Lead generation strategies for 2022 are something that all companies’ marketing teams are starting to work on in advance. Lead generation involves generating the interest of a company’s consumer or customer. Potential customers are those who are starting out in the sales funnel.
Lead generation techniques for 2022 will mainly consist of converting these potential consumers into customers of a particular brand. Generating sales is the ultimate goal of every company. But to achieve this goal, it is necessary to have quality leads. Regardless of the type of products or services a company makes, the important thing is to know how to reach the target audience.
The rules of lead generation are constantly changing, and now all efforts are focused on getting the next year off to the best possible start. It all depends on the habits of consumers, their interests and the market situation.
Lead generation is not only about the digital world, but also about the physical world. Events or conferences are recognized as the most effective by 66% of marketers.
Lead generation 2022: data that portends success
Although there are many methods to capture the attention of potential customers, digital strategies are the ones that currently dominate and are expected to grow in the following years. Since the coronavirus pandemic and population isolation, there has been a shift toward using technology for various purposes such as working, communicating, learning, and entertaining.
Lead generation in 2022 will be influenced by this new digital push. Even companies that used to sell through B2B methods have changed the way they work. They have initiated accelerated digitization to be more competitive in the new reality.
Therefore, the main lead generation techniques 2022 will accommodate marketing strategies in social networks, search engine optimization, content marketing, SMS Marketing, Email Marketing and more.
According to the latest recorded data, marketing teams in companies are seeing the positive side of this new remote working methodology. Nearly 70 percent of the members of these teams prefer digital communication to traditional or person-to-person contact.
The end of the cookie era: lead generation in 2022
The implementation of lead generation strategies in 2022 is just around the corner, so having the knowledge of how this strategy can develop in the future is crucial. Within so-called Inbound Marketing, prospect generation has always played a central role. However, one point that has changed over time is the use of cookies.
The cookie era is coming to an end, which would be a very important change for the future of marketing for businesses. Advertisers are now more focused on getting more and more robust databases, but without being intrusive with users.
Although maybe if you are an e-commerce brand, cookie regulation will have more implications. Therefore, being able to capture leads will be essential to allow customers to move forward in the buying process.
10 keys to lead generation 2022: how to leverage your strategy
New changes in the use of cookies will bring new ways of working that different companies will need to take into account for 2022. These include the following:
1.- Activate SEM campaigns for lead generation in 2022
When it comes to web positioning, Google Ads is the key to having SEM campaigns that generate quality leads and traffic. To implement this type of strategy, it is best to do so by following a few steps like these:
Select a campaign target.
Register or log in to Google Ads.
Choose the location and language.
Determine a daily budget.
Create ad groups of between 5 and 10.
Search for well-determined keywords based on the target audience or target person for the campaign.
Choose the correct match type for each keyword.
Create interesting copy for the ads, link or CTA.
2.- Use the YouTube lead form extension.
The lead form extension is a new YouTube social networking format that will help you capture leads through video. This format is the most effective of all, as it is focused on acquiring potential customers.
Moreover, among its virtues, the fact that it is able to capture customers’ attention more efficiently than other strategies stands out. The reason is that information about the brand appears to the user in the same video and can be recorded instantly.
This type of ad produces nearly 22% more conversions than other digital methods. For 2022 lead generation, it is a very original and special way to get prospects. However, the results are related to the success of the video uploaded to the YouTube platform, its quality, content, etc.
3.- 2022 lead generation with social ads
Social ads are a very important format within what is lead capture. This is because they can reach users in their leisure moments due to their features and segmentation possibilities.
In addition, for the specific goal of attracting leads, there are ad formats specifically designed for this. Do not forget that social networks are the main channel of communication between users and brands. Therefore, we should not stop implementing strategies through these platforms.
4.- E-mail marketing
Email marketing is another important source of lead acquisition. Lead generation in 2022 will depend heavily on this customer-brand communication strategy. But remember that an effective email campaign will depend on having a solid database.
The ultimate goal of email marketing is for potential customers to follow a certain link or CTA button that will normally take them to a landing page where they can leave their information. Then, they will be included in a database specifically dedicated to sales and conversion.
The fact that most users clicked means that they are willing to receive email promotions.
5.- Native advertising campaigns
This is a format that appears naturally integrated into the content of a publication, copy, image, etc. An example would be a linked article in the footer of a media outlet.
An advantage of this type of lead generation strategy in 2022 is that the leads it captures reach the brand organically. In this sense, the most widely used technique is Branded Content, which consists of offering quality, relevant content of interest to prospects, associating it with the brand to improve its reputation and attract prospects.
6.- Interactive content
This type of content shows the best performance compared to others in the same class. Engagement has been shown to increase with its use.
They also serve to capture data on how to qualify a lead. There are many formats that can be used to generate leads, such as:
Questionnaires
Interactive emails.
Augmented reality.
Product recommendations.
Infographics.
Videos of various products.
7.- Lead generation through downloadable content
This is one of the most promising strategies for lead generation in 2022. The use of incentives is a very effective strategy for acquiring leads. Typically, the user finds this downloadable content while searching for content on the Internet through search engines.
It works great for very specific information. The search itself leads the person to solve their initial need but, in return, they must click on a CTA button or link to get other more valuable content such as a free guide, ebook, etc.
The end user is asked to fill out a form to leave data that will be used later in Email Marketing or SMS Marketing campaigns. Of course, it is crucial that the content offered is of high value, because if the user can obtain such information on another page without providing his or her data, he or she will probably turn to competitors.
8.- Influencer Marketing
It is one of the newest and most effective ways to acquire customers. Having influencers on social media, with thousands or millions of followers is the key to reaching more people and having a truly incredible reach.
The fact that an influencer recommends a particular brand, product or service can be enough to generate a large portfolio of potential customers. This makes it one of the best lead generation strategies for 2022.
9.- Customer experience
Companies are always trying to improve their customer service in order to have a better position in their minds. A company that shows indifference to its customers is not the same as one that is always there and accompanies its customers.
Treating customers well and giving them a good experience with the brand will be even more important in lead generation in 2022.
10.- Optimization and voice search
Lead generation 2022 will depend heavily on technology, and one of the newest ways to communicate or search for information is through voice searches. Having this strategy will really pay off in attracting potential customers quickly.
And it is one of the most common ways that exist to search for information and one of the most convenient among people aged 18 to 44 or even older. In fact, virtual assistants are already available on all major platforms, as well as mobile devices and other technologies. In the future, they will be incorporated more and more on the Web.
Need to generate quality leads that will help improve your brand’s sales? Don’t worry. Need help attracting users? At Antevenio we are specialists in creating strategies to generate quality leads through different strategies and formats.
