4 Ways Local Media Companies Can Help Advertisers with Lead Gen

What Is Lead Gen?

A lead generation strategy is a plan to capture the information of potential customers, typically their email addresses. When companies have these, they:

• Populate the sales pipeline and provide visibility for projections.
• Enable businesses to use email marketing to continue the conversation.
• Help identify leads that match the company’s ideal customer profile, so they put the effort into these leads over others.
• Allow for more personalization in marketing and advertising.

Why Lead Gen Matters

The path to purchase is no longer linear, and those making buying decisions have many options and opportunities to research. As a result, immediate buys are rarely the norm, and the process becomes longer for more expensive purchases or those with more buyers involved.

Businesses must adapt and nurture leads to earn the conversion. Additionally, even for immediate purchases, being able to continue marketing to customers via email or other channels impacts if people make repeat purchases and remain loyal.

Lead Gen Strategies to Propose for Advertisers

When recommending approaches, keep in mind that these fall under paid advertising. Not all lead gen falls into this category, but some angles make digital ad tactics a good fit.

Social Media Ads for Newsletters and Loyalty Clubs

If the main goal is to build an email list, you can suggest social media ad campaigns that promote newsletters or loyalty clubs. There must be “value” for the customer, so this may also include an extra incentive like a first-purchase discount.

Once businesses have an email address, they can communicate via email, which continues to provide the highest ROI. For every $1 spent on email marketing, companies see a return of $36.

By targeting in social media, ads can reach the people advertisers are eager to add to their database by geography, demographics or interests. These should be long-term campaigns, at least 90 days, so they deliver the most email addresses. Concentrate on simple creative and messaging like “Subscribe to Our Loyalty Club,” “Get Points” and “Save Big.”

SEM for Top-Funnel Leads

Most small businesses use SEM (search engine marketing) for bottom-funnel ads. They invest a lot of budget dollars because 61% of consumers search locally daily. The expectation is for people to take urgent action. For example, HVAC companies, plumbers and electricians are big spenders on ads focusing on someone needing immediate help.

However, SEM is not a one-trick pony. Businesses can use it for top-funnel lead gen, too. Some ideas include:

• Home improvement, remodeling or custom home builders can use SEM to attract those researching ideas. They aren’t ready to commit but seek inspiration. These businesses could create a downloadable inspiration book that requires an email address. The company can then nurture the relationship through email.
• Retirement and senior living businesses can do something similar. A decision like this is long and complex. Seniors and their families are involved in it, and there are many considerations. A guide on how to choose the best facility would be a great top-funnel SEM campaign.

As a note, SEM shouldn’t be a standalone tactic. Complementing it with display and social media ads will improve the number of leads advertisers receive.

Retargeting with Display Ads Can Boost Leads

Another option is to recommend retargeting to attract those who have previously visited the brand’s website. These ads need an offer to gain customer information. It could be part of the same campaign described for social media or SEM — offering value in the form of incentives or content will earn them the email address.

Using Geofencing to Contextually Target

Geofencing could also be a great tactic for generating leads. There are many ways to use geofencing, and two applications can work for these purposes:

• Targeting ideal customers in specific locations: For example, health food stores could geofence gyms, parks popular for exercise, or other fitness venues. You can assume that most people who spend time there are healthy eaters. Display ads (video or static) could appear with an offer that requires an email address. Consumers may provide an email address but not make an immediate purchase, but the advertiser now has their details.
• Applying fences to events: Concerts, festivals, fairs and attractions could be good fences for businesses that align with the interests of those visiting. Again, the ads don’t have to push an immediate sell. Consumers can provide their email address to obtain an initial offer. It sets up a longer play to acquire and keep the customer.