You know the saying, “Any press is good press”? The same can’t be said for leads.
The end goal of lead generation isn’t to attract just any lead. It’s to attract high-quality leads for your sales team. That way, they aren’t wasting their time with junk follow-ups and you’re not wasting your time marketing to people who will never buy in the first place.
Great lead generation strategies let you direct all your efforts and resources toward your ideal customers — the ones who will benefit the most from your product or service, convert, and stick around for the long haul.
Below, we’ve highlighted some of the best tactics around to capture worthwhile potential leads. We also go over an example of the lead generation process for more tips on how to start or improve your strategy. Let’s dive in.
PPC ads are the ads that show up whenever you do a Google search. Considering that in 2022, there are 8.5 billion Google searches each day, Google Ads can be a great way to get those leads. Marketing campaigns with well-defined budgets, keywords, and branding — plus a large user flow — typically work best with PPC.
Lead gen often revolves around exposing people to your product who have never heard of it — but not always. Email marketing is one way to generate leads from current customers or potential clients who know enough about your brand to have subscribed to your emails.
While this might seem like a no-brainer, there are some things you need to keep in mind if you want the best results from your email marketing campaigns. For example, it’s not enough just to send out newsletters with a bunch of links to your content or products.
Email marketing is a relationship-building activity. It’s not about getting an instant sale from a list of leads or convincing someone who downloaded your ebook that they now need to invest in a thousand-dollar product.
It’s about slowly building trust over time and letting your audience self-declare when they’re ready for a free trial, demo, or conversation.
Performance content marketing is gaining traction because it’s a type of digital marketing where you pay not for the marketing campaigns, but for the results they generate. It can involve many different digital marketing subsets — like paying influencers to promote your content, affiliate marketing, social media marketing, etc.
Pretty much all social media platforms — from LinkedIn to Facebook, Twitter, and beyond — offer some form of targeted ads. It’s a popular strategy because it gets results — and it gets results because these ads give you a wealth of data about engagement so that you can optimize your campaign. It also lets you seriously zero in on your target audience, then place ads where they’re browsing.
This is another great tool for lead generation. Referrals and word-of-mouth marketing are exactly what they sound like — people love your product so much that they recommend it to others. That gets people to look you up, and there’s a good chance you’ll get new leads or new customers from it.
If you have a demo or free trial that lasts a certain number of days or weeks, it’s usually at the core of your marketing strategy. Combine your trial with a product nurture email series and you get a pretty potent marketing combination.
There’s no question that content marketing is a go-to lead gen strategy. Three-fifths of marketers achieved their demand or lead generation goals through successful content marketing. And they plan to keep putting the dollars behind it — over 70% of companies planned to increase their content marketing budget in 2022.
Content marketing can take so many different forms — blogs, podcasts, YouTube or TikTok videos, infographics, webinars — to meet your target audience where they are, speak to their pain points, and draw them through the sales funnel. Whether you want to educate, convince, motivate, or close the deal, there’s a format for it.
We’ve gone over a variety of lead gen tactics, but there’s one more thing to keep in mind: You don’t have to stick to just one strategy at a time. You can combine strategies to hook your prospects, educate them on your product or offer, and motivate them to take action (in this example, to sign up for a product demo).
Let’s run through a lead generation example that takes a targeted LinkedIn Conversation Ad (a sponsored direct message) and combines it with a demo offer. These are the key steps you need to take to capture not just any kind of lead, but high-quality leads:
Your first step is to determine the “who” you’re targeting for your lead gen campaign and what your goal is. If you’re offering a demo and your goal is signups, you’ll want to go after a high-intent audience that’s already interested in a product like yours.
Use your website visitor data or a sales intelligence and audience intent tool like Bombora to see who’s been browsing your site or related pages.
With Metadata, for example, you can see whether a company browsed your product category’s G2 page or a competitor page (and more). Simply create an audience segment with that group and then you’re ready to reach out to them with a LinkedIn Conversation Ad.
Next up, it’s time to decide how you’ll connect with this audience segment.
Which strategy or lead magnet will make this group excited to click your CTA or share their contact information? An email loaded with helpful how-to blogs? Three extra days on their free trial? A short TikTok that breaks down your product’s features?
Once you’ve decided, it’s time to work your content creation magic: messaging, design, the works.
If you’re talking to an engaged, high-intent audience, the direct approach may be the best approach (without being pushy or too familiar).
Check out our example LinkedIn Conversation Ad to see what we mean. We incentivized their demo signup with a $100 DoorDash gift card while doing a little product education:
Once you’ve got your audience list prepared and your creative assets in hand, it’s time to launch and monitor your results.
Of course, this step will look different based on your lead gen strategy. Maybe you’re hitting “Send” on a marketing email and running an A/B test at the same time. Maybe you’re buying Google Ads and watching CTA clicks (and all the other helpful metrics Google provides).
Whatever the case, you’ll need a plan for keeping a close eye on performance and conversions and adjusting your strategy if needed. Metadata is a powerful tool here. As one example, you can run paid social ads and then watch as Metadata experiments with different combinations and automatically reallocates dollars based on what’s performing and what isn’t.
Lead generation is a tough process. Along the way, you’ll collect all kinds of data — not just contact information, but also traffic statistics and other metrics that you’ll need to help you optimize your strategies. All of that leads to a lot of manual and repetitive work.
Unless you’re using Metadata, that is. It’s a platform that lets you automate and optimize much of that work so that you can do what you do best — focus on the creative side of things. Book a demo to see how it works.
Simply put, a lead is anyone interested in your products or services.
There are several kinds of leads, and the best strategies to generate each lead type vary. Here’s a quick overview:
Lead generation is the process of finding ways to get people interested in your products and services so that they turn into leads who could someday become buyers.
Lead generation is often confused with demand generation, but they’re not quite the same. Lead generation is one part of the demand generation process. The overall goal of demand generation is to build enough new demand among your target audience to create a pipeline of high-quality leads, which you can nurture to make sales.