Lead generation – and the right kind – is a very important discipline to master in your online marketing efforts. For many businesses, including B2B companies in particular, lead gen provides a vital basis for growing their business.
There are several things to consider when generating leads for campaigns, as it is not (only) about collecting as many leads as possible.
It is about getting the correct type of leads collected so you get a strong email list. And it is also about collecting the right kind of information from the individual, so that you get the necessary knowledge to be able to process the lead well in relation to the subsequent contact via newsletters, email marketing campaigns, telephone follow-up or anything else.
It is about getting the correct type of leads collected so you get a strong email list.
The more basic information you get collected in the process of lead generation, the greater the chance to hit the spot in the subsequent dialogue with the lead. That is, you get a stronger email list and you get more success in your marketing towards your leads. Want to know more about building a strong email list, please read our article on building a strong email list here.
Below are some ideas for how you can generate leads to your campaigns through lead generation or for future reference.
Collecting leads on your website
Your website is the best place to generate leads – and the best thing about this is that it’s free! People have come to your website because they have shown some kind of interest in your company and/or your products, so now it’s about collecting their information so you can be in touch.
If we are talking about signing up for newsletters, the obvious place to start is, of course, by having a ‘newsletter subscription’ point on your website. People often place it as a minimum in a footer on the site, while others also choose to place it as a banner on the front page. This can then lead to a new page where you can ask people to fill in information that is relevant to your leads.
An absolute no-brainer is also to add the opportunity to sign up for the newsletter in the check-out flow of a webshop in connection with the delivery or delivery information. Also consider making an option to sign up for the newsletter on the order receipt page if they are not yet subscribed to the newsletter. Here, the conversion rate for the registration will often be quite high, as people in this stage have shown great interest in you and your business.
Consider making an opportunity to sign up for the newsletter on the order receipt page.
Another popular way to make lead generation and sign up for newsletters is via a pop-up. If used correctly, you will see a significantly higher conversion rate for signups to the newsletter or lead generation in general.
Facebook Lead Ads
Another popular method of lead generation is via Facebook and their Lead Ads campaigns. If done correctly, you can collect leads for quite a few dollars – depending on the industry. It is not unusual for B2C to be able to harvest leads down to 2-3 dollars, while B2B often sees somewhat higher prices. This is because a B2B lead is often of a much higher value than the average B2C lead, and it can therefore pay off to spend more per lead.
It’s about being very sharp in the segmentation and audience selection for the best possible results.
One big advantage of using Facebook Lead Ads is that you can get pre-filled much of the information you want to collect. That is, unlike the collection of lead information on a website where you often have to manually enter their information, Facebook Ads uses information from each Facebook user’s profile, which will automatically be inserted into the lead form.
Thus, if you want to collect data on some name, email or job title, this information will be pre-filled in the lead form (if the profile has filled in this data), and your lead must only click “sign up” and this data is available to you. The data from your lead is then ready in Facebook for download.
If you would like to automate this process so that you do not have to manually watch and keep track of collected leads, it is possible to make a relatively simple integration with Zapier, where a bridge can be made between Facebook and your Email Marketing system or CRM, thus that leads are automatically transferred. Consider making a separate list for these leads so it is possible for you to measure performance on the collected leads from Facebook.
Want to know more about how to get more out of your marketing automation system with Facebook, please read our article on how to kickstart your marketing.
If you use MarketingPlatform as your Marketing Automation system, we can help set up the Zapier integration between Facebook and MarketingPlatform.
LinkedIn Lead Ads
LinkedIn has long been a sleeping giant, especially for B2B, as it offers interesting opportunities.
The big problem with LinkedIn has been, and to a degree, is still that the possibilities in the advertising section are very limited and inadequate, and they still have a long way to catch up to Facebook. However, one of the newest features they have implemented is the ability to create LinkedIn Lead Ads.
The principle is exactly the same as with Facebook Lead Ads. You get the information you want, and LinkedIn automatically takes this data from the person’s profile so that it is not manually entered.
It is clear that this feature on this platform is most interesting for B2B companies. And it should be mentioned that you are “hit” in the same case as with regular marketing on LinkedIn: Prices are relatively high, so you should carefully check if the collected data is useful. Conversely, a lead will often be of significantly higher value in B2B context, so for many it may probably still be a good business.
As with Facebook Lead Ads, LinkedIn Lead Ads allows for direct integration between your Email Marketing system or CRM via Zapier, so the data is automatically transferred.
If you use MarketingPlatform as your Marketing Automation, we can help set up the Zapier integration between LinkedIn and MarketingPlatform.
Think creatively in the collection of lead data
For many people, it’s just not enough to only have the opportunity to sign up for a newsletter. You want more. You must be convinced and must know what you are getting involved into. Consider, therefore, whether there are ways that can make it more interesting for people to sign up for your newsletters. Ask yourself: What would you want in order to give away your valuable personal information?
Competitions and prizes
Some choose to award prizes if you sign up. For example, be in the form of a gift card of X number of dollars that will be drawn monthly (remember to announce on the registration form who has last won so people get the feeling that they too can win), it may be a gift from the webshop or something completely different. It is worth remembering that in these scenarios you can collect leads that are not always of high quality as there are many competitors out there who only sign up to win prizes.
This is very well exemplified in the screenshot below, where you can see that some people are just searching in Google for “sign up for newsletter competition”:
This means that you will then get a subscription to your newsletter, which really does not interest you for your product, but only for the prize. And you often see that these people either unsubscribe from the list or alternatively there is no commitment from those people who do not opt out of the list.
So use competitions with care and make sure that these leads come into their own list so you can easily track their performance.
Use competitions with care and make sure that these leads come into their own list so you can easily track their performance.
Whitepapers, e-books, guides …
Other methods that help lead collection are by offering something that really has value for people. For example, Be offering whitepapers, access to surveys, guides, how-to’s, e-books, directories, webinar or anything else. All things that can make you appear as a company that offers something interesting and relevant, and that can support a content strategy to be a ‘thought leader’.
This is an excellent way to collect leads and you get a more faithful lead that will engage more in your content and that will be easier to convert to a real customer.
Consider the lead data
Consider carefully how much information you need in your lead generation process. Studies have repeatedly shown that the fewer information you have to enter or consider, the easier it is to get people to submit their information.
Conversely, it is important to have as much information as possible so that you have the opportunity to target your newsletters or leads to leads as best as possible, so you will be able to create a very strong email list of leads if you get more data like name, gender, date of birth, interest areas, desired frequency of campaigns or anything that is relevant to your business.
Read more about what data may be relevant to collect – and why.
Alternative lead generation methods
There are many other ways to collect leads with online tools. Examples are lead generation programs such as Leadfeeder or Albacross, especially for B2B companies, can be very interesting.
These programs trace your site visitors and give you an overview of which companies have visited your site and what pages they’ve seen. They connect the data together with LinkedIn profiles and give an overview of which persons are affiliated with the company that visited you, and what positions they have, contact data, etc.