The document outlines 15 lead generation techniques by Susan Hallam, focusing on digital marketing strategies including data capture, email marketing, content marketing, and social media engagement. It distinguishes between early 'soft' offers targeting lower quality leads and later 'hard' offers aimed at higher quality leads. Additionally, it emphasizes mobile optimization and the importance of encouraging referrals through social media.

1. 15 Lead Generation
Techniques
Susan Hallam
www.hallaminternet.com
susan.hallam@hallaminternet.com
@susanhallam
www.linkedin.com/in/susanhallam

2. • I can carry a sword in public, and drive my sheep over
London Bridge
• I have been deported from France
• One of the guardians of Robin Hood’s legacy
• Regular digital commentator for the BBC, Sunday Times,
industry conferences
• No-nonsense digital marketing
Susan Hallam

5. Reports of my death are greatly exaggerated…

6. • Ipad image
AdWords Retargeting & Remarketing

7. Calls to Action: Data Capture

8. IsYourContentWorthy
ofthePriceofMyContactDetails?

9. • Website Download: send confirmation email, with “what
to do next” Call to Action
• Social interaction: if asking a question, send a guide. If
mentioning competitor, send comparison info
• Took one step, but not the next: send related content and
alternative action. Anything we can do to help?
• Viewed specific content on your website: send tailored
follow up content
• Highly engaged: trigger email to your own sales team
• Disengaged: send option to change preferences, or
unsubscribe
Email Marketing Triggered Campaigns

10. SlideShare Data Capure

11. Retargeting and remarketing

12. Create Personas

13. Create a Content Grid
https://www.hallaminternet.com/2014/how-to-create-a-content-grid/

14. Content Marketing
Lead Generation Goal: Sharing

15. • Early
“Soft” offers
White papers
Reports
Calculators
Guides
Competitions
Lower risk, high value
Lower quality lead
Looking at your lead gen:
Where are they in the buying cycle?
● Later
“Hard” offers
Phone calls
Demos
Appointments
Audits
Webinars
Higher risk, commitment
Higher quality leads

16. Content Marketing for Lead Nurturing

17. Pay With A Tweet

18. Other Algorithms: LinkedIn

19. Conversion Rate Optimisation

20. • Mobile search
• Mobile optimisation
• Mobile conversions
• Mobile first
Mobile, Mobile, Mobile

22. • A mention on social media, like LinkedIn on Twitter
• A review on Google+
• Do you know anybody else who would benefit from our
services?
Could I ask a favour, please?

23. 15 Lead Generation
Technques
Susan Hallam
www.hallaminternet.com
susan.hallam@hallaminternet.com
@susanhallam
www.linkedin.com/in/susanhallam