The 21st century has been a time of rapid economic, technological and cultural development. The concept of lead generation may have been around for a while, but the strategies and tactics which are used for generating leads have undergone significant change. In the past, marketing campaigns were dominated by traditional mediums such as magazines, newspapers, television, radio and billboards. Since the unprecedented rise of the Internet, however, it has become essential for businesses to focus the majority of their marketing and advertising efforts towards online platforms.
Generating leads will always be critical to the sustained success and expansion of any business. In an era of instant communications and accelerated digitalisation, new ways to generate leads are constantly emerging. This is why it is so important for businesses to start thinking outside of the box and be prepared to continually adapt and adjust their strategy according to the latest developments in the online realm. By exploring non-standard approaches, you can begin to generate leads as efficiently, consistently and unexpectedly as possible.
In the following article we’re going to be describing some of the latest and most innovative lead generation techniques of 2021.
#1 Build Your Online Presence
Before purchasing a product or service, the majority of consumers research the brand online. Ultimately, whatever they find will be a major deciding factor for the action they will take. As a business, it is critical that you have a strong and memorable online presence. You should therefore create an extensive digital footprint which is distributed across several channels such as social media, blogs, third-part posts and websites.
What’s more, you should understand how to effectively leverage these channels so that they can bring in as much traffic and engagement as possible. For example, use hashtags and following lists on social media, whilst on blogs and websites you should focus on retargeting and subscription prompts instead. With these measures, you can ensure that when a consumer first decides to interact with your brand that they find exactly what they are looking for, in order to be convinced to purchase from you.
#2 Create Meaningful Content
When a consumer is considering whether or not to purchase from your business, the content they find online should speak to them on a personal level. This is something which many businesses miss out on, because their content has a tendency to be focused on the actual product/service itself. Your content has to be value based, which means that it has to address the way in which your product/service is a brilliant solution to a specific want or need of your customers.
By describing how what you have to offer will bring value to your customer’s lives, you’re demonstrating that you genuinely care about their expectations and requirements. It is about reaching out to your target audiences in a way which makes them feel that their needs and wants matter to you. This is why it is always recommended that when you’re devising your marketing campaigns, you create them from the perspective that you’re having a virtual conversation with real people. You’ll be able to build trust much more quickly, and generate more leads than ever.
#3 Offer Further Value
The market is incredibly saturated, and in order to stand out from the crowd you have to start considering how you might offer further value to your customers. This further value extends beyond what is expected of a typical business transaction, when a customer purchases a product or service from you and they receive exactly what they’ve paid for. Fortunately, the Internet enables you to do this easily.
An example of further value could be writing a blog which offers insightful tips and tricks for your product/service, an email subscription which gives your customers exclusive or early access to discounts and sales, or the occasional giveaway or competitions where your customer will have the chance to win something. These measures will not only differentiate you from the competition, but they will also allow you to build long-term and trust-based relationships with your customers.
#4 Understand Your Target Audiences
The beauty of the Internet is that it can give you access to a huge base of consumers which simply wouldn’t have been accessible to you physically. The challenge, however, is that the Internet is such a vast space that it quite literally has billions of users. Unless you understand who your target audiences are and where you can find them, then you’re marketing campaigns are likely to reach a large number of consumers who aren’t actually interested in your products or services. This is why you need to be familiar with the key characteristics of your target audiences, such as their age, professions, interests, preferences and geographical location.
With this information, you can then see which virtual locations your target audiences are most likely to frequent. For example, it could be Instagram, Twitter, LinkedIn or certain blogs and websites. Once you know where you can find them, you can focus and concentrate your marketing campaigns on those specific locations so that you can generate the maximum possible number of leads from your investment.
#5 Tell Your Story
The Internet is a place where individuals and organisations network, communicate and interact with one another. It is a place where information is constantly being published and exchanged, through narratives which convey ideas, messages and stories. In order to be seen and heard on the Internet, it is essential that you create a narrative which conveys the core vision, purpose and ambitions of your brand to your customers.
When you tell your story, you can explain why you do what you do, the value which you will bring to your customers, and why you’re so passionate about your business. At the end of the day, your story is the one thing which is completely unique about your business and which nobody can compete with. This makes it one of the most powerful assets at your disposal, and this is why your lead generation strategies should focus on telling your story through evocative and meaningful narratives.