Thought Leadership Monday Mashup: Lead Generation

Posted by Cydne Stewart Jun 22, 2015

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Let’s explore some of the leading industry experts’ thoughts, suggestions, and insights on how to define, develop, design, and deploy the best-performing lead generation tactics. Join us on an exploration of thought leadership.

First off, let’s start with a quick review. What exactly is lead generation?

In marketing, lead generation is the generation of consumer interest or inquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition, or for sales leads.

Read more about lead generation.

How do you  produce the content that will pull all of the right people to your site? Is it possible to pull even the most stubborn leads right to your fingertips with amazing content they want and need?

Creating personas will help you attract the right leads. Now, you may be thinking my company has identified personas, we use them all the time. Some of you may be thinking, you have never heard of this and have no idea what this is, and that is okay too. Buyer personas are the individuals you are reaching out to through your content.

Read more here.

How do you create buyer personas that will help produce content for better-qualified leads?

Start by answering a few simple questions. Once you have these questions answered, circle back and fill in all of the details.

  • What role does this person play in life?

  • Age?

  • Likes and dislikes?

  • Where do they work?

  • Whom do they work for?

  • What are their personal goals?

  • What are their work assigned goals?

  • What challenges do they face day in and day out?

  • How do they get their information?

  • What channels do they use?

  • What is their education level?

  • Which demographic niche do they belong to?

  • What could be important in their consumer process?

The list seems long, but stick to it. These questions are devised to pull the necessary information so you can develop the most beneficial buyer persona possible.

This persona will be used throughout your inbound strategy so take some time and dig deep.

Keep in mind there may be more than one buyer persona for your product or service, and that is perfectly fine. At the beginning, stick with your most common buyers—the ones who visit most often.

Read more here.

How does social media play a role in generating leads? Is your social platform helping or hurting your lead generation strategy? Do you have the proper tactics in place to position your brand to better generate leads through social media?

Of course every marketing strategy has to come equipped with trail blazing tactics. Josh Haynam and unbounce.com have recapped 32 clever lead generation tactics. I have pulled my top choices and listed them below. You can visit their original blog and read the 32 Clever Lead Generation Ideas For Your Next Marketing Campaign here.

Create a product video

65% of us are visual learners. Why not explain your offering in a way that speaks to the majority?

According to this case study, product explainer videos can generate leads at a rate of up to 33%. When done right, videos keep us engaged and can inspire us to take action.

Product videos don’t need to be long or complex, and with tools like Animoto, they’re increasingly easy to make.

Use gated videos

Wistia’s Turnstile allows you to add email opt-in forms to your videos. You can even set the form to appear in time with a verbal CTA.

Lead gen examples: Gated video

When Wistia purchased Facebook ads to send traffic to their video campaigns (bought at $1-2 per click), they saw an 11% increase in free trial conversions. Check out the full case study here.

Blog consistently (actually do it)

This one’s old—we know by now that blogging is effective for generating leads. In spite of this, not many companies have strong and consistent content calendars (many give up when no results come in the first month or two).

Goodbye Crutches is an online shop for knee scooters and other accessories to help eliminate the need for crutches. They were struggling to drive traffic and sales through traditional advertising.

They put together a content schedule for six months, blogging every single day. Six months later, organic traffic had doubled.

And there we have it. Three amazing tips from a great tactics review by unbounce.com.

But more than tactics you must have goals, metrics, and measurable deadlines to be sure your lead generation efforts are productive and successful. For these answers I look to our partner in marketing, HubSpot.

Particularly an article written by Rebecca Corliss (@Repcor) detailing the metrics marketing should be tracking.

Pay close attention to the details of these metrics below.

Leads waterfall

Wouldn't it be great if you knew at the start of every day if you were on track to meet your leads goals for the month? That's exactly what a leads waterfall graph is for! This chart helps you guide your progress by visualizing what you need to achieve on a day-by-day basis.

Average lead close rate

Do you know the average rate at which your leads close? You should track this often—I recommend on a monthly basis. Why is this number helpful? It will help you monitor the quality of your leads at any given time. If it's high, you're attracting high-quality potential business. If that close rate drops, you might not be attracting the right people.

You can read more about marketing metrics and the advice from Rebecca at the HubSpot blog.

These metrics are particularly important because they allow you to efficiently track how much traffic is being generated by particular marketing efforts and the quality of the leads that are being generated. This quality / quantity control is important for both marketing and sales efforts to work in a fluid and effective manner.

As you can see, lead generation is an industry-wide hot topic that demands a focus on both quality and quantity in a combined effort. With this collaborative effort it is easy to see how an agile lead generation process can evolve into the cash cow you've always wanted.

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Topics: Thought Leadership, Inbound Marketing

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