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No business can survive without the flow of potential customers. That’s why every marketer struggles to develop advertising campaigns and create new ways to attract leads. However, it is known that gaining people’s attention and converting them into customers is not easy. Internet users have developed an “immunity” to standard advertising messages.
Of course, there are a lot of methods of attracting leads, they vary depending on the area of the organization, the methods of contacting the audience, or other factors. And to date, most large and medium-sized businesses contact top lead generation companies, because it greatly simplifies the process. But you can not deny the effectiveness of non-standard approaches to attract customers in some situations.
Don’t limit yourself to one or two content formats
Since it’s logical to assume that each of your clients – has a unique personality in their own way, it’s hard to say that, say, a text format will be convenient to them all without exception. For example, people may not have time or the necessary equipment to watch a video – in this case, the classic article format is relevant. One universal format that is suitable for all cases and all consumers simply does not exist. Therefore, it is recommended to use as many different types of content as possible to reach the maximum number of potential customers.
Content formats that help generate leads include options such as a video, email newsletter, webinar, social media post, blog article, PDF book, etc.
It is worth noting that for the creation of content in different formats there is even no need for separate specialists – it is rather easy to transfer existing materials from one format to another. Thus, practically any article can turn into a wonderful script for a video clip or presentation.
The fewer choices, the better
The more possible choices on the “landing” page of the site, the greater the chance that the client simply refuses to choose in principle and leaves. Therefore it is recommended to limit the number of possible choices on such pages.
Thus, the best option would be to place on the “landing” page of the site one unit of each element: one clearly formulated proposal, one call to action, and one option to order the service.
More personalization – higher customer satisfaction
Anyone wants to feel special, and your customers are no exception. The emphasis on personalization in your approach to lead generation allows you to play on this feeling in many different ways, whether it’s clustering a product catalog, creating different “landing” pages for different audience categories, segmentation in terms of emailed content, writing articles and materials under pre-established stereotypes of potential clientele, etc.
You can think of quite a few different methods for implementing a personalized approach to lead generation. The most popular of them can be considered:
- Adaptive content on “landing” pages;
- Selection of offers based on collected geolocation data;
- The system of various discounts, such as discounts on the first purchase and so on;
- Recommendations in the online store based on what the customer has viewed and/or purchased previously;
- Bonuses and/or birthday discounts.
Publicity = lead generation
Publicity here refers to attending and speaking at conferences and other industry-specific events, recording video content, and participating in interviews.
A person who speaks as a speaker increases his or her visibility in a particular field, gaining credibility and status as an expert in that industry.
Don’t forget about social media
Nowadays, it’s no secret that social networks know a lot about users. It includes their place of work, their acquaintances, and even their level of earnings, among other things. All of this information can be used to develop an advertising campaign with a focus on targeted advertising.
So you’ll be able to target different target audiences that differ based on all sorts of criteria, including demographics, geography, and many others, as well as simply based on the interests of this or that group.
More often than not, the interface for advertising in social networks like Facebook is quite friendly and will not be a particular obstacle to the placement of this type of advertising in a social network.
Get yourself an email signature
You probably don’t use personal email to send out marketing offers to your target audience. However, potential customers can find out information about you and what you offer even through simple communication.
For this purpose, a personal signature is created in the settings of your email service, containing, for example, a link to your website or “landing” page. This functionality is available in almost any email service. There are also online sites, which create signatures according to individual requirements if you do not want to do it yourself.
Bonuses for new customers
Quite a common marketing technique, with the help of which many online stores are actively promoting themselves. Most online stores will literally offer a discount on the first purchase in the very first minutes of being on the site.
This is often played out in completely different niches, whether it is a free period of use of something when paying for a subscription to a service, a discount for new customers on the first order, or free delivery services.
The important thing here is that such methods are most effective within businesses that have the potential for repeat orders, and constant growth in the number of audiences is a competitive advantage for them. Such companies get the most out of such a strategy.
Conclusion
Until you test each of these ideas in practice – you won’t know if this particular method will work for your business or not. All these methods of attracting leads can work for one company and not work for another, it is necessary to constantly check the methods used for effectiveness, as well as to test new ones. The key to success is constant practice.
Regardless of the tactics you choose, each strategy will have to be adapted to your specific business and industry. To get the most effective results, constantly experiment.
Attracting leads is an important process for every company, so don’t be put off testing different methods specifically for your organization.
