With the pandemic having accelerated tech adoption and digitalisation, it is essential for all businesses to find new and innovative ways, and to consider shifting audience expectations and the implementation of new technologies especially, to reach out to new, potential customers and encourage them to convert into a lead.
As we enter the new year, here are some of the key lead generation trends that we believe will help maximise the impact of your digital marketing campaigns in 2024.
The pandemic has a huge impact on the way that all businesses operate, especially for B2B companies that previously relied on a more traditional in-person sales strategy. With Covid-19 still creating disruption as we enter 2023, more of an emphasis is being placed on the digital – for health and safety reasons, for convenience, and to cater to audience demands.
According to a study by McKinsey and Company, 70% to 80% of potential leads would choose interaction that was conducted digitally over face-to-face interaction. This suggests that all the digital marketing strategies that can be used to generate leads (e.g. social media, content marketing, email marketing) are here to stay, even once the pandemic is over.
LinkedIn for more leads
However, recent research shows that LinkedIn is 277% more effective than Facebook for generating leads. With the number of registered users having risen to 660 million as of 2021– and at least half of all users being active on a monthly basis – this social media network should be taken seriously as a tool for lead generation.
LinkedIn should be used to post valuable content that will boost your engagement, (blogs, newspaper articles etc.). In particular, content with a visual focus, such as short and snappy videos, or photos, will draw targets into your profile. The new research from #smperth suggests that LinkedIn users are 20% more likely to share a video on the platform than any other type of post. Short videos are more memorable, and allow for the opportunity to leave breadcrumbs that leave curiosity around your product or service.
Creative content is key
Nowadays, everyone spends a lot of time online, therefore, people are potentially consuming a significant amount of content in a day. The challenge is leaving a lasting impression on your target audience and standing out from the crowd. Content marketing can be used to captivate the attention of prospective customers, but investing in extra creative content can encourage them to take one step further and engage with your brand.
Potential leads can find it off-putting to be faced with static content as it is unmemorable and often passively consumed. In 2022, many companies will be turning to interactive content and art. For example, the development of quizzes, tests, calculators, polls, and surveys allows visitors to experience two-way communication, with customised insights into their problems or challenges.
On top of this, the distribution of interesting original content is key to simplifying your service/product to visitors, and, more importantly, establishing yourself as an expert authority in your area. Whilst video content remains a top-performer, generating more leads than infographics or blog posts, business podcasts are also set to take 2024 by storm.
By 2024, there are expected to be 20 million podcast listeners in the UK indicating that podcast content is certainly something to consider getting involved with.
Testimonials as pure evidence
Good landing pages should convert visitors into solid customers, however, it is important for businesses to try out new methods to optimise their landing pages and captivate prospective leads, especially in 2023.
Customer reviews or testimonials are a great way to reassure website visitors that legitimate customers have benefited from your product or service. According to research conducted by Wyzowl in 2020, two in three people are more likely to buy something, or invest in a service, having watched a testimonial video.
Nowadays, there are so many options and people are more sceptical about trying new products. Potential leads are more likely to trust the ‘word-of-mouth’ of actual people. A good customer testimonial should include: the company name, the reviewer’s name and title; and eye-catching imagery and design. Sharing tweets as social proof, which can be verified, are also a great way to establish trust in your product or service.
Businesses are always adapting to meet the demands of the times, as well as to branch out to their target customers in smarter and smoother ways. As technologies develop, lead generation strategies must keep up with the wants and needs of target audiences.