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3 Lead Generation Strategies You Can Implement Now

Finding new customers starts with successful lead generation strategies. Most people aren't going to visit a website they've never heard of and immediately make a purchase without doing any research or thinking about whether they are sure they want and need the product they are about to buy. At Brightlark Digital, we can help you capitalize on a variety of lead generation components to keep your company fresh in your potential customers' minds until they are ready to make a purchase. 

What Does a Lead Generation Strategy Consist Of?

Successful lead generation strategies grab your potential customers' attention and show them why connecting with your company will benefit them.

By carefully applying this lead generation framework to your business and asking yourself the questions at each stage, you're one step closer into strategically converting wandering prospects into valued customers.

    1. Lead Capture: What is the way you'll be collecting information? (Business card, online form, free trial sign-up, etc.)
    2. Incentive: What creates the desire for a prospect to become to provide their information and become a lead?
    3. Qualification Process: What does your marketing team consider an MQL? What does your sales team consider a SQL? Once the criteria is set, you'll want to setup a process through a CRM tool (e.g. Salesforce, HubSpot) to help easily pass information to the right people.
    4. Segmentation: How will you divvy up your contacts database so you can send the right message to the right portions of your audience? What information is relevant for the audience's buying cycle stage? (Awareness, Consideration, Decision, Delight)

1. Use Gated Content to Gather Contact Information

Adding gated content to your website can be a simple way to build your email list. By asking visitors to your site to provide basic contact information in exchange for access to articles, short eBooks, white papers, reports, and other digital tools, your customers gain valuable information while you build your list of people to send marketing emails and other special offers to.

HubSpot's free guides can help you identify potential gated content that your site visitors will be interested enough in to provide contact information for.

2. Host a Webinar to Capture Your Target Audience's Interest

Although this summer isn't the best time to try to generate leads through in-person events, hosting a webinar that shares what your company is all about and builds your viewers' interest in everything you have to offer is a low-cost alternative that can help you continue searching for new customers.

By sharing what you know with your viewers, especially new developments in a particular industry or part of the country, you can connect with your target audience and gain an edge over your competitors. 

Both live attendance during your webinar and viewers of its recording in the future can create a significant number of leads. Live viewers can ask questions in real time, while viewers of your recording can rewind to listen to important information again.

You can also adjust your future lead generation strategies to meet potential customers where they are: sending the recording to leads that did not watch the live webinar can build their interest, while offering next steps to help those who did make a purchase decision can result in more sales.

3. Retarget Previous Visitors to Convert Them Into Customers

Online shopping has made browsing without making an immediate purchase easier than ever. Your potential customers have all the information they need to compare brands, styles, and prices at their fingertips, and it's up to you to remind them about the items they viewed on your site.

By utilizing Google Ads or social media advertising, you can retarget your ads to show your previous visitors the items they liked on your site again. Just like dating, most of your customers aren't ready to commit to a purchase the first time they visit your site. By taking it slow and using retargeting strategies, you can keep your products fresh in your potential customers' minds until they're ready to make a purchase. 

At Brightlark Digital, we prioritize helping digital marketers adapt to challenging circumstances and find ways to continue generating leads, gaining new customers, and making sales during a season that may not be a good fit for your tried-and-true marketing strategies. Contact us today to learn more about how we can help you get started with these and other lead generation strategies!

Matt Walde
Post by Matt Walde
July 20, 2020

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