective Lead Generation Strategies to Shape Your Business
In this article, we are going to discuss 10 lead generation strategies that will work perfectly well for any business. While we are restricting to just ten strategies, there are a lot more than you can use for your business.
Please be assured that using these ten strategies alone will work remarkably well for your business, no matter which stage of the business you are in. Here are 10 lead generation strategies that should perfectly work for all businesses:
With almost every company conducting webinars, how can you stand out from the crowd? Remember that your audience is attending your seminar with high hopes.
They have high expectations during the entire process, from sign-up to deciding to log in at the time of the webinar. With webinars, you can reach customers from around the world, which is not the case when conducting an in-person seminar.
Hosting webinars show you as an authority on the subject and as always, people want to do business with others who show credibility. With webinars, you can interact with your audience directly, something that videos or an ebook does not offer.
They will be able to ask you questions directly and for every answer that you give correctly, they are closer to becoming a customer than they were earlier. Push them deeper into the funnel, reduce the degree of sales objections, and paint a picture of what it would be to be your client.
People who connect with you on a webinar are usually the decision-makers, they have more knowledge on the subject, are looking for more information, and are hoping to make a meaningful connection. Also, they would be more than willing to share their information.
Webinars also give you the opportunity to partner and collaborate with other brands, some of which can be a revenue-generating source as they might be interested in sponsoring your time and knowledge.
2. Email Marketing
Email marketing will always remain one of the most effective ways to market your business and a solid lead generation strategy too. Why? Because it comes directly to the customer’s inbox and more often than not, we carry our cell phones everywhere we go.
The ROI of emails is $41 for every $1 that you spend.
How’s that for ROI? Isn’t that ridiculous?
One more reason why email marketing is so effective is that customers don’t mind receiving emails as a part of a business’ communication strategy as they don’t find it as intrusive as a phone call or a pop-up while browsing.
There are a lot of strategies that you can use to get the best out of emails.
#1 Divide your email subscribers into different segments based on various demographic and firmographic characteristics. This makes your emails more relevant to your customers and they are 18 times more efficient than sending emails to everyone.
#2 Email automation is another area where you can spend your money. Instead of sending emails manually every time you want to communicate to a customer, why not use email marketing software to automate the entire process?
#3 Nurture leads over time with the help of email drip campaigns that are sent to leads based on your business plans.
#4 Use lead scoring using email marketing automation. It is the process of assigning scores to leads based on the actions that they take. Using the lead score, you can decide what information to send and the frequency of it.
3. Search Engine Optimization
If you are in the online space, there is no space you haven’t heard of SEO. The work of SEO is to ensure the visibility of your website. Any activity that is done to increase the visibility will come under this: from link building to social media marketing.
Google changes its algorithm almost every day. So if you are planning to invest in shady SEO tactics, you will be punished- severely at that. But you don’t have to sacrifice your reputation for a few leads, there are time-tested ways to generate leads from SEO.
#1 Optimize your website with keywords. Use keywords that have lower search volumes as the higher ones will have a lot of competition from established brands that have big budgets.
#2 Competitor study is something that you should never ignore. Study the backlinks used, the kind of tools they use, their strategies, etc. You can use tools like SEMRush to understand this.
#3 Make your website responsive. Remember that people search for things on the move. Ensure that your website is easy to use, fast, and sleek in terms of design and usability.
#4 Create content consistently. Use headings and subheadings for your readers to improve their user experience. It will help them scan the content easily and read without any difficulties.
#5 Write guest posts, they will build credibility and look great on your portfolio. Use Alt Tags for your images.
#6 Be active on social media. People use social media these days to search for anything. You need to be active there in the form of posts and activities with your audience. Not all channels are necessary, just use the ones where most of your customers lurk.
4. Content Marketing
In 2020, content is the king, queen and the whole army combined. Without content, there is nothing to market. Content is the most important missile in your lead generation arsenal.
Your users will trust you based on the content that you produce. Each section of the customer journey should be filled with different types of content related to your business.
#1 The first step is to understand what kind of content your customers want. Find out what kind of customers are the ones looking for your product. Look at the existing content.
#2 Find keywords that your customers want to know more about.
#3 Create content that is in line with the keywords and the preliminary investigation that you have done.
#4 Produce an ebook. It should be useful for your target audience, educate your potential leads about your business too and the end of the ebook should have a CTA where you capture the information of the potential leads.
#5 Create white papers and guides. It will tell your audience about the kind of knowledge you have about the industry.
#6 Write case studies. Use good storytelling that showcases the success achieved by your client by using your product. It has the ability to make your leads into customers.
5. Social media marketing
Over the years, social media marketing has matured as a strategy that even B2B businesses can use effectively. While social media channels have essentially been used by B2C companies over the years, things have taken a turn for the good.
#1 LinkedIn advertising. While LinkedIn ads are considered expensive, there is a huge organic reach that it offers. In fact, it is cheaper than FB ads at the moment. Now is the right time to invest in LinkedIn ads. More importantly, it connects you directly to decision-makers and it is something that no other social media company offers.
#2 Promote your content on Twitter Be active on Twitter. People use Twitter to keep themselves informed about things that matter to them. Use this information in mind to craft content for someone who would be interested in your business/industry.
#3 Facebook has powerful targeting options and they are still one of the most powerful amongst all social media platforms. Its targeting is one of the reasons why it is popular for both B2B and B2C marketers alike.
#4 Build your community on any of the social media platforms. It could be a group with potential leads who are interested in your industry. There is no better place for you to nurture your potential leads in your community than in any other place.
6. Conversion Rate Optimization
No matter how much traffic your campaigns generate, if there are few leads to show for it, then it is not the kind of success that you are hoping for.
#1 Optimizing web forms: Every time you want to convert your customers, there is some kind of an online form involved- email sign up, lead box, free content downloads, etc. Even when someone is ready to fill the form, the only thing that separates them from doing that is your form. Imagine having a faulty form that your potential leads are irked with and they leave the form without inputting their credentials.
Isn’t that a tragedy? No one wants that.
Conversion rate optimization means converting visitors into leads. So it is important that you create forms that are easy to build, test and share on any page without writing a single piece of code.
#2 Exit-intent popups: When a user reads a post of yours on a particular topic, the next step is to provide them with a reason to stay on your page before they plan to leave the website. Offering content to download or any other promotion is called exit-intent popups.
#3 Test the elements on your website. Test different variations of your page to find out which ones get the highest response.
7. Attending conferences/seminars/trade shows
In a world that is increasingly shrinking, thanks to video conferencing abilities, if there is one thing that won’t change, it is the power of human interactions.
While there are hundreds of conferences that happen regularly, even in your industry, it would be advisable only to attend the ones that are the most relevant to your business.
Sometimes, attending conferences can be expensive as the attendees are charged for it. Since you are paying, you need to ensure that you get the maximum benefit from it.
You need to think about the audience that will be attending. If it is only going to be other businesses that are similar to yours, then it can be given a pass.
Try to see if you can have a speaking opportunity for your CEO. A speaker’s tag gives a lot of credibilities and everyone will know the business that they represent. It is easier to build a personal connection after the event gets over because everyone knows you by now.
Getting access to the list of the attendees is another thing that carries a lot of weight because you can study your audience in advance, and even have clear strategies that can be used when talking to them during the time allotted for networking.
8. Affiliate Marketing
A lot of businesses haven’t taken the time to understand how affiliate marketing works for B2B. Unfortunately, that’s a lot of potential leads you could have got.
In a B2B type of affiliate marketing, you can build partnerships with other companies that have an auxiliary or complementary product, bloggers, influencers, whose audience is similar to yours.
The agreement between both the parties could either be a flat rate or on a commission basis for each client that converts. Even a barter basis would work. For barter to work, you can ask for a percentage discount of your affiliate’s products for your customers, and vice versa. This is great for everyone.
You can reach out to possible affiliates through Twitter, LinkedIn, Instagram, Trade conferences, publications, trade magazines, etc.
It is not that difficult to find influencers who would be interested in becoming partners. It is all about finding the right synergy and seeing if you would be able to create a partnership that will bring in leads.
9. Pay Per Click advertising
The use of PPC advertising is a great strategy if you want to bring in leads immediately. One of the best things about prospects that you get from PPC ads is that these people are looking specifically for a product similar to yours.
Also, it is one of the fastest ways you can get leads because the normal way of doing lead generation takes time if you don’t combine it with PPC.
If there is one tip that you would like from our side, it is the fact that you should not direct those who click on the home page. Instead of doing that, direct them to a well-designed landing page.
While it is true that your homepage will spell out information about who you are, what you do, and the benefits associated with you, it does not concentrate on a single aspect, instead it tells too much information and can make the visitor lose interest.
Users who clicked on the landing page link are looking for information. If they are directed to a page that isn’t in line with their search link, then you might be inviting their wrath.
Your content should be written in such a way that it gives the exact thing that they were looking for. Include a lead generation form on your landing page so you don’t lose out on their information.
10. Personalized content
Who wouldn’t say yes to something that has been uniquely crafted for you? In fact, people want personalization these days. If you are a business, you better provide something that is uniquely created for your customers and not a run-of-the-mill product that everyone is pretending to enjoy.
In fact, it is one of the best ways to differentiate your brand too. Thankfully, marketing analysis tools are there which makes it easy for you to find out what exactly your users want.
For customers who are looking for real-time insights, relevant data, dynamic interaction, and more would be pleasantly surprised. When you are creating personalized content, ensure that it is in line with your short-term and long-term goals. Do not deviate from the objectives that you have in mind for your business.
The first step towards creating personalized content that converts is to find out who exactly your audience is. Create buyer personas/ideal customer profile so that you have a granular understanding of who your customer is. You can use analytical tools also to find out more about them.
Separate your audience into different segments so that you know who will enjoy content A more than content B. This differentiation that you make will be the cornerstone for your marketing efforts. Keeping these tips in mind and create personalized content for them.
While doing the above ten steps consistently without deviating from the best practices, it is true that you would be able to get the most bang for your buck. But you also need to understand that if you don’t have the capacity to handle a lot of leads, then you need to re-think your marketing strategies so that you can gain that capacity. Using marketing automation, you can take the load off your marketing and sales team.
Once you are familiar with the above tips and are working on them consistently, do add more marketing practices that will increase the number of leads that you get regularly. Have a formidable strategy for building more assets that will help with your lead generation strategy.
Your biggest asset in lead generation is always going to be quality content. There is nothing that can take the place of good content. No matter how much you optimize your best content, if there is no content good enough to inspire the visitor into taking action, then you have failed. For the ones at the top of the funnel, give them so much information that will educate and inspire them and you will have too many leads to handle.
If there is one thing that the SurveySparrow team would advise all the readers of this article is to adopt technology as much as possible. Tech makes things easier for you. This way, you will be able to get more time to ideate and come up with solutions.
The budget that you have will also be a big factor when it comes to using all the above tips. Use your resources judiciously so that you are happy with the results.