Long gone are the days of door-to-door sales, where lead generation strategies were nothing but getting someone to purchase your product or service on the spot. The days where a call to action was asking somebody to invite you inside of their home. In the digital world, things are easier for us now.
Lead generation is a part of the inbound marketing and sales strategy, in which brands identify qualified leads (people who are interested in their product) from the people who visit their websites.
For instance, let’s say your brand is an influencer marketplace. Jessica, who is a small ecommerce owner and is considering an influencer marketing strategy, finds your page when she’s trying to figure out what kind of influencer to choose. When she’s half-way through your article, a small opt-in pops up.
“We teach you exactly how to use influencer marketing for your ecommerce brand. Click here for our ebook on the 5 top tools we use to find the right influencers.”
Jessica, who doesn’t know much about influencers (and who would most likely use a marketplace to find the right one), clicks. She’s taken to a landing page where she provides her email address in exchange for the ebook, consenting to receive more (relevant) messages from your brand.
That ebook was a lead magnet, and you have just generated a lead. A lead magnet is the incentive that marketers use to encourage people to provide their data, usually an email address. Ever taken a personality quiz only to have to enter your email address at the end to receive your responses? That’s a lead magnet. A lead is a potential customer that may not yet be ready to buy, but is a targeted audience that has a need for or interest in what you sell.
Lead generation tactics have changed over the years, from door-to-door sales, to telemarketing, to ebooks and gated content. Below, we explain proven lead generation strategies your brand can use in 2019.
1. Use a Loyalty Program to Attract Leads
Loyalty programs are fantastic: not only to they increase customer retention, nurture leads and improve customer churn rates, but they also incentivize new customers to happily give you their email address in exchange for the benefits of being a loyal customer.
Plus, loyalty programs can help you track data on purchasing behavior, average order value, average customer spend, percentage of return customers, and many more metrics that will be useful to your brand on top of the lead generation potential it offers.
And these loyal customers who have happily given you their data are more likely to share your brand with friends and family than a one-time, new customer.
2. Create Personalized Offers
According to a Salesforce Survey, 57% of 7,000 consumers surveyed said they would share their data in exchange for personalized offers, personalized product recommendations, or customized shopping experiences. The lion’s share of CMOs believe that personalized content is the future of content marketing.
Today, personalized content isn’t even a bonus — most consumers expect it. Your site needs personalized content for top conversion rates. Personalized content is about delivering a piece of content to a given visitor because of some specific criteria. So how do you convert potential leads with custom content?
You can use user behavior like time spent on your page and scrolling to read digital body language. Using this data, you can pre-set behavioral triggers and send specific lead magnet content to users that act in a given way.
3. Regularly Blog Educational or Entertaining Content
Your brand’s blog can easily be a lead generation machine. First of all, blog posts are a great way to rank on search engines and brands that use blogging receive 97% more links to their site than those that don’t.
There are several ways to turn blog posts into lead magnets. One popular way is a pop-up opt-in form that’s related to the topic of the blog post. For instance, if you were reading this blog post, we could have included a pop-up that said “want to know our secret of how we got 1000 leads in under a week?” and we’d take you to a landing page where you give us your email in exchange for the secret. Boom!
Another way is to have a Hello Bar that spans the top of the blog page with a CTA (call to action) that encourages your readers to sign up or somehow give their email address.
You can offer a few ‘freebie’ blog posts, and give the big secret as a final lead magnet in exchange for their email addresses. This works only if your first few blog posts are of super high quality. Quality that makes people want the rest of the information and would be willing to give their information for it.
You can encourage your current readers to share your blog posts by rewarding them for engagement. Be sure to include a call-to-action in all of your posts!
4. Expand Your Presence Online
Show up not only on your blog and social media, but on other channels. Answering questions in your brand’s area of expertise on channels like Quora can help your brand gain thousands of views. You can answer questions in-depth, demonstrating your expertise, and finish by adding a link to your lead magnet ebook or newsletter.
You can also expand your online presence and demonstrate your expertise by becoming an abundant guest blogger on authoritative blogs (like the Entrepreneur, Forbes, or whatever blog works for your niche).
Try a Combination
Lead generation is not a one-size-fits all endeavor. We recommend trying a bit of all these techniques to maximize the number of potential leads you can generate and nurture.