5 Alternative Ways To Attract New Leads
Welcome everyone to this week’s guest post! I’m very excited to introduce you all to Mark; who is joining us today from the The School of Communication Arts in Brixton.
We’re talking today about some different ways you might approach finding leads, or potential customers, for your business. In the online blogging/business niche, we can sometimes get used to the familiar tactics of social media, webinars and email courses that are often talked about within our niche. And whilst these strategies are super useful, I thought it would be fun to hear from the experts about some marketing techniques you might not have considered.
Do let us know in the comments if you find something interesting you hadn’t thought about before!
So, without further ado, I will let Mark take it from here!
Leads are the life blood of many online businesses and without investing in channels to acquire them, things quickly fall apart. We’re all familiar with the standard channels and practices we use daily to generate leads; the most common being a company website, television advert or social media channels, but what else can we consider to source new leads and generate that all important revenue?
Create Engaging Video Content
Everybody loves rich media – from YouTube to adverts to how-to guides; video simply performs more effectively than traditional methods and in today’s era of highly mobile & time-conscious smartphone users, many prefer to absorb the details of your product or service over the course of a 30 second video rather than a 500-word block of text.
With access to video capture and editing technologies cheaper and more efficient than ever, there’s just no need to hire a production team anymore – an iPhone and free video editing software should suffice!
According to a study by Unbounce, product ‘explainer’ videos have the potential to deliver a conversion rate of 33% – far above the industry standard, so with this in mind, it is essential to consider:
- Assign your video to 1 action – whether your video is aiming to increase sales, sign ups or shares, it must be linked to a call to action
- Engage your viewers – generating an emotional response from your viewers could be the difference between a 10% and a 30% conversion rate
- Track the metrics that matter – If you’re not tracking the important stuff, such as time spent on page, click through rates and CTA engagement you won’t know if you’ve hit your goals, so keep tracking!
Drive leads to opt in rather than buy
Driving traffic to your website doesn’t come without a bit of good SEO, keen marketing, and good luck (with a healthy dose of ad revenue thrown in), so naturally, you want to make sure that you’re doing everything you can to prevent users from bouncing.
Strangely enough, when prompted to immediately make a purchase, users feel under pressure and ultimately put off from wanting to buy. Marketers get around this issue by driving leads to opt into something that doesn’t require them to pay (such as signing up to a newsletter or sharing an article from your blog). This ensures you begin to build a trust with your audience and respect the time it takes for them to reach a decision. Then you can coax them into converting through pop up notifications and email marketing – and with 42% of businesses claiming email as their most efficient lead generator, you should be doing more to build your email marketing list! (Statistic from Circle Research)
UTILIZE Google alerts
If you haven’t heard of Google Alerts, then you may be missing out on a pretty powerful tool to keep track of your brand mentions, marketing efforts and following industry trends (though the latter is more a job for Google Trends).
Google alerts can also be a rather useful tool for both sourcing potential leads: By setting up alerts for keywords related to your business, you can keep a finger on the pulse of your niche, answering questions in forums promptly – leaving behind a signature to encourage traffic and further establishing your brand as an industry leader.
Speak at an event or seminar
It’s no secret that getting booked to speak at events and seminars is a great way to get your brand in front of experts and influencers in your industry and yield highly qualified leads.
But why are events such a great place to find leads?
Well those that frequent events and seminars attend primarily to learn of the new applications and innovative practices making their way into the niche they work in. They are in a place where they are open to buying something that can help their process – you just have to convince them.
Neil Patel, founder of QuickSprout and co-founder of Crazy Egg explained that getting booked to speak at events helped him grow Crazy Egg without having to invest in high profile exposure. By waiving offers for travel expenses and asking for his blog to be listed as a sponsor instead, Neil managed to gain some serious exposure for the brand, cementing the company as a thought leader in front of hundreds of professionals. He even went out of his way to speak at events where his product wasn’t directly related, gaining more exposure, even if it wasn’t likely to net him relevant leads.
Consider employing Guerrilla tactics
Taking your lead acquisition efforts to the streets may sound like a fanciful tactic but when done right it can be an incredibly powerful way of acquiring new customers – though many marketers are skeptical of the effectiveness of guerrilla marketing in a B2B scenario.
Despite B2B marketers failing to recognize guerrilla tactics as a plausible strategy, there have been a few successes from well-known brands:
Back at the turn of the Millennium, cloud based CRM company Salesforce was only just launching their company. Going head to head with software providers such as Oracle and Siebel, they had to think creatively if they wanted their brand to get noticed and jostle for a position alongside their competition.
Salesforce decided to stage a mock protest outside the conferences of their competitors; arming pseudo-protesters with signs promoting ‘The End of Software’ – since their web based service was set to compete with the enterprise software of competitors Oracle & Siebel.
These PR stunts culminated in the form of a launch party – with the marketing momentum carrying on long after launch.
Today, Salesforce offer the world’s number one CRM, with their success likely attributed to that initial guerrilla campaign. You can read it in more info here.
This post was written by Mark at The School of Communication Arts – a specialist school based in Brixton dedicated to training the next generation of creative technologists for a career in marketing & advertising.