Passive Lead Generation Channels to Grow Your Business
With millions of businesses entering the competition by leveraging e-commerce and paid promotions, finding leads the traditional way is becoming increasingly restricting.
Passive lead generation is the key to growing your business and attracting more leads in today’s competitive market.
This guide will help you understand passive lead generation and how to use various strategies to generate more leads for your business.
What Is Passive Lead Generation?
Passive lead generation attracts potential customers to your business without actively trying to reach them. It is about creating interesting and relevant content for people already looking for what you have to offer. By providing helpful, valuable information to these prospects, you can build trust with them and establish yourself as an expert in the field.
You can use various digital marketing tactics such as SEO, social media, and email automation to boost visibility and generate leads. With passive lead generation, you can focus on providing helpful content that resonates with your target audience while increasing brand awareness and generating qualified leads.
Ultimately, it’s a great way to increase your customer base without putting much time and effort into actively reaching out to new prospects.
Active vs Passive Lead Generation
You can use two types of lead generation strategies: active and passive.
Active lead generation requires more effort but can be more effective in terms of the quality of leads you receive. Passive lead generation requires less effort upfront and has a higher potential for success regarding volume.
Active lead generation involves actively reaching out to potential customers and trying to create interest in your product or service. This could be done through email campaigns, cold-calling prospective leads, sending direct mail pieces, attending networking events or trade shows, or even offering free trials.
Active lead generation aims to quickly generate qualified leads with a higher chance of converting into paying customers.
Passive lead generation, on the other hand, involves setting up systems that will generate leads for you without requiring any active effort from your end. This could be anything from SEO optimization to content marketing to remarketing campaigns.
The idea is to create content or systems to draw people in and generate leads by automating your lead-sourcing strategy. The potential for more leads is higher with passive lead generation, but the success rate may be lower than active campaigns.
Active vs. passive lead generation can be summed up in two points:
- Active lead generation is quicker, requires more effort upfront, and has a low potential of generating many leads but a higher chance of converting leads into customers.
- Passive lead generation takes time, requires lower effort upfront, and has a greater potential for more leads but has a lower conversion rate.
4 Effective Tactics for Passive Lead Generation
Blogging is one of the most popular passive lead-generation tactics in digital marketing. Not only does it help you to build trust with potential customers, but it also helps to position your brand as an industry leader and thought-provoking source of information.
Regularly creating high-quality blogs that offer valuable insights and advice can attract more leads and establish yourself as an authority in the field. Blogging also plays a key role in search engine optimization (SEO) by providing additional content for search engines to index and rank your website higher on SERPs.
Referral marketing is an incredibly effective way to generate leads passively. Referral marketing programs encourage customers to refer others to a product or service, thus organically growing and spreading the word about your brand.
By offering people rewards like discounts, free products, and cash, you can incentivise them to share their positive experiences with your brand. When done correctly, referral marketing can be a potent tool for generating leads cost-effectively and efficiently. Plus, since customers share their positive experiences of your product or service with others, it helps create additional social proof for your business.
Creating Video Content
Video content is an ideal way to generate leads because it’s engaging, entertaining and informative. Plus, it’s easy to share with a wide audience. To start creating video content for lead generation, you need to decide what the focus of your videos should be. Think about topics that will attract potential customers and keep them hooked.
You can create educational tutorials, and product demos, highlight customer success stories or provide thought leadership. Once you have a plan, you can start producing and posting videos on social media platforms like YouTube and Vimeo.
Don’t forget to include CTAs in the video, so viewers know how to take the next step. You could also run video ads on other platforms like Facebook, Instagram and Twitter or use them in email campaigns to reach a larger audience.
Webinars are an engaging and interactive form of content. Not only can you showcase your expertise through them, but they also provide potential customers with valuable information that could help them make intelligent decisions regarding their own business needs.
Webinars can be used to deliver helpful content and lead people through the sales cycle. You can start by using webinars to introduce your product or service, then use them later to provide in-depth information on how it works and what it offers. Webinars also provide a great platform for gathering customer feedback and creating conversations with prospects.
Passive lead generation takes time but results in many potential leads. With the right tactics, you can reach more potential customers and create lasting relationships.
Remember these four best tactics when crafting a passive lead generation strategy:
- Referral marketing helps you generate more leads by asking existing customers to refer your products and services to others.
- Creating a blog can help you to build trust with potential customers and position your brand as an industry leader.
- Video content is engaging content that attracts a broad audience and offers a high chance of conversion.
- Webinars provide an interactive platform to showcase your expertise and help guide people through the sales cycle.