It’s 2022, and we know that business growth is at the top of your mind for this year. One crucial element of business growth is lead generation, and this is an area that companies are concentrating on for the new year.
But, the fact of the matter is that lead generation means very little if you are not focussing on generating quality, qualified leads. Leads that have a high chance of converting to real, paying, loyal customers.
So, with this in mind, we thought that we would look at some of the most successful lead generation strategies that businesses are implementing today. Let’s get stuck straight in.
Focus on Organic Social Audiences
Social strategies have evolved significantly over the years. A few years back, social reports focussed on the number of followers you had, the amount of likes and comments on your posts and the engagement that you were getting.
While this is still important, the fact of the matter is that this is not as important as your conversion rates and the quality of your followers. Think about it, what would you rather have? A large number of followers and fans, 80% of whom are bots? Or followers who are most likely not going to actually buy from you? Or, a smaller number of engaged, qualified fans who are following you because they are actually interested in what you have to offer?
We are going to really prompt you to say the latter. Now, the question is, how do you get these great, qualified organic followers? The answer is: Great content; customer profiling and a budget for social posts. We will go into content and customers later, but let’s touch on the budget for a second.
Having a budget for your social posts means that your posts will be seen by more than just your direct community. Sponsoring a post will make a post public to an audience you can define and it will pop up in their timeline. Because these are targeted, these posts will be seen by people who are actually interested in your types of products or services. So, work a budget in for this!
Create Informative, Educational Content
By now, we should all know the power of content. When we talk about content, we are talking about your blogs, your web page content, mailer content, and yes, your social posts. But, what is the quality of your content. Are you putting content out for the sake of it? Or are you actually thinking about how it’s going to benefit your customer?
The fact is, content plays two roles. One is SEO. The other is to educate and convert visitors and viewers into paying customers. The way to do this is by educating, informing and entertaining your audience. Let’s look at an example. Say, you are in the motor industry. You want to create content that your audience can use. What is the difference between a minor and major car service? Can you renew your licence with unpaid fines? Think of great guidelines and how-to’s that your audience will actually be sharing. You want to set yourself up as the authority figure in your industry, and want your audience to trust you and come back to you when they need guidance.
Next, get that content out there. We chatted about the social platform earlier, but also look at a variety of other channels. Your blog and mailers are an absolute must. But so are paid ads and media partnerships. You want as many eyes on your content as possible.
Invest in Partnerships and Affiliate Programmes
Right, so now we have the great content, and there are some great followers that are engaging and converting. How do you broaden it even further?
The next thing to look at is to get affiliates and partners. Here, we are talking about media partners, like BizCommunity, MoneyWeb, World Air News or AvBuyer to share your blog posts. Look for industry-related media sources and build up a link-building relationship with them!
You can also invest in a micro-influencer to help you out. No, we are not talking about someone like Kylie Jenner, or those infamous influencers. Look for someone who is associated with your industry who is currently producing and sharing content. Let’s look at that motor industry example again. Look for well known car fundi’s, or even financial advisors who have a large following. You want to look for someone who has a good couple thousand engaged followers and who posts great content regularly.
Think about it. You will know that their audience is the exact profile of your customer. So, when you co-create content with the influencer, your content will be seen by people who are following them because they are genuinely interested. It’s a win-win situation.
Keep in mind at all times that you want your leads to be qualified and of good quality. It is one thing having lists of potential leads, but if the data is not clean, you will only really get one or two leads out of that. This can all be resource-intensive, but at AOM.Digital, we are happy to help you build up your database. Why don’t you contact us today for a quote, and let’s help you scale your business today.