As technology changes the way we live and work, the way businesses generate new leads changes as well. The lead generation techniques that may have worked in the past simply won’t get you as many new customers as modern methods. For example, email marketing has replaced snail mail marketing to become the most effective way to generate leads.
It can be challenging as a business owner to stay up to date with the changes in marketing best practices. Keep reading while we break down the best lead generation techniques and how you should be using them.
1. Email Marketing
Email can be used as a way to initiate contact with leads as well as a follow-up tool. Successful email marketing outreach starts with a first email to a potential client or customer. You should make a list of potential prospects and then reach out to them each personally by email to open a line of communication.
Be sure to determine whether your product or service is a good fit for your potential customers. Then, send each of them a personalized message via email. Make sure you allow recipients the opportunity to opt-in to subscribe to your marketing emails. Not only can you email potential leads individually, but you can send emails to your entire list.
This can be used to follow up and stay in touch with your customers. It’s important to stay at the forefront of their minds so they think of you when they’re ready to buy.
Another thing you can do with email marketing is sending out a periodic E-newsletter. You’ll generate new leads when people sign up to receive your newsletter if the content is of good quality. You can also maintain a positive connection with your existing leads this way.
To build your list of subscribers, you simply need to offer a free subscription to your E-newsletters on your website or in your email signature. The better your content is, the more excited leads will be to read it. They will take it more seriously and be less likely to consider it spam. Creating informative content that they look forward to reading will help leads remember you as a trusted source.
You can also announce new products and services or include special offers in your E-newsletter.
3. Using Social Media
Your company should be on social media at this point. If you’re not, you’re behind your competition, but it’s not too late to catch up.
Social media is a great way to generate new leads and foster your relationship with current customers. If you do it right, your followers will market your content for you by sharing it on their own accounts and generating new leads for you.
To successfully market yourself on social media you should be creating your own content as well as sharing content posted by others. Doing this will make you more visible to potential customers and will improve your metrics on sites like LinkedIn, which has a Social Selling Index metric. The key to using social media to market your business is to create a dialogue with your customers. It isn’t enough to post content that is clearly selling your products or services.
Social media should be used for human interaction and to establish personal connections. You want to interact with your target audience and help them. It’s totally acceptable to share content that isn’t directly related to your company if it’s something you feel your customers would enjoy. Remember that social media is very visual. Your photo and video content will go further than just your words.
4. Networking in Person
While a lot of your lead generation will take place online, you can still gain leads from in-person networking. Technology can’t replace the trust that can be built when meeting someone face to face and having two-way conversations.
Attend networking events in your community and don’t be afraid to participate by being a presenter. You’ll simply give a brief presentation about your company and its product or service. You may gain direct leads from attendees or second-hand recommendations from someone who attended and recommended you to a friend. It’s easy to follow up with people you’ve met in person.
You can often get to know potential clients on a personal level this way and gain their trust, leading to a loyal customer.
5. SEO/Content Marketing
Search Engine Optimization (SEO) is a method of generating leads by making sure that your website appears at the top of the list of search engine results, particularly when it comes to Google. In the age we live in, when someone needs a product or service, the first thing they do is turn to Google. Naturally, the websites that show up at the top of the list appear more trustworthy to potential customers.
In fact, the majority of Google users will click on the first search result.
So how do you improve your search engine ranking? Blogging is one of the most effective channels for generating leads that also improves your visibility when it comes to Google keyword searches. Blog posts should be used to provide informative content to potential customers. The goal is to establish yourself as an authority, build trust, generate leads, and promote your brand. You can also foster relationships with current customers. The key to successfully generating leads using blogging lies in your technique. For one, you need to blog regularly. You want potential leads to keep coming back for more.
Your blog post should feature keywords and should have an attention-grabbing title and accompanying photo or graphic. The goal is to create content that is highly sharable, mainly on social media. Your blog posts should contain hyperlinks to other pages on your blog.
Possibly the most important element of your blog post is the final section – the call to action. Your efforts will be wasted if you don’t tell your readers what you want them to do. Your call to action should instruct the reader to contact you for more information or purchase your product or service.
6. Go Old School
One of the downsides of digital communication is that it can easily be ignored or lost. Depending on your industry, some or many of your potential customers won’t be users of modern technology – and that’s okay.
Don’t underestimate the power of fostering leads using old fashioned techniques. Consider writing an actual letter or calling prospects on the telephone. These personal touches can go a long way towards making an impression and breaking down communication barriers.
One of the best ways to generate new leads is through referrals from your current customers and clients. Developing a personal relationship with your current customers and keeping in touch with them can bring you a steady stream of new clients as well as clients you won’t find online.
7. Your Website
You want to make sure your website is designed to generate leads. Many companies have websites that are so poorly designed they drive away potential business. Your website should be helpful and never passive. When a customer looks to a business for a product or service, they are looking to have a problem of theirs solved. Your website should clearly explain what you do, what you can provide for the customer, and how you can help them.
A website designed to generate leads makes it easy for potential customers to understand the need and value of your product or service. Your customers should also be able to easily find helpful information and a way to request more information or purchase your product or service directly from your website.
Ensuring your website is formatted for success will result in an increase in online lead generation.
8. CTA/Landing Pages
We mentioned above how important having a call to action is when it comes to turning content readers into customers. This also applies to your website.
You’d be surprised how many companies have websites that don’t tell the potential customer how to seal the deal. When customers don’t know what to do next, they aren’t going to stick around waiting to find out – they will take their business elsewhere. The CTA in your content should link readers to your dedicated landing page. On this page, customers should receive an offer.
Never link to your homepage – that won’t help the customer find what they are looking for. Having a landing page set up will help you convert your website traffic into sales leads.
More Lead Generation Techniques
These are just some of the most effective lead generation techniques. The truth is, what will work best for you depends on the individual factors of your business. Whichever method you choose, never stop looking for leads, even if the business is booming. Let us help you determine what methods work best for companies like yours. Contact us today to learn more about how we can help you generate new leads.