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Passive Lead Generation Strategies Result in Missed Opportunities

Having potential customers contact your company or seek out your products and services after visiting your website is great, but it only happens after a person has already decided they need what you’re offering. What if you could actively put your brand in front of potential customers before they realize they have a need? What if potential customers could, through their behavior, indicate to you that they needed your products or services — perhaps even before they knew it themselves?

This is precisely the idea behind lead generation, and it lays the foundation for increasing the effectiveness and ROI of many other digital marketing services. LaFleur takes a holistic approach to digital marketing by placing equal emphasis on both lead generation and lead nurturing — because lead generation without nurturing results in squandered opportunities.

What Is Lead Generation?

Lead generation is any action that encourages your potential customers to volunteer their contact information and identify their needs. We make use of both time-tested and innovative techniques to drive leads to your company’s website, and we use a variety of tools to track the sources of those leads. This allows us to provide you with a breakdown of cost per lead and cost per sale, which allows you to make smart decisions about your marketing spend.

Initially, our goal is to cast a wide net for lead generation purposes. We want to capture the contact information of as many users as we can — especially in markets that other companies are ignoring or don’t know about. Through our marketing efforts, potential customers will learn about your products or services and grow to see your business as a trusted and respected presence in the market, which in turn builds trust and encourages action.

Below are some noteworthy strategies for lead generation that have yielded positive results for our clients. They broadly fall under two main categories: digital marketing and public and media relations.

Digital Marketing

Making the Most of Inbound Phone Calls

We can help your business find and acquire simple, memorable phone numbers to make it even easier for potential customers to contact you. And even if a potential customer doesn’t need what you’re offering right away, that doesn’t mean they won’t have a need later on. We can set up tools for your team to capture key contact information, which will allow you to continue marketing to those potential customers and keep your brand in the forefront of their minds in case they become a more qualified lead later.

Pay-Per-Click Advertising

Once your message and audience are well-defined, we can use tools like Google Adwords, Bing Ads, and other forms of pay-per-click (PPC) advertising. The ideal way to use this strategy is in concert with a product giveaway or discount offer, free offer for an ebook or infographic, etc. Using the power of PPC ads, we drive potential customers to dedicated landing pages on your company’s website where they provide their information and receive the deal or asset you’re offering.

Content Marketing

High-quality, engaging content gets rewarded with high rankings from Google. In addition, social media users who identify with an article, video, or infographic are inclined to share it with others. By creating and promoting outstanding content, we present our users with abundant opportunities to identify themselves to us; when they do, we add them to our marketing database.

Utilizing Content Distribution Networks

Rather than just relying on organic search results, we also maintain relationships with organizations that will publicize our content on prominent news sites like CNN, FOX News, ABC,, U.S. News, and many others. Using this strategy, we can present your content in-line with articles from the news organizations themselves. This builds credibility by associating your brand with sources your potential customers and contacts trust.

Social Sharing and Advertising

Sharing content via social media outlets (like LinkedIn, Facebook, Twitter, Instagram, Pinterest, and others) creates opportunities for your followers to encounter, engage with, and share your content. Coupled with paid promotions, your company’s social media presence can expand and target audiences that align with your ideal customer personas.

Optimizing for Local Search

Claiming and maintaining local directory entries (including those found on Google, Bing, Yelp, and others) drives website traffic and can also generate walk-in visits if that’s a part of your business model. A curated presence in local search helps your company stand out with positive reviews and greater visibility.

Hosting Webinars

Offering free webinars to potential customers and/or your peers creates an opportunity to showcase your products and services to the people who need them the most.

Public and Media Relations

Contests and Giveaways

Creating contests and promotions using low-price, high-value giveaways (like water bottles, branded flashlights, coffee mugs, car phone chargers, smartphone wallets, etc.) in exchange for contact information can help grow your marketing list. High-value items like sports tickets or restaurant gift cards can likewise present an opportunity to garner new signups in exchange for a single, larger prize. Partnering with another business can also allow your company to share costs and/or receive a discount on the giveaway while offering increased visibility for both parties.

Charitable Partnerships and Donations

Offering donations to local, regional, and national charities helps your company give back to the community while also empowering your audience to engage with and even contribute to worthy fundraising campaigns. Many nonprofits are eager to partner with businesses that are legitimately interested in their mission, and the members of your audience who engage with a campaign like this will often be the most vocal and visible advocates for your brand.

Presentations and Seminars

As with webinars, we can help you prepare, organize, and promote live presentations to a wide variety of audiences. Promoting events through your website and social media in addition to more traditional means like flyer distribution and local newspaper advertising will help you reach the widest audience possible. We can then track attendees and add them to your marketing database so they can receive future communications from your company.

Educational Partnerships

Education is often at the center of effective lead generation strategies. Your customers want to be well-informed about the issues that relate to your company’s area of focus, and we want them to know about your company’s knowledge, skills, and innovations in that area. Thus, relevant educational partnerships are often effective at list building. These partnerships could involve providing free educational materials, giving live presentations, or a variety of other activities.

Event Sponsorships

We can help you identify and capitalize on event sponsorship opportunities that align with the goals and ideals of your business. We can also help you develop materials and processes to facilitate list building and follow-up related to these events.

Start Getting More — and Better — Leads With LaFleur

If you want to start taking advantage of proven lead generation tactics and systems so you can grow your customer base, call (888) 222-1512 or fill out our convenient contact form.

We would love to discuss what strategies you’re currently using to bring in new leads and then provide insights about how you can start getting more potential customers reaching out to your business.

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