9 Creative Lead Generation Ideas to Attract and Convert
A critical component to the success of any content marketing strategy is lead generation. Having unique and high-quality content is great, but it’s really only benefiting your company if you’re reaching potential customers. If you want to sell to the people who are reading your content, you have to actually capture their contact information.
This is, of course, easier said than done. After all, your prospective customers are asked for their email address hundreds of times – why should they give it to you?
If you’re struggling to come up with creative lead generation ideas, we’re here to help. Read on to discover the two critical steps of lead generation and 9 unique ideas to help you succeed with both.
What Is Lead Generation?
Lead generation is the process by which you capture the contact information of prospective customers. Rather than cold calling (read: annoying) potential customers, a good content marketing strategy helps you generate leads from people who express interest in your company first.
Why is Lead Generation Important?
The benefits are twofold: Your brand doesn’t become associated with unwanted cold calls, and you’ll find it’s much easier to engage and sell to a prospect who has already heard of and demonstrated an interest in your brand.
How Does Lead Generation Marketing Work?
There are essentially two steps to lead generation marketing: attract and convert. First, you have to attract visitors to your brand. This means getting eyeballs on your website and/or social media profiles. But you can’t continue to sell to those visitors if they leave your website without sharing their information. That’s why the second step is to convert. By giving a compelling reason for a visitor to volunteer their information, you can convert the visitor to a lead.
Today, people are more protective of their information than ever before—even their email address. That means you’re going to need some creative lead generation ideas incorporated into a meaningful web design if you’re ever going to attract and convert your future customers. Read on for 9 lead generation marketing ideas to help you attract and convert new leads every single day.
#1: Start a business blog and post regularly
Perhaps one of the simplest ways to attract viewers and nurture lead generation is by blogging consistently. In fact, it’s one of the most accessible content marketing strategies available to you.
Your business blog provides your company with a bump in search engine optimization, sure. But consistently showing that you “know your stuff” as you blog about industry trends, challenges, and even industry basics will also provide a bump in lead generation.
Before you start posting, build a blog homepage that will entice viewers. A well-thought-out website is just as important as the content on the page. A blog title might get them to the site, but easy navigation and intuitive web design will keep them there even after they finish their read.
Aim to update your blog as often as possible. Some businesses blog once per day. Maybe it’s once a week or once a month for you. Whatever is reasonable and sustainable for your team is what we recommend when it comes to blogging frequency. The main point is to be consistent about it! As you schedule your content, ensure that your posts are timely, relevant to your customer base, and include a call to action, such as asking your readers to subscribe.
As you get more confident in your blogging abilities, attract even more visitors by guest blogging. Look for brands your target audience already admires and follows, then offer to provide free content as a guest blogger. Most brands appreciate receiving free content their audience will enjoy, and you can get valuable exposure with their audience in return.
#2: Create a quiz to convert customers
You can give your B2C lead generation a generous boost with content marketing by taking advantage of human nature: people love to talk about themselves. Give them the opportunity to do just that by creating a quiz.
Check out this Zapier blog on online quizzes for lead generation here.
Your quiz can take the form of a direct email, a social media post or an addition to your website. Test your prospective customers’ knowledge of your industry or just survey them, asking what they’d like to gain for their own business. Be sure, of course, to ask to provide their email address, informing them that you’ll follow up if you have questions about their survey answers.
#3: Provide exclusive content
We all know the thrill of getting our hands on something exclusive. Whether it’s tickets to a movie premier or a limited edition pair of sneakers, there’s something irresistible about getting access to something we can’t get anywhere else. The same is true for content. You can add value for your visitors by giving them information they’ve never read before. Maybe that’s an interview with an industry hero or a quote from a thought-leader. Whatever it is, you’re the only one who can share it with them. Tapping successful people in your field will also position your company as a leader and build trust with potential customers.
Implement this idea as you develop your content marketing strategy and social media posts. Brainstorm ways to promote this exclusive content across your channels and on your website that will showcase your brand just as much as the special guest you’re featuring.
#4: Just ask!
The premise behind this lead generation idea is simple: you can’t get a lead if you don’t ask for it. The right website feature can be an easy win for your company, while the wrong one can cause viewers to click away from your site in a split second. Using something simple like a slide-in scroll box is a great way to ask for contact information without distracting or annoying visitors to your website.
Here are 14 popup design examples Unbounce pulled together to check out for inspiration.
Slide-in scroll boxes are unobtrusive, and they won’t interrupt the user experience. Your visitor may either enter their information or simply click the box away. To prevent your reader from closing out, it’s recommended that you entice them with an offer, such as a discount, a download, or even a free consultation.
#5: Share how you overcome challenges
Every business faces challenges, whether those challenges relate to marketing, branding or even employee retention. Has your company overcome stagnant growth? Learned valuable lessons regarding outsourcing?
Share those lessons on your blog, social media posts, or as a guest blogger to help with B2B lead generation. Doing so will not only inspire other businesses who are experiencing similar obstacles but will also demonstrate that your business is transparent and approachable.
#6: Offer to help solve a problem
Once you’re attracting visitors who are interested in how you solved a particular problem, convert them to leads by helping them solve that problem themselves. Use this for B2C or B2B lead generation by offering a resource in exchange for their contact information. That resource may be as complex as an online course or as simple as a worksheet; what’s important is that it provides value to your prospective customer.
Once you decide which resource you will offer, highlight it in any of your blog posts that speak to a related problem. Because any reader of those posts is likely searching for solutions to that same problem, your offer will be especially enticing and effective at generating leads.
#7: Take advantage of review platforms
Your leads can’t become your leads until they find you. As your potential customers search for your industry on Google, they’ll see your business among many of your competitors. What can set you apart is your reviews.
Leverage the power of that (free) SEO for lead generation. Encourage your existing client base to spread the word about your service by leaving positive reviews on Google, Facebook, and even third-party platforms like Yelp. While you’re at it, encourage your employees to contribute to sites like Glassdoor and Indeed.
By taking advantage of these sites’ SEO success, you’ll find that your own business will become more visible, and you’ll reap the reward of increased lead generation.
#8: Look for leads on social media
You probably already know you can use paid social media advertising to attract visitors, but did you know many of these platforms also offer ways to convert those visitors instantly? Facebook, Twitter, and LinkedIn each offer in-platform lead generation tools.
For example, Facebook offers CRM (customer relationship management) software for businesses using the social media platform. When you sync with your CRM, your sales team can immediately follow up with any leads generated through Facebook’s lead ad campaigns.
Here’s a great article from Hootsuite on how to use facebook lead ads to increase conversions.
With these features, users can easily share their information with you to claim your offer—without ever leaving the social media platform. Whether you’re looking for B2B lead generation or B2C lead generation, this is an easy tool to convert visitors to your social media profiles, even if they never click over to your website.
So, you succeed in getting a lead to click through to your website. Now what? First and foremost, make sure your website is optimized for mobile. You want to provide a clean, smart, and responsive landing page that brings the person exactly where they want to go. If you post a photo in feed promising to share the product in the “link in bio,” make sure you update that link and deliver on that promise.
#9: Network network, network
Never underestimate the power of networking. Many business leaders are of the mindset that others in a similar industry are, by default, competitors. That couldn’t be further from the truth. Instead of edging away from your counterparts from other companies at your next networking event, try talking to them.
Every business is slightly unique. Share your thoughts and your experiences with others in the same industry as yours. Doing so will lead not only to an enrichment of your own knowledge but also to the exchange of leads. Perhaps the patent law firm received an inquiry regarding real estate law, your area of expertise.
When you meet a particularly rich source of leads, maximize the opportunity with a formal referral partnership. This means that any time the partner generates a lead and the lead becomes a customer, you’ll share a percentage of the revenue with them. As you can imagine, this is a great way to keep those referrals coming!
Lead Generation Marketing During COVID-19
Instead of scaling back your marketing strategy during COVID-19, consider readjusting it to fit the current circumstances. Using these tips, you might not see the same conversion rate you did before the pandemic, however, there’s something to be said for planning ahead. Just because your potential customers aren’t ready to pay for your product or service right now, doesn’t mean they won’t come back to your company when things return to normal. Continue attracting visitors, networking, and pushing out content, even if you don’t see those conversions right away. This is a great time to focus on creating content, updating your SEO, expanding platforms, and engaging with your audience. When they’re ready, your company will be top of mind.
Implementing a new lead generation strategy
These 9 creative lead generation ideas are more than enough to generate some valuable B2B or B2C leads, but we’re really just scratching the surface! There are tons of unique ways to make lead generation marketing for you.
As you brainstorm with your team or peruse the web for inspiration, remember to ask this important question: How will this idea attract visitors or convert them to leads my sales team can use? And make sure the ideas you ultimately implement cover both of those critical steps to give you the best possible results!
Of course, it doesn’t matter how many people you’re attracting to your website if weaknesses on your site are harming your conversion rate. Subscribe to our newsletter to learn more tips and tricks on how to optimize your website to improve functionality and, ultimately, generate more leads and sales.
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