Lead era is the number one challenge for entrepreneurs as we speak. Thousands and thousands of free assets are competing on your viewers’s consideration, and prospects are rapidly catching on to the truth that most of those “Final Guides to Such-And-Such” aren’t actually price giving up their private data for.
Jessica Meher, CEO and Co-Founding father of Wonderment, put it rather well on Twitter:
So many #SaaS corporations as we speak produce the identical content material mktg formulation as they did 10 years in the past.
E.g. ebooks on “the entire information to X” or weblog posts on “5 explanation why.” and so on.
This shit works, till it doesn’t. Now’s a superb time to invent the brand new book. Get inventive.
— Jessica Meher (@jessicameher) February 6, 2018
To generate leads, you want greater than high quality lead magnets and optimized lead gen landing pages. You might want to suppose outdoors the field. Attempt one thing somewhat bit totally different. Perhaps even somewhat bit… experimental.
So: How do you provide you with actually nice concepts for lead era campaigns?
We talked to a few of the legendary entrepreneurs working as we speak and requested them to share their most inventive lead gen examples. And consider me—these people wanted fairly a little bit of convincing to spill their most helpful and fascinating concepts.
However we obtained ‘em right here for you: 10 distinctive examples lifted straight from the key advertising playbooks of the professionals. Use these concepts as inspiration on your subsequent lead gen marketing campaign. Or, simply hold them useful for the following time you need to attempt one thing extra fascinating than creating one other book or webinar.
Prepared? Let’s get cookin’.
Soar to a inventive lead gen thought:
- Create an interactive tool that generates qualified leads
- Embed lead capture forms directly in video content
- Interview a third-party expert (and embed gated resources)
- Send attention-grabbing direct mail that delights
- Share a customer experience that builds connection
- Generate word-of-mouth leads in online communities
- Promote a personalized template that solves a problem
- Access new audiences with cross-promotion campaigns
- Experiment with new types of content (and act on what works)
- Entertain your audience with a surprising quiz
There’s a superb purpose why so many manufacturers—together with HubSpot, Moz, and, sure, even Unbounce—have invested effort and time to create free instruments. Device-based advertising is widespread as a result of even easy interactive concepts can gasoline campaigns that generate boatloads of certified leads.
For instance, Larry Kim, CEO of MobileMonkey, says they developed a Free Keyword Tool for the Wordstream web site. Entrepreneurs might use it to analysis and prioritize new key phrases in only a few minutes.
And whereas growing an interactive lead magnet would possibly look like lots of work (you in all probability want somebody who is aware of tips on how to code), Larry says they have been capable of generate an enormous variety of leads in consequence.
Right here’s how the software works. You begin out by coming into a key phrase or web site URL that you just’re curious about analyzing. To hone the outcomes, you can too select the trade and nation you need to give attention to.
What makes this software significantly intelligent is the way in which it shows the outcomes. Hit the “Search” button, and also you’ll immediately have the ability to see a few of the associated key phrases. However all the opposite data? It’s hidden, blurred out, or obscured in a roundabout way.
This well creates a curiosity hole for guests, who really feel like they’ve already began the method of doing analysis on their key phrase. All they should do is take one teeny-tiny further step to get their outcomes.
That last step? You gotta hand over your e mail tackle. Increase, lead generated. And as Larry experiences, it’s change into a near-bottomless supply of recent leads:
This straightforward software took simply 3 months to construct, but has generated over 1,000,000 e mail signups.
However keep in mind: Even a easy software will be costly to create. When contemplating your tool-based advertising thought, be certain it’s one thing your viewers will discover worth in—earlier than you begin constructing.
2. Embed lead seize varieties immediately in video content material
Must you be gating your finest content material?
I consider it was ol’ Billy Shakespeare who as soon as wrote: “To gate or to not gate? That’s the query. Whether or not ’tis nobler within the thoughts to endure the slings and arrows of outrageous web site site visitors, or ask for an e mail tackle towards a sea of troubles…”
Sooner or later, each marketer faces this dilemma. You might have an incredible piece of content material—now are you going to offer it away at no cost as a strategy to entice natural site visitors? Or do you gate the content material and use it as a lead gen magnet?
Cara Hogan, then Content material Strategist for Zaius (acquired by Optimizely), thought-about these choices and requested—why not each?
For his or her Advertising and marketing Unboxed video collection, Cara says they took a hybrid strategy to gating their content material. Somewhat than lock all the pieces behind a kind, they embedded varieties into every video—and it’s an ideal instance of inventive lead era.
We created the Advertising and marketing Unboxed video collection as a top-of-funnel piece of content material designed to interact our audience of B2C and commerce entrepreneurs. By together with a lead gen kind throughout the video itself, we encourage individuals to subscribe, however we don’t require it.
The varieties draw simply the correct quantity of your consideration, with out being too distracting. It slides off the video when you transfer your mouse off the display, however then pops again on everytime you come again. All in all, it’s a really tasteful lead-generating marketing campaign that Cara says has pushed some severe outcomes.
We’ve generated tons of of internet new leads from this video collection up to now. We’ve solely printed 10 whole episodes, and older episodes proceed to earn subscribers over time. A few of these subscribers have since been nurtured to change into new Zaius prospects.
3. Interview a third-party knowledgeable (and embed gated assets)
For a lot of manufacturers, constant running a blog is a key supply of lead era. Each time you place out an article, it’s a chance for somebody new to go to your web site, uncover your product or providers, and decide in for extra communications.
However you don’t have to create all of that content material by yourself. Interviewing consultants in your discipline (kinda like we did for this text) and sharing their recommendation or perspective is usually a implausible manner to herald new audiences.
Take, for instance, this lead gen instance dropped at us by Aaron Orendorff, beforehand the Editor in Chief of Shopify Plus. To assist Shopify rank for some invaluable key phrases—comparable to “ecommerce replatforming”— Aaron interviewed a high-profile expert within the trade.
Aaron says it’s the standard of the interview that makes this lead gen instance work.
Somewhat than a heavy-handed gross sales pitch, the piece is an interview with Paul Rogers—one of many brightest and most revered leaders in ecommerce … That objectivity—and framing the article as an trustworthy dialog a couple of ‘soiled phrase’—is highlighted all through.
However wait—how do you really generate leads with an interview or weblog put up? Aaron defined that they peppered the article with three separate lead gen CTAs (including an Unbounce popup) to current guests with downloadable content material associated to the subject of the interview.
It goes to point out: Any piece of content material can change into a lead magnet, as long as you’re providing actual worth to your viewers.
4. Ship attention-grabbing unsolicited mail that delights
Unsolicited mail would possibly look like an old-school advertising tactic—however that’s precisely what makes it so darned fascinating for lead era. Why not focus your efforts on a smaller buyer section, and put collectively packages that basically get them to take a seat up and take discover?
For instance, try these direct mailers that Hero Conf despatched out to advertise their PPC advertising convention. The occasion organizers used a brilliant inventive strategy to get the eye of entrepreneurs like Casie Gillette, SVP of Digital Advertising and marketing at KoMarketing:
Oh man. @heroconf this is without doubt one of the coolest items of unsolicited mail I’ve ever acquired! Who knew video could possibly be so superb in such a small package deal? 👏 pic.twitter.com/aQnlV2y71G
— Casie Gillette (@Casieg) January 31, 2019
Each bit of mail embedded a small video display to point out clips of the presenters who could be talking at Hero Conf. And whereas these should have value a good bit greater than a typical occasion brochure, Casie says the distinctive packaging actually helped to win her over.
What obtained me was when you performed the video to the tip, they’d a free ticket supply—you simply had to reply to the e-mail they’d despatched earlier … By putting the supply on the finish, solely those that watched the video all through would study concerning the supply. A very cool strategy to seize consideration.
Positive, this isn’t precisely a lead era instance, however the identical ideas apply. Once you join along with your viewers in pleasant and surprising methods, they discover—they usually’re extra prone to interact with you, too.
5. Share a buyer expertise that builds connection
Making a connection along with your viewers is essential to efficient lead era. Of us have to belief you earlier than they’re gonna hand over their contact data. And the most effective methods to construct belief is with social proof, like buyer testimonials and constructive evaluations.
Andrew Davis, best-selling author and keynote speaker, has pointed out that almost all video testimonials are fairly dry. They’re often simply lots of speaking heads, with nervous prospects babbling on about all of the explanation why they like some advertising model. They don’t really feel genuine.
However there’s additionally a distinct kind of video testimonial—one that really tells the full buyer story. And though these will be tougher to provide, they will additionally serve up a distinct kind of oblique lead era for your enterprise.
For example, Andrew suggests watching this video on YouTube that lately went viral: Vance’s Incredible 365-day Transformation. The video now has over 100 million views and 120,000 feedback on YouTube.
In contrast to different video testimonials, this buyer story is shot in real-time. It’s compelling, it’s emotional—and it doesn’t have a single name to motion.
As an alternative, Vance mentions all through the video the eating regimen and train program he’s utilizing to shed weight. The references begin out delicate, however finally change into a essential focus of the video. Andrew calls this an “implied CTA” that generates leads by inspiring viewers to take the following step.
A fantastic testimonial video wants no name to motion. It really ought to create a second that evokes individuals to do the following search … It doesn’t want a button, it simply invitations people who find themselves so impressed to really try the following step of the product.
If you wish to do this for your self, all it is advisable do is begin occupied with how one can body your buyer tales extra like, effectively, tales. Join with viewers on a private or emotional degree, and tease out the outcomes so that they get curious to study extra. Then, when it comes time to ask them for one thing (like an e mail tackle), they’re way more prone to say sure.
6. Generate word-of-mouth leads in on-line communities
For freelancers, consultants, and smaller advertising businesses, you may need to take a barely totally different strategy to guide era. Whilst you can nonetheless construct lists utilizing lead magnets in your web site and touchdown pages, lots of your success can even come from phrase of mouth and social interactions.
For instance, Nichole Elizabeth DeMeré, B2B SaaS Consultant, says their go-to lead era technique has been to construct honest connections with different individuals in each on-line and offline advertising communities.
Being an lively member of my favourite communities has led me to obtain leads from different members, as a result of I’m demonstrating experience in that area.
Nichole says that being an lively neighborhood member on web sites like Growth Hackers has usually led to them turning into part of the staff, chargeable for both neighborhood administration or development.
It is a mindset shift from conventional lead era campaigns. As you construct relationships and reveal experience, individuals will naturally begin to think about you or your organization for future alternatives. The secret is to be genuinely useful and selfless in your interactions, and to attempt to construct precise friendships with different members of the neighborhood.
The factor is, ‘getting leads’ was by no means my finish aim for any of those communities. I used to be simply actively constructing relationships by bringing worth to others.
The best template on the best web page is usually a highly effective software for producing leads. That’s as a result of guests are keen to surrender their private data in alternate for one thing sensible they will really use.
However whereas conventional templates are often simply generic PDF downloads, Ross Simmonds, digital marketing strategist, says you may get higher outcomes by making a downloadable template that’s extra customized and interactive.
Nearly each viewers loves a template. For those who can take into consideration a easy template that arms your viewers with the steps they should take to unravel an issue, it may be an ideal win. Even higher: Make it an interactive template that provides the consumer the power to obtain it on the finish.
For example, Ross factors in direction of this Free Privacy Policy Generator created by Shopify.
Privateness insurance policies are a kind of issues that ecommerce enterprise house owners know they want, however in all probability don’t have time to create. And whereas Shopify might have given their guests a pattern coverage or directions on tips on how to create their very own, as an alternative they determined to go above and past by constructing a personalised template generator.
The shape you fill out to generate your privateness coverage serves two functions. Not solely does it assist personalize the template along with your firm data, but it surely additionally lets Shopify observe up meaningfully with each lead that makes use of the software. How cool is that?
The template strategy is fascinating as a result of there’s a real worth alternate. For those who’re providing a template that’s intently aligned along with your services or products it may be each a rewarding consumer expertise and a rewarding lead era tactic.
Once you’re arising with your personal lead era concepts, take into consideration worth. “What drawback can I resolve for my viewers?”
Positive, you don’t wanna give all the pieces away to get any person’s contact data—it’d put you outta enterprise. However it’s essential to do not forget that producing leads is an alternate of worth along with your viewers. They get one thing, you get one thing. Give and take.
Simply be certain they really feel like they obtained their e mail’s price.
Cross-promotion isn’t a brand new thought—but it surely’s one thing too few entrepreneurs take into consideration with regards to lead era.
The exhausting half, after all, is discovering the best model to accomplice with. If the opposite firm is just too comparable, then your audiences would possibly already be overlapped. (See additionally: Competitor.) If the opposite firm isn’t comparable sufficient, you then run the danger of selling to individuals who simply don’t care about your model or merchandise.
That is the place a little bit of outside-the-box pondering can turn out to be useful. Britney Muller (previously Senior web optimization Scientist at Moz) factors to this significantly intelligent instance of cross-promotion between Hydrate IV Bar and Live Love Lash:
Somewhat than accomplice with one other well being or health firm for his or her cross-promotion, the entrepreneurs at Hydrate IV Bar determined to attempt a distinct technique. They thought of totally different locations the place their goal prospects is likely to be accessible to attempt an IV bar, and struck up a wise partnership based mostly on that:
The Hydrate IV Bar staff was sensible in pondering outdoors the field for native lead gen! In what situations are individuals ready of stillness/relaxation the place they might additionally profit from IV remedy? Lash extensions! This cross-marketing has completed very effectively for each companies and seems like an environment friendly use of time for his or her prospects.
And the factor is, there are all types of distinctive cross-promotion alternatives accessible that entrepreneurs would possibly miss. Let’s say you’re a working shoe firm, for instance. The plain cross-promotion alternative could be a sports activities retailer, proper? However you possibly can additionally accomplice with a gymnasium or coaching facility, and goal athletes within the locations the place they spend probably the most time. Or, heck—how a couple of canine coaching workshop for folk with energetic puppers?
The fantastic thing about a lead era marketing campaign that leverages co-marketing is each corporations get publicity to an entire new viewers. Somewhat than focusing on the identical individuals again and again, you’re all of a sudden speaking to plenty who’ve by no means heard of you earlier than—and that may make ’em extra receptive to listening to you out.
9. Experiment with new forms of content material (and act on what works)
Typically, the most effective lead magnets can develop outta initiatives which have little or no to do along with your precise enterprise. For those who dig into associated subjects, you’ll be able to uncover complete segments of consumers who in any other case won’t have been uncovered to your model or advertising.
And with regards to facet initiatives, Ryan Robinson is a self-described aficionado. As soon as, he launched a public challenge on his weblog to validate a random enterprise thought in beneath 30 days with solely $500.
The venture took up lots of Ryan’s time for that month, despite the fact that it was one thing he was doing on the facet. He figured it might simply be an fascinating strategy to educate readers on tips on how to validate their enterprise concepts, and maybe usher in some new audiences to his weblog. However he was shocked by the variety of leads he was capable of generate in consequence.
I noticed a large surge in site visitors throughout my first week of the problem. All through the course of the total month as I up to date the problem put up, I picked up nearly 3,000 new subscribers on my weblog.
To reap the benefits of all these new leads, Ryan even constructed a brand new course based mostly round his studying.
A pair months after the problem wrapped up, I launched a course about validating concepts to that new viewers … This new group of subscribers that tuned in and stored a detailed eye on my problem have been very certified leads, and that course ended up producing over $15,000 in income throughout simply the primary week of open enrollment.
What do they are saying? “No dangerous concepts in a brainstorm?” Attempt approaching lead gen campaigns with the same philosophy. Experiment. Create new forms of content material, content material on new subjects, new content material codecs. You by no means know which one is gonna catch hearth—and when it does, be certain you’re prepared to gather the… smoke.
(That’s a foul analogy. Leads. Accumulate the leads, is what we imply.)
10. Entertain your viewers with a stunning quiz
On-line quizzes have been round for years, however many entrepreneurs nonetheless haven’t found their potential for lead era. They’re highly effective as a result of they’re so compelling—guests even have enjoyable filling them out, after which get tremendous curious concerning the outcomes. (“Why sure, I do need to know which piece of IKEA furnishings finest represents my persona… LACK? That is bullshit.”)
To discover a inventive quiz instance, we went to the quizmaster herself, Chanti Zak. Chanti is a quiz funnel strategist and copywriter who focuses on creating quizzes for lead gen, and actually brings a particular aptitude to the quiz creation course of.
For example, she shared this saucy quiz she created to focus on entrepreneurs for Jenna Kutcher’s web site.
The important thing to an ideal quiz? You’ve obtained to shock and delight guests with each click on, so that they keep engaged all through the method. Throw them a pair curveballs alongside the way in which, after which hit ‘em with outcomes that talk to their distinctive scenario.
The outcomes go deep into what uniquely positions you to create a profitable enterprise. The customized outcomes meet individuals the place they’re at and are deliberately designed to empower them to take motion.
To draw probably the most leads, you’ll need to create a quiz that speaks on to your model and goal market. For this instance, Chanti created playful questions and solutions that basically get within the headspace of a budding entrepreneur.
When this interactive and customized strategy is the primary impression somebody has of your model, your possibilities of changing them from onlooker to buyer are exponentially larger than with a generic lead magnet.
And the technique appears to have labored too, with this quiz alone producing over 100,000 leads.
In pondering via your personal lead era concepts, don’t overlook that leisure is effective, too. Folks don’t wanna be lectured. (Oh jeez, are we lecturing?) Take into consideration methods you may make your lead magnet pleasant and interesting. Life’s too severe as it’s—inject somewhat enjoyable into your advertising campaigns, wouldya?
Able to launch extra inventive lead era campaigns?
In fact, we’re solely scratching the floor with these 10 concepts. There are all types of various methods to generate leads, together with extra tried and true strategies. You possibly can host a webinar, supply a free book obtain, run a contest, or purchase advertisements on social media. The alternatives are nearly limitless.
No matter you attempt, an important factor to recollect is that this: In an effort to generate certified leads, it is advisable supply up invaluable content material. Give these top-of-funnel leads one thing that’ll educate, entertain, inform, or encourage. And for the most effective outcomes, remember to pair your lead magnet with an optimized landing page that drives your guests to take motion.
