Lead generation in online marketing is about gaining leads and keeping them involved as much as possible and nurtured so that they advance in their journey.
In the first place, your main concern should revolve around finding potential prospects and engaging them on email and social media platforms, in order to gain those high-quality leads.
How can you achieve that?
Your business is most likely destined to fail if you don’t take the necessary steps to attract new leads on a constant basis. Forget about your goods or services for a while. Of course, you can always wrap your products in fancy bows or spice them up in the best way you can think of, but what’s the point if no one will see them?
There are plenty of ways on how to generate leads on social media with almost no effort at all. The problem is that most of these approaches do nothing except produce poor quality leads with a low chance of a conversion.
But before you jump head-first into all existing tricks to drive engagement and leads, there’s one thing to remember: Quality over Quantity. Attracting everybody to your business can be potentially risky rather than beneficial.
You want to draw customers who are not only willing to purchase your product or service but who have a real interest and need for it. These are the type of prospective customers who have a greater shot at becoming loyal clients and sticking around longer.
Let’s get to the bottom of it by taking a closer look at the various methods you can use immediately to drive more leads to your business:
1. LinkedIn Lead Generation
LinkedIn might not be the most obvious choice when you think about social media marketing. This professional social networking site, however, delivers a gold mine of B2B marketing opportunities.
LinkedIn is a vibrant networking site overflowing with users from all around the globe. Over 500 million of them, to be exact.
This form of interaction explains why LinkedIn produces more leads than blogging or posting on Facebook or Instagram ever will. This, in turn, contributes to some of the strongest conversion rates of any of the major social networking sites.
Now, let’s break down lead generation on LinkedIn and its strategies:
a) Creating a company page for your business
In addition to specifying your profile, you can also create a Company Page for your business/brand. Provide full descriptions of your business including its scale, location, years of operation, products/services. This, in turn, will make the brand look more optimistic and competent. To further increase brand recognition, consider adding your company logo and Website URL as well.
b) Profile cleanup
Getting a full and up-to-date profile is one of the most important aspects of LinkedIn’s lead generation feature. It gives prospective clients and recruiters the first impression of your expertise and offerings. If your profile is clean and competent, up-to-date with all of your expertise and abilities, you’ll stand out.
But if you haven’t updated it in years, it may send the message that you’re less-than-driven about your future. Moreover, it can lead to more questions than answers regarding your products and offerings.
c) Use LinkedIn Premium
LinkedIn Premium may seem expensive at first glance, but it certainly pays off. Contrary to popular belief, when it comes to generating leads, LinkedIn is way ahead of other prominent social media platforms. If you are particularly looking to generate leads using LinkedIn Premium, you can opt for either Premium Business or LinkedIn Sales Navigator.
These enhancements will give you more access to your target audience and allow you to keep track of their activities. The premium feature gives you a variety of ways to produce leads with little to no difficulty.
If you want to generate targeted leads on a constant basis through LinkedIn, check out our LinkedIn Lead Generation Service that will not only bring you leads and referrals but also instant power to your LinkedIn Profile.
d) LinkedIn Conversation Ads
LinkedIn Conversation ads are another new feature that the social networking site has introduced this year, following objective-based advertising principles.
Source instapage
e) SEO
Don’t ignore SEO best practices: SEO is essential for a page to run smoothly. By implementing keyword searches and meta descriptions, your visibility will significantly grow leading your brand to excel at converting prospects into sales.
f) Explore numerous advertising options
LinkedIn allows for incredibly accurate targeting, thus helping you find your intended audience. You can create SEO-friendly ads and use them to drive eligible traffic to your website. CTAs and ads related to customized performance will help increase your sales
g) Publish content that converts
In addition to providing high-quality and keyword-relevant content, your LinkedIn updates should also include attractive captions, bullet points, and graphic cues. These posts must be optimized with relevant CTAs and references, too; not to mention having the content published at an optimal time based on best practices. This helps LinkedIn lead generation by bringing more traffic to your website, blog, or search engines.
Source Sproutsocial
Here are some content ideas that are easy to create, but are highly effective on LinkedIn:
- Post original long-form content such as LinkedIn articles,
- Repurpose already created blog posts,
- Share industry trends or statistics,
- Reveal details worth-sharing about your professional journey (challenges, victories, accomplishments, lessons learned),
- Give tips and tricks,
- Publish how-to videos and presentations,
- Make predictions,
- Show behind the scenes/ how things are made in your company,
- Create branded infographics,
- Give updates on exciting projects you’re working on,
- Share the experience you had at business events,
- Create a content series called “Meet the Team”,
- Answer industry questions (FAQs),
- Put together case studies and white papers.
In case you need any help with your LinkedIn Posting Strategy, you need to check out our Social Media Specialist Service where you get your own social media expert to create weekly, original content for your LinkedIn Profile.
2. Cold Email Outreach
This has been a crowded sales strategy over the years but it’s something you need to do to keep your tank full.
One cold email won’t do the trick immediately, but it can build relationships that will eventually turn into leads. The greatest bonus cold emails have to offer: you can achieve huge success even with a limited marketing budget.
A good way to use cold email outreach is for market analysis. This can be useful for validating a product concept, discovering a target market’s pain points, collecting survey information, or following data collection objectives that you are using.
Remember that it’s crucial to stand out from the crowd. This should be the primary purpose of your cold email campaign. Without a doubt, subject lines are the most crucial factor when it comes to getting your emails to be read. Short, but catchy subject lines are always the way to go.
You can use email subject line generator tools to get inspired and see more examples of what a good subject line looks like.
For example, if you’re running a cold email campaign and the main topic is “social media” here are some examples of what a subject line generator suggests using:
Another thing to keep in mind is templates. Templates should be used as a starting point to help speed up the process of sending cold emails, but there is a balance to be struck between starting a campaign fully based on templates n and a personalized email that gets outcomes but is inefficient.
For best results, templates should always be tailored to match the sender’s tone and style. This is part of the personalization process but can also help in making sure you don’t send the same email to different competitors.
3. Inbound Marketing
First of all, you need to understand that inbound marketing is an approach intended to interact with a buyer persona and to bring that specific audience to your brand by creating quality content. A few inbound marketing strategies include:
a) Content Marketing
This is a key strategy for a successful inbound marketing campaign since you wouldn’t be able to maintain or convert your leads without fresh and relevant content. One of the most vital objectives of content marketing is to improve web traffic. Businesses can do this in several ways, including ads, posters, flyers, self-promotion, and lastly, social media.
b) Social Media
Simply put, the generation of social media leads revolves around any social activity undertaken to gather qualified customers. Once social media leads are created, successful marketers will cultivate their leadership. This involves taking them on a consumer ride, or as marketers like to say: sales enclosure.
Considering the main goals that marketers set for their social media efforts, lead generation occupies the second place in their ranking.
It’s worth noting that consistency always matters more than quantity when it comes to creating social media leads. Make sure you know the demographics of the various channels before launching a social media lead campaign.
The best part is that you don’t have to spend a lot of time posting on all your profiles and being active constantly since there is a wide range of social media scheduling tools out there that will help you automate your posting withing minutes.
SocialBee is just that, a Social Media Marketing Tool for scheduling your content for all your profiles, Facebook, LinkedIn, Twitter, Instagram, Pinterest and Google my Business. Thanks to the platform’s features such as category-based content, schedule overview, evegreen/ share one posting, you can start saving time and money, while getting the most out of your social media profiles. All you have to do in order to build your online success story is to start a 14-day free trial at SocialBee.
c) Guest blogging
Guest blogging can be beneficial for lead generation but only if you do it correctly. Here are a few points you might want to memorize first:
- Your articles provide knowledge of interest to the public.
- You are sending users back to a proper landing page on your web.
- Your posts include specific details.
- You deliberately support the post to exploit social evidence.
- Your website is well known by your public.
Make sure you read the publication’s guidelines before applying with an article. These guidelines usually refer to the article’s length, domain authority, number of links throughout the article (authority links or promotional links), bio for the author, whether or not they accept duplicate content, and so on.
d) PPC
Pay-per-Click is a paid advertising strategy that falls within the framework of inbound marketing because it targets unique searchers who actively pursue solutions that your brand can deliver. Incorporating PPC into your inbound marketing plan is a smoother way to get your content or product out in the public.
Through PPC you can pay for top positions in search results on different platforms by using unique keywords and advertising to draw leads to click on your ad. If you develop a strategy that blends SEO with PPC, you’ll have the best information you need to rank higher in search queries and to optimize your web traffic.
e) Email marketing
The first step in getting your email marketing campaign leads is defining your target audience. Your target audience includes your ideal customer. This also means you’ll need to build a buyer persona to help you understand what their pain points are. Once you fully comprehend your target audience and know their pain points, you will have sufficient data to help you create resources that they will find useful.
Get your Buyer Persona Template from SocialBee here.
The moment your customers agree to receive periodical emails from you, they are technically considered a lead, but this is just the beginning of your customer journey. You’ll need to keep them engaged with valuable content to shape them into paying customers.
f) Lead Nurturing
Developing an effective lead nurturing strategy can greatly impact your marketing plan, customer commitment, employee satisfaction, profitability, and much more. The process of nurturing leads includes active participation of your target audience in a purposeful manner by offering relevant details, supporting them in any way they need, and maintaining a sense of delight across every stage of the consumers’ journey.
Final Thoughts
Lead generation refers to the process of acquiring prospective leads and persuading them to make an offer. The more leads you have, the higher the chances of increasing your profit.
Once you understand how to generate leads online, you’ve got nowhere to go but up.
So, are you ready to improve your chances of getting customers? Are you willing to explore the different lead generation strategies? Remember, you can use these proven strategies to drive leads, even with a tight budget.
Shehzad Qureshi
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