Small to medium-sized businesses have more marketing options available to them than ever before. One under-utilized strategy that we feel deserves more attention is Lead Generation. When done correctly, lead generation is an important means for gathering data from your potential customers as well as increasing levels of engagement.
Below are some lead generation strategies to help you get started in order to make your strategy the best it can be in 2019.
Despite the multitude of strategies that businesses employ to grow their following one of the original methods remains the most effective: email marketing.
Email marketing is a way to engage people at all different stages of the sales funnel. But you still have to entice people to join your mailing list. This can be accomplished with a click popup.
What is a click pop-up?
This is a pop-up that is generate when a visitor clicks on your campaign text or image. It’s a combination of a landing page and a lead generation popup. You’ve likely seen them before and many of them will present an offer to take advantage of. For example, many click popups will offer an incentive in exchange for an email newsletter signup. See below an example from Banana Republic, where they promise the customer advances notice on sales and promotions in exchange for the customer’s email.
What to do next:
When someone signs up to receive emails, it is our job as marketers to take that person from a stage where they’re curious about finding out more about your product, to the stage where they convert and make a purchase.
Essential components for a marketing email include:
If you are a business looking to find new customers or are interested in having people sign up or register to learn more about your business or service, running a Lead Ad on Facebook is a smart move! With a variety of contact forms to choose from, people that click on your lead ad will be prompted to fill out a short form to send you their contact info. All information is compiled into an easily downloadable spreadsheet, ready for you to use.
At MarketTap, we are experienced in running Lead Generation ads for our clients. Take for example, this ad we ran for our client U-Feast:
The purpose of this campaign was to generate leads and we enticed the audience by presenting a chance to win 2 free tickets to an exclusive event. In addition to generating a total of 513 leads, it also provided the business with valuable data for targeting those who clicked on the ad but did not fill out the form. As mentioned above, lead generation ads can be a great basis for a remarketing campaign!
Click here to read up on best practices when running a lead generation campaign on Facebook.
To get the most out of running lead ads on Facebook, it’s crucial to implement a Facebook Pixel on your website. A Facebook pixel records when someone visits your website and takes an action, and then is able to report what steps they took. The same is true for the people who fill out your lead form. With the Facebook pixel in place, you’ll be able to see what kind of people are more likely to complete the form, allowing you to optimize!
Pixels are also super easy to install! If you have access to your website’s code, you can install a Facebook pixel yourself by following these easy steps.
People love offers and discounts. So, it’s a great idea to incentivize people to click on your ad by adding a time-sensitive, exclusive offer to compel people to take advantage.
For example, Bark Box tries to generate leads by advertising a discount to new customers. They are also careful to make sure the discounts are time-sensitive to encourage people to act fast!
Did you know that the brain processes images 60,000x faster than text? Well, now you do.
When you’re designing web pages/landing pages with a goal of generating leads, it’s so important to use relevant visual content that express what your business can offer the potential customer. When your business runs a video ad on Facebook for example, there is a lead generation opportunity available to you. If you run your video and target a cold audience, you can utilize a Facebook Pixel to follow it with a consideration campaign, remarketing towards people who chose to watch the video.
Vary your visual content: Video content is one of the premier methods for generating leads today. Did you know that when the word “video” appears in the subject line of an email, it will increase open rates by 19%? When learning about a new product, potential customers prefer to watch a video 4x more than reading about the product.
As video is such an engaging form of content, it’s a smart move for a brand to run a video engagement ad, then using a Facebook pixel, begin to retarget the users with lead generation content.
Engagement is key! Videos are more likely to create leads purely because videos are engaging content, and it usually takes less time to watch a video than it does to read an article or a review. On social media, videos can be accompanied by a simple call to action button with the option to “share” the video to further increase the chances of lead generation. Video content has the potential to be shared between friends, family, and colleagues with similar interests.
If you’re not A/B testing your lead generation strategies, you’re not fully tapping into the capabilites of your lead gen strategy. You should be testing the copy, creative and call to action of your ads/lead gen forms to ensure that you’re optimizing continuously by understanding what resonates with your audience and is making them take action.
One of the key areas you should be testing when trying to generate leads are your popup designs. This is the popup that will ask the potential customer to volunteer their information to your business. By testing different design elements, you can start to discern which colour/shape/text combinations are more likely to compel people to sign up.
Once you’ve concluded your lead generation ad, it’s important to measure your results from campaign to campaign. We would recommend a monthly audit to compare and contrast results from one or more campaigns to ensure that your past campaigns are informing your future campaigns.
Hopefully by reading this post, we’ve convinced you to give your lead generation strategy an overhaul, or to start implementing one. As a small to medium-sized business, it’s important to always be looking for new customers and generating new leads as often as possible, so you don’t miss out on any opportunities. If you think that your business could use an updated lead generation strategy but aren’t sure where to begin, contact us to speak to a professional!