No matter who you are, you’re a prospective customer to somebody.
And these days, successful businesses are prospecting 24 hours a day, seven days a week.
This might be a worrisome idea to some, as it means there’s ever more noise to cut through if you want to make a genuine connection with the people you can help. On the other hand, it’s exciting: With the right approach, your message could stand out like a glowing beacon.
We’ve all heard the standard advice – blog, write social media posts, and create value. There’s nothing wrong with those tips: Done well, they’re the foundation of modern inbound marketing.
For most businesses, however, going to the next level means combining these tried-and-true techniques with lead generation strategies that stand out. If you’ve got the basics down and want to boost your results with something new, try out these amazing lead generation strategies:
1. Use Product Videos – and Gate Them
Videos stand head and shoulders over other forms of content in piquing user interest. Part of this is because mobile is rapidly growing its share of Web traffic, and videos are easy to consume on your phone. Plus, they can pack lots of information into a small package.
But here’s the thing: Videos increase landing page conversions even when people don’t watch them, but simply know they’re there. To make your video more enticing, put it behind a gate that requires users to share their email address. They’ll do it just so they don’t miss out!
And you’ll have the benefit of knowing prospects actually watched your video.
2. Turn Your About Page into a Conversion Engine
About pages are often misused online. Older companies – those prone to treating their websites like old-fashioned product brochures – often turn these pages into long-winded speeches about the brand’s history or its leadership team.
By adding value on your About page, you turn this paradigm on its head.
A good About page tells your story in a compelling way. At the bottom of the page, visitors who need your services should be fired up about what you can do for them. Why not give them that little extra push with a call-to-action and enticing button?
3. Blog Consistently
On its face, this might seem like the most common advice in the world. We consider it an out of the ordinary lead generation strategy for one obvious reason: So many brands fail to do it! Every post you make should contain a customized call-to-action based on the subject matter. By blogging at least once a week, you are adding more ways for prospects to reach you.
4. Find Great Prospects on Social Media
There are now plenty of great apps that will help you sort through social media connections and find the influencers you’re closely connected to. You can partner with these people to broadcast your message further or even launch a joint venture where you get direct access to their mailing list. Whatever the case, the right social followers can be worth their weight in gold.
5. Answer Questions on Quora
In a world where Facebook, Twitter, and LinkedIn get most of the social media play, Quora has emerged as the place where subject matter experts connect with people in need of real insight. Quora allows experts from any background to build a true reputation for thought leadership by answering community questions – and that’s a great opportunity to find prospects.
6. Push SlideShare Traffic to a Landing Page
SlideShare is a terrific tool for sharing presentation decks, especially when you’ve distilled your whitepapers, case studies, or other high-level research into PowerPoint. Don’t forget, however, that all your presentations should be strongly branded with your website. At the end of the deck, use the opportunity to promote a special offer just for those who’ve downloaded it.
7. Hold Live Events
In the era of webinars, it’s easy to forget in-person events can have great ROI. A free seminar is still #1 among lead generation strategies for small and mid-sized professional services businesses. When you generate value in an event, you have the chance to let prospects “preview” just what they can expect when they make the decision to become a customer.
8. Use Social Quizzes on Your Site
Social quizzes are enormously popular. Every day, millions of people enjoy quizzes – and many share them with friends and colleagues. How can you turn this fun and exciting trend to business purposes? It’s not as difficult as you might think!
Quizzes make the most impact on prospects under these conditions:
- The quiz focuses on an “in-group,” like users with a particular professional background;
- The quiz gives people insight into themselves or their lives that they can identify with.
An in-group can be any group with a shared identity, generally those who come together in specialized online communities. It should come as no surprise people gravitate to content that’s “just for them” – so, users must identify with the group strongly enough that when they see the quiz cross their feed, they can’t help but feel curious.
As for “insight” ... you’ve probably seen some of this already. The Myers-Briggs Type Indicator, for example, is one test that’s extraordinarily popular because it offers users a snapshot of who they really are. They can identify with the positive traits it tells them they have – as well as many of the challenges – while feeling they learned something useful.
Of course, quizzes aren’t just for fun. They can be used to qualify your prospects and figure out which of your solutions is most useful to them. Just remember: Your prospect should feel like the process is fun and easy ... not an interrogation. Done right, this can be the most fun of all lead generation strategies.
9. Pair Your Best Content with Infographics
Although video is the king of content today, it has some serious drawbacks. It can take lots of time, effort, and expense to produce something truly professional. Plus, in today’s world of more “raw and authentic” livestreaming, a simple misstatement can be a PR disaster.
What’s out there that gets shared even more than video ...
... and has none of the drawbacks?
The answer is infographics.
Infographics are shared at a rate of about 3X more than any other type of content. Although they call on different skills, they offer the same polish and professionalism as your video content, without the expensive software or learning curve. And, like quizzes, they can be used to help prospects self-qualify so they can start off enthusiastic about what you have to offer.
Today’s great inbound marketing and analytics tools have added a scientific certainty to digital marketing that can make it better than ever. Still, it’s important to remember there is a certain art to prospecting. By being creative about how you connect with potential customers, you can find new, more imaginative ways to add value to their lives.
Add these lead generation strategies to your mix and try them out for a quarter like you would with anything new. You’re sure to find several that will not only work well alone, but enhance your other efforts, too.