Being present in today’s marketing world is crucial whether you’re a large organization, a small business, or a personal brand. To get ahead of the curve, you must acquire qualified leads and convert them into paying customers through an efficientcustomer journey.
This article will analyze various strategies to start building these quality connections. Still, first, we will begin with the definition and why it’s crucial in 2022 to adopt new lead generation strategies.
What is lead generation? Why is it vital for businesses?
Lead generation is the process of collecting valuable information about potential customers interested in your product or service. This challenging task is essential for every organization as it is the most effective way to build a long-term success plan that increases brand awareness and revenue.
But, how can you have a recurring source of qualified leads is the real question? Here are some of the best strategies you can use today to build a high-converting machine of leads.
Strategies to generate leads
Here are five strategies you can refer to when it comes to generating leads:
- Leverage email marketing,
- Focus on your blog’s content,
- Leverage downloadable content,
- Start a podcast, and
- Create a series of webinars.
1. Leverage email marketing
Email marketing remains one of the best ways to build a solid relationship with potential customers and generate high-quality leads for your business.
Yes, if someone subscribed to your email list, they’re already possibly a lead. Still, email is critical for determining whether those marketing leads are worth pursuing. With minimal sales activity and lead scoring, you can guide them through your sales funnel and improve their experience.
To help this audience understand your brand’s values better, you need an email marketing tool like Moosend to take this process on autopilot.
With a drag-and-drop email builder and real-time analytics to track your campaigns, you can create the ideal customer journey to turn new subscribers into qualified leads. However, you can also leverage cold email outreach to generate more sales leads.
Email marketers know how to put out the effort and use this strategy to fuel the list of their sales team. The first step in this process is to compile a high-quality list of email addresses. You can do this with a tool like Hunter to find people’s email addresses.
A solid list is the only way to get decent results with a cold email. Then, you can use personalization which can be super effective, and be creative with an exciting email design to pique your recipient’s attention.
Remember that having an email design that looks professional and the correct email copywriting is vital when cold emailing. That’s why a high-converting template can be your best friend in this kind of scenario, and having an email editor to customize any parameter to your brand’s voice is essential.
At the end of the day, email is becoming the vehicle to introduce your brand to new audiences, and it’s an excellent tool for collecting quality leads.
2. Focus on your blog’s content
Content should be the foundation of your lead generation strategy that feeds your sales pipeline with high-quality leads.
Your content can take several forms like 3,000-word in-depth guides, case studies with success stories, and detailed insights from various industries.
Putting hours into creating this kind of in-depth content isn’t a guarantee of success. If you’re serious about using content marketing as an effective lead generation strategy, you’ll need to devote as much effort to content distribution as you do to content creation.
Therefore, building relationships with the right people — those who are likely to convert into leads and eventually customers — should be at the heart of your content marketing approach.
Think about why you’re investing in content as a lead generation strategy in the first place and how you’ll put that strategy into action.
Try to answer questions such as:
- Which pain points of our potential customers can we solve with free content?
- How can we climb the Google SERPs in these topics?
- Which form of the content does our audience prefer?
To create content that converts and generates leads, you must be a teacher concerned about your students’ future (customers).
Returning to our earlier point, how you distribute your content is just as crucial for acquiring more leads. Organic search is the primary traffic source for most blogs. When someone searches for a specific term on Google, they’ll see several results.
As a result, you need to develop primarily evergreen content that is purposely tailored to rank well in organic search results for the specific keywords.
Climbing to the top of the search rankings is a long process that requires a combination of time, a large number of backlinks from high-domain-authority websites (achieved through tactics like guest posting, link outreach, and partnerships) social shares, and various other factors.
3. Leverage downloadable content (Lead magnets)
Content upgrades are an excellent strategy to generate leads. You can gain new subscribers effortlessly with quality content and that extra sauce in the form of lead magnets.
You can have several types of lead magnets like guides, checklists, case studies, etc., which can add deeper insights into the main article. The advantage of crafting such content in the form of downloadable PDFs as a lead generation tactic is the speed it can be produced.
Using information from your blog, you can build a guide, for example, in a few hours. This is how it works:
- Research blog posts that share different perspectives on the same topic
- Compile the information into a Google Doc
- Structure them from beginning to end
- Add some visuals
- Create a cover
Now you’re ready to use this content within your blog content, landing pages, and even social media. Once you have a few different lead-generating materials at your disposal, start collecting them together, creating collections.
Pro Tip: You can leverage pop-ups to improve the chances of success with this strategy. To find out when a pop-up should fire use your analytics and search for the average duration of each browsing session.
Then use your pop-ups to get their attention and convert readers into new subscribers. Another great approach is exit-intent pop-ups which detect when a visitor is about to exit your website and instantly fire a reminder offer with your downloadable content.
4. Start a podcast
Many businesses hesitate to start a podcast because they don’t understand the ROI. If your organization invests time and money, you want to pay it off somehow. So, how can you make podcasting profitable?
A podcast can serve as an easy way for potential customers to learn more about your company. Then it’s only a matter of taking the necessary steps to convert them from listeners to buyers.
Share valuable episodes
To create leads from a podcast, each episode must provide tangible value. Helping others is the best strategy to grow an audience and sell your products or services.
Business podcasts focusing on solving customer pain points are similar to how a marketer treats the blog to rank higher on Google. However, the system will only work if you have a solid foundation. You must create appealing audio to the ear and likely resonate with your target audience.
Listeners will not hand you their personal information only because you ask. As mentioned earlier in the article, you have to leverage lead magnets.
Try several approaches to see which generates the most leads.
Your lead magnet, whatever it is, must impress your audience to engage and take action.
Create a high-converting landing page
The next step is to craft a dedicated landing page to place your lead magnet with an email gate. An email-gate is a technology that only sends your lead magnet to people who fill a form with their contact information.
You could choose to construct your own landing pages from scratch if you have an in-house developer; however, most brands prefer to use landing page builders.
Send traffic to your landing page
Listeners aren’t going to find your landing page by accident. You must explicitly guide them and provide a clear cause for them to do so. This entails including recorded call-to-actions (CTAs) in your podcast episodes.
In each of your episodes, you should include three CTAs:
- Pre-roll: Short CTA at the start of the episode
- Mid-roll: Placed in the middle of the podcast
- Post-roll: Repeat the CTA at the end of the podcast.
Many podcast listeners skip the beginning of episodes to avoid commercials; thus, your mid-roll CTA is likely the most significant because of higher engagement.
Use email marketing to drive sales
The last step is to use email marketing to convert your leads into customers. Especially if you don’t have a large marketing budget, email is the ideal way to communicate your message with your audience. Giving your podcast email list members exclusive discounts will help you sell more of your products or services.
Listeners who become leads are more engaged with your brand, so rewarding them for their devotion makes sense. Thus, it’s important to emphasize the offer’s exclusivity in your marketing campaigns.
5. Create a series of webinars
The webinar is one of the most effective ways to set your company apart from its competition. This form of content allows you to engage your audience and produce new leads.
As a result, you can build a community relationship based on your company’s experience. While many brands attempt to use webinars to gain a competitive advantage, many fail to generate leads. So, how can you prepare and deliver a webinar that will help you generate more leads?
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Understand your ideal audience
Like any other type of content marketing, webinars must have a clear customer persona.
Every webinar has a defined audience, but if you want to use this tactic to sell services, you’ll need to pay much more attention to this aspect of the process.
Surveys, quizzes, analytics tools, and the list of registered users help figure out how to arrange your content to get the most remarkable results.
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Instead of just asking for their names and email addresses, find out more about their job function. This type of information will help create a fantastic webinar.
Present your value proposition
Customers have one key concern when deciding which webinars to attend: the content quality they will receive.
Social proof is one of several tools you can leverage to deliver value to customers. It can be customer testimonials, comments, or reviews from past webinars.
Make your webinar accessible on-demand
Your webinar will hopefully grab the attention of multiple potential customers, but how many of them will be able to attend live?
Although attendance at a specific time is vital for a webinar’s effectiveness, it should not be a requirement. Most webinar attendees are looking for on-demand experiences, and you should provide that option to boost lead generation.
We’ve grown consuming content whenever we want it, as seen by the enormous success of Netflix and Spotify. As a result, use a webinar platform that allows replays to reach a larger audience.
Co-host your webinar
A webinar can be difficult to set up on your own, so inviting a collaborator with the requisite skills isn’t bad. It will introduce your platform to a new audience.
Find a partner offering a product or service that matches yours to ensure your webinar produces as many leads as possible for both sides.
The idea is for your webinar partner to work with you rather than against you. As a result, you don’t want to invite anyone who sells similar products to yours or competes directly with your brand.
If you decide to go that route, coordinate your promotional efforts with your partner. Co-marketing will be critical to achieving the most outstanding results.
Marketing is becoming more and more challenging, with every organization wanting to get the attention of the same pool of leads. Therefore, getting ahead of the curve and approaching the right potential customers effectively for your brand is vital.
The strategies mentioned in this article are the tip of the iceberg, but with these tactics in your arsenal, you can create a fantastic customer journey and succeed with your lead generation process. Valuable content is necessary, and the tools to distribute that material are even more critical.
Focus on finding out what works best and aligns with your business goals, and make data-driven decisions to pivot when you don’t get the right results.
Until the next one, keep collecting those leads.