- Ask the veteran. Reach out to the top people in the industry your product is designed to help. Get permission to record an interview. If you can do video, you can derive an enormous amount of content from that. Even just an audio recording over the phone will be phenomenal. The key is to ask questions about the specific strategies and practices that led them to success in your vertical. Ask the great ones how they got great, and implement their best practices into you’r operation. Most pros love to offer advise to those in their field.
- Serve your community. Providing service as a company might seem counterintuitive to growth however service can often open up doors that you didn’t even know existed. Service can be anything from sponsoring cleanup of a local road or simply volunteering at the local food shelter. There may be press opportunities gained through these efforts but most importantly you will have the opportunity to do some good in the world, build team relationships and get outside of the office. Bonus points for closing the business for the day and letting your customers know that your team is out for the day providing community service.
- Don’t ask for someone’s email address. This is the most daring and counterintuitive of this list. John Booth, a VP of Marketing at Cipher Systems writing for impactbnd.com, points out that you don’t need everybody’s email. You need the emails of people who are likely to become customers. Prospects are getting tired of surrendering their email to download content that doesn’t turn out to be so valuable. They also really dislike having to unsubscribe from mailing lists that aren’t actually helping them, either. The solution is to pivot to chat, and other methods of providing value and solving prospects’ problems before asking for anything in return. The law of reciprocity remains in full force here. Customers will be grateful for your orientation towards providing a service, rather than just mining them for data.
As Booth put it,
At the most fundamental level, my goal as a marketer is to build trust and establish credibility with my prospects.https://www.impactbnd.com/blog/im-a-marketer-and-i-dont-want-your-email-address
I do this by sharing my company’s perspective, experience, and intelligence in a way that is educational and designed to answer their questions and help them solve their problems.
Doing all of this without asking for an email address is a very effective way to build trust and credibility, and it makes great business sense.
In hindsight, it seems like many of these innovative lead generation tactics are actually just ways of being thoughtful. Each of them represents taking a few extra steps to create something that will enhance a relationship. They’re not going to provide you with 100% conversion rates, but they will help you build trust in your brand, and that trust is worth its metaphorical weight in gold.