Proven Digital Marketing Strategies To Generate Business Leads

1. Marketing Qualified Lead (MQL)

An MQL is a lead that has been identified as having a higher likelihood of becoming a customer based on specific marketing criteria and behaviors. These criteria may include demographic information, online engagement, website visits, content downloads, or interactions with marketing campaigns. MQLs are typically handed over to the sales team for further nurturing and qualification.

2. Sales Qualified Lead (SQL)

An SQL is a lead that has been deemed ready for direct engagement with the sales team based on their level of interest, engagement, and intent to make a purchase. SQLs have typically been qualified further through specific sales criteria, such as budget availability, buying authority, specific needs or pain points, and readiness to make a decision.

3. Product Qualified Lead (PQL)

A PQL is a lead that has experienced the product or service firsthand and has demonstrated a strong interest or need based on their product usage or trial. PQLs are often generated when users sign up for a free trial, demo, or freemium version of a product. Their positive experience with the product or service indicates a higher likelihood of conversion into a paying customer.

4. Service Qualified Lead

A Service Qualified Lead is a lead generated through interactions with customer support or service channels. These digital marketing leads may have expressed interest or engaged with the business to seek assistance, resolve issues, or explore additional services. Service Qualified Leads are usually handed over to the sales or account management team for further nurturing and potential upselling or cross-selling opportunities.

As a lead generation digital agency, we specialize in driving qualified leads and maximizing conversion rates for our clients.

1. Social Media

Social media platforms have become integral to digital marketing tips for lead generation online marketing. With billions of active users worldwide, platforms like Facebook, Instagram, LinkedIn, and Twitter offer immense potential to reach and engage with a targeted audience. Here are some effective lead-generation strategies in digital marketing:

• Content Creation and Sharing: Creating valuable and shareable content, such as blog posts, videos, infographics, and ebooks, helps establish credibility and attract potential digital marketing leads. Sharing this content on social media channels increases its visibility and encourages audience engagement.
• Paid Advertising: Social media platforms provide robust advertising options to target specific demographics, interests, and behaviors. Running targeted ad campaigns can significantly enhance lead generation efforts. For example, Facebook ads allow you to create custom audiences and retarget users who have shown interest in your products or services.
• Influencer Marketing: Collaborating with influencers in your industry can amplify your brand's reach and drive online marketing lead generation. Influencers have loyal followings, and their endorsements can effectively drive traffic and generate digital marketing leads. For instance, a beauty brand partnering with popular beauty influencers to promote their products can attract relevant leads.

2. SEO (Search Engine Optimization)

SEO is a crucial strategy to improve organic search rankings, increase digital marketing lead and website visibility. Higher rankings lead to increased traffic and potential leads. Here are some effective SEO lead-generation strategies in digital marketing:

• Keyword Research and Optimization: Identifying relevant keywords that your target audience is searching for and optimizing your website content accordingly can improve your search engine rankings. Tools like Google Keyword Planner can help you find valuable keywords.

SEO drives 1,000%+ more traffic than organic social media.

• On-Page Optimization: Optimizing website elements such as meta tags, headers, and URLs can improve your website's visibility and relevance to search engines. Creating high-quality and informative content that incorporates targeted keywords is also essential.
• Link Building: Building high-quality backlinks from reputable websites to your own site helps improve your search rankings. Guest blogging, creating valuable content that others want to link to, and engaging in influencer outreach can aid in acquiring relevant backlinks.
• Local SEO: If your business has a physical presence, optimizing for local searches is crucial. Creating and optimizing Google My Business listings and obtaining positive customer reviews can help improve your local search rankings.

Our digital marketing agency offers comprehensive services to help businesses build a strong online presence and achieve their marketing goals.

3. PPC (Pay-Per-Click) Advertising

PPC advertising involves placing targeted ads on search engine results pages or other websites and paying when a user clicks on the ad. It offers instant visibility and can be highly effective for online marketing lead generation. Consider the following lead-generation strategies in digital marketing:

• Keyword Research and Targeting: Conduct thorough keyword research to identify keywords relevant to your target audience and incorporate them into your PPC campaigns. Platforms like Google Ads and Bing Ads provide extensive targeting options to reach your ideal audience.
• Ad Copy and Landing Page Optimization: Crafting compelling ad copy with a clear call-to-action and creating optimized landing pages can significantly impact conversion rates. A/B testing different ad variations and landing page designs can help refine your campaigns for better results.
• Remarketing: Implementing remarketing campaigns allows you to target users who have previously visited your website but did not convert. Showing tailored ads to these users can increase digital marketing lead and the chances of re-engagement and lead generation.

4. Email Marketing

Email marketing remains one of the most effective lead-generation strategies in digital marketing. Here are some key tactics:

• Building an Engaged Subscriber List: Offer valuable incentives, such as exclusive content or discounts, to encourage visitors to subscribe to your email list. Implementing pop-ups, landing pages, and opt-in forms can help capture email addresses.
• Segmentation and Personalization: Segmenting your email list based on demographics, behavior, or interests allows for more personalized and targeted email campaigns. Personalizing email content based on the recipient's preferences and past interactions can significantly improve engagement and online marketing lead generation.
• Automation and Drip Campaigns: Implementing automated email campaigns based on user behavior or triggers can help nurture digital marketing leads and guide them through the buyer's journey. Drip campaigns with a series of targeted emails sent over time can be highly effective.

5. Webinars

Webinars are powerful online marketing lead-generation tools that provide an interactive platform to educate and engage with your audience. Here's how to make the most of webinars:

• Topic Relevance: Choose webinar topics that address the pain points and interests of your target audience. Providing valuable and actionable insights can attract a qualified audience and generate leads.
• Promotion and Registration: Promote your webinars across various channels, such as social media, email marketing, and your website. Use compelling landing pages and registration forms to capture attendee information and convert them into leads.
• Engagement and Follow-up: During the webinar, encourage attendee participation through polls, Q&A sessions, and interactive discussions. Afterward, follow up with attendees by providing access to the webinar recording, additional resources, or personalized emails to nurture the relationship and convert digital marketing leads into customers.

6. Content Marketing

Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and engage a target audience. Partnering with a trusted digital marketing company can significantly enhance your brand's visibility and online success. Here are some lead-generation strategies in digital marketing for leveraging content marketing:

• Blogging: Maintaining a blog on your website allows you to consistently publish informative and engaging articles that resonate with your target audience. By addressing their pain points, answering their questions, and providing valuable insights, you can position your brand as a trusted resource and attract leads. For example, a software company can publish blog posts about industry trends, best practices, and product tutorials to capture the attention of potential customers.

HubSpot found that companies that publish 16+ blog posts per month receive about 3.5 times more traffic and 4.5 times more leads compared to those that publish 0-4 blog posts.

• Ebooks and Whitepapers: Creating in-depth ebooks or whitepapers that provide valuable information, research findings, or industry insights can be used as lead magnets. Offer these resources as downloadable assets in exchange for visitors' contact information. This helps build your email subscriber list and generate qualified leads interested in your expertise.
• Video Content: Video content has gained immense popularity and engagement in recent years. Creating informative and visually appealing videos, such as tutorials, product demonstrations, or customer testimonials, can effectively capture the attention of your audience and generate leads. For instance, a fitness brand can create workout videos and share them on various platforms to attract fitness enthusiasts.
• Infographics: Infographics combine visual elements and concise information to present complex data or concepts in a visually appealing and easily digestible format. Sharing infographics on social media or embedding them in blog posts can attract attention, encourage social sharing, and generate digital marketing leads. For example, an environmental organization can create an infographic highlighting the impact of plastic pollution and share it on social media platforms.
• Case Studies and Testimonials: Publishing case studies or success stories that demonstrate how your product or service has helped customers achieve their goals can be highly persuasive for generating leads. Highlight the challenges faced, the solutions provided, and the measurable results achieved. Including customer testimonials can further reinforce the credibility of your brand.

Our digital marketing services encompass a wide range of strategies, including SEO, PPC, social media management, and content marketing, to ensure your business achieves optimal online growth.

Case Study: Twenty20\'s Digital Marketing Success

Challenge

Twenty20, a visual media company, faced challenges in converting users into paid subscribers. Their reliance on an inconsistent sales process hindered growth and required a solution.

Solution

By optimizing lead generation strategies in digital marketing, they focused on search engine marketing and social media advertising, employing an Alpha-Beta-Gamma testing strategy. 

Result

As a result, they experienced a remarkable 403% increase in website traffic and reduced advertising expenses by 72.49%. By promoting a free trial and targeting their ideal market, they achieved a 16.42% increase in marketing-qualified leads (MQLs). This successful digital marketing approach eliminated the need for traditional advertising methods and improved their sales process.

Case Study: Intent91's Lead Generation Success Story

Challenge

Intent91, a UK-based personal training company, faced the challenge of standing out in the oversaturated fitness industry while working with limited funds. They aimed to generate more leads by shifting away from pushy sales tactics and focusing on education and a less demanding advertising strategy.

Solution

Their strategy involved utilizing Facebook advertising with a small investment of €51.07 GBP. Intent91 experimented with different CTA buttons to enhance brand awareness and actively listened to their audience. They developed a lead-first approach by sharing customer testimonials, particularly prioritizing video testimonials over written ones.

Result

The results were impressive, with Intent91 converting the most leads using the "Learn More" button on Facebook. This insight revealed that their audience valued information over aggressive sales tactics. The customer testimonial videos generated more leads, building trust with prospects and increasing engagement.

By listening to their target audience's preferences for a less demanding gym experience, approachable trainers, and a personable fitness industry, Intent91 successfully converted more digital marketing leads. This case study demonstrates the power of understanding and catering to your audience's needs to drive lead generation online marketing and business growth.

BMC Software: A Case Study in Strategic B2B Lead Generation

Challenge

BMC Software faced the challenge of converting B2B digital marketing leads and attracting new customers, despite having a revolutionary IT solution. To drive revenue growth and establish themselves as the premier B2B IT solution provider, they needed a more strategic approach to lead generation in the competitive tech industry.

Solution

Their strategy focused on targeting existing digital marketing leads from their database, which reduced cost per lead (CPL) and budgetary constraints. Leveraging the familiarity of these leads with BMC Software, they expedited the sales process and witnessed improvements among their sales professionals, resulting in more conversions and increased employee productivity.

Result

The results were remarkable: BMC Software attracted 5,000 leads and achieved a 49.5% conversion rate, generating over 2,500 marketing-qualified leads (MQLs). This not only increased their revenue but also positioned them as a formidable competitor in the B2B technology sector, fueling their growth and market presence.

Cornerstone OnDemand: A Case Study in Digital Marketing for Lead Generation

Challenge

Cornerstone OnDemand, a leading HR tech company, offers innovative SaaS talent management solutions with a focus on employee training and retention. While they excelled in revolutionizing HR technology, they faced a challenge with their lead generation online marketing strategy. Cornerstone OnDemand recognized the need to assess and enhance their digital marketing efforts. Their goal was to leverage digital channels, boost brand awareness, and generate more leads and customers.

Solution

To address this challenge, Cornerstone OnDemand partnered with a digital marketing agency to implement a comprehensive multi-channel marketing campaign. They invested in paid advertising across North America and Europe, with a strong emphasis on Google and LinkedIn. The campaign included a mix of display, search, account-based marketing (ABM), and programmatic ads. Additionally, they developed a content marketing strategy, utilized chatbot marketing automation, and improved their website design.

Through experimentation with different call-to-actions (CTAs), they identified the most effective approaches for lead generation online marketing. Their marketing budget was strategically allocated to these core channels, ensuring consistent investment throughout the campaign. They leveraged both internal team members and external resources to execute these lead-generation strategies in digital marketing effectively.

Result

The results of the campaign were impressive. Cornerstone OnDemand achieved 189 closed-won deals, generated 2,837 marketing-qualified leads (MQLs), and achieved a remarkable 25% conversion rate, resulting in a 274% return on investment (ROI). The leads were acquired through various channels, with LinkedIn proving to be the most successful, generating 937 qualified leads. The programmatic ad campaign also delivered a significant 39% increase in page views.

By offering a free e-book download as a CTA, Cornerstone OnDemand catered to their leads' desire for information about HR software before making an investment decision. By adhering to their marketing budget and maintaining consistent spending, they managed to reduce their cost per lead (CPL) and maximize their results.