Lead Generation: List of Traditional and Digital Techniques

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Liem Nguyen
Strategy Consultant, Canada

Lead Generation: List of Traditional and Digital Techniques

Lead generation is the process of generating interest in a company's brand, products, or services using inbound and outbound marketing strategies.

There are two distinct lead generation categories: Offline and Online.

Offline used to be the prevalent form of marketing. It has a long history. Typical traditional lead generation methodologies are:
  1. Phone Calls
  2. Trade Show Booths
  3. Seminar or Conference Presentations
  4. Event Sponsoring
  5. Direct Mail
  6. Advertisements
  7. Publishing Entertaining or Educational Content in Print Mediums
Nowadays, more people are using the internet and social media. Therefore, offline has become less relevant and there has been a shift to online or digital lead generation by marketers. Here are 8 popular digital lead generation techniques:
  1. INFLUENCER MARKETING: Influencers are persons, brands, or digital entities that have authority in their particular social media niches.
  2. SOCIAL MEDIA LEAD GENERATION: These include internet ad campaigns and other efforts, such as content marketing.
  3. VOICE AND LOCAL SEARCH: These include optimizing business listings, reviews, content, and voice search snippets, among others.
  4. CHATBOTS: Businesses can benefit from chatbots by providing customers with 24-hour digital support. This technology also allows users to gain quick answers and responses.
  5. VIDEO MARKETING: Consumers count on video content to learn more about products and just about any other topic out there. Thus, brands need to position themselves as thought leaders in their specific topic niches to excel.
  6. EMAIL LEAD GENERATION: There are new techniques powered by better technology that surpass good old email marketing. One of these is interactive emails. Another is what they call Storytelling Emails (STE).
  7. ADOPTION OF AI AND OTHER DIGITAL TOOLS: Probabilistic decision-making AI can provide businesses with multiple possible scenarios using historical data. Machine learning (ML) seemed to be reserved for large enterprises in the recent past. However, tech companies like Amazon have started offering solutions for in-house machine learning for businesses.
  8. ANALYTICS AND DATA INSIGHTS: Thanks to the availability of digital tools, data is easier to gather, process, and analyze. So, marketers will be able to incorporate more data analysis into their operations as well as invest in data analytics tools
Over time, it is expected that lead generation will be applied through multiple different digital channels, a phenomenon better known as "omnichannel". This will enable users to have a fluid and consistent buying experience. These include in-person events, social media, email, SEO, content marketing, and even chatbots. Thus, marketers need to have a well-rounded arsenal to maintain their competitiveness.

⇒ Can you help me make this list complete?

Sources:
Louis Andre, (2020) "8 Lead Generation Trends for 2020: Top Forecasts & A Look Into What's Next Ahead", FinancesOnline, 2020

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