You already know what lead generation is, but you’re not sure how to do it effectively? Cold calling isn’t the only way to acquire qualified contacts. Multiple digital channels can help you increase visibility, attract prospects, and promote your offer.
In this guide, discover the best techniques for generating leads while keeping your CPL (Cost Per Lead) under control.
Personas
Before you start generating leads, it’s essential to define your target profile. The goal is to create a detailed portrait of your ideal customer — including motivations, pain points, demographic and behavioral characteristics.
Knowing your audience is crucial to tailoring both your overall marketing strategy to the market (by addressing a real need) and your message to your specific audience (by finding the right tone and value proposition).
Marketing strategy
Content marketing is based on creating and promoting high-quality, useful content for your target audience — using a multichannel or even omnichannel approach. The strategy aims to attract visitors, convert them into prospects, then into customers, and finally build loyalty.
To choose the right type of content, ask yourself the right questions:
- What needs does your offer address?
- What type of information is your audience looking for?
- Which channels do they use?
- What are their preferred formats?
- How do they react to different types of messages?
SEO or natural referencing
An SEO (Search Engine Optimization) strategy relies on inserting keywords into a website’s pages to make them rank higher in search engine results.
For best results, SEO should be closely aligned with your content marketing strategy.
Key elements that impact SEO performance include:
- The relevance and quality of your content
- The strength of your internal and external linking
- The website’s mobile responsiveness (46% of French e-shoppers use multiple devices)
- The use of keywords consistent with search intent
- The site’s domain authority
Landing pages
A landing page is a web page designed as part of a marketing or advertising campaign. Its sole purpose is to convert — in other words, to encourage visitors to take a specific action. This could be clicking on a call-to-action (CTA) button or a sponsored link, for example.
Landing pages are accessed through strategically placed links (emails, blog articles, ads, etc.). Their structure usually includes several sections designed to provide social proof and differentiate your offer from competitors.
To create an effective landing page, it’s recommended to:
- Clearly define your KPIs
- Optimize the user experience (UX)
- Include trust and reassurance elements
- Keep it concise and focused
- Personalize the page
- Adapt the message to your audience
SEA or paid search
Paid search (SEA) involves placing sponsored links at the top of search engine results pages. The most popular platform for this is Google Ads.
Among the various ad formats available on Google are banners, pre-roll videos, and display inserts. Personalized ads make it possible to reach your audience at the right place and the right time.
Developing your social media presence
First, it’s essential to choose your social media platforms based on your target audience. Managing one well-performing channel is better than spreading your efforts across several inactive ones.
When it comes to lead generation, social networks can boost visibility, awareness, promotion, and authenticity.
To take full advantage of social media potential:
- Conduct an audit of your current situation
- Set clear objectives
- Select the right platform(s) for your audience
- Create an editorial charter or content plan
- Publish content regularly
- Measure performance and continuously improve your strategy
Email marketing
Acquisition email campaigns can deliver a strong return on investment (ROI) when executed with expertise, tailored to your environment, and aligned with your objectives.
The purpose of acquisition emailing is to generate new customers or qualified leads. Emails are sent to databases that are rented, purchased, or built through co-registration.
With Dataventure, you can launch performance-based campaigns on exclusive opt-in databases (proprietary databases from the Cardata Group with over 1,000 partner publishers). You’ll benefit from full support from our account managers — from defining objectives and selecting solutions to campaign management, tracking, and lead delivery — as well as our integrated creative and tech studio for ad design, integration, and hosting.
At Dataventure, we offer two main lead acquisition strategies: data hyper-segmentation and performance marketing.
- If your target is defined by a specific sector, geographic area, or function, your campaign can focus on turnkey data rental and activation.
- If your target audience and coverage are broader, you can opt for a performance-based campaign, paid per lead generated.
Discover our 100% performance model for generating leads.
SMS marketing
SMS marketing involves sending promotional or transactional messages via text. This channel is particularly useful for communicating limited-time offers, alerts, or updates.
SMS campaigns offer several advantages — high open rates, memorability, efficiency, and immediacy — but also require careful handling to remain GDPR-compliant and non-intrusive.
This activation channel can serve various objectives: Drive-to-Web, Drive-to-Store, and lead generation (OneClick).
With Dataventure, you can engage your core audience through interactive SMS campaigns. Choose the acquisition strategy that matches your goals:
- Generate traffic to your website: Drive-to-Web
- Generate traffic to your physical stores: Drive-to-Store
- Generate qualified leads: Lead generation
Benefit from precise geo-targeting for local, multi-local, or national campaigns. With our Design Studio, you can develop responsive landing pages and mobile microsites. Throughout your campaign, you’ll receive guidance and support from a dedicated expert.
