Got leads? If not, it’s time to roll up those sleeves because you’re leaving money on the table. Lead generation is the key to reeling in new business. But with hundreds of tactics and technologies out there, it can seem overwhelming to craft a strategy that works.
In this guide, we’ll break down what lead generation is all about, why it’s so gosh darn important, and how to develop a flexible but focused game plan. With the right mix of smart strategies, you’ll have those leads biting before you know it. Let’s dive in!
What is Lead Generation and Why Do You Need It?
Lead generation refers to the process of attracting unfamiliar potential customers and cultivating their interest in your business. It involves finding people who are likely to dig what you offer, capturing their contact info, and developing relationships with them over time.
The goal is to turn those promising leads into happy customers who buy what you’re selling. It’s all about planting seeds and nurturing them into beautiful blooming sales.
Now you might be wondering, “Why go through all this trouble to generate leads?” Fair question. Here are a few compelling reasons:
- Business growth: Lead generation is the fuel for expansion. One study found companies that prioritize lead generation grow 30% faster annually than those that don’t. [1]
- More cost-effective: It costs 62% less to convert an existing lead than to capture a brand new one. [2] Focusing on leads provides more bang for your buck.
- Increased conversions: Leads that come to you have shown more interest than cold traffic. One study found conversion rates were 2-3x higher from inbound leads. [3]
- Better insights: Lead data provides a treasure trove of intel about your audience’s needs to inform marketing.
Let’s just say lead generation is the secret sauce that can seriously amplify your success. Keep reading to learn how to master this indispensable ingredient.
Crafting Your Lead Generation Game Plan
When creating your lead generation strategy, there are several key components to consider:
Defining Your Ideal Customer
The first step is getting crystal clear on who you want to target. Ask yourself:
- What are their demographics? Age, location, job title, etc.
- What challenges or pain points are they experiencing?
- What solutions are they seeking?
- What motivates their purchase decisions?
Really get specific here. For example, instead of “social media managers,” you could target “B2B social media managers at mid-size companies in the tech industry.”
Lead Gen Tactic #1: Content Marketing
Content marketing is all about creating awesome educational resources like blog posts, videos, and visuals to attract and engage your ideal customers.
For example, say you sell project management software. Some solid content ideas would be:
- Blog post: “5 Essential Features to Look for in Project Management Tools”
- Video: “A Day in the Life of a Project Manager”
- Infographic: “Statistics on the Productivity Benefits of Project Management”
By consistently providing value through content, you build authority and trust with your audience. Pro tip: Optimize your content for SEO keywords to amplify reach.
Lead Gen Tactic #2: Social Media
Social media can help you cast a wide net for leads. Here are two approaches:
Paid Ads
You can precisely target your ideal persona with paid social ads. For example, run a campaign with an ad for your new eBook offering targeted to people interested in leadership. Drive clicks to a landing page to collect leads.
Organic
Posting valuable content, responding to comments, and engaging influencers builds relationships organically. Track engagement metrics to see what resonates most with your audience.
Lead Gen Tactic #3: Email Marketing
Email allows you to directly communicate with subscribers. Offer an irresistible lead magnet like a toolkit, template, or checklist in exchange for their email address.
Once you have a list, you can segment based on profile attributes and behaviours. Send targeted content to nurture leads based on where they are in their journey.
Tracking and Optimising Performance
To refine your strategy, closely monitor metrics like:
- Website visits
- Email open and click-through rates
- Form submissions
- Lead quality
Experiment with different offers, content formats, and channels. Rinse and repeat what works to continually improve performance.
Reeling in Those Leads
Crafting an effective lead generation strategy takes research, planning, and experimentation. But the reward is well worth the effort. You’ll be equipped to reel in a steady stream of qualified leads that convert into loyal customers.
Remember to stay laser focused on providing value upfront through compelling content and outreach. Be patient and keep nurturing relationships. Before you know it, you’ll have happy fish biting at every turn. Now go get you some leads!
- HubSpot
- Demand Metric
- Act-On
Choosing the Right Lead Gen Strategies
With so many potential lead generation strategies, how do you determine the right mix for your business? Here are some tips:
- Consider your resources – Take into account factors like your budget, staff, and current capabilities.
- Match tactics to your audience – Meet your customers where they already spend time online.
- Promote across multiple channels – Employ a cross-channel approach for the widest reach.
- Test and refine – Pilot different strategies in small campaigns to gauge performance.
- Focus on quality over quantity – Unqualified leads won’t convert.
- Prioritise value: – Provide genuinely useful information and resources for your audience vs pure promotions.
Creating Compelling Lead Magnets
Lead magnets are free materials like eBooks, toolkits, or templates that you offer visitors in exchange for their contact information. Here’s how to develop winning lead magnets:
- Identify knowledge gaps – What burning questions does your audience need answered?
- Keep it relevant – Align your lead magnet topic with your products, services, and industry.
- Make it visual – Include engaging design elements like infographics, charts, and images.
- Offer a taste – Give a preview of what readers will learn but leave them wanting more.
- Gate access – Require an email address to access your lead magnet.
- Promote it – A great lead magnet won’t convert if no one sees it.
- Test and optimise: – Try different headlines, covers, gating techniques and see what converts best.
Following Up with Leads
You’ve generated all these promising leads – now what? Following up is key to building relationships and nudging leads closer to a sale.
- Confirm opt-ins – Send a quick email confirming subscription to your list.
- Send onboarding emails – Give leads tips for getting the most value from the material you provided.
- Ask for feedback – See if they have any questions so far.
- Provide helpful content – Send new blog posts or resources related to their interests.
- Make personalised offers – If they’ve shown intent, offer demos, trials, or proposals.
- Watch engagement – Gauge their level of ongoing interest.
- Move leads down the funnel – Gradually guide leads towards becoming customers.
Conclusion
Lead generation is a crucial component of any successful marketing strategy. As discussed in this guide, there are many proven tactics you can leverage to:
- Attract qualified leads
- Build relationships over time
- Ultimately, convert leads into satisfied, paying customers
Some key strategies covered include:
- ✅ Thoughtful content creation
- ✅ Social media engagement
- ✅ Email nurturing campaigns
- ✅ Implementing a mix of inbound approaches
Implementing a strategic combination of these lead gen tactics will help you reel in leads and grow your business.
Ready to start hooking up more leads?
Be sure to download our free Lead Generation Toolkit using the link below.
The toolkit includes:
- 📃 Lead gen worksheets
- ✏️ Templates
- 📈 Real-world examples
With this resource, you’ll be equipped to build a focused game plan and start mastering modern lead generation.
