This guide will walk you through\u00a0lead generation strategies<\/a>, techniques, and\u00a0best practices<\/a>.<\/p>\n Along the way, you\u2019ll find tips, examples, and resources. So you can develop an effective lead generation plan for your business.<\/p>\n A lead generation strategy is an overarching plan for getting prospective customers to share their contact information with you and opt into marketing or sales communications (i.e., become leads).<\/p>\n A good lead generation strategy allows you to:<\/p>\n You can also collect and analyze lead data as a whole. To gain valuable insights into your target audience\u2019s demographics, preferences, and behaviors.<\/p>\n This ultimately helps you\u00a0get more customers<\/strong>.<\/p>\n We\u2019ve rounded up 15 tried-and-tested techniques you can use in your lead generation strategy. To help you attract prospects and convert them into leads.<\/p>\n Using a variety of tactics helps you reach a wider audience. But the right mix depends on your business\u2019s resources and goals.<\/p>\n Tip:<\/strong>\u00a0Check out our dedicated guide to learn about\u00a0lead generation for digital marketing agencies<\/a>.<\/em><\/p>\n Lead generation landing pages are webpages designed to convert prospects into leads. They encourage users to formally express their interest in your business (or content) by sharing their information.<\/p>\n Here\u2019s an example from Monday.com:<\/p>\n Optimizing your\u00a0landing pages<\/a>\u00a0can help you increase traffic and conversions.<\/p>\n Here are some best practices:<\/p>\n But the most important part of the page is the lead generation form.<\/p>\n Lead generation forms are designed to collect prospects\u2019 information. They\u2019re the all-important final step in many lead generation campaigns, so it\u2019s crucial to get them right.<\/p>\n First, you need to decide what information to collect. It\u2019s about finding the right balance between the quantity and quality of submissions.<\/p>\n Simple forms (like the one below) are quick and easy for users to fill out. So, they can improve your conversion rate.<\/p>\n But complex forms (like the one below) help filter out low-quality leads. Because they require a higher level of interest and effort from the prospect.<\/p>\n They also collect additional data, which can better inform your marketing and sales efforts. And allow you to personalize your communications.<\/p>\n As a rule of thumb, the earlier in the customer journey your audience is, the simpler the form should be.<\/p>\n (Someone who\u2019s more invested in your solution is more likely to volunteer extra details. Especially if they understand why they\u2019re needed.)<\/p>\n Whatever fields it contains, your lead generation form should be eye-catching and easy to use.<\/p>\n If you have limited design or development resources, try using the\u00a0Lead Generation Forms<\/a>\u00a0app. The drag-and-drop editor makes it easy to build standout forms.<\/p>\n Create\u00a0quality content<\/a>\u00a0that\u2019s relevant to your business\u2019s expertise and helpful or interesting to your target audience. This can help you capture prospects\u2019 attention and earn their trust.<\/p>\n For example, American Express publishes useful articles, videos, and podcasts for finance professionals.<\/p>\n People who consume (and appreciate) this content are more likely to sign up for the company\u2019s email newsletter. And ultimately become customers.<\/p>\n Here\u2019s a quick peek at their content hub:<\/p>\n Also, create\u00a0lead magnets<\/a>. These are high-value pieces of content only accessible to users who share their information in exchange.<\/p>\n (In other words, they\u2019re a type of\u00a0gated content<\/a>\u00a0specifically designed to generate leads.)<\/p>\n For example, users must fill out a form to download\u00a0this Slack report<\/a>:<\/p>\n Lead magnets often take the form of templates,\u00a0ebooks<\/a>, or white papers.<\/p>\n Tip:<\/strong>\u00a0Get content ideas with Semrush\u2019s\u00a0Topic Research<\/a>\u00a0tool. Enter any topic and your domain to find subtopics you\u2019ve never covered before. And discover the latest industry trends.<\/em><\/p>\n Get Content Ideas<\/p>\n with the Topic Research Tool<\/p>\n<\/div>\n Live chat makes it easy for people to ask questions about your products or services while they\u2019re browsing your site. That means they\u2019re less likely to give up when they don\u2019t find the information they need.<\/p>\n Plus, live chat has the potential to capture lead data.<\/p>\n Take the below example from Kantata. The AI bot automatically invites users to request a demo or speak to an expert.<\/p>\n During the conversation, prospects are encouraged to share their information and discuss their needs. Then, Kantata can add all useful details to their customer relationship management (CRM) system.<\/p>\n The conversational approach chat uses can make visitors more comfortable with sharing their data. It also allows you to quickly address any concerns that are holding them back.<\/p>\n Lead generation ads are online ads designed to generate leads\u2014i.e., get prospects to share their information with your business.<\/p>\n You can use various\u00a0types of online ads<\/a>\u00a0to drive traffic to\u00a0lead generation landing pages<\/a>. Such as paid search, paid social, and display ads.<\/p>\n For example, here\u2019s a paid search ad for NetSuite\u2019s accounting software:<\/p>\n The main link directs prospects to a landing page that features a\u00a0lead generation form<\/a>:<\/p>\n However, some advertising platforms have lead generation tools built in.<\/p>\n On Facebook, you can use\u00a0Lead Ads<\/a>\u00a0to collect users\u2019 information.<\/p>\n Facebook automatically populates the forms with available user data. This makes the process quicker and easier for prospects, reducing the risk of drop-off.<\/p>\n On Google Ads, you can use\u00a0lead form assets<\/a>\u00a0to add call to action (CTA) banners to your ads.<\/p>\n These CTAs open\u00a0native<\/strong>\u00a0lead generation forms (meaning they appear directly in the ad rather than sending the user elsewhere). This can simplify the user journey and increase the chance of conversion.<\/p>\n Tip:<\/strong>\u00a0Use Semrush\u2019s\u00a0PPC Advertising Toolkit<\/a>\u00a0to find campaign keywords, spy on your competitors\u2019 ads, and more.<\/em><\/p>\n Optimize Your Google Ad Campaigns<\/p>\n with Semrush\u2019s PPC Advertising Toolkit<\/p>\n<\/div>\n SEO<\/a>\u00a0helps you establish and improve organic (unpaid) rankings on relevant search engine results pages (SERPs). This can drive traffic to pages you decided to prioritize as part of your lead strategy.<\/p>\n It also gives you a competitive advantage. The higher you rank for topical keywords, the more likely you are to detract clicks from your rivals.<\/p>\n In this example, Wix ranks in the second organic position for \u201cecommerce website builder.\u201d<\/p>\n Above rivals like Squarespace:<\/p>\n This landing page gets around 8,400 unpaid visits per month from Google users in the U.S., according to Semrush\u2019s\u00a0Organic Research<\/a>\u00a0tool:<\/p>\n Among the useful content on the Wix page, various\u00a0CTAs<\/a>\u00a0prompt visitors to become leads:<\/p>\n Tip:<\/strong>\u00a0Use Semrush\u2019s\u00a0On Page SEO Checker<\/a>\u00a0to get recommendations for your landing pages. The tool provides optimization ideas based on the top 10 results for your target keyword(s).<\/em><\/p>\n Optimize Landing Pages to Rank Better<\/p>\n with the On Page SEO Checker<\/p>\n<\/div>\n A\/B testing<\/a>\u00a0(or split testing) is a data-led method for comparing two versions of a webpage or another form of marketing material.<\/p>\n Here\u2019s how it works for landing pages:<\/p>\n Use split testing in combination with various lead generation methods to maximize conversions.<\/p>\n For example, you can compare landing page headlines. Find out which ad types work best. And test different quotes in your case studies.<\/p>\n Tip:<\/strong>\u00a0If you\u2019re interested in split testing for SEO, try\u00a0SplitSignal<\/a>. Once it\u2019s set up on your website, you can launch tests in just a few clicks. And easily analyze the results.<\/em><\/p>\n Positive reviews can play an important role in your lead generation efforts. Because many people look to their peers\u2019 opinions before engaging with a brand.<\/p>\n For example, Slack has positive ratings on third-party review sites. Helping to instill confidence in potential leads.<\/p>\n Here\u2019s their average rating on popular review site G2:<\/p>\n If you\u2019re a local business, Google reviews are particularly important. Because the quality and quantity of ratings\u00a0can impact your visibility<\/a>\u00a0in Google\u2019s map listings.<\/p>\n For example, notice how the top-ranking businesses for \u201cbbq joint in memphis\u201d have a high volume of reviews and a high average rating:<\/p>\n So, encourage your satisfied customers to leave positive reviews. Try reaching out via email once they\u2019ve had time to experience your product or service.<\/p>\n When you get reviews, respond to them. This shows prospects that you care about customer service. And gives you the opportunity to neutralize any negative feedback.<\/p>\n Tip:<\/strong>\u00a0Semrush\u2019s\u00a0Review Management<\/a>\u00a0tool allows local businesses to track reviews across multiple directories. And monitor their reply rates on Google.<\/em><\/p>\n Monitor Your Local Business\u2019s Reputation<\/p>\n with Semrush\u2019s Review Management Tool<\/p>\n<\/div>\n Remarketing<\/strong>\u00a0(or\u00a0retargeting<\/a>) is displaying ads to users who visited your website but didn\u2019t convert. The idea is to re-engage these prospects and turn them into leads.<\/p>\n This can be an effective tactic in your strategy for lead generation because website visitors have already expressed an interest in your brand. They might just need a little extra time (or convincing) to provide their details.<\/p>\n Or perhaps they never landed on the right page in the first place.<\/p>\n To minimize costs and maximize conversions, create your remarketing campaigns thoughtfully. For example, you can target prospects who visited key landing pages on your site.<\/p>\n On advertising platforms like Google and Facebook, you can create \u201clookalike audiences.\u201d This allows you to target people who share key characteristics with previous customers.<\/p>\n And make sure to create an effective\u00a0landing page<\/a>\u00a0for your campaign. One that\u2019s highly targeted to the target audience and designed to generate leads.<\/p>\n Contests and giveaways can be great additions to lead generation marketing strategies because they incentivize people to provide their contact details.<\/p>\n But you need to collect the right types of data. And ensure you get users\u2019 permission to follow up.<\/p>\n It\u2019s also important to choose the right prize. So you can engage the right kinds of participants\u2014i.e., prospective customers.<\/p>\n For example, a cash prize might attract all kinds of entrants. Whereas a year\u2019s subscription to your software will engage higher-quality prospects.<\/p>\n Try running contests or sweepstakes via your own website.<\/p>\n Like Quiksilver has here:<\/p>\n On a dedicated competition platform like\u00a0Rafflecopter<\/a>\u00a0or\u00a0Gleam<\/a>:<\/p>\n Or on a partner website. (You\u2019ll need to reach out to publishers and influencers in your niche. To see if they\u2019re interested in running a contest and collecting data on your behalf.)<\/p>\n For example, Capital FM hosted this competition for Ebay:<\/p>\n Before hosting a contest, it\u2019s important to understand the platform\u2019s capabilities. And any rules or regulations that apply.<\/p>\n If your business is in the software-as-a-service (SaaS) industry, offering free tools or trials can be one of the most effective lead generation techniques. Because it attracts people who are likely interested in your solution. And offers them real value.<\/p>\n For example, Semrush has a\u00a0Free Website Traffic Checker<\/a>. Which is available to users without an account.<\/p>\n People who want more information are prompted to sign up for a free account:<\/p>\n Plus, there are many other\u00a0benefits of a free Semrush account<\/a>. These benefits incentivize prospective customers to sign up for Semrush (i.e., become leads). And give them a taste of a paid subscription.<\/p>\n Get a Free Trial<\/p>\n of Semrush\u2019s Marketing Toolkit<\/p>\n<\/div>\n Host an online event that requires attendees to register in advance. That way, you can gather valuable data about them (with the proper permission).<\/p>\n Pre-registration also creates a sense of anticipation and commitment. Which can lead to higher participation and engagement levels.<\/p>\n Make sure to choose a topic that will appeal to your target audience.<\/p>\n For example, Shopify hosts regular webinars that help users switch from other platforms:<\/p>\n People who reserve a virtual seat at these events clearly have a high purchase intent. By collecting their details, Shopify can continue the conversation via email or other means. And try to convert them into customers.<\/p>\n Like\u00a0reviews<\/a>, case studies help prove that your business meets customers\u2019 expectations. They demonstrate the value of your products and services.<\/p>\n This makes case studies one of the most effective types of content marketing for lead generation.<\/p>\n At Semrush, we publish\u00a0success stories<\/a>\u00a0that showcase results from various businesses. Users can filter by client type, industry, and company size to get a realistic idea of what\u2019s achievable:<\/p>\n These case studies feature specific results (like increased revenue or decreased costs) that are of particular interest to potential customers. And tell the story behind them.<\/p>\n CTAs prompt readers to sign up for free and try the platform for themselves:<\/p>\n If you want to capture lead data on social media, you\u2019ll probably need to\u00a0run ad campaigns<\/a>.<\/p>\n But organic social media is still a valuable addition to your lead generation strategy. Because it can help you connect with your target audience.<\/p>\n Here are some social media best practices:<\/p>\n For more advice, check out our\u00a0social media management<\/a>\u00a0guide. Or enroll in the\u00a0Social Media Marketing Crash Course<\/a>.<\/p>\n Tip:\u00a0<\/strong>Semrush\u2019s\u00a0social media tools<\/a>\u00a0allow you to schedule posts, analyze your audience, track results, and much more. And they\u2019re free to use.\u00a0<\/em><\/p>\n Get More From Social Media<\/p>\n with the Social Media Toolkit<\/p>\n<\/div>\n Create a referral program that rewards existing customers for referring new ones. Once it\u2019s up and running, customers will generate leads for you\u2014there\u2019s very little work required on your end.<\/p>\n For this tactic to successfully support your lead generation strategy, you need to provide a strong incentive.<\/p>\n Some businesses do this by rewarding the person providing the referral\u00a0and<\/strong>\u00a0the person receiving it. To maximize the chance of success.<\/p>\n For example, Girlfriend Collective customers can refer a friend. If the referral is successful, they get a free pair of leggings and their friend gets 30% off:<\/p>\n Strong customer service is also essential to your referral system\u2019s success. Because unhappy customers won\u2019t recommend your business to their peers.<\/p>\n Tip:<\/strong>\u00a0Also, consider starting an affiliate program. This incentivizes publishers to refer leads in exchange for a payment or commission. Check out our\u00a0affiliate marketing<\/a>\u00a0guide to learn more.<\/em><\/p>\n Whichever tactics you use, make sure to apply these overarching lead generation best practices:<\/p>\n Also consider how you\u2019ll\u00a0nurture<\/strong>\u00a0your leads\u2014i.e., convert them into customers.<\/p>\n If you\u2019re building a sales funnel, the next step is\u00a0lead<\/strong>\u00a0qualification<\/strong>.<\/p>\n This is the process of analyzing data to see which leads are most likely to become customers and deliver the highest revenue. It helps you prioritize your efforts.<\/p>\n You can then reach out to those contacts.<\/p>\n It\u2019s important to follow up promptly. And to use the data you\u2019ve collected effectively.<\/p>\n For example, personalized\u00a0email marketing<\/a>\u00a0can help you nurture leads in the earlier stages of the buying journey. But someone with higher purchase intent might be ready for a sales call.<\/p>\n SEO is one of the most popular tactics in businesses\u2019 lead generation strategies.<\/p>\n To explore the subject in more depth, enroll in the Semrush Academy course\u00a0How to Boost Lead Generation with SEO<\/a>.<\/p>\nWhat Is a Lead Generation Strategy?<\/h2>\n
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15 Effective Tactics for Your Lead Generation Strategy<\/h2>\n
1. Improve Lead Generation Landing Pages<\/h3>\n
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2. Optimize Lead Generation Forms<\/h3>\n
3. Create Quality Content<\/h3>\n
4. Offer Live Chat Functionality<\/h3>\n
5. Run Lead Generation Ads<\/h3>\n
6. Leverage SEO<\/h3>\n
7. A\/B Test Different Lead Generation Tactics<\/h3>\n
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8. Encourage Positive Reviews<\/h3>\n
9. Try Remarketing<\/h3>\n
10. Run Contests or Giveaways<\/h3>\n
11. Offer Free Tools or Trials<\/h3>\n
12. Host an Online Event<\/h3>\n
13. Publish Case Studies<\/h3>\n
14. Connect with Prospects Using Social Media<\/h3>\n
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15. Create a Referral Program<\/h3>\n
Lead Generation Best Practices<\/h2>\n
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Learn More About Lead Generation and SEO<\/h2>\n