The realms of digital marketing and sales present a much different landscape than they did in the past. Even looking back only five years, it’s clear that the way consumers consider and make purchases has changed. Lead generation strategies have evolved from cheap email lists to software that can segment for you, and plenty more.

Today, buyers expect a lot from the way we reach them and the content that we use to market to them. They prioritize:

  • Personalization
  • Relevant, valuable, factual, and timely information
  • Easily comprehensible content, sans fluff
  • Customer experience

It’s time for a more modern conversation about lead generation strategies. If you’ve been on the hunt for lead generation ideas, you’ve probably run into a lot of articles published three, four, or even five years ago.

Marketing and lead generation rely on fresh ideas to succeed. There are always going to be some old rules of thumb that can help guide you through the processes, but you need innovative ideas if you want notable results.

That’s why we’ve put together this modern primer on how businesses can generate leads in 2020. The modern marketer and salesperson needs different information than they might have several years ago. If you’ve “run out of leads,” let us show you how to uncover the ones that have been in front of you all along.

The Best Lead Generation Strategies For 2020

Make Your Ads Work For You

This one is short and simple (and that’s why we love it so much!)

When you build an ad to display– no matter where– you can capture lead data from that ad. Plenty of digital spaces allow advertisers access to metrics about who’s viewing their content. If you’re specifically targeting qualified audiences with your ads, viewers’ lead data could prove invaluable. These prospects have clearly already heard of your product, so in your outreach to them, make sure you’re not giving them surface level information. Provide them with more in-depth information. Assume familiarity! It goes a long way.

If you’re curious about content promotion, we suggest you check out this guide we wrote for G2.

Personalize Touchpoints

If you’re still relying on one-size-fits-all marketing to pull in leads, you’re probably having a bad time. The good news is that there are a variety of ways to personalize your content and marketing strategies. It helps retain customers you already have and interests the members of your audience who haven’t purchased from you yet.

Lots of touchpoints leave room for personalization. One example can be seen in onboarding. The onboarding process can easily be personalized by adding a push notification at certain milestones or certain user information (like name or last viewed page in an onboarding app.) Another idea is personalizing your copy to a person’s specific role. You wouldn’t talk to a Marketing Director the same way you’d talk to a Product Designer. Ensure your copy is specific and targeted, and you’ll find leads converting at a higher rate.

Social Media Interaction

Your social media interactions should be personalized to meet your audience’s needs, too. Social media is more than a place to post or share your content– it offers a way to connect with customers and potential buyers. Some examples of personalized and maximized social media usage include:

  • A Facebook group where you discuss industry issues with other members of the community and your audience
  • Using hashtags (on social platforms that rely on them) to target certain readers and share more effectively
  • Using personalized connections requests to get consumers comfortable with and interested in your brand

A good rule of thumb? Be active in a community that you create. This is one of the most effective lead generation strategies of all.

Email Marketing

You also shouldn’t forget that email is widely considered to be the most popular lead generation channel.

Email marketing today looks different than it has in the past. Before, sales teams would purchase massive lists of emails and cold contact every name on the list. Now, the same sales teams might rely on software that helps them break down their lead search much more effectively. 

If you’re using email marketing to drive leads, you should make sure that the content in your emails (and the logic you use to determine who receives them) is as great as what you offer elsewhere. 

Lead Generation Software

Sales and marketing experts have access to a plethora of powerful lead generation software. Lots of programs provide users with the social, demographic, and email information of potential leads. Think about programs like Apollo or LimeLeads for accurate, up-to-date contact information. It’s 2020. You need software that gives Linkedin information, social channels, accurate numbers. Don’t rely on cheap list building techniques anymore. ModernLead generation software is one of the best facilitators of personalized cold outreach.

Go Green With Your Content

We always promote evergreen content. When content is evergreen, it means that it will “stay fresh” for the foreseeable future. Think of an evergreen tree: always green, always producing something new. That’s evergreen content. Your content should be readable and valuable no matter when it’s found. This isn’t always possible, but it’s a good goal to prioritize. Expert marketers know that evergreen content drives more traffic over time and helps readers feel less “advertised to.”

You have lots of opportunities to green up your content. From the posts you put out blogging to the way you phrase your networking messages, you can always tweak a message to make it more relevant and easier to digest. Some standard tips for writing evergreen content include:

  • Write like you’re explaining something to beginners
  • Opt for precise topics and more individual pieces of content (rather than long, broad content)
  • Show your authority without coming off as stuffy or condescending
  • Use an easy-to-follow format

Track Your Site Visitors (and Alter Your Strategy Accordingly)

If you’re not learning how to use data to your advantage, you have some knowledge to catch up on.

There are lots of opportunities for you to track how and why your audience ingests your content or your website in general. If you know how to leverage data, you can use this information to generate leads. Industry experts regularly promote customer data as a solution to lead generation

If you want to track site visitors to find out how you can optimize your lead generation efforts, you’ll need to:

  • Gather reliable data
    • Real-time data is most beneficial
    • Choose the acquisition model that works best for your individual brand
  • Segment your audience
    • Group your audience by distinct behaviors
    • Market to them based on these behaviors
  • Build a relationship
    • Position yourself as an authority and appear helpful
    • Offer them valuable insight, products, or services based on their behavior
    • Educate them, don’t sell to them right away

Need Help With Lead Generation?

There’s no doubt about it: lead generation is essential. At RevenueZen, we see it as part of a cohesive digital marketing approach. We offer lead generation assistance alongside our other services– like content marketing— in an effort to help our clients maximize their profits and grow their customer bases. 

Lead generation can be tricky, because you’re marketing to a wide variety of people and need to target them appropriately. It should never feel tedious. If you want help simplifying and optimizing your approach to lead generation, contact us today. We’d love to help you promote growth and expand your reach.

Jake Moffett

Jake is the Growth Manager at RevenueZen. He works with a number of entrepreneurial clients to help them tell their personal stories as it relates to their professional brands. He has three cats, loves bread, and is a pop singer under the name Jame Doe.