Over the past few decades, as we’ve watched digital gain traction, we’ve also seen more traditional sales prospecting methods lose a lot of their old-fashioned “sparkle” and effectiveness.
Therefore, the number of companies that depend on lead generation to create business opportunities for the commercial team is increasing.
In this post, we are going to introduce you to the 6 best lead generation hacks and tools and show you how you can generate more qualified leads for your salespeople. 7 ways to increase lead generation on social media
What is lead generation?
Lead generation is capturing data from a potential customer for your brand. In this method, the prospect provides their data voluntarily, usually expecting to receive some sort of benefit in return, which could be:
- Access to exclusive content;
- A demonstration of your services;
- A free sample of the product;
- A personalized proposal;
- Between others.
The main data to be considered in a lead capture strategy are those necessary to contact the user, such as name, email, and phone number.
But it is also possible to request other data that help to draw a profile of the potential customer, such as:
- Demographic data (age, marital status, education, income);
- Location (neighborhood, city, state, country);
- Company information (in the case of B2B business);
- Among other information that may be relevant.
This data capture, also called conversion, usually signals that the visitor has some level of interest in the product/service your company offers or the type of content you make available online.
The lead generation strategy is widely used in more complex sales processes, such as in the areas of services, software, B2B, or for products with a high average ticket, such as real estate and vehicles.
Unlike e-commerce, where the customer accesses the site and can complete a purchase alone in a few minutes, in this type of process the customer usually needs more information, a demonstration, a personalized proposal, or the participation of a seller before closing the deal. B2B Lead Generation: How to get the right leads
In the same way that customers need to understand if the company is suitable for their needs before closing a deal, the company also needs to understand if the leads captured match their ideal customer profile and desired target audience.
Therefore, the company uses the data that was captured during lead generation to qualify these contacts before proceeding – or not – with the negotiation.
How to generate qualified leads?
Now that you understand what lead generation is, let’s talk a little about strategies to generate qualified leads.
For the conversion to happen, you need to take users to your website, landing page, app page – or whatever the address is where the data capture will take place.
The first step is to attract the attention of these users. There are several ways to do this, for example:
- Posts on social networks;
- Paid media ads (such as Google and Facebook Ads);
- Promotional videos;
- Blog posts and “lead magnets” (such as e-books);
- Online events;
- Among other strategies.
The more aligned these contents are with the audience you want to reach, the more qualified the leads you will receive.
Once you’ve driven that traffic to your website or conversion address, the next step is to turn visitors into leads, moving them one step further in your sales funnel.
But what value can you offer in exchange for your visitor’s data? And what are the best practices and strategies to increase the chances that this visitor will become a lead and potential customer in the future?
That’s what we’re going to see next.
6 Best lead generation hacks and tools
The digital environment is increasingly competitive. The pandemic further accelerated this scenario, bringing companies and advertisers from all branches to the virtual environment.
To give you an idea, despite the crisis caused by the Coronavirus, investment in digital media increased by about 32.7% between 2019 and 2021, from $335 to $455 billion.
Unfortunately, users’ attention does not follow the same growth trend. Nielsen research shows that the window to capture a visitor’s attention when they land on a website is just 10 seconds – and that time is getting smaller and smaller.
Users and algorithms are even more ruthless with websites that take time to load.
Studies show that when the page load time goes from 1 to 3 seconds, the user’s chance of abandoning the page increases by 32%. Slowness, especially on mobile, can also be a negative factor for ranking on Google. (Source: Hobo )
In practice, this means that, in addition to competing for your customer’s attention with an increasing number of ads and advertisers, you have less and less time to make them become a lead from the moment they access your site. What is Mobile Marketing?
But don’t despair yet. The tips you’ll find here today help you overcome some of these challenges and put your business ahead of the competition.
Check out the 6 best lead generation hacks and tools:
1. Offer quality content on your channels
I know this tip is over the top. The reason I’m quoting it here is that a lot of people still believe that it’s possible to generate leads without doing the hard work, and without offering valuable content to their future customers.
But the data show otherwise. According to the 2021 Content Preferences Study, most consumers, on average, engage with 3-5 pieces of content before starting a conversation with a salesperson.
If you have little time to maintain the periodicity of publishing on a blog or posting on social networks daily, for example, here’s the hack:
Another survey conducted by DemandGen showed that the main types of content that leads are willing to leave their contact information for our Webinars, Surveys, and White Papers.
In addition, the survey revealed that 81% of users are willing to provide their email in exchange for a valuable content – while only 12% would provide more sensitive data, such as budget.
I would like to highlight 2 points of attention here:
- Find out which content formats are most interesting to your audience – and invest your time and effort in them.
- Pay attention to the sensitivity of the information being requested on the forms. Is the value of that content equivalent to the information you are asking the user for?
To close this first topic, I also leave some tooltips for working with content, SEO, and video broadcasts:
- Canva, Pixlr, and Creative Cloud Express for basic design editing.
- YouTube Live, OBS Studio, StreamYard, and GoToWebinar to host webinars and stream live events.
- WordPress Rank Math and Yoast plugins for SEO.
- Statista, Gartner, eMarketer, McKinsey, and Deloitte as reliable sources of market information.
- Outline to remove the paywall from news portals and read without distractions.
2. Invest in the mobile experience… but don’t forget the desktop
We are on a path of no return: Mobile already represents the majority of access to Brazilian websites. To be more exact, 56.48% of the volume of visitors comes from smartphones, against 42.69% from computers and 0.83% from tablets (Source: Overview of Lead Generation in Brazil). Lead Prospecting: What is it and How to Do It
Despite generating most of the traffic, mobile devices still lag behind when it comes to conversion. While the conversion rate on the desktop is 4.6%, on mobile it is just over 3%.
What does this mean in practice? I have a few hypotheses on the matter…
The first is that, especially in more complex purchasing processes, mobile still has a very exploratory feature. In other words: we use the cell phone to do research and get initial information, but often we still prefer the desktop to finalize the purchase.
The phenomenon may also be related to the usability of websites in the mobile version, which still leaves a lot to be desired. So my tip is: Invest in a mobile-first strategy to improve your website experience and increase conversions – but pay attention to your user behavior.
You could be losing potential customers in this device switch. Invest in a cross-device strategy and remarketing campaigns to impact your visitors across different channels, devices, and moments of the buying journey.
Some tools to optimize your website experience on mobile devices:
- Google Analytics, Google Search Console, and Google PageSpeed Insights to help with performance and speed optimizations.
- Mobile-friendly testing to verify that your website layout is mobile-friendly.
3. Create personalized approaches to your website visitors
A physical store has several types of customers:
- Those that demand a lot of help from the seller;
- Those who prefer to research alone;
- Those who are just taking a look…
The salesperson who approaches all of them, in the same way, is sure to miss a lot of sales, right? On the internet, it is no different.
Of course, it would be very difficult – and very expensive – to create a unique experience for every visitor who visits your site. When we talk about lead generation, we need to think of more scalable methods.
You can, for example, run tests to understand which title works best with your target audience on your website homepage. Or which CTA drives the most conversions.
You can also create different landing pages, with approaches and arguments that speak to each of your ad campaigns. That way, the visitor who clicked on a particular ad lands on an LP that appears to have been tailor-made for them.
Or even use a chatbot to make a personalized approach to the user who is visiting a specific page, once they have already shown interest in your product/service – and are probably at a more advanced stage of the funnel. Digital Prospecting: What is it and how to do it
These are some scalable examples to create more personalized approaches to your website. Here are some tools that can help:
- Google Optimize to create A/B tests with titles and CTAs.
- Unbounce, RD Station, and Mailchimp to create landing pages simply and optimized for the web.
- Leadster to install a chatbot on your website and approach your visitors in a personalized way.
4. Make it easy to fill in data in forms
No matter how interested the user is in your product or the benefit you’re offering, let’s face it: no one likes filling out forms.
My tip is: Do everything in your power to simplify this experience for your website visitors.
As it is increasingly difficult to rely on cookies to store browsing information, I will tell you about some other possibilities to reduce the noise when filling out forms.
The first one is: Reduce the number of fill fields. Do you really need to know what color of lingerie your lead wore last New Year’s Eve to qualify?
Jokes aside, several studies have already proven that the more fields you add to your form, the lower the chances of conversion. So cut out anything that isn’t absolutely essential for first contact or pre-qualification.
Another tip is to use some options offered by media platforms, such as Facebook, LinkedIn, and Google, which allow the creation of ads with conversion forms within the platforms themselves.
This is good because much of the data you need to know is already pre-populated by users on these networks – and they won’t have to go to the trouble of typing it all over again.
Also, a good option is to use conversational marketing to transform the form experience into a more natural conversation, improving the user experience and increasing conversion.
Some tools that can help in this area:
- TypeForm and JotForm to create forms with interactive elements.
- Facebook Lead Ads, Linkedin Lead Gen Form, and Google Ads Lead Form Extension to create ads with embedded forms.
- Leader’s conversational marketing platform, to turn your forms into conversations.
5. Use the data to your advantage
We talk a lot about the power of data within our digital marketing analytics and strategies. But in this area, we work with such a large volume of information that we sometimes forget what is available – and how it can be useful for our business.
So if you weren’t already doing this, I’d like to show you two ways data can help you optimize your lead generation strategy. Who knows, this will also open your head to other ideas?
Idea #1: Remarketing to users who didn’t convert. Create ad campaigns to re-target users who visited your website or profile but for some reason didn’t convert.
Idea #2: Create custom audiences from your best leads/customers. Leverage your current lead or customer base to build lookalike audiences in your ad campaigns.
6. Don’t believe in magic formulas
This last hack is actually an anti-hack: Don’t believe the magic formulas you find out there. Keep a questioning attitude with everything you read about lead generation strategies (yes, even in this article!).
I’m not going crazy… But what worked for my company just might not work for yours. So do a lot of research and stay tuned to what’s happening in the market, but always do your own tests and experiments before validating a strategy.
To wrap things up, here’s a list of practices to avoid in your lead generation strategy:
- Buy lead lists.
- Not qualifying leads before sending them to sales.
- Take time to respond to leads that come in contact.
- Not defining an alignment between marketing and sales.
- Track vanity metrics only.
Hope you enjoyed this content! Help us build a knowledge base on lead generation, leave your favorite tips and tools in the comments.