The document provides 10 tips for improving lead generation strategies based on effective strategies from 2018. These include focusing on content marketing like blogging and guest posting, optimizing opt-in opportunities through webinars and reports, testing strategies through A/B testing, refreshing landing pages, utilizing email marketing, keeping social media updated, improving distribution and promotion plans, making outstanding offers, joining networking events, and using success stories to connect personally. The key is focusing on useful, meaningful content that keeps users engaged.

1. January 18, 2019
How to Improve Your Lead Generation Strategy
understandingecommerce.com/how-to-improve-your-lead-generation-strategy
How to Improve Your Lead Generation Strategy: 10 Most
Important Rules
You may keep wondering how some companies grow 600% in a few years while some get
stuck at the same point. You might think that the only way out to increase your customer
base and revenues is to involve so-called Ad Fraud. However, as 2018 showed, honest
strategies to lead generation are even more effective and, what’s important, ethical and
legal. That is one more reason to read this article.
Based on the top lead generation strategies that worked in 2018, find here a list of 10 most
effective tips for you!
Content Marketing
While many corporations underestimate the role of content writing, others value this
direction most of all. To build a perfect content marketing strategy, a company should have
a strong SEO team. Blogging and guest posting appear to show the best results, and the
first one heavily depends on the keywords that the search engine optimization team must
provide.
If we have a look at the killer B2B content marketing, we can notice Xerox company being
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2. among the leaders. More than 70% of organizations who followed the content strategy tips
offered by Xerox showed the growth in their user/customer base by around 20,000 new
contacts. The pipeline income resulted in $1.3 billion.
Other outcomes of 2018 showed how more infographics, video content, and Q&A blog
posts improved the revenues of various types of firms: from educational services to
accounting companies. On the whole, infographics with “how-to guides” depicted on them
became the hottest trend of the last few years. Most users share that this type of content
helps them to understand different processes and the way services work way better than
plaintexts with the few pictures.
Opt-in Opportunities
Industries involved in training and educating people, especially working for personnel,
should pay attention to the opt-in opportunities they offer and make them stand out from
the offers of their competitors. If you still have no opt-in options, you should alarm and
start working on some good ideas. Those could be:
Webinars
Free reports
Live demos
Recorded lectures
Reading materials
Presentations with speeches
Etc.
One of the most effective ideas is to make an opt-in page out of a blog post. Analyze the
way it will perform after that. Those involved in the cooking industry may benefit from
sharing recipes for free. PDFs of the blog posts and even worksheets might work as well.
Perhaps, you have some guides to suggest like, “How to become successful in the beauty
and healthcare industry?” The good idea is to add pop-ups to your opt-in pages, but do not
overload your website with those as they may start being irritating!
Testing Is the Clue
Have you heard about A/B testing or split tests? Just like teachers and professors examine
their students, you should check the effectiveness of various strategies that your company
uses on the web. You may test which colors have a greater impact on the decisions of your
potential buyers; whether it is better to use “your” or “our” on call-to-action buttons; what to
include in infographics, etc.
Check and Rewrite Your Landing Pages
Even if you are sure that your current landing pages are perfect, it is always a good idea to
refresh them. Add new info, delete the older data, and come up with new visual elements.
Make sure the page does not require the users to process plenty of info, like a 5-minute
video or tons of text. Outperform a brief report/review of what you actually offer. Also:
Make sure the headline corresponds to your CTA;
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3. Make a clear offer;
Make an order form/questionnaire as easy as ABC;
Insert visual elements such as pictures and infographics;
Highlight the advantages of using your service/product;
Get rid of links and useless navigation.
According to Hubspot, these tricks really work!
Utilize Email Marketing
Start with an initial outreach to the target audience, no matter whether you need just users
or active customers. Reaching the most promising clients should be done through email or
other personal contacts. In a personalized message, it is important to focus on what your
product or service can help them to achieve based on their needs instead of describing
what you do in general.
Keep Your Social Media Updated
Social media marketing is another effective leverage for your business. Create as many
social media accounts as possible, with the focus on LinkedIn, Facebook, Instagram, and
Twitter as they are the most promising and trendy. Come up with both your own and
shared content. Ask the owners of relevant, engaging content to share yours in return.
Thanks to such tools as LinkedIn’s Social Selling Index, you can drive up your metrics
significantly.
Distribution & Promotion Plans
If you trust credible sources such as Forbes, you should think about a more effective
distribution and promotion plans. Perhaps, you can make people learn about what you
offer and the great content you generate by investing more in PR. You may use famous
Google Ads to promote your content more effectively. As mentioned previously, sharing
your posts on social media is another excellent idea.
Make Outstanding Offers
Study what your competitors do and think about what you can add to your list of services
or special offers. For example, a game development company may add several new
exciting levels to one of their top apps or make it possible for several people to play hand-
by-hand in their favorite games. If you offer services with freelance experts to help, allow
your clients to choose the pro they would like to work with instead of selecting one on your
own.
Join Networking
Start visiting networking events to become part of it. Volunteer to have an opportunity to
perform at such venues. Of course, you’ll have to train your public speaking as well as
presentation crafting, but the results will not disappoint you for sure! Create a 10 to 15-
minute presentation for your potential partners and clients. It is the best way to introduce
you and your product to a new audience!
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4. Use Success Stories to Get Personal
By sharing success stories and episodes from your own life, you make people sympathize
you. You can even talk about your greatest failures and how you managed to make it
through. Trivial phrases like, “Never give up!” still work, and they can motivate potential
customers to learn more about the ways your product or service can help them.
No matter what others say, we believe that the key to success is still the content you offer.
You can spend thousands of dollars on ads, but the users will leave your page in several
seconds if the design and content itself are not useful or meaningful to them. It is time to
plan your work and work your plan! Think about rewriting and optimizing your existing
content, adding new posts every week, attending fairs, creating more social accounts, and
communicating directly with your customers – and you’ll see your revenue going up pretty
fast!
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