7 Strategies For Online Lead Generation

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In today’s digital age, the success of businesses heavily relies on their ability to generate leads online. But with great competition and customers’ attention shared between social media, marketing communications and blog posts, lead generation is not always easy.

Online lead generation companies play a pivotal role in helping businesses expand their customer base and increase revenue. Even if you are not ready to outsource your lead generation efforts, there is much to learn from their methods. In this post, we’ll delve into seven effective strategies online lead generation companies use to drive success.

What is Online Lead Generation?

Lead generation can entail a long list of actions, from hosting events and competitions, to cold calling and email marketing. In this context, online lead generation refers to all the tactics and strategies that take place online to draw interest to a brand and start conversations with potential customers.

7 strategies online lead generation companies use

Content Marketing

One of the most powerful strategies used by online lead generation companies is content marketing. Whether it’s informative blog posts, engaging videos, or insightful infographics, content marketing helps establish credibility and trust with the target audience. Lead generation specialists understand the importance of crafting content that addresses the pain points and interests of their ideal customers, ultimately driving them to take action.

The first point on contact between customers and brands is usually through content. So, when designing your own content marketing strategy, focus on your ideal buyer profile and where they find themselves in the lead gen funnel, and consider what problems they might need to solve and what questions they might want resolved. Then, create valuable content in different formats to answer these questions and solve said problems.

Search Engine Optimization (SEO)

If your content can’t be found, it’s almost as if your company’s website didn’t exist. That’s why SEO plays a crucial role in the success of online lead generation efforts. Lead generation specialists optimise websites (by improving website structure) and content (by targeting relevant keywords and content ideas) to improve their visibility in search engine results pages (SERPs), driving organic traffic and generating qualified leads.

Social Media Marketing

With billions of active users, social media platforms provide a goldmine of opportunities for lead generation. Online lead generation companies leverage platforms like Facebook, Instagram, LinkedIn, and Twitter to reach and engage with their target audience, by creating compelling social media campaigns, sharing valuable content, and actively interacting with followers. Social media is the preferred method of engaging and nurturing leads of many companies, especially small businesses, as it’s an easy, comfortable, and more intimate opportunity to develop a brand’s tone of voice and personality.

Email Marketing

Despite the rise of new marketing channels, email marketing remains a highly effective strategy for lead generation. Email marketing automation tools enable the user to deliver the right message to the right audience at the right time. Online lead generation companies utilise email marketing to deliver personalised content directly to the inbox of potential customers to guide through the sales funnel, thanks to email list segmentation and targeted campaigns. 

Pay-Per-Click (PPC) Advertising

PPC advertising allows online lead generation companies to reach potential customers through targeted ads displayed on search engines and social media platforms. For PPC campaigns to be effective, the key resides in carefully selecting keywords, creating compelling ad copy, and optimising landing pages and lead generation forms. Closely monitoring campaign performance helps lead generation specialists to make data-driven adjustments and maximise the return on investment (ROI) of their clients’ PPC advertising campaigns.

Conversion Rate Optimisation (CRO)

Conversion rate optimisation is the process of improving the percentage of website visitors who take a desired action, such as filling out a contact form or making a purchase. Online lead generation companies use CRO techniques (such as optimising calls to action―CTAs―, improving page speed, and creating compelling visual content) to enhance the effectiveness of their clients’ websites and landing pages. A/B testing and user behaviour analysis are the greatest allies when it comes to making iterative improvements to optimise conversion rates and generate more leads.

Remarketing Automation

Marketing automation platforms empower companies to streamline and scale their lead generation efforts. But remarketing tactics are ten times more effective.

Lead generation specialists use automation tools to identify leads who might have abandoned their carts or shown an interest in a company only to never come back, and create personalised workflows that engage them back. These leads were already captured and nurtured, which makes them easier to convert than first-time visitors. With only 2% of users converting the first time they visit a company’s website, retargeting campaigns should be a priority for all businesses.

Outsource your lead generation with YourShortlist

Having an efficient lead generation strategy is indispensable for successful business growth.  Partnering with a reputable lead generation company can only help your efforts to reach a wider audience and attract the right customers.

At YourShortlist we have been bringing buyers and technology providers together since 2014. When you become a partner, you have the help of 150 members of our team, helping IT buyers make better-informed decisions on new software, infrastructure or managed services across the globe.