Choice of Channels

In today's digital world there are numerous marketing channels you can use to generate leads. Here are some tips on how to decide which channels to use, and how to customise the content of each channel.

33. Use social media to warm leads up

Particularly if you are running an issues-based campaign, social media can be a great way to warm up leads and make them aware of a particular topic. If you have a strong following, social media can be an incredibly cost-effective way to reach a large audience. You can then follow up with lead generation on social, email or other channels to drive the lead into your basket.

34. Make the messaging match the channel

Although your communications will have to match the company voice and style guide, you need to tweak the way you say things for each channel. A corporate landing page may need to be much more formal than a post on Facebook or Instagram. Think about your audience’s mindset on each channel and make sure the style of your content is optimised for the way they're thinking.

35. Use social for retargeting

Paid social is a fantastic tactic, particularly when you use it for retargeting. Think about using audiences that have already engaged with your content on the social media platform, as well as retargeting those who have visited your website.

36. Multi-channel is more effective than single channel

When considering different channels, it's important to think about how you can use multiple channels for each campaign. As well as increasing frequency, which is therefore likely to increase effectiveness, multi-channel campaigns make it more likely that you are using all recipients’ channel of choice. Not everybody is active on LinkedIn, but an equal number of people don't respond well to e-mail direct marketing. Picking multiple channels makes it more likely you will engage with each contact in a place where they are receptive to your messages.

37. Email might look good, but beware of talking to your “fan club”

The most effective lead generation channel is often an organization's own database. However, because people on the database have probably volunteered their contact details, there is a good chance that you are simply talking to your “fan club”. Don't compare the results of emailing your own database to other channels and tactics without understanding the inherent bias: you need to reach new audiences, which is not something you can do with your existing database.