Where does lead generation fit into your marketing strategy? How do you generate more, better quality leads with campaigns that fill the top of your marketing funnel?
The purpose of lead generation is to build your email list with relevant, strong leads—people who have a high likelihood to turn into loyal customers and clients.
Capturing the contact information of your target market allows you to fill up the top of your marketing funnel and proactively nurture these relationships as they begin to know, like, and trust your brand—until they’re ultimately ready to buy.
Not to mention that once an individual is on your email list—you get to contact them for free, anytime you want.
But what are some lead generation ideas and campaigns that will gather warm leads—that you can later transform into interested customers? Let’s cover 5 key strategies to get you started.
Landing pages are the most popular method of lead generation and for a good reason. These are pages where a segmented group of visitors “lands” after clicking on a specific link or offer.
Landing pages are designed to direct traffic towards a single (specific) call to action: download a copy, sign up for the webinar, subscribe to the newsletter.
That call to action is often set up as an exchange of value: some sort of a resource (lead magnet) in exchange for an email address or phone number. By offering value in exchange, you increase the likelihood that the visitor will input his or her information and convert to a lead.
Companies see the greatest success and build their lists faster when they use multiple lead-generating landing pages with a variety of lead magnets. There is about a 55% increase in leads when increasing the number of landing pages from 10 to 15.
Your website should never act as a static sales brochure. Why? Because webpages are a great opportunity to capture visitors and generate leads who have already shown an interest in your business.
You can include lead capture forms on your homepage, about page, blog, and (strategically) layer pop-ups and alert bars throughout your site. A few well-placed lead-capture methods on your website can ensure you don’t lose website visitors to the vastness of the world wide web.
Video is one of the most popular forms of content for web users, just check out Hubspot’s blog with some incredible video statistics.
They attract clicks, engage viewers, and create a strong impression moving forward. In fact, using videos on your lead generation landing pages can actually increase conversions by 86%.
You can capture this highly-engaged viewing audience by turning your videos into a lead generation tool. Simply use an embedded capture form in the video to collect opt-ins. Most video platforms actually let you copy and paste your lead generation code, so it will pop up in the video frame to grab leads while they’re deeply engrossed and engaged with the video.
Increase your opt-in conversion rates by creating high-level content that your viewers are dying to read and offering it to your visitors at just the right time—like when they’re engrossed in a blog article for instance.
Let’s imagine a visitor is reading a blog article about “How To Take The LSAT Test.” Then, a pop-up appears on the screen offering a downloadable PDF with specific tricks to improve test-taking: “50 Easy Hacks to Improve Your LSAT Score By 20 Points.”
They’ve already spent two minutes reading your article and all it takes is an email address to access your free resource—of course, your visitor will opt-in!
This kind of “gated content” works especially well as an upgrade for other content, like with your blog or informational pages. You’ve already piqued your visitor’s interest and is now even more willing to opt-in.
Your current leads and customers are perhaps your most powerful lead-generation tool. An estimated 77% of consumers are more likely to buy a new product when learning about it from friends or family. So you want to encourage this kind of social proof to gather qualified leads and close more sales.
Referral programs work well because you’re tapping into an engaged market that already believes in your brand. They’ve already purchased from you and shown an interest, so they know which of their friends and family might also be interested. This narrows the pool to highly-relevant leads while also encouraging your existing customers to advocate for your brand more.
After you’ve delighted your customers, ask them for referrals. Oftentimes, you’ll want to provide an incentive in response. For example, they get a free product if they share your content on social media. Or the refer-er and a friend both get 10% off their orders.
It never hurts to ask—and you’ll open up a new avenue of super strong leads through relationship building.
Want a lead generation idea that doesn’t show success? Buying leads.
Some businesses fall into the trap of buying lists of (supposedly) “qualified leads”—to mass email or contact one-by-one.
This is bound to fail. Why? Because these “leads” aren’t leads at all. They’re strangers who likely don’t know your business and they haven’t expressed any interest in you. It’s a time-consuming, expensive tactic that’s more likely to wind you up in a spam box than to bring in a sale.
While it may take a little more time, thought, and effort to generate leads ‘the old-fashioned way,’ it’s the only way to create a sustainable stream of prospective customers for your business.