Every brand wants to get new customers through the door.
But few leverage digital marketing to win the hearts of new customers—a big
mistake.
Platforms like email, social media, websites, blogs, video marketing, and more can
convert customers in a more personalized way.
In this blog, we will learn about how you can elevate your lead generation efforts
with digital marketing as the primary fuel.
What’s Current with Lead Generation?
Before we jump into how you can generate leads, let’s understand the ins and outs of
the lead generation landscape:
- Lead generation as a content marketing metric: For 27% of marketers, lead generation is one of the most important metrics for measuring the effectiveness of your content marketing strategy:
- Creating lead-friendly content is a challenge: The same report also states that for 20% of marketers, creating content that generates leads is a big struggle:
- Top priority: Around 91% of marketers feel that lead generation is their most important goal.
The writing is on the wall: Lead generation should be a top priority for brands, and
they should look at every channel, platform, and target base possible to capture
high-quality leads.
6 Real-Life Examples of How to Drive Lead Generation Using Digital Marketing
There’s no better way to understand how to generate leads than viewing it in action.
Here are 6 real-life examples worth getting inspired from:
1. Whop Uses Email Marketing to Capture the New User’s Attention
Source – Screenshot from the writer’s personal Gmail
You’ve got a user to sign up, congratulations!
But is that the end of your journey with the new customer? Certainly not!
You want to engage customers with an informative and meaningful welcome email
like Whop showcases above.
There are multiple aspects that Whop gets right:
- One, the email starts by clearly defining what the brand is and what users must do as a next step.
- Two, the CTA buttons stand out as clear as day.
- Three, the content is crisp, product-driven, and meaningful.
- Four, the email ends with options on customer support that the user can leverage to get their queries addressed.
The learning: Signing up is the beginning of the lead generation process. If you
want to move customers further along the sales funnel, you need to leverage the
right mix of lead-generation channels and offer value-driven content to users at the
right time.
2. No One Does Lead Generation Better Than Asana!
Once you’ve got a new user to sign up, you may need to do a fair bit of handholding—much like what Asana does in the email below:
Source – Screenshot from the writer’s personal Gmail
The email’s content and messaging deserve a special mention.
At the outset, Asana does a great job of setting the customer’s expectations. It does
this by defining the onboarding period.
Next, the brand reiterates the benefits of using the platform and ends the email with
simple and short steps the customer needs to take to get started.
You can also see useful how-to guides and support options, making the reading
experience complete and valuable for the reader.
The learning: A critical component of lead generation is setting the right (read:
realistic) customer expectations. You can go the email route to send the onboarding
steps to the customer, as Asana does brilliantly.
3. Lead Ads on Meta
You can also build lead ads on Meta, like the example shown below:
Lead ads, whether on Meta or Instagram, are extremely useful as they help:
- Get users interested in your products and services, and this can lead to quality sign-ups from people who are genuinely interested in your business.
- Brands to reach customers wherever they are – be it on mobile, desktop, tablet, etc.
- Marketers connect with customers using simple and instant forms that can be populated with the customer’s vital contact information, such as phone and email address.
The learning: Lead ads are a seamless way to capture high-quality leads. With just a
few taps, users can sign up and get important data at their fingertips. This could
include free webinars, eBooks, guides, and so on.
4. Lead Ads on Instagram
You can also create a lead ad for Instagram using the Meta Ads Manager.
Take a look at how the British Council targets more users with a free two-day online
workshop, which will include panel discussions, keynote sessions, and more:
Source – Screenshot from the writer’s personal Instagram
The learning: The idea is to encourage users to sign up by offering something for
free. But mind you, the offering must be meaningful and user-centric.
5. Lead Generating Websites
Did you know you can also convert your website homepage into a lead-generation
engine?
In fact, 29% of marketers use a search-optimized website and blog to attract and
convert leads. This is exactly what ClickUp does with its homepage:
The moment you land on the homepage, you will see a section where you can get
started by inserting your email—a subtle and interesting way of getting high-quality
leads.
6. An Interactive Tool Can Generate Great Leads
Granted, this may seem like a lot of work, but building a free tool—like the free
keyword tool by WordStream—can enable you to generate bucketloads of
exceptional leads:
For users to get their hands on new keywords and phrases, all they need to do is give
their email addresses in exchange for valuable keywords. This simple strategy can
result in hundreds of thousands of email sign-ups!
The learning: When building the tool, ensure that it is value-driven and something
that your customers will actually find useful.
Expert-driven Tips to Generate Leads
We’ve seen how brands are generating leads using a variety of digital media tools.
Moving on, here are a few tips on how you can generate leads from your digital
marketing campaigns:
- Think video as a lead magnet: Embed lead generation forms directly into your video series content for more creative lead generation.
- Interview guests and gate valuable resources: You can conduct a live interview with an expert and include downloadable gated content of value for your customers. This way, users get to learn something new and get something for free by simply providing their email or contact number!
- Social media as social proof: You can also use your social media handles to build social proof and gain your prospective customer’s trust in the process. For instance, DDP Yoga uses video marketing to communicate their customer’s journey in real-time:
There’s no CTA in the video. Instead, the customer invites people to check out the
product and literally see the difference themselves.
- Online communities for word-of-mouth publicity: You can also leverage industry-specific online communities such as Reddit, Quora, etc., to build your brand’s awareness, establish authority, and establish an organic connection with your target audience.
- Experiment with cross-promotional channels and different types of content: Drive smart partnerships with brands and even target channels where your customers might be more active. The idea is to reach customers across out-of-the-box platforms and get leads that make more sense for your business’s bottom line. You can also try your hand at varying content forms such as blogs, quizzes, polls, surveys, and more so that your customers don’t get bored with the same type of content.
- Try interactive webinars for engaged learning: You can also host interactive webinars and live sessions on topics relevant to your industry. Encourage audience participation through polls, Q&A sessions, and downloadable resources. Moreover, you can offer exclusive insights, tips, and behind-the-scenes looks to keep your audience engaged. Make sure to collect lead information during registration and use the opportunity to showcase your expertise while fostering a sense of community among participants.
- Think of content upgrades for blogs: Another area that deserves special attention is your blog content. Routinely engage in content upgrades and inject your blogs with additional valuable resources that readers can access by providing their contact information. For example, if your blog discusses the “Top 10 Marketing Strategies,” offer a downloadable checklist or an extended guide on implementing one of the strategies. This strategy not only adds value to your content but also helps capture leads interested in diving deeper into the topic.
- Set up referral programs with incentives: You can also implement a referral program where existing customers can refer your products to others in their network. Make sure to provide incentives such as discounts, exclusive access, and monetary rewards for successful referrals.
Ready to Elevate Your Lead Generation Game?
Capturing leads through the right channels with the right strategy is a lot for any
business owner or marketer.
There are multiple moving parts to take care of. Most importantly, you need to
provide something of ‘value’ to your customers so that they’d be interested in your
product and will willingly provide their contact information—the first step towards
building a sustainable and robust lead generation campaign
If you want to step up your lead generation efforts, connect with the LeadExperts
team and capture high-performing, quality leads without breaking a sweat (or your
bank!).
