We have already spoken about strategies to convert an anonymous visitor to a lead, but how do you land the anonymous visitor in the first place? Lead generation can happen at various online and offline customer touchpoints. Below, we discuss some strategies for several of them.
1. Strategies for online lead generation
There exist a wide variety of tactics and strategies for online lead generation, depending on the particular platform you are using to capture leads:
a) Twitter lead generation: Twitter offers a valuable feature—Twitter Lead Gen Cards—that allows you to gather lead information directly within a tweet. All potential leads need to do is input their name, email address, and Twitter handles into the card and click the “Submit” button. For your part, you need to create compelling Twitter content that engages visitors and pushes them to interact with you actively.
b) Facebook lead generation: Lead generation tools are a part of Facebook’s product offerings. You can use paid advertising to draw leads from your website or Facebook profile. You can also include clickable links on your Facebook page that redirect users to your website. Engaging content is key to getting visitors to click.
c) LinkedIn lead generation: LinkedIn makes capturing information about a lead very easy. Their Lead Gen Forms auto-populate users’ profile data when they click on a call-to-action button put in place by you. LinkedIn profile data includes helpful information such as the user’s employer and designation; using LinkedIn for tool generation is very effective, especially in the case of B2B sales.
d) Search engine lead generation: Popular search engines like Google get daily traffic in the range of billions. A strong presence on search engines will likely redirect many online visitors to your website. For the best discoverability, you can start a pay-per-click campaign buttressed by solid website fundamentals like search-engine-optimised content, effective targeted keywords, etc.
2. Strategies for offline lead generation
Lead generation can also happen offline. In many cases, offline sales lead generators might even be more effective than their online counterparts because the ability to interact with a lead in person can have powerful implications for qualifying them.
a) Guest-speaking at conferences and events: Guest-speaking at conferences and events is a great way to project your expertise in your work. Sharing information is an excellent way of engaging your audience, many of whom are presumably interested in your product and/or service if they stick around to listen to you. Ensure that your speech is useful for the audience, not simply a sales pitch for your company, products, and services.
b) Presence at expos and trade shows: Presence at key expos and trade shows is a great way to generate leads. Ensure you have active demos of all your products and services and sufficient trained staff to interact with visitors and answer any questions they may have. Your team needs to be diligent about capturing lead contact information and, more importantly, following up with them after the expo or trade show.
c) Referrals: Referrals are powerful sales lead generators, especially in the case of B2B sales. To encourage referrals, you could offer a referral bonus of sorts. If not, at least make sure that you thank the individual who gave your reference for doing so.
d) Loyalty programs: Loyalty programs are a great way to draw in leads, especially for businesses with a brick-and-mortar presence. Loyalty programs encourage potential leads to volunteer their information for signing up and, as a bonus, encourage them to keep coming back.