21 Inventive Lead Technology Concepts to Strive (& Why Entrepreneurs Advocate Them)

Developing with efficient lead technology concepts is hard — and I’m the world’s worst at pushing aside this facet of my advertising technique.

Sending chilly emails and scraping collectively lists for lead technology might be troublesome as a result of — let‘s face it — typically, individuals don’t wish to take the day out of their schedules to speak.

What if you happen to may attain your lead technology targets utilizing strategies that really add worth in your prospects? And what occurs when conventional lead technology strategies fall flat because of inner or exterior circumstances?

This lead technology utopia I am describing is a chance. To stroll you thru how you can obtain this for your small business, I’ve requested the specialists and detailed a number of artistic strategies you possibly can add to your lead technology technique.

These concepts present priceless data that helps prospects reasonably than merely pushing them to make a purchase order.

21 Inventive Lead Technology Concepts

1. Companion with influencers.
2. Do a LinkedIn audit.
3. Schedule espresso chats.
4. Use buyer evaluations in your pop-ups.
5. Create priceless content material.
6. Share success secrets and techniques from thought leaders.
7. Compile real-life examples with actionable takeaways.
8. Present what’s working in your firm.
9. Create a helpful guidelines.
10. Provide insightful, downloadable case research.
11. Create an interactive quiz or device.
12. Personalize video content material.
13. Create a priceless course.
14. Present gated affords with greatest practices.
15. Provide webinars and reside demonstrations.
16. Create a referral ecosystem.
17. Solicit model partnerships.
18. Provide a free trial or a freemium device.
19. Leverage the web optimization energy of evaluations.
20. Optimize your web site.
21. Paid promoting.

Let’s unpack these 21 artistic lead technology concepts to spark exercise in your content material affords, electronic mail lists, web sites, and conversion charges.

And for extra on lead technology, you possibly can discover all of HubSpot’s free lead generation content and resources in a single place.

Social Media Lead Technology

1. Companion with influencers.

One of many quickest methods to achieve traction and drum up new leads is to associate with influencers inside your area of interest.

Influencers have a particular means of connecting with their audiences, and once they showcase your model, you increase your attain to a bigger viewers.

Professional tip: Nicole Rossi, Advertising Coordinator at Customized Neon, advised me partnering with influencers is an efficient lead technology thought, however the secret’s to create touchdown pages related to your marketing campaign.

Rossi stated, “Partnering with influencers has additionally been an extremely profitable lead-generation device for us. Influencers that share our model values are partnered with us, and collectively we develop giveaway campaigns or supply particular low cost codes to their viewers. With this strategy, we will attain unexplored markets and produce leads by types or touchdown websites made particularly for the marketing campaign.”

Networking Lead Technology Concepts

2. Do a LinkedIn audit.

If LinkedIn is your jam, you can be sitting on an untapped market — your connections.

Melissa Lohrer, Founder at Waverly Ave Consulting, stated, “Generally, your subsequent greatest alternative is already in entrance of you. Audit your present LinkedIn connections — there are possible untapped alternatives sitting instantly in your community. Progress isn’t at all times about bringing in new individuals however nurturing who’s already in your nook and leveraging these relationships to create momentum. That is your quickest path to conversion.”

3. Schedule espresso chats.

When it comes all the way down to it, gaining a professional lead begins with connecting on a human degree. No-strings-attached networking is an effective way to attach with members of your viewers, construct significant relationships, and start a sluggish (however heat!) conversion.

Erin Pennings, a copywriter and advertising strategist, advised me espresso chats are her favourite strategy to join together with your target market.

Pennings stated, “In my expertise, the primary lead gen technique is constructing relationships with different individuals. It‘s not networking within the conventional sense of the phrase, however merely about making connections. It’s not often a fast-burn technique as a result of human connections take time, however it’s an effective way to create an efficient referral community.

“I really like reaching out to individuals to schedule no-pitch espresso chats the place the first aim is attending to know individuals — and I at all times ask them who I can join them with or who could be a great referral for them, and so they typically reciprocate. Usually I could make connections instantly to assist them, after which once I must get contracts or work on the door, I do know I can attain out to see in the event that they know anybody I do know.”

4. Use buyer evaluations in your pop-ups.

Wish to construct belief and brag about your clout? Contemplate exhibiting off your buyer evaluations. Guests lurking in your web site wish to know what actual clients consider your services or products earlier than they, too, make the leap.

That’s why Johannes Karjula, CEO at Trustmary.com, makes use of a buyer assessment pop-up to drive conversions.

Karjula stated, “The most effective technique to generate leads is to make use of an exit-intent popup that options buyer evaluations and a suggestion or low cost code. These work particularly nicely if somebody could be very near changing: both shopping for or reserving a gathering. In the event that they’re about to depart, throwing social proof to their faces is nice in proving that they really want the services or products in query.”

Content material Advertising Lead Technology

5. Create priceless content material (weblog posts, podcasts).

Your viewers desires content material, whether or not that’s a weblog publish, a podcast, or a video. That is why I feel content material advertising stays one of the crucial efficient and recognizable concepts for lead technology methods.

Roland Jakob, managing associate of BlazeKin Media, says, “The best lead technology thought I‘ve encountered is the strategic use of customized content material advertising. In my expertise, creating tailor-made content material that speaks on to your target market’s ache factors and pursuits is extremely highly effective. I‘ve discovered that after we develop in-depth weblog posts, participating movies, or insightful podcasts that genuinely handle our viewers’s wants, we not solely appeal to potential leads but in addition set up ourselves as trusted authorities in our area — which is what you finally need.”

6. Share success secrets and techniques from thought leaders.

Wish to present distinctive worth in your content material? Attain out to a thought chief in your trade and even your organization.

By interviewing an professional to uncover their secrets and techniques, you show to potential clients that you just’re devoted to delivering one of the best recommendation and perception on the market.

Under you‘ll see Groove’s tackle this strategy by an interview with the CEO of The Basis, Andy Drish.

The oldsters at Groove continuously interview profitable founders and ask very particular questions from which everybody can study one thing. Then, Groove shares these interviews with viewers members on its weblog.

Image Source

Not solely is the interview with Drish chock-full of quotes, classes, and actionable takeaways for entrepreneurs, however it additionally options an “Ask Me Something” (AMA) with the interview topic within the feedback part.

This contact helps additional Groove’s repute as a useful resource for professional data amongst its viewers.

7. Compile real-life examples with actionable takeaways.

Discovering efficient examples to study from might be equally as priceless and troublesome. A listing of greatest practices, present developments, or real-life examples in your trade is a superb strategy to drive prospects to a information or supply the place they will opt-in.

The Content Marketing Institute is aware of this and makes a degree to share present content material advertising developments yearly in a weblog publish.

This weblog publish acts as a useful resource to encourage web site guests to achieve success with their advertising methods, and, finally, search their web site for guides and opt-in affords to up their content material sport.

Image Source

8. Present what’s working in your firm.

I can’t be the one marketer who’s nosey, proper?

It’s why I discover sharing a clear publish that pulls again the curtain on one thing with which you have seen success (or failure) attention-grabbing. And I do know your potential leads discover it attention-grabbing, too.

Different firms going by an identical stage of development — or approaching your dimension — can acquire a number of inspiration from transparency posts and finally keep away from making the identical errors.

In an effort to supply an insightful useful resource, think about sharing the way you’ve constructed your platform or a lesson you’ve discovered alongside the way in which. You’ll be able to share your insights in a weblog publish or a downloadable information.

Simply don’t overlook to incorporate a last call-to-action to encourage readers to affix your electronic mail checklist.

9. Create a helpful guidelines.

Who doesn‘t have a operating to-do checklist that generally will get slightly bit too lengthy? In the event you’re planning an upcoming webinar, you might be certain there is a lot that goes into it.

HubSpot created a handy webinar checklist that entrepreneurs can obtain and use to ensure they do not miss any vital steps of their webinar manufacturing.

Professional tip: HubSpot makes use of the gated supply to show its model’s experience on the topic and encourage guidelines downloads.

10. Provide insightful, downloadable case research.

Among the finest methods to achieve new leads and spark curiosity in your services or products is to point out how your model is an asset to your shoppers. Case research assist get your message throughout whereas doubling as a lead magnet.

Krissy Selda, a digital advertising specialist at Array Advertising Company, is a big fan of case research. Selda advised me, “From expertise, publishing case research has been probably the most highly effective lead technology tactic as a result of they reveal how your small business constantly meets buyer expectations.

“By showcasing the worth of your services or products, case research permit potential shoppers to examine themselves benefiting out of your success. When clients see tangible outcomes from companies or people just like themselves, they’re extra inclined to have interaction together with your services or products. This makes them one of the crucial efficient content material advertising instruments for driving leads.”

11. Create an interactive quiz or device.

Contemplate providing a quiz to your web site guests as a artistic strategy to study extra about them and acquire their contact data.

The aim is to “cut price” the results of the quiz in return for a brand new lead, which might be very efficient when executed proper.

Cassandra Gucwa, founding father of Menerva Digital, says instruments and quizzes are “an effective way to supply one thing that’s priceless to your potential target market and collect their electronic mail or data. Some examples of free instruments would come with a value calculator, financial savings calculator, or a device that checks how safe your electronic mail handle is.”

One other related technique is providing an interactive device, such because the HubSpot Website Grader. The Web site Grader is a free on-line device that guests can use to grade their web sites towards key metrics and uncover methods to enhance them.

To make use of the device, guests should submit their electronic mail — which offers HubSpot with new leads eager about bettering their internet presence.

Video Advertising Lead Technology

12. Personalize video content material.

91% of businesses use video as a advertising device. And for good cause: it’s an effective way to attach with certified leads and convert them to paying shoppers.

Whether or not you employ short- or long-form video, the important thing to video advertising lead technology is to personalize your content material.

For Mike Vannelli, Inventive Director of Envy Inventive, personalizing video begins with understanding the distinctive views of your viewers.

Vannelli advised me, “Certainly one of my favourite lead technology techniques is leveraging customized video content material. We create tailor-made video messages primarily based on particular ache factors or challenges a prospect is going through. It‘s not nearly sending a generic promo — it’s about exhibiting that we perceive their distinctive wants.

“These customized movies are then embedded in emails or used as touchdown web page content material. Including a clickable call-to-action on the finish, like scheduling a demo or downloading a priceless useful resource, boosts engagement like nothing else. The human contact mixed with focused messaging has constantly pushed higher conversion charges for us.”

E mail Advertising Lead Technology

13. Create a priceless course or information.

A well-developed course or information is like having access to an actual class — without cost. For busy entrepreneurs, the sort of supply can show to be extremely priceless.

Professional tip: This strategy tends to work nicely for in-depth matters. You’ll be able to create an electronic mail course, host a course in your platform, or create a downloadable information for guests to learn. HubSpot affords tons of free courses and downloadable guides like Introduction to Lead Generation.

These programs and guides assist individuals with totally different content material consumption kinds get the identical priceless data that is on the weblog, and it helps HubSpot generate new results in interact with over electronic mail.

14. Present gated affords with greatest practices.

While you discover a advertising tactic in a weblog publish or e-book, I discover it useful to know what others are doing to have success with the identical technique.

Compiling these greatest practices into an inventory is extremely helpful to a marketer seeking to get began in a specific area.

For instance, HubSpot affords a comprehensive list of SEO best practices from a wide range of specialists, which goals to assist its target market obtain a better return on funding from content material advertising.

The e book offers worth for readers making an attempt to crack a sophisticated advertising technique — and in change for his or her contact data, they get insider suggestions from a wide range of professional sources.

Occasion-Based mostly Lead Technology

15. Provide webinars and reside demonstrations.

In the event you’re on the lookout for one other lead technology thought, think about internet hosting seminars or reside occasions. Webinars and reside occasions are good alternatives to mingle together with your viewers whereas additionally offering them with helpful data and new expertise (and upselling your services and products!).

Cache Merrill, founding father of Zibtek, advised me, “Webinars are a wonderful device for presenting one’s experience and constructing belief. We attempt to cowl the ‘appropriate’ matters related to what we do. Lastly, we anticipate to have an excellent variety of conversions on the finish the place audiences are wanting to have a better interplay request for a session or a demo.”

Referral and Partnership Lead Technology

16. Create a referral ecosystem.

Lead technology doesn’t should be a solo endeavor. I’ve talked about working with influencers for example of how you can make conversions a crew sport.

Nonetheless, influencers aren’t the one individuals you possibly can recruit in your lead technology efforts. As an alternative, ask your community for referrals.

Lohrer calls this “making a referral ecosystem.”

Lohrer defined it to me like this: “Select your high three shoppers and inform them you are on the lookout for extra like them. Ask for introductions to their friends or recommendation on the place to seek out related high-value shoppers. Higher but, ask them to introduce you to somebody you wish to meet to make it simple for them.

On high of that, partnering with complimentary service suppliers — those that work with the identical consumer base in numerous methods — or those that affect your shoppers (assume advisors or coaches) can assist create a gradual, mutual referral stream.”

17. Solicit model partnerships.

Like influencer partnerships, connecting with different manufacturers is an effective way to faucet into different markets and join with a bigger viewers. You’ll wish to make sure the manufacturers you join with are related to your area of interest. The extra related the area of interest, the extra possible their viewers aligns with your individual.

Roland Jakob, managing associate of BlazeKin Media, agrees that model partnerships are an efficient type of lead technology.

Jakob advised me, “At BlazeKin Media, I’ve related creators with main manufacturers like Coca-Cola, Sephora, and others, driving high-quality leads by increasing attain and boosting credibility. The bottom line is making certain these collaborations present actual worth to the manufacturers, creators, and viewers, resulting in engaged prospects who usually tend to convert into loyal clients.”

Freemium and Trial-Based mostly Lead Technology

18. Provide a free trial or a freemium product.

Is there anybody else on the market who hates a free trial or product? I’m fairly certain there isn’t. Everybody loves free. It’s the explanation providing a free trial or a freemium product works so nicely as a lead technology tactic.

Yevhenii Tymoshenko, chief advertising officer at Skylum, understands that free trials result in certified leads, which is why a free trial paired with customized advertising are their go-to lead technology concepts.

Tymoshenko advised me, “As soon as a person is signed up for a free trial, we make use of customized advertising to finally convert them.”

Free trials of a model‘s companies assist get a prospect’s foot midway by the door. If the free trial helps them and offers nice worth, they’re extra more likely to buy the total product and grow to be a buyer.

One other related technique is to supply a freemium product, just like how HubSpot affords the free forever HubSpot CRM. By providing a portion of your services or products line without cost, you give customers a style of your model and construct belief and consciousness amongst your person base.

Tymoshenko additionally incorporates freemium merchandise into Skylum’s advertising operations.

He stated, “We‘ve additionally been testing giving restricted free entry to sure new options of our merchandise … This can be a good strategy to generate certified leads that might buy your product ultimately. And if, for some cause, that doesn’t occur, we will supply customized reductions to some customers.”

web optimization Lead Technology

19. Leverage the web optimization energy of buyer evaluations.

Overview platforms typically have a powerful presence in natural search, making them an awesome alternative to increase your model presence and get observed by the appropriate individuals.

While you encourage customers to depart evaluations on a third-party platform with robust web optimization — like Yelp or Google — you enhance the probabilities of being discovered by certified prospects in search, with out paying a dime.

Google acknowledges the impartial function of those websites in serving to individuals discover what they’re on the lookout for and appears to favor assessment websites in search engine outcomes.

Think about your organization on this checklist. There’s a excessive likelihood your product could be included in what McKinsey calls the “preliminary consideration set” resulting in the “second of buy” throughout the shopper determination journey.

You additionally outmaneuver rivals in high-value key phrase searches. That is essential contemplating that many B2B searches begin with a generic key phrase phrase.

20. Optimize your web site.

Right here’s a sizzling tip for lead technology: Don’t overlook your web site. Making certain your web site is optimized and prepared for the major search engines is a fast strategy to flip it right into a lead producing machine.

Colton De Vos, advertising and communications specialist at Resolute Know-how Options, advised me that in case your web site generates a lot of visitors, however solely converts just a few leads, then it is best to think about making modifications to your web site to encourage conversions.

De Vos stated, “Make investments the time to tweak your web site content material and design to influence guests to make the leap and get in touch with your small business. Make it simple for prospects to succeed in out. Embody many simple choices for them to have interaction, and facilitate their analysis of your organization. Characteristic belief elements equivalent to evaluations, case research, and the worth your organization has introduced others.”

Professional tip: Contemplate connecting your marketing software to your web site to make it simpler for results in get in touch with you.

Paid Lead Technology

21. Paid promoting.

My final lead technology thought to share is paid promoting. Consider paid advertisements as billboards within the on-line area. An excellent billboard catches consideration and encourages the potential buyer to take motion of some type.

On-line paid promoting does the identical factor. Plus, with the appropriate touchdown web page and types, you possibly can simply convert guests to leads.

Sophie Musumeci, CEO and Founding father of Actual Entrepreneur Ladies, makes use of paid promoting as a part of her lead technology efforts. However she advised me there needs to be a well-thought-out technique for it to work nicely and convert leads.

Musumeci stated, “I’m a fan of strategic paid promoting. It amplifies your attain, however it’s vital that the advertisements are focused, clear, and targeted on the outcomes your viewers is craving.”

You’ll be able to launch paid advertisements on practically each social media platform, together with organising advertisements on Fb and Pinterest. It’s also possible to arrange advertisements on Google and different serps.

Professional tip: Wherever you determine to spend your advertising {dollars}, take the time to know your viewers and study the locations they hang around on-line. This can assist you identify one of the best locations in your advertisements.

Efficient Lead Technology Concepts for You

I’ve discovered creating an efficient lead technology technique to be an artwork and a science. For me, one of the best technique combines a number of lead technology concepts, like cultivating connections with my community and providing high-value content material.

You may discover, nonetheless, that paid promoting or partnering with manufacturers and influencers works higher in your area of interest.

Whichever lead technology technique you experiment with subsequent, make certain the content material is beneficial to your viewers in order that they’ll return to your web site time and again.

Editor’s notice: This publish was initially printed in February 2017 and has been up to date for comprehensiveness.