Lead generation approaches
There are a variety of ways to connect with potential customers and begin generating leads. Inbound marketing and outbound marketing offer a variety of approaches—so it’s helpful to understand these terms and how different lead generation approaches fit within them.
Inbound marketing focuses on attracting customers prior to the point at which they require your product or service. The goal of inbound marketing is to help the customer learn more about the value your company provides.
Examples of inbound marketing include:
Content marketing. Creating blog posts, infographics, videos, and eBooks, content marketing aims to provide useful and valuable information that helps your audience. Doing so conveys the value your company provides and helps build trust with your audience.
Social media. On Facebook, Twitter, LinkedIn, or any other social media platform where your audience stays active, regular social media posts are a great way to keep your audience engaged.
Outbound marketing proactively reaches out to the customer to create awareness. Highly targeted and using a clear call-to-action, outbound marketing is often associated with advertising.
Examples of outbound marketing include:
Advertising. On the web, in print, on TV, or on the radio, advertising is a classic approach to help promote awareness and drive responses to the call-to-action.
Telemarketing. Although no longer as common as it was in the past, telemarketing goes to a list of individuals and aims to engage and inspire them to take the next step.
Examples of lead generation that are both inbound and outbound marketing:
Email marketing. Current email marketing providers require opt-ins, which means subscribers have given permission to receive messages. However, email marketing pushes communications out to recipients, which can be categorised as outbound marketing. Email marketing is a great way to send targeted messages to help drive responses on the call-to-action.
Events. Most know that face-to-face events are a tried-and-true formula to help your company get more visibility and drive awareness amongst event attendees. But digital, or virtual, events can help you reach more people and generate leads more cost effectively—while still building the trusted relationships that fuel your sales pipeline.