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23.8k Lead Generating Strategy in 2020

An effective lead generation strategy ensures that your business pipeline is full of people that are interested in what you have to offer—the more leads you have, the more sales you can make.

But consumer behaviors and habits are always changing. For instance, while your business once found cold emailing to be effective for generating leads, your potential customers/clients might be looking for something different now.

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So, are you ready to freshen up your lead generation strategy?

Here’s how to improve your lead generation strategy in 2020.

Create Buyer Personas

Marketing Funnel with These Lead Gen Strategies
Marketing Funnel

First things first: If you haven’t done so already, you need to create buyer personas if you want to improve your lead generation strategy this year. Buyer personas are semi-fictional representations of your ideal customer. They typically include information like demographics, goals, motivations, pain points, trusted resources, and more based on data from your existing customers and market research.

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Creating detailed buyer personas will help you better understand your target audience, how to market to them, and how to turn them into customers. You can easily create a buyer persona using free resources like Digital Marketer’s Customer Avatar Worksheet or Xtensio’s User Persona Creator. Once you know your ideal customers inside and out, it’s time to start attracting and capturing leads.

Offer High-Value Content

In today’s digital world, one of the most effective ways to attract new leads is with high-value content. In fact, according to Demand Metric, content marketing generates approximately 3 times as many leads as traditional marketing. So, it’s important that your business comes up with a solid content marketing strategy.

There are 2 primary different types of content that you should be focusing on: Content that drives traffic to your siteContent that generates leads

Content that drives traffic to your site can include blog posts, videos, infographics, and more. Then, you can turn those new website visitors into leads by offering content like webinars, free trials, eBooks, guides, and more in exchange for a user’s email address. These types of content are generally referred to as lead magnets.

Be sure to study your buyer personas to determine what type of valuable content your audience will be interested in and promote your content across numerous different channels in order to reach as many users as possible.

Add an Exit-Intent Popup to Your Site

Chances are, many people will visit your website and not return again for a very long time—they might even never return again. That means that you’ve lost that potential lead forever. But by adding an exit-intent popup to your site, you can turn those abandoning website visitors into leads.

An exit-intent popup is able to track when a user is about to leave your website and send them a targeted message at exactly the right time. For example, when a user is about to leave, an exit-intent popup can be displayed that says something like “Hey, don’t go! Sign up for our email list to get 10% your first purchase.” A popup like this will capture the attention of your website visitors and encourage them to give you their email address.

Aside from offering a discount, you can also use exit-intent popups to promote your lead magnets. Offering a valuable lead magnet like an eBook via your exit-intent popup is a great way to capture more leads on your website.

Step Up Your Social Media Marketing

Did you know you can use social media to generate new leads for your business? Social media platforms like Facebook, Twitter, and Instagram are super popular with a ton of people. So, if your ideal customers are on social media, your company needs to be there too. Be sure to step up your social media marketing by being active on social media.

To get more leads on social media you can:

  • Share links to your lead magnets
  • Run giveaways
  • Host a webinar or live video
  • Use social media listening tools

Not only can you reach a large number of potential leads on social media, but you can also target the exact type of ideal customer you’re looking for by using social media ads. With social media ads, you can target users by specific demographics like location, age, gender, interests, and much more. This means that you can get your ads in front of the people who’re most likely to become your customers.

Implement Live Chat

You’ve probably heard that implementing live chat on your website is a great way to improve customer service. But, live chat is also an effective strategy for gathering more leads.

When a user visits your website, they’re going to have questions they need to get answers to in order to make a purchase decision. And with live chat, the user can get their queries answered instantly. Aside from answering questions from website visitors, you can also use live chat to recommend certain content and products, schedule appointments, and more. At the end of the conversation, you can ask the user to provide basic contact details like their email address so that you can follow up with them.

In addition, live chat is a great way to collect customer feedback. Collecting customer feedback will help you learn more about your customers and you can use these insights to boost your lead generation strategy even more.

Use Lead Scoring

Once you start collecting all of these new leads, you need to figure out which leads are most ready to buy. If you aren’t able to determine which of your leads are the hottest, you’ll end up wasting a lot of time with people that just wanted your lead magnet and have no intention of buying. To find out which leads you should be focusing on the most, you need to use lead scoring.

Lead scoring is the process of ranking leads in order to determine their sales-readiness. You can assign points to attributes like job title and actions like downloading a lead magnet, registering for a webinar, signing up for a free trial, etc. The more points a lead has, the more likely they are to buy. Creating a lead scoring system will help you focus on the right leads so that you can skyrocket conversions.

How we use Quora to generate leads in 2020

“Smart people learn from other people’s mistakes.” -Neil Patel, co-founder of Crazy Egg, Hello Bar, and KISSmetrics

After three years of marketing experiments and research at Taskworld, we’ve learned a lot. Failure is truly the greatest teacher and we have run the gamut of paid and unpaid advertising and examined the results of several campaigns on various social media platforms.

We were looking for the right channel to get qualified visits to our website. And then we heard about Quora.

Quora is a free questions and answers site that recently reached about 100 million monthly unique visitors. Founded in 2009 by Adam D’Angelo, the former CTO of Facebook, and Charlie Cheever, an erstwhile Facebook engineer, the site allows thought leaders to answer crowdsourced queries and establish their authority among the members in the rapidly growing community.

We were skeptical at first however, once we started to test and invest time on the site, we saw quick and huge gains not only in leads but conversions.

“Being the epicenter of curiosity, Quora offers businesses potential opportunities to create a niche for their brand and leverage it to spread awareness about their products and services.” — Top League Technologies

You can create a company profile and answer questions from it and handle reputation management by performing searches for your company, and/or have some individuals from your team create a profile and create answers based on their expertise.

As Tyler James, co-Founder, Conversated Media puts it, Quora is not a place for business development and cold calling. But it does open the lines of communication when you genuinely engage with other users with the best intention to help them out. Therefore, businesses have to invest in building their authority on Quora paving the way to lead generation — exactly what we decided to do.

We started with posting just a few answers a month, and have since increased our time investment because posting on Quora has added so much value. We’ve been able to not only generate leads but a conversion rate of 11.44 percent. In addition, using Quora allowed for powerful remarketing results — people who had visited before, visited the website again and many signs up. And the best part — it was totally, completely free.

Quora is driving some of the most quality traffic possible to our site, namely because people who are searching and asking a question on the site are looking for feedback on products or services they are ready to use or purchase.

Here are five tips and strategies that you can employ to grow your leads and conversions, become a thought leader in the Quora community and other ways the site can be useful in growing your business:

1. Be sincere and add value

The rookie mistake on Quora (which I also may have been guilty of) is to blindly post answers that only advertise your website or business through links, without actually answering the question. It is important to avoid shameless self-promotion and be legitimately involved in the conversation that is taking place.

Quora is a community-driven site, which means its users aren’t looking to be marketed to; they’re looking for answers. Sincerely wanting to be helpful in answering a person’s question or leveraging your expertise to add value should be the goal. You don’t want to get a reputation for hawking your brand; that’s just bad business for everyone involved besides, Quora can delete your answer as spam.

Here is an example of a conversation that didn’t directly relate to project management and “selling” our product, but that I could contribute to in a way of sharing knowledge while promoting our blog and throwing in a mention of Taskworld:

2. Track progress through analytics

Quora has a robust and powerful analytics tool under stats where you can see just how far your content is going. You can see all of your past answers, how many views they have received and track your overall views, upvotes, and shares for the past week, month, three months or all time.

You can see below that since November, I have received more than 21,000 views and almost 500 upvotes on the answers I have posted.

Using these statistics you can see which topics are gaining the most traction and tailor your energy investment to those types of answers. You can also use Google Analytics to see which answers are converting the most customers and use that to your advantage.

3. Build on SEO

Whenever someone links to your site or blog, Quora sends a trackback to help build SEO — which is pretty rare for Q&A forums. Again, this doesn’t mean you should spam your answers, but using Quora honestly could help improve your search rankings. Quora’s results are popping up more and more in Google searches now, making it an excellent SEO tool in addition to being a strong forum for engagement.

Moreover, Quora is appearing more often for various long-tail and conversational search queries these days. So, building authority on Quora could help your answers appear on search engines creating more opportunities for you to generate more leads.

4. Analyze and utilize the competition

Another strategy that we have employed that is incredibly powerful is to not only analyze competition through the conversations that are happening, but to engage in those conversations and present information about your product, service or the market of your product, that offers helpful information that potential customers may not be aware of.

Simply type in the name of a competitor in the Quora search bar, or the topic of your product or service, to see who your competitors are and what customers may be looking for.

For example, we have seen in many Quora questions that people looking for project management software like Taskworld, not only want project management, but chat and team communication tools. While many of these people believe they have to choose between the two and are asking about our competitors, not knowing that there is actually a software app that already exists with both, all on one platform. So, when appropriate and when we can offer helpful information on market trends and what tools and products are emerging, we can then contribute to the conversation about tools and features on the market and casually mention that Taskworld offers the best of both worlds.

This ability to contribute to the conversation may introduce people to your product who may never otherwise have heard about it. Again, make sure your post is adding value and addressing the topic from a market standpoint, and not just advertising in a spammy fashion.

As Neil Patel suggests in his quote at the beginning of this article, learn from our mistakes. Save yourself thousands of dollars in advertising spending and Get Started on Quora — with these tips on Quora. Create a profile, start sharing your knowledge and watch the leads pour in. Best of luck and Quora on!


Final Thoughts

These are just a few effective lead strategies you can use. But with these simple tips for improving your lead generation strategy, your business will be able to collect more leads this year than ever before. Get ready to gather more quality leads and boost your sales in 2020.

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