Thinking of ideas and topics for a webinar or lead generation campaign can be incredibly difficult. Likewise, when trying to write a blog article, an email broadcast or email follow-up sequence, having a good creative idea can be a stumbling block. When the objective is to generate leads through content marketing and social media without being overtly salesy, it can be a daunting task.
Attraction marketing and Sales 2.0 lead generation is developing rapidly and overtaking traditional interrupt and referral marketing as a way to generate inquiries and leads and to find new customers in a web-aware and internet savvy market.
Here are ten topics that might just trigger a lead generation campaign idea for you. You may want to combine two or three of these ideas into one marketing campaign theme.
And a campaign may have several elements, such as a Webinar, a blog article, a video, email, social media and more. Reworking one core idea into several deliverables increases your productivity and enhances the campaign effectiveness.
In order to generate leads the campaign does need to go beyond branding, positioning and awareness, and to tweak interest, raise desire and stimulate action by some people in your target audience.
ATTRACTION – 10 ideas for lead generation campaigns
- Amaze – it’s fair to say that run-of-the-mill doesn’t achieve much these days, so finding something out-of-the-ordinary is pretty important. Examples might be shocking statistics, dramatic results achieved, or something else with a relevant WoW factor that your audience can identify with in their situation, which touches their pain or their aspirations.
- Topical – what is happening in the industry or sector that you’re targeting, in their function or department, or at a particular time of year, stage of business growth, or career development etc? Ideas might come through from news sources such as trade magazines, mainstream news or social media. There is a phrase ‘newsjacking’ that’s been coined recently, where people jump on trending topics quickly with a relevant response or campaign.
- Timely – is there a calendar event that drives the schedule such as the tax year end, new legislation coming in, a big exhibition or conference that your audience will attend or take a lot of interest in, or something that a competitor does at a particular time, such as withdrawing a product or support? This can create a lot of attention and urgency which you can align yourself with.
- Reveal – suspense can create a lot of emotional connection and desire for closure. This could take the form of a competition, quiz, survey, poll or similar. A good case-study also has a strong element of reveal at the end, both in terms of results but also lessons learned.
- Avert – has there been a crisis, disaster or near-miss that happened to one of your customers where you were brought in and managed to save the day? Maybe a previous supplier let them down or went out of business, perhaps a project they were running internally went off the rails, or a key person was suddenly no longer able to fulfill their role. The drama of this can be developed where you are the hero and savior.
- Conflict – people and departments sometimes disagree or work on different agendas. This might be between sales and production, HR and Finance, IT and users or, as in my sector, between marketing and sales, especially in larger companies. Perhaps you have a way of reconciling that conflict, or improving communications and can use this as a theme to develop a campaign around.
- Teach – the ‘How to …’ topic is very effective as a way to engage people who may become customers. Your target customers may be short of knowledge and you are able to provide them with specific steps or sign-post them to useful resources (yours or by someone else) that helps them to make much better progress.
- Insight – as you work with customers and projects you (or your colleagues in support or elsewhere) may uncover some aspect of a situation or project that many similar people or companies are wrestling with. Maybe someone in your company has the insight, or involve someone else, such as a big name relevant to your target audience to reveal something.
- Organise – processes and projects can often be improved by a third party, on a one-off basis, or by bringing in a tried and tested framework or blueprint. Turning Inputs into Outputs or Outcomes on a regular basis is something that external companies and outsourced agencies do well. Are there aspect of your methods that could be revealed to prospects to engage in more detailed discussion?
- Next time – hindsight is a wonderful thing, and revealing learning points about a situation or project is a powerful way to engage with others and to add value. Introducing the sub-text that ‘Next time I’ll invite an expert in to work with me much earlier in the process’ is a great way to set-up a call-to-action.
If you’re looking for inspiration for your next lead generation campaign or webinar I hope this list has stimulated your ideas.
If you’d like to brainstorm ideas for lead generation campaigns get in touch with me and let’s have a chat.