For years, lead generation for traditional marketers meant actively seeking out and educating prospective members or donors about your services through broad scope advertising methods, like buying an ad in a magazine or renting a trade show booth and tracking people down at events.
Now, there are so many marketing outlets available that consumers are overloaded with information and simply tune most of it out. In addition, they have more resources than ever when it comes to seeking out information. This has forced a change in the way effective lead generation is activated.
With people looking for ways to educate themselves about products, services and opportunities to donate, it’s never been more important to utilize new tactics that put your information in the specific places they’re looking, and that establish you as a trusted expert.
The great news is that social, content and digital marketing offers numerous ways for you to target and reach very specific audiences without the broad strokes, which help to minimize or eliminate waste. You can now build-lasting relationships with those you want to reach through constant, specialized touchpoints.
Here are five ways to increase your lead generation.
- Share your expertise to help others
Those with questions primarily search online for immediate answers. They need to see that your organization offerings current, well-written, in-depth downloadable articles, whitepapers, blogs and other resources. It provide a valuable service and demonstrates that you care.
Within the resource, offer practical advice, answer frequently asked questions and discuss solutions to common problems in detail. Make it easy to read, easy to download and include a bold promise to offer even more support by asking readers to join your email list. If you’ve posted an informational blog, ask users to sign up for more at the bottom of the blog post. If it’s a whitepaper or eBook, set up a trigger that requires their information in order to download. Then, you have contact information to aid in your follow up strategy.
- Host a webinar or e-course series
This is an easy tactic to tie into your blog posts, social, website banners and social. Offering a webinar shows consumers that you’re not just interested in promoting yourself. You’re interested in supporting them and willing to take the time to extend a helping hand, at no charge. This also helps establish trust and gives your audience an outlet to ask questions, in real time.
Simply ask users to sign up for the course by supplying their email address or phone number. A well-developed free course could be helpful no matter their age (as long as they are adults 18+). This approach works well for in-depth topics such as getting started volunteering in the community, how to build credit, home buying tips, why donation or membership matters...you get the idea.
- Educate with video
The strongest social media network for engagement continues to be Facebook, and its most effective uses are through paid advertising that uses video and entertaining content to emotionally connect with viewers. According to Wordstream, video content represents 80% of all Internet traffic. Interestingly, most of them are viewed without sound, so consider captioning your videos. You’ll also want to keep them focused on services, lifestyle improvement and community impact your organization provides because these are the types of videos people are seeking out and sharing with their friends and followers. It’s a great way to highlight the many ways your company gives back to each member.
- Host a quiz
A compelling and interactive way to collect leads is to create an online quiz that can be hosted on your website and on your social media pages. Consider creating a personal finance or one about your organizations history or cause. to initially capture the user, ask users to submit their email or phone number at the end of the quiz in order for them to see their results.
- Host a Giveaway
Giveaways have proven time and time again to be the most successful forms of lead generation. The trick to a successful lead capturing giveaway is to make sure you’re hosting a contest that’s relevant to the your services and offers something that audience really wants.
For example, if you want to drive interest in home loans and you host a contest with the latest iPhone as the prize giveaway, you’re going to get a lot of interest, but not necessarily just from people who are interested in getting a home loan. If registrants are only interested in the iPhone, it’s going to take time for you to weed through the list to find the people you really want to engage with. Instead, consider giving away something that’s specifically relevant to purchasing a new home, like moving or lawn services.
When it comes to effective lead generation strategy, there is no “one size fits all.” New tactics are always emerging and platforms and trends are constantly changing. No matter which strategy you choose, remember that potential members and donors are always on the lookout for valuable information – it’s how they establish trust and choose to act.