3 Lead Generation Trends You Can’t Afford To Ignore
Just when you thought you’ve gotten on top of things in the digital marketing world, a new Google algorithm update or Facebook feed change throws you off track.
That’s why marketing in the digital world is so exciting: it keeps you on your toes, makes you think, and forces you to be tenacious.
Here are the top 3 lead generation trends you just can’t afford to ignore anymore:
1. LinkedIn could be your biggest source of leads
Ever since its acquisition by Microsoft, LinkedIn has tried to position itself as the go-to social media platform for the professional community. It’s grown from 467 million users in Q3 2016 to 590 million by the end of 2018. Which basically meant that it added 123 million users in just two years (source: Jumpfactor).
According to the 2015 State of Marketing Report by Salesforce, 62% of business owners say they use LinkedIn actively with an additional 22% adding that they intend to deploy it within the next year.
So how do you leverage LinkedIn for greater leads? There are a few strategies you can adopt.
Post valuable content
If LinkedIn is the preferred platform where the majority of your customers prefer to read and engage with industry-specific content, then why look elsewhere?
At the end of the day, blogging is a valuable source for referral traffic and leads. But the thing about blogs is that they need to be discovered and read. Simply posting them on your website without a content promotional push isn’t going to do much to drive your sales needle.
LinkedIn best practices say that you should post at least once every weekday. If you’re just starting out, then you can use this opportunity to share all the blogs already posted on your site or elsewhere (like Medium).
Feel free to share blogs and news articles from other sources too as long as they’re relevant to your industry. That’s because it’ll show your followers that you’re keeping a close eye on the ground and aren’t just concerned about promoting your own organization’s interest.
This helps foster trust and immediate brand recall, which is valuable for when your potential customers think about their next purchase.
Leverage LinkedIn groups
LinkedIn groups are a valuable resource for industry professionals looking to network and learn from one another. You can start off by either joining relevant groups that discuss and analyze the latest developments in your industry or create a group of your own and invite others to join.
Be sure to not act overtly promotional as subtlety is key here. You want your customers to start trusting you first, well before they actually make a purchase. Just be as helpful as you can and the leads will start to pick up speed.
2. Make a more active effort to use video
Video traffic is forecasted to account for 80 percent of all internet traffic in 2019 which shows how much it’s exploding in popularity.
In fact, video marketing statistics indicate that including videos on landing pages can increase conversion rates by 80% and marketers who use video saw revenue grow by an average of 49% compared to those who didn’t.
Your potential customers don’t want to spend hours poring over dreary product pages and technical specifications. If this information can be condensed into a video format, then embrace it. Videos can also show the lighter side of your firm, by highlighting your employees and key processes.
Another way you can utilize video for greater leads is to include the category in your paid advertising campaigns. Ad spending on video will go beyond $40 billion in 2020 according to
Recode which clearly indicates how marketers are viewing it as a serious acquisition channel.
3. Start a business podcast
The business side of podcasts really swept to the forefront after Spotify purchased Gimlet Media for $200 million earlier this year.
But anyone keeping a close eye on the podcasting world wouldn’t have been surprised, this underrated channel has been experiencing significant traction.
An estimated 73 million Americans (comprising 26 percent of the population over the age of 12) are considered to tune into podcasts on a monthly basis. This figure was 67 million in 2017 and 32 million in 2013. Total ad revenue for podcasts is projected to boom to $1.6 billion by 2022 as advertisers unshackle their hesitancy in promoting products on leading podcasts.
And the analytics don’t lie. Most audiences listen to anywhere between 85% to 90% of the entire podcast and don’t skip through ads. That could also be due to the fact that two-thirds of ads in podcasts are in the form of host-read advertisements and don’t cut into a ‘break’ the way radio or television ads do.
As we said earlier, digital marketing is always in flux. You must remain at the top of your game and be able to adapt whenever there are new ways of reaching your target customer.
The lead generation trends outlined in this post will go a long way in shoring up your next inbound marketing campaign.
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