When considering strategies for sales lead generation, there are many tried-and-true tactics that are both direct and effective.
But think about this — the overall goal with lead generation is to eventually turn leads into customers by providing value and creating a relationship. This means that you have the opportunity to use more customer-centric lead generation strategies.
In a world where customers now expect and demand an amazing customer experience, these methods can also potentially produce better quality leads as they are generated via relationship-focused tactics.
Below are five ideas focused on the customer relationship to help you think outside the box with sales lead generation.
- Solve specific problems on Quora
- Create videos with a built-in lead generation form
- Source leads from support ticket conversations
- Offer a helpful email course
- Interact with potential customers on LinkedIn Groups
1. Solve specific problems on Quora
Quora has 100 million users that take to the platform daily to seek advice, ask questions, and look for resources to help with their problems within a specific industry. You can establish yourself as a thought leader and offer credible solutions to their problems based on your experience. This builds trust with the potential client and exposes your business. You can then turn this relationship into a lead.
Maybe your business offers a content marketing tool. You type in “using content for business” to see what people are searching for based on the topic.
Click on specific questions. If you can confidently respond and offer a solution to a particular question, do so. Here’s an excellent example of a response:
You gain more exposure if people “upvote” or boost your answer (send the answer link to colleagues and ask them to upvote).
As with all social media, make sure you have a strategy in place before posting all over Quora. People can click on your profile to follow you. Your profile, therefore, needs to establish your authority in the industry through your credentials and highlights.
Also follow relevant topics (simply type the topic in the search bar and click follow on the drop-down menu). Be sure to track your analytics in your Quora dashboard to see your interactions and upvotes. To take the relationship a step further, contact your followers via direct message or post a public question to lead to discussing your product/service.
Quora is all about engaging with potential customers, not pushing a hard sell. Be authentic and seek to genuinely help people. Your goal is to create an amazing customer experience even before the lead is a customer.
2. Create videos with a built-in lead generation form
Video is a powerful tool to break down complex subjects and build trust with your audience. They are also an effective source of leads.
According to video software company Wistia, “across 250,000+ Wistia accounts, we found that videos with forms in them convert at 16%. That means for every 100 video plays, the video generates 16 new leads.” Wistia also found that videos with a form within the first 20% of the video received a 43% conversion rate.
Informational and educational top-of-the-funnel videos help generate a large quantity of leads. This might be something like a video on “3 Sales Strategies for SMBs,” or “6 Content Marketing Ideas for Insurtech Companies.”
Middle-of-the-funnel to bottom-of-the-funnel content in videos allow you to target more specific audience segments / visitors with greater intent to purchase. These can be things like product videos, feature tutorials, and testimonials. For example, Slack created a combination of a product/testimonial video. It helps potential customers learn more about their product and how it works for other customers.
One of the best practices for capturing leads is to include a lead form asking for contact info directly within the video.
Add your lead generation form either at the beginning of the video as a requirement to watch (best for longer videos such as webinars) or insert at a cliffhanger note so the viewer wants to enter his or her email to learn more. This tactic should be reserved for middle-of-the-funnel content as it’s aimed at more committed viewers. The info presented should also be worth the contact info.
Wistia offers a Turnstile email collector to gather email addresses within your videos that links to your email provider.
Diversify the channels where you post your videos such as on your company YouTube channel, Facebook, LinkedIn, and Twitter. Go where your leads are to get their attention and get them through your lead generation form.
3. Source leads from support ticket conversations
What if you’re looking in the wrong place for new leads?