4 Things Your Lead Generation Plan Should Include In 2019
2019 is around the corner and it is time to rethink our lead generation plan.
Look, we all know that – leads are the lifeline of any business. No leads, no customers, no sales, no profits.
There are age-old tactics that still work in a lead generation plan and there are new ones that are already working for you.
But, finding new opportunities and ways to generate leads is extremely integral to the growth of any business EVEN THOUGH it is difficult.
We will talk about 3 tactics and 1 guideline you should include in your lead generation plan for 2019.
Let’s begin –
1. Adopt AI in your marketing plans: Use Chatbots
It may be difficult to agree at first, but AI does make the work of a digital marketer easier, faster, cheaper and somewhat personalized.
So, why do we recommend chatbots as MUST in your 2019 lead generation plan?
Let’s begin with the “ease” that comes along (and, the importance of follow-ups). It is common knowledge in our industry that 80% of the sales require at least 5 follow-ups and approx. 50% of the leads are NEVER sent a follow-up.
Chatbots can automate this process of sending follow-ups based on consumer behavior and makes it is super easy for you. For example, chatbots can gather data on the preferred time of sending an email to a prospect and *boom* they open it.
Besides that, chatbots can also collect customer data, remember it and draw an analysis. Based on this, you can create ideal marketing campaigns – the ones which resonate with your audience.
And, it does not end here –
We know that the effectiveness of lead nurturing depends a lot of the right time. If you send it to your leads when they absolutely need it, they are more likely to convert into a customer. Chatbots can be trained to help you with that – sending the right offers at the right time (just like Amazon!) and if you are worrying about personalization, you have to read these numbers.
Chatbots can also be trained to track consumer behavior and monitor data. For example, chatbots interact with consumers, help them find the most appropriate product and remember the data that comes along with these communications.
By analyzing this type of data (including purchasing patterns, interests, and other relevant demographics), you can qualify prospects in a better way and show your sales team where each prospect is located within the buyer’s journey.
Chatbots can also be used to create the most detailed buyer persona, segment them for future campaigns and enhance customer experience.
Read more about chatbots here.
2. Work on diversified content
We are sure you know that learners (your customers basically) are not all of the same types. While a few of your readers will love to read a blog post, others might prefer videos and podcasts. A few others will be enticed by an infographic, while others will almost always sign up for webinars.
As no two customers are like, it is better to make sure your content is spread out (or repurposed) in varied multiple formats. Considering customers are at different stages of a buyer journey, it is important that your business has content in different formats to cater to their needs and preferences.
Here is a report by Buzzsumo on average shares by content type –
A few content formats that work well –
- Blog Posts
- Long Form Articles
- Original Research
- Case Studies
- White Papers/Reports
- Quizzes and Polls
- Email Newsletters
Try out different formats and see which ones are resonating with your audience the most and insert lead generation forms at different places.
Did you know by 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic (Source: SmallBizTrends)?
3. Explore new content platforms
It is time to explore and add new content platforms to your b2b lead generation strategies.
In line with what we discussed in the point earlier, buyers and researchers have their preference about where to get their information as well.
And, today, the list of those platforms is enormous. There are more mediums to distribute and explore content than lead generation marketers can wrap their brains around at once. Sometimes, this leads to a decision paralysis and marketers tend to stick to platforms that either work out for their industry or are working out for their campaigns.
If your ultimate goal is to increase your reach and double your lead acquisition next year, adding a new platform could be of great help. Carry out an audience research and ask your current customers where they already spend the time to look for new content.
Here’s a list of new platforms you might try:
- Facebook – Facebook watch, Facebook live, Facebook messenger chatbots and Facebook advertising
- Instagram – Instagram stories, IGTV, Instagram Ads
- YouTube – YouTube content, YouTube Ads
- Podcasts – Start a Podcast, guest appearance on other podcasts, Podcasts sponsorship
Last but not the least, data privacy. While we know it is not a tactic or strategy, all lead generation plan need to include this in detail.
4. Don’t forget data privacy – the elephant in the room, GDPR – Global Data Protection Regulation
The highlight of 2018 was GDPR and how it forced marketers to think about how they are collecting the data and whether they should be at all.
Consumers are getting more and more aware of how data is being used online and how brands store their data. It is important to stay on top of current trends, changed policies of any third party platform you use and make sure your company is using data ethically and legally at all times.
There you go.
If you include these 4 things in your lead generation plan for 2019, you are bound to see a boost in lead acquisition rates.
So, what are you planning to include? Have we forgotten something? We would love to hear from you.