GNT #46: 11 surprising ways to generate leads

read time: 4.5 minutes
 
It's tough out there.

Market dynamics are changing in almost every industry.

Finding new, creative ways to generate leads reach your ideal audience with a message that resonates is more important than ever. 

But beware. Many businesses make the mistake of diving straight into lead generation without a deep understanding of their buyer.

Brand and marketing strategy should always precede lead generation. When it doesn't the risk is wasted money, time, and tarnished reputation.

So, once you've got your strategy and message dialed in, explore these surprising ways to generate leads.

Here we go.

1. Support existing charitable events or start your own

Identify causes or charities that resonate with you and your buyers' values. Participate, sponsor, or volunteer in events organized by these charities.

If no existing event aligns with your goals, consider starting your own event or community. This could range from a local fundraiser to a virtual charity drive. This type of involvement not only increases visibility but also helps in building relationships within the community and builds your brand reputation.

2. Reverse engineer competitor's reviews

Delve into your competitor's customer reviews to uncover insights about their strengths and weaknesses.

Pinpoint specific areas where customers show satisfaction or express concerns. Use this intelligence to refine your services or products, directly addressing the gaps left by your competitors.

Start your research with:

• Search Engines: Search for competitor reviews using Google, including keywords like “reviews” or “feedback” with the competitor's name.
• Social Media Pages: Visit your competitors' social media profiles for customer comments and feedback.
• Professional Reviews and Blogs: Search for detailed reviews of your competitors on blogs and professional review websites (G2, Capterra, Clutch, etc.)
• Industry-Specific Sites: Look into industry-specific review sites relevant to your business.
• Forums and Discussion Boards: Explore forums like Reddit and Quora for discussions about your competitors.
• Review Aggregators: Utilize websites like Trustpilot or Consumer Reports that compile reviews from various sources.
• Google Alerts: Set up alerts for your competitors to get updated on new reviews or mentions.
  
  

3. Podcast guesting or hosting

Capitalize on the growing podcast market by either hosting your own podcast or becoming a guest on established ones.

If hosting, focus on topics that resonate with your ICP (Ideal Customer Profile), possibly featuring interviews with clients, prospects, or industry experts. If guesting, target podcasts that align with your industry and pitch yourself as an expert with valuable insights to share.

Listen to Colleen as a podcast guest.
 

4. Collaborate with complementary businesses

[pictured: GOPRO AND RED BULL]

Create partnerships with businesses offering services or products that complement yours. Identify companies that cater to a similar customer base but don't directly compete with you. The aim is to create a mutually beneficial relationship that leverages each other's strengths.

Assess how both businesses can benefit. For instance, if you're a gym owner, partnering with a local health food store could be synergistic. Plan initiatives like co-hosted events, joint discounts, or bundled offers.

5. Create interactive content for deeper engagement

Develop interactive quizzes, surveys, infographics, calculators or helpful templates tailored to your industry. These are sometimes called, "lead magnets." They should help solve a real problem, educate, entertain, and help build trust with your brand over time.

Offer these resources for free, but smartly capture email addresses in the process. This allows you to nurture these new relationships with additional valuable content. For instance, a finance-related quiz can double as an effective lead capture tool by assessing users' investment knowledge.

Don’t forget to promote your interactive content across your website, social media, and email newsletters. 

6. Invest in employee advocacy programs

This is one of my favorites! Encourage employees to become brand ambassadors on social media, in recruitment, and brand awareness campaigns.

Create a structured program with training on effective social media engagement, guidelines for content sharing, and incentives for active participation. This strategy not only enhances your reach but also fosters a deeper connection between your employees and your brand.

7. Host an online workshop or webinar

Plan and execute online workshops or webinars on topics relevant to your industry or current trends.

These events should offer tangible value (not just selling), positioning your brand as a knowledgeable authority.

Promote these events across your digital platforms to attract a wider audience and capture leads through registrations.

8. Create an industry report or whitepaper

Conduct thorough research to produce an in-depth report or whitepaper on a relevant industry topic.

Promote this content as a valuable resource, requiring contact information for access.

Consider supplementing the release with a summary webinar, offering a more interactive way to engage with the content.

9. Explore Micro-Influencer Partnerships

[Pictured: Microsoft influencer campaign. Microsoft wanted to promote women in STEM careers with the goal to encourage more girls to pursue this field. They worked with National Geographic photographers to put a spotlight on women scientists and their stories. Read more here].

Identify and collaborate with micro-influencers who have a strong following in niches relevant to your industry.

These partnerships can lead to targeted content or referral campaigns that resonate with specific audience segments, driving more qualified leads.
 

10. Implement Account-Based Marketing (ABM)

Target specific high-value accounts with personalized marketing campaigns.

This focused approach ensures that your marketing efforts are tailored to the specific needs and characteristics of each account, increasing the likelihood of conversion.

Use data to pinpoint your highest-value targets and align messages from both sales and marketing to the diverse influencers in the buying decision.

11. Harness the power of storytelling

[Disneyland® Paris - The little duck]

Let us not forget the power of stories in your marketing. Craft narratives that resonate with your audience, weaving your brand's values, mission, and user experiences into compelling stories.

Stories can take various forms, such as customer success stories, behind-the-scenes insights, or the journey of your brand.

Storytelling not only enhances the relatability and memorability of your brand but also nurtures a deeper emotional connection with your audience, making your marketing messages more impactful and engaging.

Takeaway

Did one of these surprise you or pique your interest?

Remember, selecting the right lead generation mix hinges on understanding your audience, assessing your resources, and ofcourse, setting clear goals.

Start by identifying any new strategies that align with your audience's preferences and your brand's strengths. You could even start with a small-scale test to gauge effectiveness.

Good luck and see you next week!

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