Enhancing lead generation is never an easy task because of the increasing competition among marketers in the virtual marketplace.
Brand positioning assumes a great significance here to make yourself heard in this crowded market. The following strategies have worked well so far in increasing lead generation in both the B2B and B2C segments.
A time tested marketing channel for the last 23 years, email marketing has worked wonders in lead generation by using hybrid marketing automation tools.
These connect with your CRM, enabling you to transmit accurate and highly personalized targeted emails automatically to prospective leads. Even though the conventional newsletter is still important, email marketing gives B2B and B2C marketers the ability to garner more user data and to use behavioral triggers to target users in their inboxes.
This is perhaps one of the most valuable strategies for long-term lead generation. Organic search marketing is also applicable to other areas like designing, optimization of conversion rates and content marketing.
For both contrarian marketers and those following ongoing trends, an effective strategy for content marketing requires some experimentation and diversity in order to understand and identify the areas for maximum growth.
Experimenting with common and unusual tactics including using microsites, research reports, blogging or infographics has shown many B2B and B2C marketers what works in their efforts at lead generation and what doesn’t, over time.
Social media too, is somewhat useful for B2B and B2C lead generation. However, there is an element of controversy in this as most B2B companies have weak strategies for social media.
On the contrary, some businesses have used it to generate leads worth millions of dollars, particularly through LinkedIn. Moreover, social media forms an integral and inextricable part of both content and search marketing. It is also responsible for determining the success of blogs.
Integration is the key in lead generation:
By integrating a full marketing campaign that includes email marketing, display ads, content marketing and campaign websites, Optum, a healthcare technology business great lead generation could result from a relentless effort to keep experimenting with multiple tactics while also combining such tactics across various channels.