Best Lead Generation Strategies

If you’re struggling to generate a steady flow of qualified prospects, you have to up your lead generation game.

Stick around as we discuss the best lead generation strategies guaranteed to revamp your business. From optimizing your landing pages to implementing strategic referral systems, these approaches pave the way to consistent lead conversion.

What is a Lead Generation Strategy?

A lead generation strategy is a plan of actions set in motion to:

Spark interest in a product or service
Gather information from interested individuals
Move them through the sales funnel toward becoming customers

A well-crafted and executed lead generation strategy helps businesses generate more prospects and improve the quality of those leads, directly increasing the likelihood of conversions and boosting your bottom line.

Optimize Your Lead Generation Landing Pages and Lead Gen Forms

After you’ve lured potential prospects with your offer, the next step is taking them through the lead generation process on your website. A well-designed, carefully tested landing page is a must if you’re to increase conversion rates.

Conversely, poorly designed landing pages with slow loading times or non-responsive design can negatively conversion rates—a one-second delay in page response could result in a 7% reduction in conversions.

Keep this in mind when optimizing your landing pages:

Ditch unnecessary distractions and keep your landing page clutter-free. Stick to the single primary goal: persuade visitors to fill in the form.
Embed testimonials and reviews. They act as social proof and foster trust in your brand, thereby encouraging conversions.
Ensure your landing page is mobile-friendly. With 57.8% of global web traffic originating from mobile, you can’t afford to provide a poor mobile experience.
Conduct A/B testing to identify the optimal design or content that can maximize conversions.

To optimize your lead gen forms, it’s important to:

Experiment with the placement. Above the fold, at the bottom, or in a floating style that moves down the page as you scroll—only testing will tell what’s your best move.
Keep fields to a minimum—the less work the visitor has to do, the higher the likelihood they will complete the form. Opt-in forms can bring in higher conversion rates by almost 50% by reducing the number of form fields from 4 to 3 while each additional field can lead to a drop in conversions.
Make the user experience smoother by using the auto-fill feature. This can also encourage prospects to provide more information.
Design compelling Calls-to-Action (CTAs). They have to stand out and make the user want to submit the form.
Explain clearly why users should fill out the form and highlight the benefits. Whether you’re offering them exclusive content, a special discount, or a free demo in turn for filling out the form, make sure it’s clear and appealing.

Create Lead Magnets

Lead magnets work on reciprocity, sort of a “you scratch my back, and I’ll scratch yours” thinking. These usually take the form of digital, downloadable content and can range from PDF checklists, reports, eBooks, whitepapers, case studies, templates, and free trials to webinars—basically anything that your audience finds worthy to exchange their information for.

Lead magnets can boost your lead conversion rate by up to 785%—follow these steps to experience a boost:

Identify your target audience and get in their heads. Only by understanding your audience’s needs can you create personalized magnets.
Create valuable content that solves a problem your audience has or provides information they’re eager to learn.
Ensure your lead magnet is concise and easy to digest. People prefer bite-sized information they can learn and implement quickly.
Promote your lead magnet using channels like social media, blogs, emails, and your website.

Run A/B Tests on Most Important Pages

Agile and data-driven, 61% of marketers rely on A/B testing to optimize conversion rates, illustrating its importance.

The beauty of A/B testing is its simplicity—it allows you to pit two versions of your web pages to different segments of your visitors and then track which version gets better results. It could be testing two different CTA placements, or perhaps two variations of your landing page design.

Even small tweaks such as a different headline or a change in button color may resonate more with your audience than you anticipated, contributing to a surge in new leads.

Here are the essential steps of running A/B tests:

Know what you want to achieve—it could be to increase click-through rates, reduce bounce rates, or have more form submissions.
Analyze your pages and select those that will have the biggest impact on your lead generation strategy.
Develop two versions (A and B) for the test—one variant should contain the original element (control version) while the other features the modified element.
Split your audience to divide your traffic between the two variants—the distribution must be random to get unbiased results.
Run the test for a while, ensuring each variant receives enough traffic to provide reliable results.
Analyze and conclude after the test period.

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Make a Referral System Based on Incentives

Referral marketing is the second-highest source of quality leads, cementing the importance of well-executed referral systems. Similar to lead magnets, this strategy also works on the principle of reciprocity—offer your existing customers something valuable in return for referring new customers to your business. This could be discounts, early access to new products, or exclusive deals.

Including your satisfied customers in your overall marketing efforts not only brings in fresh leads but also solidifies your relationship with your current clientele.

To further maximize the potential of a referral system based on incentives, start by:

Choosing the right incentive—whatever you’re offering has to be valuable enough to motivate your customers, yet sustainable for your business. This could range from discounts or freebies to service upgrades or exclusive access to upcoming features.
Defining the rules of your referral program clearly. Let your customers know how and when they’ll receive their incentives, and what is expected from them in return.
Streamlining the referral process. Provide an easy and user-friendly platform through which customers can share your brand—this might mean creating special referral codes or links they can share with their friends and family.
Setting up tracking for your referral program. This will allow you to identify the best-performing incentives and spread your resources effectively. It will also give you insight into which customers are providing the most referrals, so you can thank them or offer further incentives.

Use Remarketing

Unlike traditional advertising methods, remarketing allows you to maintain a connection with your potential leads even after they’ve left your website. This strategy involves strategically positioning your ads in front of these audiences as they browse elsewhere on the internet, thereby increasing your brand visibility and staying top of mind.

Remarketing is highly effective as it targets those who have already shown interest in what you have to offer. Whether they left without making a purchase or filling out a form, remarketing provides you another chance to convert them into actual leads.

When remarketing, don’t forget that:

You need to know who is most likely to be interested in your product or service to efficiently target them through remarketing.
To carry out remarketing, you need a mechanism to ‘follow’ your website visitors, and tracking cookies provide a tried-and-true solution—use them wisely to set your remarketing parameters.
Google Ads, Facebook, LinkedIn, and Twitter are all great platforms for remarketing, each offers their unique abilities. Choose the one where your audience frequently resides.
You have to develop visually appealing and persuasive remarketing ads that seize attention and encourage your audience to return to your site.
Setting a frequency cap is a must since this limits the number of times a user sees your ad to avoid overexposure and annoyance.

Earn Trust With Displays of Social Proof

Customers’ purchasing decisions are greatly influenced by other people’s reviews and reactions. 91% of millennials trust online reviews as much as personal recommendations with 93% of people saying online reviews have impacted their purchasing habits.

Embracing social proof in your lead generation—and overall marketing strategy—is key. This can come in many forms, from customer testimonials and celebrity endorsements to case studies and user-generated content. This not only demonstrates that people are buying and benefiting from your product or service, but also builds trust with prospects, leading to increased conversions.

Here are some ways you can push forward with this strategy without sounding too promotional:

Collaborate with influencers in your industry—their power and reach can complement your brand’s growth and credibility.
Showcase media mentions whenever your company is referenced or featured in any media.
Include a social media section on your site showing the active and positive engagements you are having on social platforms.

Conduct and Publish Original Research

Gauging the market pulse, understanding trends and customer behaviors, and then publishing this data into thorough, original research can be a game-changer in your lead generation game plan. Your findings can be repurposed into blog articles, infographics, social media posts, or even webinars and podcasts.

Here is a step-by-step guide to creating and publishing original research:

Identify a topic that your target audience will be interested in
Gather data through surveys, analysis, or data scraping
Analyze the data
Present your findings in an accessible and appealing way
Publish the research on your website, blog, or through a respected industry publication
Promote your research across various platforms