Create a Lead Gen Campaign That Works

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The Secret to Creating a Successful Lead Gen Campaign

How to Create a Catchy Branded Lead Gen Campaign

June 4, 2021
13 minutes


If you’re not exactly sure how to start the planning process for your next lead gen campaign, we’re here to help with some actionalble tips and examples to learn from.

Lead generation has numerous benefits for your business: from helping you to understand and define your target audience better, to, eventually boosting profits.

But, coming up with lead generation ideas that actually make sense for your business and have the potential to convert can be tricky. Today, we’ll give you some of the best tips for creating your next lead generation campaign.

Define your target audience

Any business knows that creating buyer personas, or personalized versions of your ideal customer, is a necessary prerequisite for any subsequent branding or marketing efforts.

However, your regular audience doesn’t necessarily have to match the target audience for your lead generation campaign. For example, sometimes lead generation is used to attract new customers, so your standard messaging won’t make the best fit. On the other hand, businesses usually have several different buyer personas and a lead generation campaign might only be relevant to one.

Make the offer relevant to your brand

A great lead generation strategy involves providing value for your customers. Whether this means a long piece of content on a topic you’re an expert in, or a fun interactive tool that provides information quickly — lead generation is never random.

Sure, a free cupcake will likely incentivize heaps of people to share their email addresses with you; but are they actually going to be interested in your business beyond the free dessert?

Of course, there’s always a way to be creative. It’s always a good idea to partner with other relevant brands and create a campaign and giveaway that will incite potential customers. YogaWorks is an online yoga studio that has partnered with different brands, such as producers of healthy snacks or a yoga mat shop to make these cool campaigns that definitely create a lot of social media engagement. Ultimately it makes sense: if you get a free yoga mat, you might as well give (free) yoga classes a go!

yogaworks giveaway.jpg

yogaworks giveaway 2.jpg

Provide a great user experience

What would you rather do: read a lengthy psychology book or do a Buzzfeed quiz on what type of bread you are and confirm all your assumptions about your own personality? Interactivity works for two reasons:

  1. It makes for a better user experience: people like to feel in control of their web experience, and they prefer seeing the results of web interactions quickly.
  2. It makes it personal: instead of downloading the same ebook as everyone else, an interactive tool provides (an illusion) of a more personalized experience.

Things like quizzes and interactive online tools can usually generate a lot of leads but remember, not all of them will be very high quality. Instead of that, you can try adding interactive elements to other types of content: for example, you can easily create polls on social media.

Aside from that, you should make sure that your campaign provides all the key points needed to ensure people want to share their contact details with you, such as:

  • Value proposition: what’s in it for them?
  • Social proof: helps to build trust in your company
  • Call to action: whether it’s “download”, “start free trial” or “sign up”, you should always provide a clear CTA that people can act on
  • Lead gen form: an opportunity for prospects to quickly and easily provide the necessary information.

Make the most of your content

When you think about content marketing, the first thing that usually comes to mind is SEO optimization and organic search. However, content is another great lead generation tactic that you can employ.

Demand Metric estimated that it costs about 62% less than traditional marketing and generates 3 times more leads. The beauty of it is that with simple tweaks you can repurpose your content to create powerful lead magnets.

At ManyPixels we have created useful guide books by combining and tweaking several of our blog posts on a given topic, in a visual, user-friendly format. Hubspot, the content marketing leader, has a lead generation form placed on almost every article. Blog articles are usually meant to give a quick, direct answer to a search query. But if a reader wants to know more about a topic, it’s a great idea to provide them with an opportunity to download a useful resource (in exchange for their contact information of course).

hubspot lead capture form.png

Spread the word on social media

Let’s start with the obvious one: LinkedIn is a must for B2B lead generation. Hubspot found that it’s 277% more effective than other social media, and 80% of B2B leads came from this channel.

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But what about other platforms? How effective are they in generating leads? Well, Sharpspring found that the vast majority of them (82%) still find Facebook to be the best platform for lead generation and nurturing. There are a couple of reasons for this. One - Facebook is still the most widely used social media platform, so it certainly allows you to reach a vast audience. And secondly, Facebook has the most refined targeting tools, so it’s no surprise that it makes a very effective lead generation tactic.

Another insightful statistic points to the fact that social media lead generation favors quality over quantity. A report from Ascend2 shows that marketers consider it a more effective way to improve lead generation quality even over email marketing (which is known to have the highest ROI). So, if you want to get high-quality leads, social media campaigns are a must. Of course, it goes without saying that your time and budget will be best spent if you focus on a smaller number of platforms that are relevant to your target audience.

So, how to create a successful lead gen campaign on social media? Here are some tips:

  • Share useful content: this is especially relevant for LinkedIn since this is a platform where professionals get their industry news and trends reports.
  • Share testimonials: getting leads through social media requires engagement; and by showcasing your clients and inviting them to reshare posts on their own social media, you can create serious traction and buzz.
  • Use lead generation ads: many platforms offer you to create specific ads designed for acquiring leads.
  • Use retargeting: ads using retargeting have a 10 times higher click through rate, so make sure you’re using them to help you convert website traffic into payments.
  • Host events or webinars: online events explored in 2020, but thanks to their budget-friendliness and the ever-changing technological advancements, online events are here to stay.

Make a clear call to action

I recently came across a great article about “un-sleazy lead magnets” and I think the title captures the sentiment perfectly. The point of lead generation isn’t to trick people into sharing their contact information. It’s to get qualified leads or attract those individuals that actually might have an interest in buying your product or service.

A clear, straightforward call to action will help build trust with potential buyers and encourage high-quality leads. For example, if you promise people the “Ultimate list of digital marketing statistics”, but only talk about social media, they might feel a bit shortchanged.

Of course, an effective CTA has to inspire a sense of urgency, but not at the expense of accuracy (or truth). Also, remember that a sense of urgency doesn’t mean pressuring people into taking action. Take a look at this awesome example from Ugmonk.

Many lead capture forms follow the same formula: one option and a microscopic X mark that closes the popup. Well, Ugmonk created two distinct options which give visitors a sense of control, which is exemplary UX design. However, the first option is definitely favored through design (vibrant blue over dull grey) and wording. The simple and straightforward yes and no really make you stop and think: why would you say no to a giveaway?

ugmonk lead gen page.png Impactplus

Make the design work for you

Finally, you should make sure that your landing page is designed in a professional way and that helps you convert visitors into leads.

Firstly, you need to make sure that any lead generation assets or forms are on brand: as you want people to associate the campaign with your company, and hopefully spark their interest in your work.

Next, make sure that you offer more than you ask for. If people need to provide you with heaps of details just to download a compilation of statistics they might opt for a quick Google search instead.

Finally, make sure that you use the basic graphic design principles to highlight your CTA and any other relevant information. In the previous example, color played a vital part in “swaying” people to opt for the sign up option. You can use contrast, hierarchy and scale in similar ways to make sure that people actually wish to take you up on your offer.

What lead generation tools can you use

Now that you know how to create a lead generation campaign that can generate high quality leads and have better conversion rates, we’ll take a look at some useful online tools that can help you create your next campaign.

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Landing page builders

A lead generation landing page can help you get instant leads (e.g. a limited time campaign), or provide a steady influx of new leads (e.g. online tools). The good news is that, if you don’t require something overly complicated, there are many awesome landing page builders that provide you with design templates and technical optimization tools to make your page discoverable on search engines and designed to perform well in capturing leads.

Just a few you might want to consider are: Unbounce, Elementor, Instapage and Wix.

CRM tools

CRM, or customer relationship management tools allow you to do an array of things, from sending automated emails to segmenting your leads and more. If you’re not already using one and you want to create a lead generation strategy, purchasing a CRM tool is a must.

Hubspot is probably the most famous (and one of the pricier ones since it’s actually a powerful, all-encompassing marketing automation tool), and a few other well-known alternatives to try out are Zapier, Capterra, Zoho and Nimble.

Lead data collection tools

Whether it’s an email capture tool (popups that allow people to leave their email address) like Sumo or Optinmonster, or lead forms tools such as Leadformly or Turnstile: make sure you have the right tools in place to make the process as smooth and seamless as possible from the perspective of the site visitor or user.

If you have your own development team, creating simple forms should be easy enough, but if not, some of these tools and automations can really get you your money’s worth in terms of lead capturing! And even if you have a development team on hand, some of the above solutions allow you to create more opportunities for collecting leads, which also means opportunities to do A/B testing and figure out what kind of strategy works best for you.

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Danica Popovic

June 4, 2021

Having lived and studied in London and Berlin, I'm back in native Serbia, working remotely and writing short stories and plays in my free time. With previous experience in the nonprofit sector, I'm currently writing about the universal language of good graphic design. I make mix CDs and my playlists are almost exclusively 1960s.