In the digital era, marketing trends keep changing like the sky changes colors on a stormy day. And with the global pandemic boosting digital marketing like nothing else, lead generation techniques have transformed over the past two years. With old school methods, such as live conferences, seminars, and events out of pictures due to lockdowns, businesses have to rely more than ever on digital lead generation methods.
This surge in using digital means for lead generation has brought out some game-changing trends. Here we give you the lowdown on such lead generation trends in 2021.
1. Mixing personalization with buyer intent
You may be already familiar with using personalization in your marketing channels. However, the new trend in lead generation is to add personalization to lead generation tactics according to the buyer’s intent.
The buyer intent is different at each stage of the buying cycle, and you need to personalize everything according to that intent. You can divide it into three categories:
- Awareness phase: At this stage, the buyer is just getting to know about your product or service and content that shows them what they should look for and how your product or service can benefit them. The lead generation at this stage should focus on areas where the audience searches for information. The tools here can include SEO, blog posts, PPC campaigns, etc.
- Consideration phase: Here, the buyer is aware of the problem and is looking for a solution. At this stage, you need to concentrate your lead generation strategies on content that provides answers and builds trust among the consumers.
- Decision phase: This is the last stage of the buying cycle, where the buyer chooses the best option out of the lot. Here, the lead generation is more focused on conversions and sales. You should focus on areas that service conversions.
2. Automation is still on the rise
Earlier, lead generation was a completely manual process. From building funnels to the white paper, everything was manual. However, with the onset of AI and machine learning, lead generation is going completely automated. Using chatbots for prompt communication and responses enhances the user experience. You can use the data collected from bots to understand customer grievances and requirements better. You can also use various automated lead generation tools and softwares such as Salesforce, Proof Pulse, and DashClicks to automate the entire process.
3. Video content marketing
Video marketing has grown significantly in the past few years. And researchers say that it is here to stay. Predictions are 82% of the total internet traffic would come from videos.
Therefore, it is the peak time to use video marketing in your lead generation strategies. Video marketing is no longer limited to YouTube. You can also implement video marketing on platforms such as LinkedIn, Twitter, Instagram, and Facebook.
4. Email lead generation
Studies show that interactive emails increase the click-to-open rate by 73%. And such emails can play a vital role in enhancing your lead generation volume. Emails also help in improving the quality of your leads significantly. You can use various interactive emails such as storytelling emails, and videos in your emails, to increase their chances of success.
5. Omnichannel marketing
As the name suggests, omnichannel marketing is all about using various platforms and integrating them to achieve a common goal. For example, write a lead generation blog post, publish it on your website, and then share it on your social media channels, email newsletters, and other digital channels to increase your reach. Omnichannel marketing for lead generation will stay in trend for the upcoming years as they allow for more visibility online.
6. Guest posting
In guest posting, you get to publish your posts on the host website and share your links there. The host site gets quality content and internal backlinks. It is an excellent way to get more leads and organic traffic for your website, especially from SEO.
However, with guest posting, it is all about consistency. You need to keep regularly publishing on different websites to increase your leads through this method. Yet, it is one of the most effective methods in 2021.
7. Voice and local search
With home automation and IoT, more and more people are using voice assistants across the globe. Over 40% of Americans do a voice search these days. So there is a tremendous opportunity there.
People have also started to use voice search for more than just searches for shopping items on e-commerce websites. Therefore, it can play a significant role in local searches as well. Optimizing your website, reviews, and listing for voice searches can play a vital role in enhancing your leads in upcoming years.
8. Social media
Being stuck at home for over a year has made people even more addicted to social media platforms. They keep you entertained, as there is a massive consideration for personal interests. Brands can use the data about a person’s likes and dislikes on social media and tailor their content according to their target audience’s preferences for best results.
Integrating your social media channels with email marketing is also rising in 2021 to get a more reliable email subscriber list. You can also bring AI into the picture to better analyze the target audience on social media channels and gain deeper, actionable insights.
9. Influencer marketing
A big part of social media marketing and other platforms are the influencers who can sway your target audience. Influencers are people with a large following on various digital media and can influence their audience to purchase a company’s product or service.
Many businesses are relying on such influencers to increase their brand value and lead generation in 2021. Influencers are highly beneficial when you are entering a new market segment and need to earn the trust of your target audience.
10. Video conferencing and live chats
The old means of communication, such as in-person meetings and conferences, are becoming almost impossible and nearly redundant with the pandemic on the rise. Businesses have found other means to communicate with their potential clients.
We have seen that video conferencing and live chats are more effective than phone calls. We have also seen that delayed responses to calls and emails increase the chances of losing the leads. With video conferences and live chats, you can resolve on the spot.
Such communications are not effective just with clients, but other B2B communications with suppliers, liaisons and vendors, etc., are also more smooth and effective.
It is challenging to identify the upcoming trends and find the proper channels to generate leads in this dynamic digital world. However, you can find the suitable means to take your business ahead with proper planning and research. It all lies in grabbing the opportunity before it becomes a common practice in the industry. You should also not shy away from finding the tools and software available to reduce your burden.