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Business Strategy

6 of the best strategies for targeted lead generation

Hannah Stack

Marketers report that lead generation continues to be one of their main challenges, with 80% saying their lead generation efforts are only slightly or somewhat effective.

 

In order for marketing managers to continually grow leads and evolve their strategic marketing plan for the future, they can rely on these 6 tried and true strategies for targeted lead generation. 

PERSONALISE YOUR EMAIL COPY

The Radicati Group predicts that email use worldwide will top 3 billion users by 2020. Unfortunately, according to Hubspot, 78% of consumers have unsubscribed from emails because a brand was sending too many. Avoid being sent to the spam folder by personalising email messages. Recipients are more likely open the email with a personalised message (17.6%, compared to 11.4% without personalisation, according to Statista). And emails that included the first name of the recipient in their subject line had higher clickthrough rates than emails that did not

BUILD SOCIAL MEDIA RELATIONSHIPS

By spending as little as six hours per week on social media efforts, 66% of marketers see lead generation benefits. Convert readers of social media posts into leads by building relationships based on trust and value, engaging readers, and encouraging followers to promote the content. For an example, see L.L. Bean on Pinterest. Sure, they provide content on their own projects, but they also post stunning images of nature, animals, and outdoor living that intrigue the potential customers who are most likely to be interested in their products.  

UPDATE AND DIVERSIFY CONTENT ON LANDING PAGES

Landing pages risk an overly sales-driven tone by limiting browsing options, focusing on a sales funnel, and promoting a strong CTA. Don't get stuck in a rut with the same type of articles, lists, and images on your landing page. Hubspot gives some great examples of varying types of content like ebooks, guides, checklists, or templates that provide value while also acting as a base to build your landing page around.  

OPTIMISE YOUR WEBSITE 

47% of buyers viewed 3-5 pieces of content before engaging with a sales rep, according to Demand Gen Report. Readers might stumble across your website, but while those customers are browsing, make sure they have plenty of opportunity to give their email address in exchange for downloadable content, demos, or contests. Look at Hubspot's marketing blog as a prime example. Every post offers a link to download a free ebook or guide in exchange for an email address. 

OFFER EDUCATION WITH WEBINARS

Besides offering courses or email series, businesses can provide free educational webinars. In the 2014 B2B Lead Generation Survey done by Chief Marketer, 44 percent of the responding companies used webinars as one of their principle ways to generate leads. Consumers who sign up for webinars are investing a significant amount of time and therefore arrive with strong intent to engage with the content you provide. 

PROVIDE LIVE CHAT

The research team at Forrester found that "buyers are typically 2/3 to 90% of the way through the buying process before they even engage with the vendor." With this head start, converting a customer is as easy as providing an immediate response to the consumer's question or need. While engaged in live chat, the user can then be prompted for feedback or a testimonial that can be shared for social proof.

Each of these strategies should be the basis for any strategic marketing plan, and are the best way to maintain and grow leads. From here, marketing managers can then begin to introduce more strategy around the online marketing trends that we expect to see in the near future. 


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