7 Innovative Lead Generation Strategies To Grow Your List
As marketers know very well, lead generation strategies tend to change in tandem with the whims of customers and clients. What consumers want and expect nowadays is totally different to what was wanted even a year ago. As marketing professionals, it is our job to keep our ears close to the ground and respond to the way people actually want to buy goods and services, while utilizing a few innovative tactics to generate successful lead generation campaigns.
The good news is, generating high-quality leads isn’t difficult once the right foundations are in place. On top of evergreen marketing strategies, you can begin to incorporate various inventive tips and tricks to keep your lead generation list healthy and thriving.
Not sure where to begin? We’ve broken down the best lead generation strategies into 7 innovative tips that’ll help bring your business up to speed.
7 Innovative Lead Generation Strategies To Grow Your List
From the simple to the slightly more complex, these 7 innovative lead generation strategies include tactics that can either be implemented individually or used as a comprehensive marketing master plan.
1. Content, content, content
As goes the old, yet relevant adage, content is king! Having solid, valuable content is the cornerstone of all credible lead generation strategies. Getting your content strategy right is key in maximizing your influence along your marketing funnel and beyond. Compelling content not only helps to generate leads, but also includes further ways to promote traffic via the use of SEO, blogs, PPC, and social media engagement.
Customers naturally gravitate towards industry leaders that provide valuable content to help inform their buying decisions. Adapting a content-first marketing strategy is essential for attracting qualified leads to your business and results in a greater likelihood of conversion further down the line.
Regular blogging, at least 6 to 8 blogs a month, helps keep your website looking up-to-date while increasing visibility for Google keyword searches. Blogging also builds brand trust, nurtures leads and helps to build your credibility as an industry expert. In every blog post, hyperlinks to other pages on your website within the body of content should be included, as well a call-to-action (CTA) button like signing up to your brand’s newsletter, for example:
- Social media
In addition to blogging, making use of social media channels to build relationships with your potential leads is essential. It’s important to get into the habit of consistent posting on social media and share content from others as well as your own. This helps improve visibility and drives up your online presence metrics. Remember that the goal is interaction with others. Find out what your followers enjoy and base your engagement around their interests and preferences. Most social media platforms will be able to provide insights into which posts perform the best on your page, and you can utilize this to full advantage.
2. Capture leads with a CTA
While having great blog content is extremely valuable, none of it matters if there aren’t enough opportunities presented to capture leads, such as a call-to-action (CTA) button to sign people up to your email list. Internet users are highly sophisticated though and won’t sign up to any old service — they know the deal. They’re aware they’ll be marketed to via their personal email addresses and want to limit this to only companies they care about or are considering buying from in the future. With this in mind, marketers have to think of more compelling ways to obtain email addresses, rather than just ask customers to “sign up here.”
One way to get around this issue is to adopt the mindset of giving before asking. Practically all steps of lead generation strategies and marketing processes should provide a value proposition. We’ll explore this more in the following section by going into detail about “lead magnets” — clever tactics that generate leads based on value.
3. Provide value with lead magnets
Lead magnets are marketing tools that help you convert one-time visitors from your traffic generation phase into leads. Companies use lead magnets to gauge interest from their site’s visitors and place them in relevant sales funnels. Lead magnets are usually in the form of some kind of value exchange, where visitors give their contact details to receive free material. Some examples of these include:
- Info video series
- Free trials
- Bonus tips
- Expert interviews
The purpose of providing lead magnets is to give to your visitors before making your offer, all the while obtaining their email addresses and educating them on your business. The personalized, value-driven engagement of lead magnets pushes customers further along the sales funnel as they build trust with your company in their own time.
4. Make great landing pages
Having a dedicated landing page as part of a lead generation strategy is often ignored by many businesses. In fact, a dedicated landing page is an ideal hook for pitching a specific offer that is targeted to a particular customer need or solution, and separate from your company’s website.
Typically used as a tool for single marketing campaigns, landing pages with CTAs are particularly effective for capturing attention and persuading follow-through with clicks.
5. Set up a lead scoring strategy
Did you know that 73% of B2B leads are not sales-ready due to ineffective lead scoring?
Lead scoring is a strategy that’s used to prioritize your leads according to their levels of engagement with your marketing content and helps you figure out who is ready to buy. An integral part of any marketing automation software, utilizing lead scoring techniques enables you to target consumers more effectively. An example of lead scoring could look like this:
- Watches a product video +8 points
- Job role not relevant -10 points
- Downloads an ebook +5 points
- Fills out CTA form +6 points
- Unsubscribes -7 points
Point-scoring your leads is a productive way to analyze your target market and capitalize on sales opportunities. Zoning in on your hottest leads will save your business time and money, and give you real-time feedback on your marketing efforts.
6. Up your networking game
While it’s great to attend networking events, you may want to consider taking the stand sometime yourself! Volunteering to present at networking events is a meaningful way to deliver direct impact and build brand trust. Tying in as an offshoot of your content marketing, consumers are more likely to buy from someone they have seen in action and respect for the value they impart.
Live networking also helps you to build relationships face-to-face and gives you the opportunity to discover more about your potential leads. Quite often, networking is a potent tool in spreading the word about your business, leading to first or even second-hand recommendations from attendees.
- Personalize communication
There’s a lot of noise on social media and it’s becoming ever more difficult for marketers to capture the attention of overwhelmed users. Going the personalized route could help to break down the barriers of connecting in an overcrowded digital ecosystem. Trying something fresh, like writing a letter, making a phone call, or having a one-to-one conversation in person could make all the difference.
Similarly, personal communication is a great way to stay in touch with existing customers — your primary sources of new lead generation and referrals.
7. Plan well
It goes without saying that creating a well-thought-out marketing plan will set you in good stead for reaching out to prospective clients. Experimenting without any way of measuring success or adjusting strategy is a failure at the start.
Being prepared and having a marketing structure that utilizes a variety of methods (email, networking, social media, etc) will optimize your sales and help you tweak for even more success in the future.
And finally, be wary!
Even if you implement all the above lead generation strategies to your marketing plan and business booms, it’s important to continue to keep your sales pipeline full. Don’t make the mistake of slowing down lead generation when your machine is well-oiled — it’s an all too common pitfall when unexpected downturns take precedent.
Starting off from your content, you can build an inbound marketing strategy that stands the test of time and is nuanced enough to meet the changing needs of your potential prospects. Leveraging strategies, like networking, personal touchpoints, great offers, CTAs, and landing pages will help generate new leads, nurture prospects and close more sales than ever before.