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How to nail Lead Generation, using Growth Marketing

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Collecting leads from your customers (or the potential ones)  is the best way to better understand them, categorize, and keep in touch. Knowing the name, email, job, role, the number of the employees, marketing budget, or anything else you need to know, will help you evaluate them and categorize the potential customers.

Filtering all the leads will help you proceed to the M.Q.L.s (marketing qualified leads) and S.Q.L.s (sales qualified leads), so you will know where to invest time and money.

There are many ways to collect leads some of them are free and for the others, you have to pay. Before you start collecting leads keep in mind this: You don’t need tons of leads that have no correlation with your company, you need leads that are very close to your target customers. So if you are an accountant having 100 emails from company owners is more valuable than having 1.000 emails from women who have bought shoes.

That said the first step is to create your buying persona (or multiple buying personas) and target them. That will save you time and money later, when you will have to categorize your leads.

Collect the data from your website visitors:

Before you start spending your $$ make sure you collect as many leads as you can from your website visitors. Use widgets asking their email to subscribe to your newsletter, offer a guide (delivered to their email) or webinars, offer discounts for subscribers, and use the exit intent page.

As mentioned before you have to collect as much data as you need in order to better categorize your leads. Yet having big forms will discourage people to complete them. Ask their email and their first name, then send them an email asking for more info, using, for example, a nice survey.

Here is a widget that offers gifts (discounts and free products), in order to play you have to give your email and then you spin.

 

Using Facebook Messenger

In my previous article, we discussed chatbots and out-of-the-box ways and tactics we can use them.  Chatbots can be used to collect leads. Create a quiz and ask for the email in order to send the results.

You can go on step further and create a sequence of questions that can help you identify the MQLs and SQLs.

Here are two of the questions we ask in our chatbot in order to categorize the leads.

If you want to go one step further you can use the Facebook Comments Growth Tool. Using this when someone comments a specific word or phrase (coupon for example) they will receive an automated message (the coupon code in this case). You can also ask their email to send the coupon there.

Manychat offers a big variety of Growth tools you can use as touchpoints. Full-screen messages, buttons, boxes, links, exit-intent pages, and many more.

Create properties

Having many properties and using touchpoints on them is a great way to collect leads. Use and promote all your digital properties (social media accounts, website pages) and also use friendly properties in order to have as many touchpoints a possible.

Furthermore, you can use your physical properties (stores for example) as touchpoints. Ask your customers to complete a form (maybe by offering a discount).

Also, you can ask their email for free wifi (or ask them to scan your Facebook messenger code) if you are a hotel or a cafe. We also discussed how you can use chatbots to create loyalty programs.  

In GrowthRocks we use our business cards as a touchpoint, inserting the Facebook Messenger Code on them.

Once you create something valuable (a guide, free webinars), you can promote it on social media platforms. You can create a landing page as a destination, where you will ask for the email and some more info and then send the guide or credentials to enter the webinar.

Furthermore, some platforms offer Lead Generation as an ad type. You can create this ad and people will be asked to fill in the info you need. Some of the info (like name and email) will be automatically filled making it very easy for the user to complete the form.

Here is an example of a Lead ad on Facebook.

 

Using referral programs

One of the best ways to generate leads is by using referral programs. Either leaderboards or contests you can activate people and make them bring you leads.

Referral programs are used by companies like Airbnb, Facebook, Dropbox. The main idea is to offer something (exclusive content, gifts, discounts) and ask people to bring you leads. For example, Dropbox offers extra space for every people you refer and creates an account. Airbnb offers discounts to both you and the person you will refer to once he makes his first booking. Social networks are based on the word of mouth and offer you many ways to invite people from your network into the platform.

Viral Loops offers a big variety of referral programs like milestones, eCommerce referrals, leaderboards, and prelaunch.

This is a leaderboard created by Viral Loops.

The black hat way

You can always find leads using “grey” or illegal means. Buying email lists is a way to increase your leads. You can send cold emails or create custom audiences on Facebook, Adwords etc.

Furthermore, there are tools that can help you scrape web pages and collect info (emails, names) or collect data from Facebook groups

AND PAY FINES

You have to be extremely careful especially after 25/5/2018 (G.D.P.R. becomes enforceable), or otherwise, you will have to face big fines.

Therefore, building an email list is usually a better option.

Before You Go

Leads are essential for your strategy. You can collect them by using the traffic of your website, with Paid Advertising, using a referral program, or with Black hat tactics.

So, create your buying personas and start collecting leads :-).

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