Unique and Creative Lead Generation Tactics That Really Work
As we approach the halfway point of 2021, the C-suite throughout the U.S. economy has noticeably started to shift tactics towards shoring up the trust of consumers and workers alike as they scramble to prepare for a period of recovery fueled by the year-long suppressed demand of an entire population. As the marketing industry gets pulled back into the mix to help businesses develop strategies for regaining momentum, industry experts are realizing that the landscape has changed significantly enough that “business as usual” is anything but and that it’s going to take innovation and creativity to kickstart sales for some of their clients in order to attract the attention of a more focused and cautious consumer base.
Follow along as we explore some ways your marketing and sales team can put a unique twist on some of the more creative approaches to lead generation that will help to generate and increase sales leads, giving your sales conversion specialists more to work with to drive sales to the bottom line.
Let Customer Routines Establish The Roadmap for Their Journey
At the outer edges of the traditional customer journey map, marketing teams generally spend significant time and resources trying to capture potential customers’ attention through advertising. Some marketing specialists have pointed to consumer demand and Google’s subsequent focus on more informational and value-based content that resonates with readers as a potential vector to leverage more effectively in the user journey.
Rather than wave a giant banner in places where all possible clients congregate, such as search engines, and hoping to break through the noise of the marketplace, experts are advocating for a different approach. In the research phase of identifying your ideal buyer personas, you’ve already identified where to best engage with ideal customers. With consumers at large craving information and guidance, you can shorten the sales cycle and essentially punch through the trust barrier by posting powerful and moving content on the platforms where your potential clients are already interacting. This makes your brand even easier to find and positions your services or products as a solution to a known pain point, which is more powerful than any traditional paid advertisement.
Let Clients Become Your Strongest Lead Generators
Social proof marketing is more powerful than marketers are ready to admit, but it’s time to truly lean into letting our satisfied clients do the heavy lifting for us. There’s almost a magical quality to the phrase, “people talk to each other,” that isn’t readily evident, making it a more effective tool than any paid solution at a marketer’s disposal. That’s because 91% of consumers trust referrals from people they know, and 70% of consumers trust referrals from satisfied customers they read online. This is made even more powerful by the fact that 58% of consumers don’t trust online advertising.
It’s time to stop pouring good money after bad and focus on tactics that have a proven, measurable positive impact on consumer behavior. Rather than pay for a slew of advertisements only 42% of consumers would even consider clicking on, start a referral marketing campaign inviting your satisfied clients to share their experiences online on their social media feeds. Offer incentives for doing so, and then leverage testimonials into more cost-effective social media posts on your own inbound marketing channels to boost lead generation volume exponentially at a fraction of the advertising costs.
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Let Your Content Be a Mirror Showing Readers the Types of Customer You Want to Work With
One of the easiest conversions your sales team can make is with a client who has already seen themselves using your services or products to solve their business challenges. And to do that, you have to feature the stories of your satisfied customers in your social media and content posts across your digital footprint. While you’ve started to leverage the voice of your clients through social proof marketing tactics in the previous section, you can also use your own voice to highlight the success of those who have worked with you in the past.
You can also show readers what it’s like to work with your team by featuring your team and their background and approach in your content. Leverage video and testimonials to call your team out by name and show potential customers the faces of the people who are passionate and dedicated to their future success. This will help you tell your brand story in an approachable and human way that feels less like a sales pitch and more like a promise to offer an amazing experience.
Get Personal, Get Results
Businesses looking to improve the success of their lead generation tactics in the current economic landscape will have to take a less mechanical and more human approach if they expect to see results. Even at the B2B level, you’re dealing with potential client representatives who want service providers and production companies to understand the very real and human stories behind the contractual arrangement. That means that your marketing team or marketing partner will have to leverage more unique and creative methods for capturing market share by creating an overall strategy focused more on the potential consumer experience than overall ad spend.