We may be living in an age of advanced technology and extreme connectedness – but in 2021, companies are still wrestling with the problem of lead generation. The fact that there are so many platforms to master and so much information makes it harder for most organizations. Wading through that sea of information to find a prospect can be time-consuming and expensive. Still, there are ways for small to medium-sized businesses to capture the leads they need to survive.
First, let’s set the stage. According to a report released in 2020 from Demand Gen Report, 62% of companies state that increasing the number of qualified leads available to their company is a top priority; and nearly half (48%) of respondents said that the need to improve the quality of the leads they already receive was also of importance.
Experts expect that the bulk of lead generation solutions will be automated go forward. However, it is essential (and perhaps a little comforting) to know that 68% of companies still believe that live or virtual shows and conferences are integral to their growth and necessary for obtaining new quality leads.
Did You Know? Not surprisingly, videos and live remote events are considered the next best thing to being there in person and became essential during COVID. Many prospects, it appears, still feel more comfortable dealing with a face they recognize. Because of the low cost of these marketing efforts, a small to medium-sized business should consider innovative ways to “live-connect” with the base still looking for that option.
Top Lead Generation Trends
Influencers: Influencers are those who may not work for your organization, but their endorsement carries weight with consumers. Celebrity endorsement is the legacy form of this type of marketing, but social media has transformed the term. Popular niche social media accounts (defined as from 1,000 to 1m followers) are often recruited to market with great success. For instance, a family travel blogger with a significant, targeted following may represent a chain of kid-friendly restaurants. A health and fitness account may post about the latest healthy weight loss plan or a Mom blogger about the hottest new stroller. Although the totality of people viewing these posts is lower than companies are used to through traditional advertising, nearly everyone viewing the post is within their targeted demographic. Also, because these accounts often generate thousands of comments, companies can gain valuable insight into their desired market.
Social Media: Influencers are just one way to utilize social media. 74% of companies report increased leads and revenue once they embraced the online platforms as a primary channel. But simply posting up about your product or service is generally not effective. Creating a “personality” for your account, be it fun, ironic, or community-oriented, is the best way to gain attention. PR stunts, giveaways, and contests are all successfully driving people to companies in the digital age. Social media platforms also allow for targeting and break down the analytics of campaigns, which is all valuable data. If your organization does not have a dedicated social media effort, this should be top of mind for 2021-2022.
Voice and Local Searches: Within the last 3 years, 56% of consumers utilized a voice search on a mobile device to locate a nearby business. Half of those visited the business within 24 hours (pre and post-lockdowns, of course.) Optimizing online listings, reviews, and content is expected to assist in obtaining more inquiries and leads as we move into the new year. Keep in mind; this very targeted lead capture will pit one local business against one another like never before, so organizations should not ignore the trend.
Lead generation software is also gaining in prominence, but that is for a later post. In the meantime, organizations that begin to look for ways to improve and maximize their online presence are sure to be happy with the results. If you need assistance, call the experts at Alliance IT – we are here to help Sarasota businesses thrive and survive.
