The Ultimate Guide to Creating A Top Lead Strategy in 2021
The most effective lead strategy methods are constantly changing, and for your company to succeed, you must evolve with them. If you aren’t reassessing your business plan and lead strategy tactics at least once a year, you’re missing out on opportunities to find new prospects.
We’ve compiled a list detailing the top lead strategy approaches for 2021, coupled with impressive statistics that will make you want to get started using them today.
Read on or jump ahead to a section:
- Email Marketing Strategy
- Conferences And Events
- Meet New People With Networking
- Cold Calling The Right Prospects
- Video Campaigns
- Social Media Advertising
- Public Relations Strategy
- Create A Content Marketing Plan
- Keep Your Website Updated
- Start Generating Leads Today
Email Marketing Strategy
Because consumers check their email 20 times per day on average, the logical place to start thinking about lead strategy is email marketing. This type of marketing is a great way to update customers about new features or products you have available, and more importantly, nurture potential new customers into purchasing your product for the first time.
The first step in developing an email marketing strategy is to implement a tracking pixel into your email campaigns. The tracking pixel will provide better statistics to measure email engagement and give real-time data. Use software that will integrate with website data for the most accurate view of users’ behaviors.
Lead Nurturing Campaigns
With only 25% of leads ending up being legitimate and converting into actual sales, a lead nurturing campaign based on software with cutting edge data analytic tools or sales AI tools is imperative for trimming the other 75% of leads that have no realistic chance of ending in positive sales outcomes. You can create lead nurturing campaigns with marketing automation workflows you set up, and then relevant information is automatically sent to the prospect based on what they viewed on your website.
If you don’t already send out a newsletter, you need to start. Newsletters are a great way to inform your current customers of your complete service or product offerings in order to cross-sell them on other services they need.
Email Marketing Help
Check out LeadBoxer’s complete email tracking guide for B2B sales teams to learn more about the benefits of a good email marketing campaign, or review the best email tracking apps that work with Gmail and Outlook to seamlessly track your email campaigns.
Conferences And Events
In the US, 75% of marketers generate their leads through event marketing. At events, you get to meet with people who are more likely to be interested in the services or products you provide since events all have a common theme or industry they serve. Also, conferences are a great place to show people your company’s brand and let them know what you stand for. Although in this new reality we all should think more about the future of sales.
Meet New People Through Networking
Networking—it’s been around longer than the internet, and it’s still important to include in your lead strategy. Networking is one of the best ways to build a great foundation to get to know other people who may potentially be interested in your services.
When you start going to trade shows, you can expect to see 5% to 20% of your new customer base being acquired at these events. When networking, you need to remember you’re not meeting these people with the intent of selling to them.
Cold Calling The Right Prospects
You might hear people say cold calling is dead, but the fact of the matter is, in 2020 cold calling was still relevant. When you combine this tactic with the right tools, it can be extremely effective.
Use a lead intelligence tool that can identify website visitors and provide you with their information. This way, you’re only calling people who are interested in your services.
90% of people say a video helps them in making their buying decisions, and 64% say seeing a video makes them more likely to purchase: Creating video content is a must.
You can start creating video content by hosting live and recorded webinars. Create a content calendar where you can schedule out topics as well as dates and times when the webinar will go live. Then, send people emails asking them to sign up for the webinar, and promote it on your social media channels.
Another way to get started with video content is by going live on social media platforms. You can do this from your smartphone, and you’ll notice you reach a larger audience compared to the response you receive from a standard image or video posts.
Social Media Advertising
3.5 billion people are on some social media platform, making it an expansive marketplace to start reaching new people who fit your target demographic(s).
Facebook is great if you’re looking for a less formal way to reach your potential customers. 32% of Facebook users regularly engage with different brands on the platform, so you can expect people to engage with your page.
Post interesting content and images that will grab people’s attention and you can quickly build a large audience, even without advertising on Facebook. If you do decide you want to use Facebook advertising, you can do so without spending a lot of money. The average cost per click on a Facebook ad is $1.72.
LinkedIn is one of the best places for B2B companies to generate leads and is a must-have in your lead strategy. 89% of B2B marketers admit to using the platform for their lead generation. LinkedIn is also a powerful platform for international businesses, with 70% of its users located outside the US.
One of the best tools LinkedIn offers to aid in your lead strategy is their lead generation forms. These are specific ads that run on LinkedIn and are geared towards getting people to fill out their information so you can contact them about their product or service.
These lead generation forms work so well because people are actively engaging with you by volunteering their information, with the understanding that you’re going to reach out to them. That individual is no longer a cold lead; that person has now been converted to a warm lead ready to receive your pitch.
For companies that have an actual product and not a service, Instagram is a great place to showcase it. The platform only allows posts with images or videos, making it the perfect venue for grabbing attention with eye-catching photos. 90% of Instagram users follow one or more businesses, so posting on this platform can yield great results.
Public Relations Strategy
Most companies only look at public relations (PR) strategies after something bad has happened. But that’s like looking at buying car insurance after you have had an accident. With the majority of people having a cell phone and the ability to share videos online, your company could find itself facing a PR disaster overnight.
Consider hiring a PR manager if you don’t already have one. And work with them to start doing community outreach and implement positive campaigns before a crisis occurs. Be sure to fully inform employees about your company’s values and its guiding mission to prevent anyone from doing something that could be detrimental to your business. PR may not give you immediate leads, but its ability to aid you in cultivating your company brand is well worth the investment of time and resources.
Create A Content Marketing Plan
Blogging generates 3 times as many potential customers compared to outbound marketing, and it also costs 62% less than traditional marketing campaigns, making it a powerful lead strategy. However, it’s not enough to just create content and post it to your site; you need to have a plan that includes the following tactics:
Search Engine Optimization Plan
It would be nonproductive to create content, only to find you’re not showing up in search results. Or that people simply aren’t interested in the content you’re providing. This is why you need to create a search engine optimization (SEO) plan. This way you can understand the types of information your customers are searching for and develop your content accordingly.
A Link Building Strategy
A backlink is an incoming link from one website to yours and is an important factor Google weighs when deciding where your website should rank. To gain more backlinks, you need to look for opportunities to guest post on blogs within your industry. For example, if you’re a web app designer, check out these 11 blogging platforms that specialize in web development and volunteer to write guest posts.
Keep Your Website Updated
A good content marketing plan can easily go wrong if you have a bad or outdated website. Google recommends websites aim for a loading time that’s less than 2 seconds. If you create a great article or guide that you know your target customer would love to read, but it takes too long for the page to load, odds are most people will not have the patience to wait and see it.
Therefore, keeping your website updated is an essential component of your lead generation plan and be sure to know all you need about inbound vs outbound marketing.
Start Generating Leads Today
Now that you know the top lead strategies for 2021, it’s time to get started. Check out this informative post on B2B lead generation strategies for additional information.
If you’re ready to get serious about your lead strategy, schedule a free demo with LeadBoxer today.