Lead Generation: Key Strategies for Modern Customer Acquisition

Where Do Leads Come From?

In today’s competitive market, it’s a challenge for marketers to identify the best sources for acquiring new customers. Understanding lead generation strategies and programs are essential for simplifying customer acquisition. These programs integrate advanced marketing strategies with common sense tactics to effectively engage today’s consumers. Let’s explore a few tactics and considerations that can enhance your lead generation strategies and programs.

Maximizing Referrals

Nothing is better than a referral from a trusted family member or friend. Therefore, applying a common sense approach, we need to focus on leveraging referrals from current customers. By keeping your brand top-of-mind and encouraging them to recommend your services, we tap into this trusted network.

Expanding Your Customer Base Through Brand Awareness

Research shows that brand familiarity significantly influences consumer choices so another key component focuses on increasing brand awareness. It’s about reaching potential customers who may not currently need your product or service, but could in the future. Increasing brand awareness among this broader audience ensures your brand is the first that comes to mind when they’re ready.

The study Secret Life of Search by RedC¹ used eye tracking technology to uncover new insights about how consumers interact with the Google Search Engine Results Pages (SERP). When users were asked to perform a task, such as shopping for shoes, searching for a vacation planning or other consumer related actions online, 82% of participants in the study selected a brand that they were already familiar with, regardless of where it ranked on the SERP. That is the power of brand awareness.

Understanding The Customer Journey

In an environment overloaded with ads and information, understanding the customer journey is more important than ever. While making the customer experience as predictable as possible is common, research by the Harvard Business Review² suggests a more nuanced approach might be more effective. Consider the unique journey your audience wants to experience and align your marketing and product with it.

Four Archetypes of the Customer Journey

1. Routine: Simple and predictable.
2. Joyride: Easy but with surprises.
3. Trek: More effort, but predictable.
4. Odyssey: Challenging and unpredictable.

Understanding these archetypes helps in crafting tailored journeys for different customer segments. No single archetype stands universally superior to the others and all four can effectively engage customers.

Integrating Marketing for Effective Lead Generation

The real strength of a marketing program lies in integration. Coordinating all marketing efforts ensures a seamless and effective operation. Understanding various channels, such as social media, search engines, digital advertising, email and more, is key to converting visitors into customers. To better visualize some of the available methods and outcomes, view our Lead Gen Infographic.

Adapting to the Evolving Digital Advertising Landscape

The digital advertising landscape is constantly evolving, with platforms like Google and Meta continually developing new campaign options. As artificial intelligence becomes more prevalent, the advertising landscape is set for a revolutionary change. In this environment, unique and creative content strategies are more important than ever to engage consumers effectively.

Create Memorable Advertising

Memorable advertising can leave a lasting impact. Take a moment and try to remember at least one commercial or ad that has stuck with you forever. For me, that is the old Keystone Light “Bitter Beer Face” commercial. It reminds me of the regional act in Branson, MO “The Bald Knobbers” and makes me laugh every time I think of the commercial. I don’t drink Keystone Light, but I’m unintentionally advertising their product every time I show someone the video on YouTube or explain it to someone around me. It’s not just about making a sale; it’s about creating a lasting impression that people will share and remember.

Final Thoughts on Lead Generation

Effective lead generation requires a comprehensive strategy that integrates various components for maximum impact. It’s not just about the individual parts, but how they work together to create a cohesive plan. Hopefully this has assisted in leading you (pun intended) on a journey through some of the considerations involved with a lead generation. Don’t hesitate to contact us if you have questions or want to discuss any considerations further.

This article was previously published on September 1, 2020, and updated on January 15, 2024.

Sources

1- Secret Life of Search – Red C
2- What You’re Getting Wrong About Customer Journeys – Harvard Business Review