Lead Generation | 4 min read
Lead generation is at the engine of your business – without new leads, everything stops.
The web offers more leads than ever before, and more lead generation strategies for reaching them. At the same time, there’s also more things for your leads to be doing than ever before.
When you launch online lead generation strategies, you’re not just competing with your rivals in the market, but with everything else your prospects could be doing online.
With that in mind, getting creative with your lead gen can make a big difference.
Human brains are wired to seek novelty and tune out things that are familiar. After all, if you had to stop and think about every single thing throughout your day, nothing would ever get done.
So, good lead generation has to shake your potential customers out of their fog.
How can you get creative while still maintaining digital marketing excellence?
Let’s meet some awesome lead generation strategies that spark real connection.
1. Publish Interactive Content, Especially Quizzes
Interactive content is incredibly popular in B2C, but it can also work great for B2B.
The most common interactive content in B2C is the online quiz, which gives you a little nugget of dubious personal wisdom after you answer a few quick questions. Of course, your B2B leads don’t really need to know which Hogwarts house they would be in (the answer is Gryffindor, naturally.)
They need info about their business – the kind only you can provide, based on their answers.
Interactive content is compelling: The cycle of input and feedback holds attention.
Done wrong, it can also be cheesy, so keep these rules in mind:
- Results should be truly customized, not simply a generic call to contact you for details.
- Your quiz should provide some actionable ideas for leads, even if they don’t follow up.
- You can require an email sign-up for your quiz, but be alert that this reduces conversions.
2. Launch Creative Email Lead Generation Strategies
Email marketing is consistently ranked by marketers as one of their most valuable lead gen strategies, so it deserves to be on this list. Still, a boring email campaign is worse than none at all.
Adopt these tactics for making email lead generation more spicy:
- Enhance urgency with graphical countdown timers on email and landing pages.
- Solicit and incentivize feedback to give prospects a bigger stake in the process.
- Use list segmentation best practices to fine-slice your messaging and offers.
3. Use Remarketing to Get Eyes on Your Offers
If you’ve got a mature paid traffic campaign ready and waiting, remarketing is one of the fastest ways you can achieve more with your existing list.
Remarketing allows you to target people who have interacted with your content in the past. These ads are smarter than the average bear: You can focus them based on exactly what content has been accessed in earlier sessions, so they tend to convert at high rates.
In B2C, remarketing is especially effective as a response to shopping cart abandonment. In B2B, micro-targeted ads should touch each individual step of the buyer journey, with emphasis on re-engaging users who recently requested bottom-of-the-funnel content.
4. Get More Invested in Thought Leadership
Good B2B web content answers a question or solves a problem.
When you’re doing that all day long, every day, it can be easy to forget that answering questions – and receiving good answers – can also be a lot of fun.
Luckily, a whole new generation of thought leadership sites is out there to help you put the fun back into showing off your expertise.
Sites like Quora and Medium focus the spotlight on a punchy question-and-answer format that lets you skip the fiddly details and go straight to the meat: Look up a question, post an answer.
Depending on your industry, you could find a rich vein of leads or a trickle. Still, by creating a closed loop that amplifies your Q&A posts on social media and email lists, Q&A can prime the pump of your content strategy.
5. Implement AI Chatbots on Your Site
AI chatbots are sweeping the online world, and they’re awesome when it comes to lead gen.
It might seem strange, at first, that an AI ‘bot is more effective than a simple FAQ page. After all, they have a lot of the same information. Once again, the key is interactivity; users feel more invested when they see their input guiding your output.
Chatbots naturally get more effective over time as they gather data from prospect interactions. Still, you should ensure that prospects can easily flip from your AI rep to a live human being and have clear lead generation strategies for each case.
There you have it: Lead generation strategies that will get you the attention you really deserve!
Published on September 4, 2018