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11 Best Practices for Building a Robust Lead Generation Strategy in 2024

With a myriad of tactics and tools available, crafting an effective lead generation strategy can seem daunting. Fear not, for we’ve curated the ultimate guide to streamline your lead generation efforts and pave the way for success. From optimizing landing pages to harnessing the power of LinkedIn, email marketing, and beyond, we’ll unveil 11 best practices guaranteed to supercharge your lead generation efforts.

Home / Blogs / 11 Best Practices for Building a Robust Lead Generation Strategy in 2024
Dawood Bukhari

Chief of Strategic Partnerships - Digital Web Solutions

February 27, 2024

Ever wondered how businesses attract those valuable customers who just can’t wait to buy? That’s where lead generation comes into play.

However, lead generation has never been a cakewalk.

From optimizing your ad copies to fine-tuning your targeting, landing page design, and other campaigns, everything contributes to a winning lead generation strategy.

And through this guide, we will help you make lead generation a bit more direct, easier, and effective for you.

So, buckle up, and let’s get started.

1. Optimize Your Landing Pages

Who hasn’t heard about the deep connection that landing pages hold with your campaign’s performance?

Indeed, your landing page is the digital storefront of your business and holds the potential to become a lead-generating powerhouse.

But how?

An optimized landing page can act as a lead magnet. From attracting visitors with compelling copies and eye-catching design to making them an offer they can’t refuse, you can do it all through your landing page.

Here’s how a professional marketer should optimize landing pages without past data:

  • Craft an Effective CTA
  • Engage visitors with a clear CTA that directs them toward the desired action.
  • Ensure the CTA stands out visually and uses persuasive language to encourage clicks.
  • Maintain consistency with brand style to reinforce recognition and trust.

Refine Your Design for Impact

  • Create a visually appealing design that attracts visitors and builds trust
  • Harmonize color themes to evoke emotions and reinforce brand identity
  • Employ a clear visual hierarchy to guide users’ attention to key elements

Create Compelling and Concise Copy

  • Write clear, concise copy that communicates value and benefits effectively
  • Keep paragraphs short and use bulleted lists for easy scanning
  • Use language that resonates with the target audience and motivates action

Design for Mobile Responsiveness

  • Ensure landing pages are optimized for mobile devices to accommodate diverse user preferences. 
  • Prioritize mobile responsiveness to deliver a seamless user experience across devices.
  • Streamline content and design elements for faster load times and improved usability on mobile devices.

By following these steps, you can improve your landing pages so that they start performing and bringing in the starting leads.

However, once your landing pages have performed for three to four months, it’s usually time to bring in a professional CRO expert.

Why Hire a CRO Expert?

Speaking of landing page optimization, one can not overlook the role a professional CRO expert plays.

From identifying clutter on your landing page to figuring out the ideal journey your customers should go through, a CRO expert does it all.

When you get a CRO expert on board, they analyze your campaign’s overall performance, identify leaks at different stages of the campaign, and suggest changes that can instantly show results.

Also, a professional CRO uses Hotjar Heatmaps to identify the hottest and coldest points on your landing page where most or least of your customers are interacting.

With this information, CRO experts can help you perfectly optimize your landing page for the best results possible.

2. Make the Most of LinkedIn

LinkedIn is not just a platform for polishing up your digital resume—it is a goldmine for networking and lead generation. But like any networking event, success on LinkedIn is not just about collecting business cards—it is about building genuine, meaningful connections.

Here are some tried-and-tested tips that can help you get the best buck out of your LinkedIn network:

Personalize Your Connection Requests

Have you ever received a generic LinkedIn connection request that feels like a robot sent it?

Don’t be that person. Take the time to personalize your connection requests with a brief message explaining why you want to connect. It shows that you are genuinely interested in building a relationship, not just growing your network for the sake of numbers.

If you are feeling stuck, try improvising around this template.

Engage with Content

LinkedIn is not just a place to showcase your expertise—it is also a platform for engaging with peers and professionals in your industry.

In fact, there are two ways of creating content on LinkedIn—one by posting and the second by commenting.

When you post regular updates and/or comment regularly on your peer’s posts, these interactions show up on your LinkedIn profile’s Activity section.

And an active profile is always an attraction for others who want to grow on LinkedIn. So, if you want to attract new connections and prospects through LinkedIn, make sure you take at least five minutes three to four times a day just to engage and interact on LinkedIn.

Offer Value

At the end of the day, networking is all about building mutually beneficial relationships. Look for opportunities to offer value to your connections—whether it’s sharing helpful resources, making introductions, or offering your expertise.

For example, a short note or message like this can enable you to offer help to your network:

“Hey [Name],

I read your post, wherein you pointed out that you have been struggling to search for a potent marketing strategy. Have you thought about adding User-Generated Content into the scheme of things? It would not just encourage user engagement but would also help give rise to authenticity.

By sharing your expertise, you are positioning yourself as a valuable resource. Such a mindset would help give rise to meaningful conversations in the long run.

3. Email Marketing

Email is a steadfast and powerful tool for lead generation. While social media platforms and other channels may garner attention, email marketing continues to demonstrate its effectiveness in nurturing relationships, driving conversions, and, ultimately, generating leads.

Prioritize Quality over Frequency

  • Instead of bombarding your subscribers with numerous emails, focus on delivering high-quality content that adds value to their inbox.
  • Excessive emails can lead to subscriber fatigue and may result in them unsubscribing or marking your emails as spam.

Ensure Consistent and On-Brand Design

  • Maintain consistency in your email design to reflect your brand’s identity and enhance recognition among recipients.
  • Whether you use templates or custom designs, ensure that your emails align with your website and overall branding.
  • A cohesive design helps recipients instantly identify your emails and fosters a sense of familiarity.

Craft Attention-Grabbing Subject Lines

  • Write compelling subject lines that capture the recipient’s interest and prompt them to open your email.

For reference, take a look at this subject line by Neil Patel:

It’s simple, intriguing, clear with communication, and slightly challenging for the target audience (SEOs worldwide).

This combination makes one of the best recipes for an email subject line.

  • Keep subject lines concise and impactful, ideally between three to six words. This will help you maximize readability and engagement.
  • Tailor subject lines to your email’s content in a way that focuses on the most compelling aspect to encourage opens.
  • Incorporate a sense of urgency or a clear call to action to prompt recipients to take the desired next step.

Take this for an example:

Let us say that you are running a software company of your own, and you are in need of an efficient project management tool. Well, that can be because you want to send out an email to your subscribers about a new feature update that you have rolled out.

Here is what the emailer can look like:

Subject: Is your development team productive today?

We’re not doubting your team’s potential but pinpointing flaws that could weigh down their productivity.

Want to take your team’s productivity to the next level? We have brought an exciting new feature for you. It’d help organize your emails and senders’ lists. Keep all clutter at bay and say yes to smart work:)

Such emails talk of a pain point (productivity) and address it by offering a new and advanced solution (the update). The audience would click on the emailer because they are afraid of their team being unproductive today.

4. Create Qualified, Evergreen Content

Content is king—and for good reason.

Quality content serves as the foundation of any successful lead generation strategy, attracting, engaging, and converting potential customers into loyal brand advocates. But not just any content will do. Evergreen content, in particular, holds a special place in the hearts of marketers and consumers alike.

Focus on Timeless Topics

Evergreen content is all about longevity, so focus on topics that are unlikely to go out of style anytime soon. Think of fundamental concepts, perennial problems, and timeless tips that will remain relevant for years to come.

For example, if you own an herbal tea business, along with transactional blog posts, make sure to add educational topics to your content strategy. These topics could include herbal tea recipes for different seasons or the benefits of consuming herbal tea every day.

Such evergreen topics can also help you establish yourself as an industry leader.

Provide Comprehensive Coverage

Your content should be thorough, covering all aspects of the topic in depth. Don’t be afraid to dive deep and provide valuable insights and practical advice that readers can’t find elsewhere.

Optimize for Search Engines

To ensure that your content continues to attract leads over time, it is important to optimize it for search engines. Conduct keyword research to identify relevant search terms and incorporate them strategically throughout your content.

This is where AHREFs Keyword Explorer and SEMRush’s Keyword Magic Tool can help.

Also, apart from checking keyword difficulty, search volume, and other competitor metrics for a keyword, ensure that you check whether the keyword has a growing or dying trend.

Google Trends tool makes this verification easier.

Update Regularly

Keep your content fresh and up-to-date by revisiting and updating it regularly to reflect changes in your industry or audience preferences.

Take this for an example:

If a software company targets just the firms that are high in value, they will tailor their content to suit the needs of their target audience. The key here is to offer a solution to the problem your clients are facing.

If they are finding it hard to understand new software, then regularly share tutorial videos and write-ups to help them understand the product better.

Keeping in touch with your customers and prospects can reward you with limitless content ideas.

5. Account-Based Marketing

When it comes to optimizing your marketing strategy, combining lead generation with ABM can yield significant advantages. Here’s why:

Increased Efficiency

  • By harmonizing lead generation efforts with ABM, you can streamline your resources towards high-value target accounts with greater potential for conversion.
  • Unlike conventional lead generation methods that cast a wide net and often yield low-quality leads, ABM allows for a more focused approach, saving time and effort.

Enhanced Targeting

  • ABM empowers you to pinpoint specific decision-makers within your target accounts, enabling precise targeting.
  • When coupled with lead generation tactics, this targeted approach ensures that your messaging and offers are tailored to resonate with the key stakeholders.

Improved Conversion Rates

  • The personalized nature of ABM, combined with the targeted lead generation approach, can significantly boost conversion rates.
  • By engaging with target accounts on a personalized level, you can cultivate trust and position yourself as a valuable advisor, increasing the likelihood of conversion.

6. Offer Live Chat and Chatbots

Live chat and chatbots have emerged as indispensable tools for businesses looking to provide instant support and engagement. In fact, 60% of customers are more likely to return to a website that offers live chat.

And that’s not just it. Here are some key benefits of incorporating live chat and chatbots into your lead generation strategy:

Instant Support

One of the primary benefits of live chat and chatbots is their ability to provide instant support to website visitors. Whether it’s answering questions, addressing concerns, or providing assistance, live chat and chatbots enable real-time communication that can help move leads further down the sales funnel.

24/7 Availability

Unlike traditional customer service channels that operate within set business hours, live chat and chatbots are available 24/7. This round-the-clock accessibility ensures that leads can engage with your business at their convenience, regardless of time zone or location.

Personalized Interaction

Live chat and chatbots can be programmed to deliver personalized interactions based on user behavior, preferences, and previous interactions. By tailoring responses to individual needs and interests, businesses can create a more engaging and relevant experience for their leads.

7. Run Lead Generation Ads

Lead generation ads can be a powerful tool for businesses looking to attract new customers and drive conversions. However, to maximize their effectiveness, it is essential to implement the right strategies:

Use High-Quality Visuals

Blurry or pixelated images will deter clicks. Choose visuals that are relevant to your target audience and align with your brand.

For reference, take a look at this brilliant ad copy and visual by WordStream.

It clearly delivers the message and attracts viewers by promising them the skill of writing better ad copies.

Focus on Emotions

Capture attention with visuals that evoke curiosity, excitement, or a sense of urgency. Yes, the previous example perfectly targets the right emotion.

Highlight Your Offer

Showcase the benefit of clicking your ad through the image or video itself.

Be Clear and Specific

Don’t leave room for confusion. Use verbs like “download,” “get started,” or “learn more.”

Match the CTA to Your Offer

Tailor the CTA to the specific action you want users to take.

Create a Sense of Urgency

Use words like “limited time” or “exclusive offer” to encourage immediate action.

8. Give Free Trials

The average free trial conversion rate for opt-in trials is 18.20%, while for opt-out, it is 48.80%.

No wonder many marketers label free trials as lead magnets for their brands. And they can act the same way for your business because free trials ensure:

Reduced Risk for Potential Customers

Let’s face it—trying out a new product or service can be a bit daunting, especially if it requires a financial commitment upfront.

Offering a free trial removes this barrier by allowing potential customers to test drive your offering with no strings attached. This reduces the perceived risk and makes it easier for them to take the plunge and give your product or service a try.

Demonstration of Value

Actions speak louder than words, and there’s no better way to demonstrate the value of your offering than by letting customers experience it firsthand.

A free trial allows potential customers to see for themselves how your product or service can solve their problems, meet their needs, and improve their lives. It’s a powerful way to showcase your value proposition and differentiate yourself from the competition.

Competitive Advantage

In today’s competitive marketplace, standing out from the crowd is essential. Offering a free trial can give you a competitive edge by providing a compelling incentive for potential customers to choose your offering.

9. Remarketing

Implementing effective remarketing campaigns involves several key steps to ensure that your ads are reaching the right audience at the right time with the right message. Here is how to do it:

Set Clear Goals

Before diving into remarketing, define your campaign objectives.

Are you aiming to drive conversions, increase brand awareness, or re-engage lost leads? Setting clear goals will help guide your campaign strategy and measurement metrics.

Here’s What’s Important:

Please select the appropriate advertising platforms for your remarketing campaigns based on where your audience spends their time online.

Popular options include Google Ads, Facebook Ads, and LinkedIn Ads, among others.

Each platform offers unique targeting options and ad formats, so choose the ones that align best with your campaign objectives and audience preferences.

Set Frequency Caps

Be mindful of ad frequency to avoid overwhelming your audience with too many ads.

Set frequency caps to limit the number of times a user sees your remarketing ads within a certain time frame. This helps prevent ad fatigue and ensures that your ads remain relevant and engaging.

10. Create A Referral Program

92% of consumers trust referrals from friends and family over other forms of advertising. 88% of Americans say they would like some sort of incentive for sharing products on social media.

Clearly, referral marketing holds the scope for promoting any product to the masses, and here are more reasons why you should consider it.

Cost-Effective Customer Acquisition

Referral programs leverage the power of word-of-mouth marketing, which is one of the most cost-effective ways to acquire new customers. By incentivizing existing customers to refer friends, family, or colleagues to your business, you can tap into their networks and acquire new customers at a fraction of the cost of traditional advertising channels.

Trust and Credibility

Referrals are inherently built on trust and credibility.

When someone receives a recommendation from a friend or family member, they are more likely to trust the referral and consider doing business with the recommended company.

Referral programs capitalize on this trust factor, helping to overcome skepticism and skepticism that potential customers may have about your business.

Furthermore, referral programs can strengthen relationships with existing customers by rewarding them for their loyalty and advocacy.

By incentivizing referrals, you demonstrate appreciation for their support and encourage ongoing engagement with your brand. This can lead to deeper customer relationships, increased loyalty, and higher customer satisfaction levels over time.

11. Podcasts

Podcasts have become increasingly popular in recent years.

Imagine yourself as the host of a podcast, delivering valuable insights and engaging in conversations with industry experts. Suddenly, you transition from being just another business to becoming the sought-after authority in your field. Your audience becomes more curious and eager for the wisdom you impart, laying the foundation for trust-building and lead generation.

Once your podcast reaches far and wide, you can attract individuals who align with your message.

You can seamlessly incorporate compelling CTAs within your episodes.

These prompts may encourage listeners to subscribe to your newsletter or avail themselves of exclusive resources. By actively encouraging listeners to participate, ask questions, and share their perspectives, you cultivate a sense of community akin to hosting a virtual networking event.

Additionally, a range of online platforms can help you leverage podcasts to generate leads.

For example, our venture LaunchPod.

LaunchPod strategically connects you with your target audience, transforming engaged listeners into valuable clients and devoted brand advocates.

With LaunchPod, you can move your business ahead with every episode, generating revenue, and establishing your brand as a prominent authority in your industry.

Wrapping Up

Implementing a robust lead generation strategy is essential for sustained growth and success.

From optimizing landing pages to leveraging social networks and paid advertising, businesses have a plethora of tools and tactics at their disposal to attract, engage, and convert leads into loyal customers.

By adopting best practices and staying agile in response to changing market trends and consumer preferences, businesses can stay ahead of the curve and drive meaningful results.

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