10 artistic lead gen examples sourced from advertising legends
Lead technology is the primary problem for entrepreneurs at this time. Hundreds of thousands of free sources are competing to your viewers’s consideration, and clients are rapidly catching on to the truth that most of those “Final Guides to Such-And-Such” aren’t actually value giving up their private data for.
Jessica Meher, CEO and Co-Founding father of Wonderment, put it very well on Twitter:
So many #SaaS firms at this time produce the identical content material mktg formulation as they did 10 years in the past.
E.g. ebooks on “the entire information to X” or weblog posts on “5 the reason why.” and so on.
This shit works, till it doesn’t. Now’s a superb time to invent the brand new e-book. Get artistic.
— Jessica Meher (@jessicameher) February 6, 2018
To generate leads, you want greater than high quality lead magnets and optimized lead gen touchdown pages. It’s worthwhile to assume outdoors the field. Attempt one thing somewhat bit completely different. Possibly even somewhat bit… experimental.
So: How do you provide you with really nice concepts for lead technology campaigns?
We talked to a number of the legendary entrepreneurs working at this time and requested them to share their most artistic lead gen examples. And imagine me—these people wanted fairly a little bit of convincing to spill their most helpful and attention-grabbing concepts.
However we acquired ‘em right here for you: 10 distinctive examples lifted straight from the key advertising playbooks of the professionals. Use these concepts as inspiration to your subsequent lead gen marketing campaign. Or, simply hold them helpful for the subsequent time you wish to attempt one thing extra attention-grabbing than creating one other e-book or webinar.
Prepared? Let’s get cookin’.
Bounce to a artistic lead gen concept:
- Create an interactive device that generates certified leads
- Embed lead seize kinds immediately in video content material
- Interview a third-party knowledgeable (and embed gated sources)
- Ship attention-grabbing unsolicited mail that delights
- Share a buyer expertise that builds connection
- Generate word-of-mouth leads in on-line communities
- Promote a customized template that solves an issue
- Entry new audiences with cross-promotion campaigns
- Experiment with new kinds of content material (and act on what works)
- Entertain your viewers with a stunning quiz
1. Create an interactive device that generates certified leads
There’s a superb purpose why so many manufacturers—together with HubSpot, Moz, and, sure, even Unbounce—have invested effort and time to create free instruments. Software-based advertising is in style as a result of even easy interactive concepts can gasoline campaigns that generate boatloads of certified leads.
For instance, Larry Kim, CEO of MobileMonkey, says they developed a Free Key phrase Software for the Wordstream web site. Entrepreneurs might use it to analysis and prioritize new key phrases in only a few minutes.
And whereas growing an interactive lead magnet may appear to be numerous work (you in all probability want somebody who is aware of easy methods to code), Larry says they had been capable of generate an enormous variety of leads because of this.
Right here’s how the device works. You begin out by getting into a key phrase or web site URL that you simply’re excited by analyzing. To hone the outcomes, you too can select the trade and nation you wish to give attention to.
What makes this device significantly intelligent is the best way it shows the outcomes. Hit the “Search” button, and also you’ll immediately be capable of see a number of the associated key phrases. However all the opposite data? It’s hidden, blurred out, or obscured ultimately.
This well creates a curiosity hole for guests, who really feel like they’ve already began the method of doing analysis on their key phrase. All they should do is take one teeny-tiny further step to get their outcomes.
That closing step? You gotta quit your electronic mail tackle. Increase, lead generated. And as Larry studies, it’s grow to be a near-bottomless supply of recent leads:
This easy device took simply 3 months to construct, but has generated over one million electronic mail signups.
However bear in mind: Even a easy device may be costly to create. When contemplating your tool-based advertising concept, be certain it’s one thing your viewers will discover worth in—earlier than you begin constructing.
2. Embed lead seize kinds immediately in video content material
Do you have to be gating your finest content material?
I imagine it was ol’ Billy Shakespeare who as soon as wrote: “To gate or to not gate? That’s the query. Whether or not ’tis nobler within the thoughts to undergo the slings and arrows of outrageous web site visitors, or ask for an electronic mail tackle towards a sea of troubles…”
In some unspecified time in the future, each marketer faces this dilemma. You could have a tremendous piece of content material—now are you going to provide it away free of charge as a option to entice natural visitors? Or do you gate the content material and use it as a lead gen magnet?
Cara Hogan, then Content material Strategist for Zaius (acquired by Optimizely), thought of these choices and requested—why not each?
For his or her Advertising Unboxed video collection, Cara says they took a hybrid strategy to gating their content material. Moderately than lock all the things behind a type, they embedded kinds into every video—and it’s a terrific instance of artistic lead technology.
We created the Advertising Unboxed video collection as a top-of-funnel piece of content material designed to have interaction our audience of B2C and commerce entrepreneurs. By together with a lead gen type inside the video itself, we encourage individuals to subscribe, however we don’t require it.
The kinds draw simply the correct amount of your consideration, with out being too distracting. It slides off the video in the event you transfer your mouse off the display, however then pops again on everytime you come again. All in all, it’s a really tasteful lead-generating marketing campaign that Cara says has pushed some critical outcomes.
We’ve generated a whole bunch of internet new leads from this video collection up to now. We’ve solely revealed 10 whole episodes, and older episodes proceed to earn subscribers over time. A few of these subscribers have since been nurtured to grow to be new Zaius clients.
3. Interview a third-party knowledgeable (and embed gated sources)
For a lot of manufacturers, constant running a blog is a key supply of lead technology. Each time you set out an article, it’s a chance for somebody new to go to your website, uncover your product or providers, and choose in for extra communications.
However you don’t must create all of that content material by yourself. Interviewing consultants in your area (kinda like we did for this text) and sharing their recommendation or perspective could be a unbelievable method to herald new audiences.
Take, for instance, this lead gen instance delivered to us by Aaron Orendorff, beforehand the Editor in Chief of Shopify Plus. To assist Shopify rank for some worthwhile key phrases—corresponding to “ecommerce replatforming”— Aaron interviewed a high-profile knowledgeable within the trade.
Aaron says it’s the standard of the interview that makes this lead gen instance work.
Moderately than a heavy-handed gross sales pitch, the piece is an interview with Paul Rogers—one of many brightest and most revered leaders in ecommerce … That objectivity—and framing the article as an sincere dialog a few ‘soiled phrase’—is highlighted all through.
However wait—how do you truly generate leads with an interview or weblog submit? Aaron defined that they peppered the article with three separate lead gen CTAs (together with an Unbounce popup) to current guests with downloadable content material associated to the subject of the interview.
It goes to point out: Any piece of content material can grow to be a lead magnet, as long as you’re providing actual worth to your viewers.
4. Ship attention-grabbing unsolicited mail that delights
Unsolicited mail may appear to be an old-school advertising tactic—however that’s precisely what makes it so darned attention-grabbing for lead technology. Why not focus your efforts on a smaller buyer section, and put collectively packages that basically get them to sit down up and take discover?
For instance, take a look at these direct mailers that Hero Conf despatched out to advertise their PPC advertising convention. The occasion organizers used an excellent artistic strategy to get the eye of entrepreneurs like Casie Gillette, SVP of Digital Advertising at KoMarketing:
Oh man. @heroconf this is likely one of the coolest items of unsolicited mail I’ve ever acquired! Who knew video might be so wonderful in such a small package deal?
pic.twitter.com/aQnlV2y71G
— Casie Gillette (@Casieg) January 31, 2019
Each bit of mail embedded a small video display to point out clips of the presenters who can be talking at Hero Conf. And whereas these will need to have value a good bit greater than a typical occasion brochure, Casie says the distinctive packaging actually helped to win her over.
What acquired me was in the event you performed the video to the top, that they had a free ticket supply—you simply had to reply to the e-mail that they had despatched earlier … By putting the supply on the finish, solely those that watched the video during would be taught concerning the supply. A very cool option to seize consideration.
Positive, this isn’t precisely a lead technology instance, however the identical rules apply. If you join together with your viewers in pleasant and sudden methods, they discover—they usually’re extra more likely to have interaction with you, too.
5. Share a buyer expertise that builds connection
Making a connection together with your viewers is essential to efficient lead technology. Of us must belief you earlier than they’re gonna hand over their contact data. And among the finest methods to construct belief is with social proof, like buyer testimonials and constructive critiques.
Andrew Davis, best-selling creator and keynote speaker, has identified that the majority video testimonials are fairly dry. They’re normally simply numerous speaking heads, with nervous clients babbling on about all of the the reason why they like some advertising model. They don’t really feel genuine.
However there’s additionally a distinct kind of video testimonial—one that truly tells the full buyer story. And though these may be more durable to supply, they will additionally serve up a distinct kind of oblique lead technology for your enterprise.
For instance, Andrew suggests watching this video on YouTube that not too long ago went viral: Vance’s Unimaginable 365-day Transformation. The video now has over 100 million views and 120,000 feedback on YouTube.
Not like different video testimonials, this buyer story is shot in real-time. It’s compelling, it’s emotional—and it doesn’t have a single name to motion.
As a substitute, Vance mentions all through the video the eating regimen and train program he’s utilizing to reduce weight. The references begin out delicate, however ultimately grow to be a primary focus of the video. Andrew calls this an “implied CTA” that generates leads by inspiring viewers to take the subsequent step.
A fantastic testimonial video wants no name to motion. It truly ought to create a second that evokes individuals to do the subsequent search … It doesn’t want a button, it simply invitations people who find themselves so impressed to truly take a look at the subsequent step of the product.
If you wish to do that for your self, all you could do is begin excited about how one can body your buyer tales extra like, properly, tales. Join with viewers on a private or emotional degree, and tease out the outcomes so that they get curious to be taught extra. Then, when it comes time to ask them for one thing (like an electronic mail tackle), they’re much more more likely to say sure.
6. Generate word-of-mouth leads in on-line communities
For freelancers, consultants, and smaller advertising businesses, you might need to take a barely completely different strategy to steer technology. Whilst you can nonetheless construct lists utilizing lead magnets in your web site and touchdown pages, numerous your success can even come from phrase of mouth and social interactions.
For instance, Nichole Elizabeth DeMeré, B2B SaaS Advisor, says their go-to lead technology technique has been to construct honest connections with different individuals in each on-line and offline advertising communities.
Being an lively member of my favourite communities has led me to obtain leads from different members, as a result of I’m demonstrating experience in that area.
Nichole says that being an lively group member on web sites like Progress Hackers has typically led to them turning into part of the group, liable for both group administration or progress.
It is a mindset shift from conventional lead technology campaigns. As you construct relationships and reveal experience, individuals will naturally begin to think about you or your organization for future alternatives. The secret is to be genuinely useful and selfless in your interactions, and to attempt to construct precise friendships with different members of the group.
The factor is, ‘getting leads’ was by no means my finish purpose for any of those communities. I used to be simply actively constructing relationships by bringing worth to others.
7. Promote a customized template that solves an issue
The appropriate template on the correct web page could be a highly effective device for producing leads. That’s as a result of guests are prepared to surrender their private data in change for one thing sensible they will truly use.
However whereas conventional templates are normally simply generic PDF downloads, Ross Simmonds, digital advertising strategist, says you may get higher outcomes by making a downloadable template that’s extra customized and interactive.
Virtually each viewers loves a template. When you can take into consideration a easy template that arms your viewers with the steps they should take to resolve an issue, it may be a terrific win. Even higher: Make it an interactive template that provides the consumer the power to obtain it on the finish.
For instance, Ross factors in the direction of this Free Privateness Coverage Generator created by Shopify.
Privateness insurance policies are a kind of issues that ecommerce enterprise house owners know they want, however in all probability don’t have time to create. And whereas Shopify might have given their guests a pattern coverage or directions on easy methods to create their very own, as a substitute they determined to go above and past by constructing a customized template generator.
The shape you fill out to generate your privateness coverage serves two functions. Not solely does it assist personalize the template together with your firm data, but it surely additionally lets Shopify comply with up meaningfully with each lead that makes use of the device. How cool is that?
The template strategy is attention-grabbing as a result of there’s a real worth change. When you’re providing a template that’s carefully aligned together with your services or products it may be each a rewarding consumer expertise and a rewarding lead technology tactic.
If you’re developing with your individual lead technology concepts, take into consideration worth. “What downside can I clear up for my viewers?”
Positive, you don’t wanna give all the things away to get anyone’s contact data—it’d put you outta enterprise. Nevertheless it’s vital to keep in mind that producing leads is an change of worth together with your viewers. They get one thing, you get one thing. Give and take.
Simply be certain they really feel like they acquired their electronic mail’s value.
8. Entry new audiences with cross-promotion campaigns
Cross-promotion isn’t a brand new concept—but it surely’s one thing too few entrepreneurs take into consideration with regards to lead technology.
The exhausting half, in fact, is discovering the correct model to associate with. If the opposite firm is just too related, then your audiences may already be overlapped. (See additionally: Competitor.) If the opposite firm isn’t related sufficient, then you definitely run the chance of selling to individuals who simply don’t care about your model or merchandise.
That is the place a little bit of outside-the-box considering can turn out to be useful. Britney Muller (previously Senior website positioning Scientist at Moz) factors to this significantly intelligent instance of cross-promotion between Hydrate IV Bar and Reside Love Lash:
Moderately than associate with one other well being or health firm for his or her cross-promotion, the entrepreneurs at Hydrate IV Bar determined to attempt a distinct technique. They thought of completely different locations the place their goal clients is likely to be accessible to attempt an IV bar, and struck up a sensible partnership primarily based on that:
The Hydrate IV Bar group was sensible in considering outdoors the field for native lead gen! In what situations are individuals able of stillness/relaxation the place they may additionally profit from IV remedy? Lash extensions! This cross-marketing has completed very properly for each companies and seems like an environment friendly use of time for his or her clients.
And the factor is, there are all kinds of distinctive cross-promotion alternatives accessible that entrepreneurs may miss. Let’s say you’re a working shoe firm, for instance. The plain cross-promotion alternative can be a sports activities retailer, proper? However you might additionally associate with a health club or coaching facility, and goal athletes within the locations the place they spend probably the most time. Or, heck—how a few canine coaching workshop for people with energetic puppers?
The great thing about a lead technology marketing campaign that leverages co-marketing is each firms get publicity to a complete new viewers. Moderately than concentrating on the identical individuals again and again, you’re immediately speaking to a lot who’ve by no means heard of you earlier than—and that may make ’em extra receptive to listening to you out.
9. Experiment with new kinds of content material (and act on what works)
Generally, the very best lead magnets can develop outta tasks which have little or no to do together with your precise enterprise. When you dig into associated subjects, you may uncover entire segments of shoppers who in any other case may not have been uncovered to your model or advertising.
And with regards to facet tasks, Ryan Robinson is a self-described aficionado. As soon as, he launched a public problem on his weblog to validate a random enterprise concept in below 30 days with solely $500.
The challenge took up numerous Ryan’s time for that month, despite the fact that it was one thing he was doing on the facet. He figured it could simply be an attention-grabbing option to educate readers on easy methods to validate their enterprise concepts, and maybe herald some new audiences to his weblog. However he was shocked by the variety of leads he was capable of generate because of this.
I noticed a large surge in visitors throughout my first week of the problem. All through the course of the total month as I up to date the problem submit, I picked up nearly 3,000 new subscribers on my weblog.
To make the most of all these new leads, Ryan even constructed a brand new course primarily based round his studying.
A pair months after the problem wrapped up, I launched a course about validating concepts to that new viewers … This new group of subscribers that tuned in and stored an in depth eye on my problem had been very certified leads, and that course ended up producing over $15,000 in income throughout simply the primary week of open enrollment.
What do they are saying? “No unhealthy concepts in a brainstorm?” Attempt approaching lead gen campaigns with the same philosophy. Experiment. Create new kinds of content material, content material on new subjects, new content material codecs. You by no means know which one is gonna catch fireplace—and when it does, ensure you’re prepared to gather the… smoke.
(That’s a nasty analogy. Leads. Gather the leads, is what we imply.)
10. Entertain your viewers with a stunning quiz
On-line quizzes have been round for years, however many entrepreneurs nonetheless haven’t found their potential for lead technology. They’re highly effective as a result of they’re so compelling—guests even have enjoyable filling them out, after which get tremendous curious concerning the outcomes. (“Why sure, I do wish to know which piece of IKEA furnishings finest represents my character… LACK? That is bullshit.”)
To discover a artistic quiz instance, we went to the quizmaster herself, Chanti Zak. Chanti is a quiz funnel strategist and copywriter who makes a speciality of creating quizzes for lead gen, and actually brings a particular aptitude to the quiz creation course of.
For instance, she shared this saucy quiz she created to focus on entrepreneurs for Jenna Kutcher’s web site.
The important thing to a terrific quiz? You’ve acquired to shock and delight guests with each click on, so that they keep engaged all through the method. Throw them a pair curveballs alongside the best way, after which hit ‘em with outcomes that talk to their distinctive state of affairs.
The outcomes go deep into what uniquely positions you to create a profitable enterprise. The customized outcomes meet individuals the place they’re at and are deliberately designed to empower them to take motion.
To draw probably the most leads, you’ll wish to create a quiz that speaks on to your model and goal market. For this instance, Chanti created playful questions and solutions that basically get within the headspace of a budding entrepreneur.
When this interactive and customized strategy is the primary impression somebody has of your model, your possibilities of changing them from onlooker to buyer are exponentially increased than with a generic lead magnet.
And the technique appears to have labored too, with this quiz alone producing over 100,000 leads.
In considering by your individual lead technology concepts, don’t neglect that leisure is efficacious, too. Individuals don’t wanna be lectured. (Oh jeez, are we lecturing?) Take into consideration methods you can also make your lead magnet pleasant and interesting. Life’s too critical as it’s—inject somewhat enjoyable into your advertising campaigns, wouldya?
Able to launch extra artistic lead technology campaigns?
After all, we’re solely scratching the floor with these 10 concepts. There are all kinds of various methods to generate leads, together with extra tried and true strategies. You can host a webinar, supply a free e-book obtain, run a contest, or purchase advertisements on social media. The alternatives are nearly limitless.
No matter you attempt, crucial factor to recollect is that this: With a view to generate certified leads, you could supply up worthwhile content material. Give these top-of-funnel leads one thing that’ll educate, entertain, inform, or encourage. And for the very best outcomes, remember to pair your lead magnet with an optimized touchdown web page that drives your guests to take motion.
