6 lead generation tips for your business to consider in 2021

Every year, companies spend billions of dollars on lead generation. In fact, by the end of 2023 digital lead generation advertising spending in the US is forecast to reach $3.2 billion. But what actually is lead generation? 

Lead generation: defined

Lead generation is a marketing method which revolves around attracting potential customers, which can then be used to build a mailing list or provide sales leads. In other words, customer lead generation is the process of collecting names of possible future customers

As this is an integral part of marketing your company and its products and services, here we consider 6 ways in which your business might improve its lead generation in 2021. 

1. Embrace intelligence, analytics and collected data 

Collecting data on prospective customers will allow you to figure out what is the key to their heart and winning their custom, provided that it is done efficiently and effectively. It can also help if you are able to use trackable channels which keeps your leads organised so that you can follow up with each one. 

For this you might use an analytics engine like ON24 Intelligence, which turns customer engagement into actionable insights that drive demand, inform sales, and optimise programs. Track and analyse engagement at the individual and account level for a lifetime, reporting on results with a single web link. 

2. Go for quality over quantity 

It is crucial to make sure that you are not wasting your time on unqualified leads – time which could have been better spent with a more promising lead. In this case, focus on quality over quantity, putting your research into practice and only pursuing qualifying leads. 

3. Use testimonials or case studies 

People are going to be more likely to form a relationship with your product or service if you use emotions to sell a story. Highlight a problem that a lead might have and demonstrate how your product or service makes this easier or solves the problem altogether. 

4. Put on an offer event

Whether it is a free trial, a money back guarantee, 12 months subscription for the price of 10, or any other offer that your target market might appreciate, everyone loves a bargain!

5. Utilise social media 

In the age of technology, social media can be your best friend, but it can quite easily become your worst enemy. Social media should be used effectively and productively, in a way which captures higher quality prospects, or alternatively you could use blog posts to direct traffic to your website. 

6. Update your website 

Make everything ‘clickable’ – something that your target audience cannot help but want to purchase or subscribe to. A great way to do this is to make sure your button copy starts with a command, such as ‘get started’ as opposed to ‘I want…’. To make this even more irresistible, combine with your offer event to add a sense of urgency.

Overall, generating leads can be expensive and time consuming, which can seem like a daunting task to begin with. However, armed with these tips, you will be able to turn more casual visitors and prospects into leads for your business. 

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