It is not easy to find prospective customers or “leads” for your business. One thing you need is a strategy. It is critical to identify your target market, market your brand effectively, and create informative, appealing content for your chosen demographic.

In addition, customers change, so you need to adapt your strategy constantly to meet their needs. As a marketer or entrepreneur, you cannot rely on inefficient, outdated techniques like cold-calling and paying for leads. You need solid, proven methods to draw in those all-important leads in an increasingly competitive digital environment.

Here’s where I can help. Here, I’ll show you how to get more leads that actually work so you can grow your business.

Lead generation: How it Works

Lead generation is an easy concept to learn if you’re unfamiliar.

Lead generation is a term used to describe all the strategies you can use to generate new potential customers for your business. The process can be divided into two parts.

You must first attract traffic to your website or social media platform. You can do this by paying for Google Ads or promoting your hashtags on social media.

Next, you need to persuade these visitors to share some contact information with you, such as an email address, phone number, etc. By sharing their contact information with your marketing team, you can reach out to them and, hopefully, turn them into paying customers.

Would you like as many leads as possible? Sure, but within reason.

Imagine paying for 1,000 random leads, but only two of them become paying customers. Alternatively, maybe you focus on running a high-quality marketing campaign that generates 20 leads, eight of whom become paying customers.

Because of this, I recommend that you focus more on organic lead generation rather than spending valuable marketing funds on ineffective tactics like paying for leads. I will show you how to get more quality leads rather than prospects that lead nowhere.

leads generation

How to Get More Leads for Your Business

There are many ways to introduce your brand to new prospects. Depending on your industry and commercial objectives, you may not find what works for one business to work for another.

In order to help you get started on your lead-generation journey, here are five strategies that you can use across a range of industries.

A/B Test Your CTAs

Call-to-action, or CTA, is a prompt that encourages someone to take a particular action. Here are some actions you might want your visitors to take:

  • Sign up for a newsletter

  • Downloading a free demo

  • Scheduling a call

  • Subscribing to a newsletter

  • Using a discount code

CTAs are the first step in bringing people into your sales funnel, so getting them right is crucial. Your CTAs should be clear, emotive, concise, and contain strong action words. Depending on your audience, you might also include a visual component.

Here’s an example from OfficeVIBE, a team-building tool. A blog post about one-on-one conversations has a CTA that encourages readers to take action, such as clicking through to download a guide:

Having clarified what makes a good CTA, ask yourself this: When was the last time you tested the effectiveness of your CTAs? It's okay if the answer is "never," because you can correct that right now.

A/B testing is the key.

A/B testing compares different variations of the same marketing tool (e.g., a CTA button) to see which one performs best. If you use the example above, you might change the wording to "Get the guide," or place the button at the bottom of the blog post rather than midway through.

You can easily generate more leads once you identify which version is most effective. Measure your results using tools such as Google Analytics and my A/B testing calculator.

Use User-Generated Content (UGC)

User-generated content is exactly what it sounds like: content created by users rather than businesses. Examples include:

  • product & Service reviews
  • videos

  • images or graphics

  • audio

  • articles or posts

UGC markets gold. UGC is free. It is free marketing for your brand. Furthermore, it's created by real people who love what you're selling enough to tell others about it. Therefore, UGC helps build your brand's credibility and trustworthiness online.

Do you want to use UGC for lead generation? You should post your positive reviews on your website to build a strong brand impression and hopefully encourage visitors to complete an order. FITJEANS, for example, pulls product reviews from Trustpilot and publishes them on their website:

UGC can also help your brand shine on social media. You could also share videos hyping your product or pictures of people using your product (with their permission, of course).

You can incorporate UGC into your brand in a variety of ways, so don't be afraid to get creative!

Host a Training Webinar

Your training webinar is an opportunity to showcase your knowledge and experience. It also gives the impression that you're willing to share this knowledge for free, which helps foster trust in your company.

Training webinars work in both the B2B and B2C space, depending on your target market. If you're a B2B company that sells software to small businesses, you may host a product demo. If you're a B2C company selling cosmetics, you might host a webinar on how to best use your product.

You can use training webinars for lead generation whether you're in B2B or B2C marketing.

Promote your webinar effectively first. It might mean promoting your webinar on LinkedIn or talking about it on social media.

The next step is to get contact information from interested parties, such as their email address. With these contact details, you can follow up with webinar attendees and, hopefully, nurture them along your sales funnel.

Additionally, you should use CTAs to encourage people to subscribe to your newsletter or follow your social media channels at the same time. Making the most of a webinar is a great way to introduce people to your product and your brand.

Keep the lines of communication open by inviting attendees to ask questions after the webinar or schedule a follow-up call.

Offer a Free Trial or Download

Even if a person visits your website or subscribes to your content, it does not mean they're ready to purchase your product. What can you do to encourage them to complete the sale?

Offer free trials or product downloads. Not only does this help people assess whether your product is right for them, but it also fosters trust in your brand.

In addition to offering free seven-day trials for my SEO tools, I give every customer, from individuals to enterprises, a chance to experience my product first-hand and see how it can benefit them:

Be sure your free trial gives people an accurate idea of how your app or software program works. If your product is too complex to understand on a trial basis, or if you're only letting people see a small part of the program for free, then the demo may not be enough to entice your audience.

You can also offer free downloads, such as guides. Merchant Maverick, for example, offers a free downloadable accounting guide, which could encourage users to turn to the company for more regular financial advice:

Giveway valuable knowledge for free, and you'll hopefully build a loyal following.

Partner With an Influencer

Influential people persuade (or influence) their followers into using certain businesses by using their knowledge and popularity. Examples include:

  • Download an app

  • Purchase a subscription box

  • Partner with a certain business

Influencers often work on social media platforms in the B2C realm. Influential figures in B2B marketing might include tech experts, analysts, and industry leaders.

Regardless of whether you're in B2C or B2B marketing, influencers have a place, and you can use them for lead generation.

  • Set a goal for what you want to achieve, whether that's promoting a specific product or enticing people to download your software. You can identify who counts as a "lead" for your purposes by deciding the action you want people to take.

  • Next, identify an influencer. Consider social media or influencer marketing agencies for B2C marketing. Pitch your product to experts to see if they will review it or host a chat about it.

If this strategy worked for you, consider setting up a regular partnership.

Conclusion: How to Gain More Leads for Your Business

Creating leads is, essentially, a critical component of growing your business, both short- and long-term. While that is true, you should still focus more on the quality of your leads rather than the quantity. Lead generation is about finding new customers and growing your brand, so you should focus your efforts on the most promising prospects.

However, you don't have to limit your efforts to the five options I outlined above. The strategies that work for your business depend on your target audience and your commercial goals. If you need some help with your lead generation strategy, check out my consulting services.

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Published On: November 30th, 2021 / Categories: Digital Marketing /

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