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24 most effective lead generation tactics surprisingly 0

Posted on February 12, 2018 by Rob Petersen

lead generation tactics

Lead generation tactics are the activities marketers use to identify, attract and nurture relationships with prospects so they turn into customers for your product or service.

According to 600 marketers from an eMedia survey, B2B Lead Generation: Trend Report, the choice of lead generation tactics plays a key role to achieve the best results. That’s because:

  • 68% of companies say increasing lead quality is more important than lead volume
  • 59% of companies say they are generating high quality leads.
  • 42% are converting leads into customers.
  • 37% deliver effective lead nurturing programs.
  • 36% say lead generation is impacting revenue and is achieving ROI.

What are the lead generation tactics marketers say are most effective? The list may surprise you. And the sources  for each of the lead generation tactics is given at the bottom of the list.

Here are the 24 most effective lead generation tactics surprisingly.

  1. 83%: Company Website
  2. 81%: Articles on your Website
  3. 80%: Email Marketing
  4. 78%: Events, Conferences and Trade Shows
  5. 77%: Case Studies
  6. 77%: Search Engine Optimization (SEO)
  7. 71%: Content Marketing
  8. 62%: Webinars
  9. 59%: Social Media
  10. 56%: Public Relations
  11. 53%: Blogging
  12. 56%: Paid Search (PPC)
  13. 52%: Telemarketing
  14. 48%: Online Advertising
  15. 45%: Content Syndication
  16. 44%: LinkedIn
  17. 37%: Direct Mail
  18. 37%: Facebook
  19. 36%: Online Directories
  20. 32%: Re-targeted ads
  21. 26%: Affiliate Marketing
  22. 26%: Mobile Marketing
  23. 22%: Print Advertising
  24. 19%: Rented Lists

Source for  1, 3, 4, 6, 8-15, 17, 22 and 23 is eMedia. For 2 and 5, the source is MarketingProfs. For 19-21 and 24, the source is Chief Marketer. For 7, 16 and 18, the source is Capterra.

This list is intended as a guide. If you are pursuing lead generation, now you know if your going about it using the tactics that marketers say are most effective.

If you’re are like me, in any given week, you probably get emails from companies offering these services for your business stating how much they will help your business grow.

Doesn’t it also help to know the ones that probably deserve the more serious consideration based on the experience of people who depend on effective lead generation tactics?

Does your business need help developing a lead generation strategy with the most effective lead generation tactics?

10 myth vs realities about effective lead generation 0

Posted on January 29, 2018 by Rob Petersen

effective lead generation

The purpose of a business is to create and keep a customer. – Peter Drucker

Lead generation is the action and process of identifying and cultivating potential customers for a business’s products or services. If a business exists, as Peter Drucker says, to create and keep a customer, then effective lead generation is a going to play a primary role.

But there is a lot of fact vs fiction about what works and doesn’t with lead generation.

To clear up the confusion, here are 10 myth vs realities about effective lead generation.

MYTHS

  1. LEADS ARE WILLING TO BUY: MYTH. 73% of all B2B leads are not sales-ready and approximately 96% of visitors that come to your website are not ready to buy. The easiest way to lose leads is to come on too fast and too strong with a sales pitch.
  2. COLD CALLING IS ONE OF THE TOP LEAD GENERATION TECHNIQUES: MYTH. The three most common lead generation strategies are: email marketing (78%), event marketing (73%) and content marketing. (67%). That’s because, when done right, these strategies offer value to a prospect and provide a means for them to get to know something about you. They also cost less than paying someone to call and  potentially scare people away.
  3. NEW LEADS ARE MORE IMPORTANT THAN RETURNING LEADS: MYTHS. There is a common misconception among many business professionals that more customers are better. In actuality, returning customers are who you should be focusing your attention for effective lead generation if you want your business to be more profitable. According to research, they’re up to 60-70% easier to sell to than new customers, and they’re worth around 10 times their first transaction. Even more convincing, studies show that just a 5% increase in customer retention can boost a business’s profits by 95%.
  4. COST PER LEAD IS A KEY METRIC: MYTH. Marketing departments often work with cost per lead in mind, but should focus on cost per acquisition, cost per up-selling the customer and cost per lifetime value of a customer. Instead of a hyperfocus on the cost per lead of a campaign, consider a formula that measures the true return of your efforts. For example, if you work thinking your best close rate is $50 per lead, you might be overlooking $1,000-per-lead opportunities that close at 80% and are worth 50 times per customer.
  5. FORMS WITH MULTIPLE FIELDS ARE A NECESSITY FOR LEAD CAPTURE: MYTH. One of the biggest assumptions in lead generation is thinking that it is always helpful to make form fields necessary to fill out for potential customers. The reality is, excessive contact forms or modal windows often just annoy them, and they’ll feel as though they’re giving out too much information for something they’re not sure they want.

REALITIES

  1. HIGH QUALITY LEADS DO THEIR OWN RESEARCH: REALITY. 93% of B2B buyers begin with an online search. 70% of B2B buyers use three or more channels when researching a potential purchase. A lead worth pursuing probably already knows something about your company. Treat them with respect for being a smart buyer.
  2. CONTENT MARKETING IS THE MOST WIDELY USED LEAD GENERATION STRATEGY: REALITY. Content marketing is used for lead generation by 83% of B2B marketers93% of B2B companies say content marketing generates more leads than traditional marketing strategies. 70% of B2B marketers claim that videos are more effective than other content when it comes to converting users to qualified leads. Content marketing provides an interactive platform with many forms of content that make it the most widely used vehicle for effective lead generation
  3. SOCIAL MEDIA GENERATES BETTER BUYERS WITH HIGHER CONVERSION RATES: REALITY. Social media lead conversion rates are 13% higher than the average lead conversion rate. B2B buyers most active in using social media to support the buying process are more senior and have 84% bigger budgets, make 61% more purchase decisions, and have influence over a greater span of purchase decisions than those buyers who did not use social media to support their purchase process. Companies using social media for lead generation are likely to find leads that make better customers
  4. NURTURED LEADS MAKE BETTER CUSTOMERS: REALITY. More than 79% of marketing leads don’t convert into sales with the lack of lead nurturing as the leading cause. Nurtured leads make 47% larger purchases than non-nurtured leads. Make sure you nurture leads. It’s one of the best investments you can make in an effective lead generation program.
  5. STRATEGIC LANDING PAGES ACQUIRE BETTER LEADS: REALITY. 68% of B2B businesses use strategic landing pages to acquire leads. Take the time to make the landing page your lead lands on welcoming, personalized and relevant. It’s likely to give you a better return.

Do these myths vs reality help you understand what makes lead generation more effective? Is your business looking to get started with an effective lead generation program?

Ultimate guide to effective lead generation. 50 facts 2

Posted on April 04, 2016 by Rob Petersen

 

effective lead generation

Lead generation is the initiation of consumer interest or inquiry into products or services of a business.

Effective lead generation is the life blood of any business. Search engine, social networks and websites are an excellent sources to begin the process of obtaining leads, but the process can be time consuming. So there are computer programs, databases and companies that specialize in obtaining leads for a fee that have created an industry of lead generation.  Ethics are an important consideration in developing a strategy for effective lead generation.

Effective lead generation is a vital ingredient to success. So your business succeeds, here is the ultimate guide to effective lead generation supported by 50 facts.

Create a plan that nurtures because consumer research, want recommendations and are wary

  1. About 96% of website visitors are not ready to buy. (Source: Marketo)
  2. 94% of B2B buyers conduct some type of research online before making a purchase. (Source: MarketingCharts)
  3. 91% of B2B buyers never respond to an unsolicited inquiry. (Source: No More Cold Calling)
  4. 88% of users leave the wrong information when filling out an online form. (Source: Mintigo)
  5. 81% of consumers go online before making a major purchase and spend an average of 79 days gathering information (Source: Rothstein Tauber)
  6. 80% of users said they would register for a whitepaper/ebook, while only 31% would register for a webinar. (Source: Nurture)
  7. 79% of marketing leads never convert into sales. An absence of lead nurturing is a major cause for this poor performance. (Source: MarketingSherpa)
  8. 77% of buyers say they are more likely to buy from a company whose CEO uses social media. (Source: Nurture)
  9. 73% of all B2B leads are not sales-ready. (Source:MarketingSherpa)
  10. 68% of companies report struggling with lead generation. (Source: CSO Insights)
  11. 63% of customers are more likely to make a purchase from a site that has user testimonials. (Source: TruConversion)
  12. 61% of customers read online reviews. (Source: TruConversion)
  13. People are more likely to visit a B2B tech company’s website after seeing a tweet from the company, getting them one step closer to becoming a lead. (Source: KoMarketing Associates)

Set up a scorecard

  1. The three most commonly used lead gen strategies are email marketing (78%), event marketing (73%), and content marketing (67%). (Source: Demand Metric Research Corporation)
  2. The biggest challenge B2B marketers face in regards to lead generation is generating high-quality leads (61%). (Source: B2B Technology Marketing Community)
  3. B2B marketers say that their greatest barriers to lead generation success are the lack of resources in staffing, budgeting, or time. (Source: B2B Technology Marketing Community)
  4. 84% of companies that have a CRM have a lead scoring process in place to determine the quality of leads. (Source: Direct Marketing News)
  5. 83% of B2B marketers use content marketing to achieve their lead generation goals. (Source: CMI)
  6. 80% of B2B leads generated through social media are from LinkedIn. (Source: Oktopost)
  7. 74% of marketers spend more than $50 per lead generated, with 5% spending more than $1,000. (Source: Mintigo)
  8. 56% of B2B companies verify business leads before they are passed to sales. (Source: MarketingSherpa)
  9. Over 50% of B2B marketers do not use direct mail to generate leads. (Source: B2B Technology Marketing Community)
  10. Nearly 50% of B2B marketers’ lead gen budgets will increase this year, compared to 44% that will remain the same and 7% that will decrease. (Source: B2B Technology Marketing Community)
  11. (Source: MarketingProfs)
  12. 37% of B2B marketers are using marketing automation to generate leads.(Source: MarketingProfs)
  13. 25% of companies don’t know their conversion rates. (Source: B2B Technology Marketing Community)
  14. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research)

Measure and manage success; repeat what’s working

  1. 81% of businesses have reported their blog as useful or critical to generating leads. (Source: HubSpot)
  2. Marketers who blog are 13 times more likely to drive positive ROI than those who don’t. (Source: HubSpot)
  3. Brands that publish 15 blog posts per month average 1,200 new leads per month (Source: HubSpot)
  4. Companies with over 40 landing pages get 12X more leads than those with 5 or less. (Source: HubSpot)
  5. 77% of B2C companies have generated a lead from Facebook. (Source: Nurture)
  6. 68% of B2B companies use landing pages to generate new leads for their sales teams. (Source: MarketingSherpa via HubSpot)
  7. 65% of B2B companies have generated a lead from LinkedIn. (Source: Nurture)
  8. 62% of companies say that social media has become an important source of leads. (Source: HubSpot)
  9. Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. (Source: Demand Metric)
  10. 60% of the marketers name lead generation as one of their top three priorities and 26% say its their highest priority. (Source: Nurture)
  11. 60% of executives say that email is their best performing channel in regards to ROI. (Source: Business 2 Community
  12. 57% of companies with a blog have generated a lead from it. (Source: Nurture)
  13. 50% of leads are qualified, but not yet ready to buy. (Source: Gleanster Research)
  14. Almost 50% of marketers say inbound marketing strategies are their primary source of leads, double that of outbound. (Source: HubSpot)
  15. 49% of B2B marketers use sales lead quality to assess content marketing success. (Source: MarketingProfs)
  16. 49% of B2B marketers site social media marketing as the most difficult lead generation tactic to execute. (Source: eMarketer)
  17. 48% of B2B marketers state ‘Case studies’ as one of the three most effective content types, 25% state videos, 23% sate public speaking, 22% support white papers and 21% support seminars. (Source: Nurture)
  18. 44% of B2B marketers have generated leads via LinkedIn, whereas only 39% have generated leads through Facebook and just 30% through Twitter. (Source: ReachForce)
  19. Outsourced B2B lead generation is 43% more effective than in-house B2B lead generation. (Source: MarketingSherpa)
  20. A/B testing can generate up to 40% more leads for B2B sites. (Source: HubSpot)
  21. 35% of B2B marketers say that ‘live events’ are most effective for lead generation. (Source: Nurture)
  22. Only about 25% of leads should advance to Sales. (Source: Gleanster Research)
  23. 5% to 10% of qualified leads convert for the majority of marketers. (Source: B2B Technology Marketing Community)

For a comprehensive look at lead generation, here is A Complete Guide to Lead Generation from TruConversion.

If you need some creative ideas for effective lead generation, below is an infographic from Digital Marketing Philippines.

Do these facts help you with lead generation for your company?

10-Creative-Ways-to-Improve-Your-Lead-Generation-Campaign

7 smartest lead generation tips using social media 1

Posted on February 29, 2016 by Rob Petersen

 

 

Lead Generation

by Nora Flint

While there are a lot of SEO benefits for blogging, in the end, most business owners who blog want to make money from lead generation with their audience. Needless to say, this is easier said than done.

Think about it. How many blog posts have you read in your life, and how many times have you bought something from the site? My point is that people read a lot more blogs than shop online. Generating leads by blogging can be difficult on a level just shy of alchemy.

Lead Generation #1

According to a report from Track Maven, two thirds (66 percent) of blogs from businesses get fewer than 10 interactions. The report notes that 43 percent of professionally marketed blog posts receive fewer than 10 interactions and nearly a quarter (23 percent) receive none at all.

However, there is also a lot of data that shows content marketing is an effective way for businesses to generate leads. The data cited by Track Maven also found that B2B companies that blog generate 67 percent more leads per month than those that do not.

There is no philosopher’s stone for turning blog readers into customers, but there are things website owners can do to improve their chances of a successful conversion. Here are the 7 smartest lead generation tips using social media.

#1. WRITE WHAT YOU KNOW

The internet has changed the face of information by making it possible for any person to create content that can be seen by many. At one time, if you wanted your work to be seen by thousands, you had to be published in a printed paper or magazine. Now, anyone can be a writer.

This has led people to search for information from sources online when they would have gone to books (or how-to VHS tapes) a decade or two ago. This give business owners the opportunity to become a trusted source for potential customers.

For example, a cabinet maker can write about design options, material choices and so on using their products as examples. People who have questions about these topics will be searching online and they will be introduced to the brand by the article and may even buy a few cabinets.

Lead Generation #2

This can work very well for businesses that the resources to create helpful videos for consumers. People turn to YouTube and other video sites to find how-to videos for common problems. For example, car part dealers can create a video on how to fix a problem, then link to the products needed in the video description.

I can attest to the usefulness of this from personal experience. I have a 2004 Mustang and I’ve used the videos from parts dealers to help me diagnose and fix problems I had. Even if I didn’t buy a part from the company that made the video, it’s likely that some of the people who watched it did.

When using content marketing to generate leads, remember to use a soft touch. If the content produced by a brand feels more like a full-on advertising than anything else, people won’t stay on the page and may even develop a bad perception of the brand.

As I mentioned in a recent article, a strategy for turning micro conversions (e.g. reading a blog) into macro conversions (e.g. buying a product from site) takes time. You don’t need to cram every marketing slogan and angle into every post.

#2. SHARE YOUR CONTENT ON APPROPRIATE CHANNELS

We often think of the internet as making the world a smaller place because we can easily communicate with the other side of the world. But in a way the opposite is true, the internet has made the world far larger than ever before.

There are probably two or three times as many internet profiles as there are people on the planet, and cyberspace gives us all more places we can be (this is going somewhere, trust me). Content marketers who want to generate leads need to learn where, in the ever-growing world, their target audience can be found.

Lead Generation #3

For most business-to-consumer and business-to-business retailers, key audiences can be found on the major social media networks like Facebook, Twitter, or LinkedIn. This is why a good starting point for generating leads through content marketing is sharing content on the major social networks.

Of course, that just for starters. Business owners should search for the spots on the internet that are popular for an industry or target audience but are a little off the beaten path. Specialty websites, forums and subgroups within social media networks may hide the people most likely to buy a product.

Reddit is a good place to look specialty audiences. There are threads on Reddit devoted to just about everything, so business owners trying to generate leads should submit their content to the thread so it’s seen by audience that’s looking for this type of material.

Reddit is also useful for finding topics to write about. Reddit ranks items on popularity so it’s easy to see what headlines are trending and which are losing their popularity. It’s even helpful in seeing the style and tone of content that performs well with potential customers. Read this article for more ideas on high-performing keywords.

In some respects, generating leads from content marketing is about the law of averages. If the content gets shown to the right group of people enough times, you will see a steady rate of leads. But it has to be shown to the right audiences.

#3. RESPOND TO COMMENTS QUICKLY

Website owners who want more leads from content marketing can be like kids asking for seconds before finishing what’s on their plate. One of the best ways to get more engagement is to take good care of the comments you’ve already gotten.

Lead Generation #4

Though it may seem otherwise, people aren’t just posting comments just so they can hear themselves speak. People want the chance to engage with content creators and like-minded fans. And often, the leads are generated from the readers in the comments.

A healthy comment section also encourages people to share the article with friends, family on social media. This, in turn, spreads the content to more people and potential customers. It also benefits the SEO when the link gets shared more frequently.

Responding to all comments quickly establishing a company as being responsive to their customers and fans. This builds trusts in a brand for people visiting the site for the first time, and generates loyalty for people who see their questions and comments are being answered.

Most comments will not be leads that will turn into sales. But if a business can encourage enough people to comment, by responding to the comments they’ve already received, then they will eventually get comments from people who need the company’s products or services.

#4. MAKE SOCIAL SHARING EASY AND FUN

Another way to make sure social sharing is fun is having a good description and image set for sharing the link on social media. When a link is shared on social networks like Facebook or Twitter, the sites automatically find the headline, featured image, and snippet for the link.

Many websites don’t have these items set up and the default values are usually unlikely to gather attention, even if shared on a person’s Facebook timeline or Twitter feed. Getting someone to share the content is only half the battle when trying to generate leads through content marketing.

The other half is having a link where the social media post it generates is engaging enough to get new viewers, and potential customers, to click. Make sure a featured image is set and that it’s properly sized so that it’s not a thumbnail when used for a post.

Lead Generation #5

For the written parts, make sure that the meta description title is set as the headline for the article. I’ve seen links where the default title is the category is the name of the website or the taxonomy of categories before the link. The same thing can happen with the description.

These sort of errors are likely due to issues with the content management system or website. The best way to be sure that shared content looks impressive to consumers is to set the link’s image, headline and description manually.

#5. KNOW WHEN TO SCHEDULE CONTENT

When you schedule your content can be just as important as what you write or how your write it. Websites that are able to create content that is valuable and timely for their audience will see better engagement than their peers.

It may seem like a little thing, but the data suggest that publishing content at the right time can have a huge effect on engagement. The sharing app AddThis noticed that they saw the highest engagement among their customers in the middle of the week.

AddThis said that, generally speaking, websites can see up to a 57 percent increase in engagement on Tuesdays and Wednesdays.  They recommend that content creators with limited resources should focus on publishing on these days since it will provide the biggest bang for the buck.

The ideal time of day to post varies from industry to industry. People who follow the financial industry know the times of days to expect reports to be released and when the most important numbers come out.

One of the keys to engagement is knowing the best times for your industry. Just being a few hours or day behind can make a post irrelevant for sharing, since the information has already been out there.

Time of day also affects what kind of content should be published. The AddThis report cited earlier found that people were more likely to read long-form content during work hours. Website viewers were 20 percent more likely to scroll through content on weekdays from 9 am – 5 pm.

Use metrics and traffic analysis tools to discover the times your audience is most likely to engage with content. Though it may seem otherwise, the times when people engage with content are not random.

#6. POST CONTENT REGULARLY

Business owners who want to use a blog to promote their services and engage fans need to understand that it is a long-term endeavor. In order to see the SEO and conversion rate optimization benefits from blogging, it takes consistent and regular posting.

For SEO, more posts means more links to index and more ways to keywords that can be targeted. It’s not a direct correlation. More pages does not mean higher rank. But having more content gives a site more chances to rank and more overall links, which does boost SEO.

Lead Generation#6

The Track Maven study cited earlier found that engagement was linked to the output of a blog.

Improving SEO is related to increased engagement because it means more of the content’s target audience will find the content in search. And more viewers mean more people who will want comment.

It’s important to remember that only a tiny fraction of the people who view content engage with it by sharing or commenting (and liking when applicable). Usually, less than 10 percent of the viewers of any piece of content will engage by sharing, commenting or liking.

This means that increases in the number of people who visit a website will eventually create more of the engagement you want to see. And the engagement often snowballs. People start commenting when they see other people commenting.

Regularly posting content also encourages engagement from the people who read the content. People want to comment on content they find when the community and the authors are active. If there are weeks between each post, readers don’t know if anyone will ever see their comment.

Another benefit of regularly posting content is that it more clearly defines the scope and tone of a website or blog. This is important because it will encourage people interested in a subject matter to treat the site as a place to discuss the things they care about.

#7. INSERT VALUE PROPOSITION INTO CONTENT

As was mentioned earlier, successful content marketing requires a subtle touch. People don’t want to have advertising slogans shouted at them in blog posts or social media, but they do expect some useful product information to be a part of the content they get from a company.

Mastering this balancing act is essential for generating leads through content marketing. A roofing company that has a post about how to prevent leaks would be remiss if they didn’t mention things such as their warranty or why their product is less likely to leak.

Value propositions are necessary. You don’t want people to reach the end of the blog post and wonder if they will experience an issue if they were to use the product or service from the company that wrote the blog.

It’s also a good idea to insert useful links and product ads on the blog page, such as on the sidebar. If there’s a main graphic on the homepage that is used to bring people to a main attraction for the site, there should be a smaller version in the sidebar.

People who come to a site from a link to a blog post may not go to the homepage. So it’s important to make it easy for people who come for the blog to see the other things the site has to offer. The lead generating content and content for the blog can not be separate. Otherwise, there will be a lot of missed opportunities.

Turning blog readers into paying customers may seem a bit like turning lead into gold, but this is alchemy that business owners can do on their own. Any business that is willing to invest in creating content can turn that investment into useful business leads.

Granted, Hubspot is somewhat biased source, but their data shows that inbound marketers who prioritize blogging are 13 times more likely to see positive return on investment than those who do not.

Statistically speaking, generating leads amongst all the people that come to a blog post or other piece of content is rare. But that doesn’t matter in the age of the internet. Even if the response rate for leads is only 0.5 percent, it’s not too hard to get content seen by 1,000 people, thus generating 5 leads.

Of course, business owners should hope for a higher conversion rate than that. One way to do this is to use analytics to find what’s work best for your audience. TruConversion has all-in-one software to help businesses fine tune their website for maximum effectiveness. Take a look and see how it can help you generate more leads from your content marketing.

Does your company have a strategy for lead generation? Do you tips using social media sound smart to you?

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