Between the tried and true (like webinars and in-person events), the bold (giving away a car) and the up-and-coming tactics, there’s a lot to keep on top of and test within your organization.
In this post, we’ve listed five lead gen ideas you may not have tried yet — but should.
1. Take advantage of Twitter Lead Generation Cards.
Convincing prospects to provide their information — even in exchange for informational content — is no easy feat. The key to securing that valuable data is to make it as easy as possible for them, which is why tools like Twitter Lead Generation Cards are uniquely effective.
With this Twitter Card, marketers can collect leads within a tweet. Even better? The only fields a user must provide are name, email address and Twitter handle — all of which are automatically pre-filled from their Twitter profile. The best part? It’s free to use.
Twitter make things extremely easy for marketers as well by including built-in integrations for popular CRM, marketing automation and email marketing systems. If you’re ready to get started, have a look at HubSpot’s overview and step-by-step instructions and check out this example from the Twitter blog.
2. Team up with partners to collaborate on content.
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Establishing mutually beneficial content partnerships is essential for growing your database. By attracting your partner’s audience to your content, you gain brand exposure in previously untapped territories.
Try implementing one (or more) of these tactics to kick off your partnership initiatives:
Exchange guest blog posts. If you haven’t worked extensively with partners, this is a great place to start. Most marketers want to contribute to other blogs to get more exposure for their company along with golden backlinks. Depending on your bandwidth and content production pace, you can either syndicate one of your existing blog posts or create an original piece for your partner’s blog.
Co-host a webinar. Hosting a presentation with a partner is a proven technique to expose your company to new people who have not previously engaged with your brand (as long as both parties commit to promotions). During a live webinar, you have the attention of engaged viewers for an average of 37 minutes, providing an excellent venue to demonstrate your value to a new audience.
Co-sponsor a study. Insightful industry surveys are always interesting and can gather significant attention and coverage from external sites. However, they can be challenging to produce. Make sure to team up with reputable companies. Maximize your points for lead gen by externalizing the findings in a published report and a live webinar.
Co-host a physical event. In-person events offer unique opportunities for networking and making personal connections with prospects, clients and partners. But between travel expenses, booth costs and venue rentals, they can get expensive. So whether you’re thinking of throwing a big conference party or hosting a small networking happy hour, consider seeking out other companies who might be interested in working together to make it happen.
3. Refresh older popular content to make it relevant again.
It’s the secret weapon of leading content marketers — and for good reason. It’s simple, effective and easy to implement. By repurposing your most successful assets, you eliminate much of the time spent on net-new content production and can focus far more on distribution. You can add new statistics, current trends and updated benchmarks to polish your existing content and get more out of less.
By keeping the title and link the same, you maintain the SEO ranking and authority your post has gained over the years but push it out as fresh content and draw in a new audience to stay relevant.
4. Enable employee advocacy.
One of the most effective (but underutilized) distribution channels is closer than you may think. Your employees each represent a network of professional connections to which you can effectively distribute your content.
Messages shared by internal advocates are far more powerful than those coming from your brand. In fact, according to MSLGroup: “Brand messages reached 561% further when shared by employees vs. the same messages shared via official brand social channels.”
To maximize your content’s reach, equip your colleagues with:
· 3-4 suggested posts
· Trackable links to the content
· Relevant hashtags
· Speaker and company names and/or handles
If you want to go the extra mile, use Click-to-Tweet to create easily shareable tweets and remove barriers to adoption.
5. Extend the life of your content by recording it on demand.
According to our 2016 BrightTALK Webinar Benchmarks Report, you get 65% of your total viewership in the first 100 days after your webinar was live. This means that over ⅓ of your audience comes more than three months after the original event was run.
This is exactly why it’s crucial to make your content available on demand. You’ll gain a significant chunk of viewers over time, pointing to the power of long tail content marketing.
Now more than ever, marketing is all about testing new strategies and optimizing your existing programs. While it’s important to keep focused on data and analytics, it’s also necessary to keep innovating and testing new possibilities to grow your success. Learn more about B2B marketing trends and best practices in the BrightTALK Academy.
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