Lead generation is one of the more important aspects of any marketing department. It’s the foundation of a successful sales strategy – without people who are interested in what you have to offer, it is impossible to move products.
Generating more leads is integral to improving your company’s bottom line, and working smart is critical to achieving this goal. There are plenty of ideas and insights our there to help you improve your lead volume.
Understanding these lead generation techniques can help any organisation bolster their potential for sales – and boost their bottom line as a result. We’re providing you with some tips, as well as guidance on how our handy Microsoft solutions can help.
Lead Generation Techniques: Which Should You Use?
When it comes to finding more leads, there are plenty of options to choose from. Each has potential benefits, but how exactly do they grow your lead percentage?
1. Search Engine Optimisation
Also known as SEO for short, this technique takes advantage of one of the most popular ways people search for what they want to buy. The search engine has changed the game for lead generation, giving companies a prospective goldmine if they know how to utilise it.
Know what your prospective leads are inputting into search engines and optimise your website with content to match. Microsoft’s Dynamic 365 platform allows you to create and nurture leads through landing pages and other copy prime to be optimised for search engines.
With SEO copy on your website, you can make sure people who would benefit from what you have to offer can find you and reach out.
2. Pay Per Click Advertising
Commonly called PPC advertisements or ‘pay-per-click’ advertisements, this type of advertisement is very versatile. It can be used on many platforms, even outside of common social channels. As the name suggests, the creator is only charged when the advertisement is clicked.
This technique falls right in line with SEO, as it gives you more control regarding the type of keywords you want to associate your product with. Another big benefit of these ads is that they’re trackable – they provide insights about cost efficiency that other ads just don’t offer.
If you utilise tools like AI for insights, you can more effectively target your ads at individuals with a higher chance of becoming customers.
3. Industry and Inner-Organisational Research
Lead generation techniques come in many forms, but each doesn’t have to be an elaborate technique or a special type of advertisement. Instead, the formula for generating leads is often as simple as researching your industry.
But you won’t just benefit from researching industry reports alone – we recommend that you look inward as well. Marketing managers should examine their entire team and the organisation they work for, analysing any prospective opportunities for lead generation.
For example, use tools to help your team worker better together across devices. This can help reveal opportunities and help teams connect with goals a little more efficiently. Empowering teams to work together is as good as any inner-organisational research effort out there. It helps inspire and allows new insights to be discovered.
4. Dedicated Marketing Campaigns
When a campaign is created, it is either a recipe for success or a path to lackluster results. This often depends on how the campaign is built. There are a few steps – setting goals, building a strategy, creating content, and promoting that content across all available channels.
Unique campaigns can be great for lead generation, but it is important to base them on analytics. Taking the guesswork out of the process can help teams gear their campaign for success. It can also help them view progress in real-time, especially if they use tools like Power BI for campaign analysis and tracking.
Campaigns could be crafted to track a specific demographic of lead, to beat a previous lead generation goal, and more – the options are limitless, which can inspire teams to get creative when setting goals.
5. White Papers and eBooks
Generating leads often depends on making a good impression. What better way to make a good impression than with authority content, which gives the details of a product and dives into the intricacies of how it can help customers solve problems?
Two of the best authority content types out there are white papers and eBooks. They can make great freebies for snagging leads and encouraging said leads to follow up. Creating this type of content also poses opportunities for SEO, showing how many lead generation techniques can be used together.
Using the tool mentioned in #4, users can gain insights on what aspects of their company customers seem to enjoy. If one particular aspect gets high engagement, that aspect could be emphasised in the white paper or eBook.
6. Building Networks for Quality Referrals
Referrals can come from many sources. Sometimes its word-of-mouth that helps people find your business. But in other cases, you need a more reliable source that you can analyse carefully.
Building networks can help you get quality leads referred to you. Some leads could come from the data you collected from contact attempts and responses within your organisation. It could also come from networks you have with partner organisations.
These networks, both internal and external, can be great sources for finding leads and seeing new opportunities you may have otherwise missed.
The Bigger Picture of Lead Generation Techniques
Lead generation sets the stage for sales results. In order to make the deals and close them, you need to start things off right. This means reaching out to people who could benefit from what it is you’re offering.
Our solutions at Crimson are designed to deliver insights and inspire ideas toward lead generation. We collaborate with your users to help develop the systems that improve your team’s performance. Break down big tasks into smaller ones, develop new insights to gain leads, and enjoy the boost to your bottom line that more leads can bring.