Learn how to generate Leads in different Digital Marketing channels: social networks, paid media, Email Marketing, blogs, videos, co-marketing, SEO and WhatsApp
When talking about Digital Marketing, it is impossible not to talk about Lead and Lead generation. This is the main strategy to create business opportunities for your company. Here at Resultados Digitais, we talk a lot about how to create content for Lead generation.
If your company “lacks arm” for content production, know that this is not an obstacle to start generating Leads today. Okay, we talk a lot about how to produce content for lead generation. But how to promote this content? How to use the different Digital Marketing channels for users to access their Landing Pages, convert and become a business opportunity?
That’s what novacity is going to talk about in this post. Read on to see details on how to generate Leads across different Digital Marketing channels.
1. How to generate leads with social networks
With over 15 years of history, the main social networks have evolved a lot. More than just a means of making friends, they have become a means of doing business.
There are countless possibilities to use them to generate Leads and many of them will depend exclusively on the personas you want to “reach”. To make it easier to understand, let’s cover the process in a few steps.
Step 1 – Define the personas that make the most sense for your business
The definition of the persona is important for several reasons, one of the main ones being the reduction of the cost per qualified Lead. The idea behind this concept is quite simple: many people do not have the decision-making power to purchase your product or do not fit your target audience.
Therefore, it is very important to focus on Leads that have the ideal fit and know how to say no. With this, your effort will surely be much more fruitful and you will reap good results in the long run.
Step 2 – Discover the right social networks for your personas
With the personas defined, it will be a little clearer where to find your audience. For example: imagine that your persona is a Project Manager in the IT segment, and the company with the best fit usually has 50 to 100 employees.
Thinking about this persona, on which social networks will you find her? One of them, for example, could be LinkedIn. To illustrate, doing a brief search on this social network, we found groups with almost 20 thousand “IT Project Managers”.
Step 3 – Explore the different possibilities that social networks offer
Defined where you will focus your efforts, it is important to understand how to generate leads with social media. Each of them has its particularities:
On the face of it, social networking might seem interesting only to B2C companies. However, Facebook can be an invaluable source of lead generation for two big reasons: almost everyone is there and it allows powerful targeting. To illustrate, see 7 ways to use Facebook to generate Leads:
The live broadcasts are the kind of publication that have more reach on Facebook. While hosting a webinar, for example, you can invite viewers to download collateral by leaving a link pinned at the top of the comments.
Through bots, you can also configure a keyword that triggers an action on Facebook Messenger. There, it is possible to initiate a dialogue or also make a content offer. Oh, and don’t forget that the live needs to be interesting and relevant – it’s no use just using the tool to ask people to convert, right?
One of the keys to increasing the engagement rates of your posts on Facebook is to think of them from the perspective of your followers. People are happier when they receive complete information than just a link to learn more.
One of the best ways to do this is through infographics. Choose a theme and offer real knowledge about it, making your followers feel more encouraged to like and share the image.
Lead generation, in this sense, can come in the form of support material. Offer in the copy of the post itself or in the first comment a material for the reader to delve into what is in the infographic.
We talked about using bots above, suggesting their use in lives. You can use them to generate Leads, too, with direct offers via Messenger. You can schedule an initial interaction, for example, when a user comes to talk to your company.
Follow the line of dialogue, creating nice and, above all, relevant automation. If the person is contacting your fan page for the first time, it might be a good idea to offer funnel-top content. Don’t forget, however, to check the interaction, as the person may be wanting to talk to a human. In this case, just being in automation can be a shot in the foot.
There are free Chabot tools like Drift and Chat Fuel. On the RD Station App Store, you can check out other options that integrate directly with RD Station Marketing.
Conversations in the comments
Facebook offers a golden opportunity for personalized offers: comments. When a company is concerned with establishing true dialogues with its followers, the fruits can come in the form of Leads and customers.
Having a good library of rich middle and funnel bottom materials can literally help enrich these conversations. Direct contact through comments can speed up the purchase journey for this Lead, so treat these interactions with care and care.
Dialogue can reach new heights in thematic groups on Facebook. Offering relevant content to people who are already interested in the subject is a good way to generate new Leads for your company.
Remember, however, to actively participate in group discussions, including other people’s posts. This is well seen in social networking communities as it reinforces your status as a reference, not just as someone who is interested in advertising.
And if there hasn’t been a group about your market yet, how about creating one? It’s a great way to create authority for your company!
You might have noticed that some posts for articles have a little lightning bolt, right? These are Instant Articles, which load up to 10x faster and can be a good source of lead generation.
If your company doesn’t have it yet, it’s simple to install! See how on Facebook Instant Articles post: what it is and how to set up your website. Despite being hosted on Facebook, posts can have CTAs normally.
You can do actions like invite users to subscribe to your newsletter, install an app or like your page.
Facebook Lead Ads
This option is paid, but Leads are still generated within Facebook. It is very interesting for those who want to generate Leads via mobile, due to the simplified interface and automatic data filling.
Although there are some limitations, the options for customizing fields in the forms are quite satisfactory. Creating campaigns is simple and targeted only to the news feed. In addition, you can integrate Lead Ads forms directly into RD Station Marketing, just by making a few configurations.
The biggest professional social network on the planet couldn’t be left out of that list, could it? LinkedIn is growing a lot in our country.
The generation of content on LinkedIn has more and more followers and its main advantage is the qualification of the public that is on the network. Important, first of all, is to have a good number of connections and followers. Cultivate them, become a reference for them and nurture them.
As much as the content is created on Linkedin, this does not prevent you from disseminating it to other networks and other channels, such as by email, for example. Abuse the possibilities. Also remember to publish your blog and website at the end of the published content. It’s always good to take the opportunity.
Some LinkedIn users are not on other social media. For advertisers, this is a great opportunity to leverage this business social media to find an untapped audience.
You can create targeted B2B ads to extract more results, and use features like Lookalike Audiences.
Another very nice possibility is the Linkedin Groups. It works much like Facebook Groups. The difference is that Linkedin is exclusively aimed at the professional area, which guarantees greater precision in segmentation.
Aim to become a reference in the content you speak. Just as we commented on Facebook Groups, there is no room for useless content. Readers need to see great value in published content.
A practice still uncommon among companies, the creation of your own group on LinkedIn offers many possibilities: insert your website link in your profile, add a website feed for news updates and configure the sending of a weekly email to all participants are some of them. You can even put links in the group’s welcome email and in new discussions you create.
The key to success is publishing quality content. The more texts, videos and other media you produce, the more your community will support you and you will establish yourself as an authority on the topic. This is a great way to generate opportunities for your business, in a simple and low-cost way.
Instagram, from its inception, is not very “link friendly”. Most companies have the famous link in the bio as the only option. It is necessary to reach a relevant number of followers to activate the links in Stories for example. When these functions are activated, however, it can be an interesting lead generation machine.
Instagram’s organic limitations disappear when it comes to advertising. Any company profile can boost posts, Stories and create ads for different targeting. Again, it’s interesting to send followers directly to Landing Pages.
Step 4 – Generate rich content for your personas
An idea that could already lead to good results would be to generate rich content to nourish these personas. If you work with certifications for in-company project managers, for example, one of the constant challenges of these professionals is how to “implement the importance of managing projects in the company’s culture”. That would make an excellent eBook.
There are several ways to generate content and another important point to think about is: who am I sending this content to? A Lead that is in the problem recognition stage is not yet ready to purchase, in the same way as for a Lead that is in the “Purchase Decision” stage, addressing Top of Funnel issues does not make much sense. That’s why it’s essential to know how to nurture your Leads according to your funnel stage.
Step 5 – Turn Your Visitors into Leads
After all that work of creating the ideal personas, checking which social networks work for your business, planning, creating and revising the content, it’s critical that your visitors convert, isn’t it? That way, all that work of yours will not be in vain.
Something that is seen a lot on Landing Pages nowadays is the possibility of a lead converting through their profile on social networks. The visitor does not need to fill in the fields on the Landing Page form. When you click on “Fill with Facebook”, for example, and “Authorize the network”, the information will be filled in automatically.
Finally, another nice advantage is the possibility of qualifying Leads at the time he registers, even though it is a Top Funnel conversion. This is because some social networks, such as LinkedIn, already report information such as: title, company segment, company name and various other more basic information such as name and email at the time of conversion.
If you use a Lead Qualification tool you can already identify that the Lead can be forwarded to more advanced stages of the Buying Journey, and reduce the sales cycle. Great, isn’t it?
2. How to generate leads with a blog
Have you ever had a hard time proving the real value of your company’s blog? The importance and benefits are evident: the blog is an excellent channel for relationships and for generating traffic. But what about when we need to go further and take all these visitors to a new stage in the funnel? Have you ever felt this pain?
In addition to generating traffic and a relationship channel, blogging also plays an important role in Lead generation. The most important thing to generate Leads is that the traffic is qualified. It doesn’t matter how optimized for conversion the post is. If the person entering the blog is not your company persona, they won’t convert.
It may seem strange, but this is quite common. That’s why it’s important to generate content that can, even minimally, be related to your product or service.
This is the most primitive and easiest way for you to capture the contact of your readers. If he’s made it to your blog and is consuming some content, he might want to continue reading more, but not necessarily today.
Providing a signature field for him to receive new posts by email is an easy way for you to approach him. There are several places within a blog where this can be used. It can be in the top menu, in the sidebar or as in the RD blog, in the footer.
To direct users to a Landing Page and generate Leads, it is worth taking advantage of all the visual appeal that a banner can give. It could be an image, or if you have more resources, an animated GIF to draw even more reader’s attention.
When well positioned (and in the right context) the banner has the power to catch the reader’s attention and entice them to click. They can be positioned in various areas, in the header, sidebar, and footer or throughout the post.
Here on RD’s blog, if you are accessing via desktop or laptop, you may have noticed that we have a banner on the sidebar. Clicking on it will take you to a Landing Page with a rich material offer.
If you use Word Press, you can use some plugin to create different banners for different categories. This makes the offer more contextual and you increase your conversion rate.
Not only banners live a post with good conversion rate. In the right measure, internal text links can be very effective. Just as it is important to recommend other texts throughout the post to keep your reader as informed as possible, the same is true for Landing Page links. The big advantage here is that the user will not only spend more time consuming your content, but will also convert and become a Lead.
Remember: the same goes for the banner tip, the higher the link’s relationship with the content the user is reading, the greater the chances of conversion. For example: want to know more about how we generate results with a blog? So download here our eBook “How RD does: the daily life of the Blog”.
If the pop-up is offering material that complements the content the person is reading or a benefit in line with their expectation, why not use it? After all, this pop-up shows an offer the person would like to receive.
The best practice for using pop-ups is that they be contextual. Always opt for pop-ups with the “exit-intent” trigger, that is, they are shown when the reader is leaving your page, so as not to interfere with their reading.
Finally, if you’re reading this post on a mobile phone or tablet, you won’t see any pop-ups. On cell phones this format can be even more inconvenient, so we suggest not to use it.
Forms in posts
In some cases, it is possible to cut the user’s path to conversion. But here, more than ever, there must be a connection between the offer and the content. Inserting a form into the post is like dropping Landing Page fields into the text. It’s one less path to go and that usually brings good conversion results.
Here on RD’s blog you can notice that there are conversion forms in practically every post. Important: There are different types of forms for different article formats. If you are reading this article directly on the RD blog, the form is probably the download of material about blog.
If you are viewing via AMP (that is, you did a Google search on your mobile) or via Instant Articles (accessed via Facebook via mobile), the available form is smaller and simpler. This is because these two tools (AMP and Instant Articles) do not accept certain code, including here the forms we use. Still, the tools each have their own form functionality, as mentioned above.
Offering content with an audio player is very interesting for several reasons. It serves to help those who have difficulty reading, to improve accessibility or simply to make content available for people to consume content while performing other activities, such as walking or driving.
But more than that, this format can be a good lead generator for your blog. Here on RD’s blog, we use the Vooozer player for that. If you enter your email, you will be able to listen to posts that have this feature and other RD audios, without having to convert again.
“Hey! How about getting some personalized content recommendations for you?” Our Chabot question has helped thousands of people to find the best content for their current needs about Digital Marketing.
With a sequence of questions and alternatives, you can set up a Chabot to interact with the user and capture their email. Of course this is the example we use here on the blog, but there are several other ways to set up a Chabot. It all depends on your offer and your audience.
Here at RD, the tool we use is Drift. But we have several others to recommend that have integration with RD Station Marketing. You can find them on this page.
You’ve probably seen the word “context” a lot in this post. In fact, for all conversion points this is very important. So here’s the super trump card of conversions via blog: offering a first value and then complementary material for the person to continue informing or studying.
Some ways to do this are:
- If you have a worksheet or practical material, make a more theoretical post, explaining how to use this material and offer the download;
- If you have an eBook with several chapters, choose an excerpt from this material or create a summary in a post;
- If you have a report or survey to share, post to promote it;
- Or if you have several published materials, make a post compiling them, curated.
3. How to generate leads with paid media
Although many companies still turn up their noses at paid media, claiming that they do not generate large returns, the fact is that they are becoming increasingly important, as, unlike organic reach, they have faster results, which can help give that initial “push” to generate Leads.
If your business is more focused on social networks, Integra is also increasingly consolidating in terms of paid media. To make your life easier, we also made a video teaching you how to generate Leads using Integra Ads. 4. How to generate leads with YouTube
According to a recent study, 50% of all mobile internet traffic is already made up of videos. The number is really impressive and shows a trend of massive consumption of audiovisual content online, whether for leisure, shopping or work.
So it’s no wonder that the second most used search engine in the world is YouTube. This means that searching for videos represents a significantly large share in search engines.
When uploading your video, go to the annotations tab and create a new annotation. Annotations are those balloons in the middle of videos, which are clickable and redirect you to a Landing Page of your content, for example. To do this, you need to prove that your site is your own by adding it to the Google console.
So follow Google’s instructions for proof. Pay attention to the domain, for example, if your site is meusite.com.br, but your content/Landing Page is in a subdomain such as ebooks.mysite.com.br, you should upload the Google html to ebooks.mysite. com.br, otherwise, Google will not allow the annotations created in the videos to be directed to a specific Landing Page.
See that the important thing is that you authenticate your domain, what comes after you don’t need to. That is, if you confirm ebooks.meusite.com.br, everything on it can be directed via YouTube. Well, from here on, only your YouTube video can generate Leads, just for people who watch your video to become interested in your offer and click on the CTA that is in the YouTube player itself. You can also create a video ad on Youtube for people who visited your site, and generate Leads by remarketing them via Google Ads.
5. How to generate leads with Email Marketing
Email Marketing has unique and very valuable features. It’s a channel that is more alive than ever, with much better technology compared to the past. We recently recorded a video where we bring out some of our strategies to generate more clicks and conversions.
6. How to generate leads with co-marketing
Co-marketing, as the name suggests, is shared marketing. Basically, they are two companies that have the same target audience, aligning their interests and efforts to create, together, an impact that they would not be able to have on their own.
It is very common to see, for example, partnerships between airlines and car rental companies, which is why we say that the tactic has been around for a long time. However, in the digital medium it takes different forms.
Posts, infographics, eBooks and many other things can be made together.
7. How to use SEO to generate leads on Landing Pages
When thinking about actions to achieve better positions on Google, always keep in mind what is most important to the search engine: the user experience. In general terms, this means offering more complete content and more information
From a classic Landing Pages optimization perspective, this might seem like a problem. After all, almost everything that is said about conversion pages is naturally focused on conversion optimization. This means that the LPs that generate the most results are those made so that the user had the fewest possible distractions, highlighting the call-to-action as much as possible. Putting in more content would therefore be harmful, right?
See how LP’s traditional “ingredients” are at the top? The header, the convincing copy with the main characteristics of the material and the form with the call-to-action are all before the fold. If the user wants, just stop there and convert.
If you still need more arguments to offer his data to your company, you’ll find them at the bottom of the Landing Page. There’s even a video there, with more information about SEO, the subject of the eBook offered. Note that there are also short texts with subtitles optimized for relevant keywords, such as “SEO still works” and “latest news in SEO”.
8. How to generate leads through What Sapp
A great way to use WhatsApp to turn your website visitors into business opportunities is to include a floating button with the WhatsApp logo on your website or in Landing Pages, allowing them to contact your company through this channel in a simplified way.
The functionality WhatsApp button the RD Station Marketing allows you to include an icon of social network in a very simple way. You can still generate a Lead from this contact, as he needs to fill out a form with his email and other information that can be customized by your company to start the contact.
By default, RD Station Marketing generates a new conversion event whenever your Lead starts a new conversation with you. Once created, you can turn the button on and off on your website directly from RD Station Marketing. To configure, simply enter your company’s WhatsApp number, whether it is in the user or business version.
You can choose which pages the button will appear on, as well as the size of the message box and the position the icon will occupy.
It is also possible to create several buttons to work campaigns on different pages/Landing Pages with different contact numbers. The tool allows you to create more than one button, using different phone numbers.
You can also customize a default message suggestion for your visitors that will be displayed in the message typing window, meaning they only need to hit the “send” button to start a conversation with your company.
As you can see, generating Leads from WhatsApp is very easy using RD Station Marketing. If you are not yet our customer, you can take a free trial, which included the functionality made for conversions by the messaging app.
The next step is to know how to Generate Qualified Leads
Now that you know how to generate Leads in different Digital Marketing channels, you need to know how to find the ones that are more qualified. Only then will you be able to achieve your ultimate goal, which is to make sales, more easily. To help you, we have the How to Generate Qualified Leads Kit, which has several materials that show you how to take this next step. Just fill in the form below to access it for free.