4 Ways Lead Generation is Changing

July 22, 2021 | Agents, Lead Generation

If you’re familiar with Lead Concepts, you know that we have spent the last 30 years specializing in lead generation for businesses like yours. But, of course, over time, a lot of things have changed. People have changed, styles have changed, and even lead generation has changed. And depending on how you run a business, this can be a good or bad thing. Regardless, it’s a concept that is constantly improving.

But how? Keep reading this article to discover how lead generation is transforming.

The Changes That Are Happening in Lead Generation

The Pace is Getting Faster

And by this, we mean much faster. Within the past 10 years, there have been so many technological developments that it’s hard to keep up. These developments make it easier for businesses like yours to contact current and potential clients more effectively. Since the COVID-19 pandemic, services like Zoom have been dominating the country.

You can meet with clients face-to-face, share your screen, and hold breakout sessions if you have multiple people on one call. The increasingly faster pace of lead generation is essential to understand so you know how your business can grow. It also helps you understand what your competition will be doing to keep up.

The Introduction to “Alternative Means”

What does that mean? Well, by “alternative means,” we’re saying that for every generic service offered, better services that are more convenient for the public also exist. Let’s make this more straightforward with an example. In this scenario, you’re going on vacation with some friends, and this specific trip requires flying. As soon as your plane lands, you face the local transportation problem. How are you going to get to your hotel? Twenty years ago, the answer would be to hail a cab or rent a car. Now, you can still do both things, but you can also order an Uber or a Lyft.

That’s what we mean by “alternative means.”Believe it or not, there are alternative means for lead generation, too. Companies are hosting webinars and virtual conferences for potential clients or people who want to learn more about their insurance company. Another way that lead generation is changing has to do with transparency. Businesses are fighting to gain the public’s trust by being completely transparent about their intentions and order of operations. Part of this entails sharing the company’s work with current and previous clients as an example of what it can do for future clients.

As social media is dominating the market, many people are beginning to do their advertising there. Specifically, TikTok. “Work life” is an increasingly popular topic on TikTok as businesses highlight their company culture and what services they offer, generating hundreds of thousands of views and likes. Among these businesses are insurance companies and financial advisors. A notable player in this game is Antonette Aquino, who has nearly 300 thousand followers on TikTok alone.

Advertising is Getting More Aggressive

The faster pace of lead generation has made it much more possible for companies to develop new means of advertising. It also allows companies to use more aggressive forms of advertising to sell their service to clients. For example, if you’ve ever watched a video on YouTube, you’ve most likely had to sit through an advertisement or two before your content began. That’s one example of aggressive marketing, but there’s so much more than just that. Pop-up advertisements take up your entire webpage, comments on social media, free giveaways, advertisements disguised as content, and more. And the craziest part about it is that it’s effective.

This is important to note for your company, especially if you are considering switching up your advertising techniques to generate more leads. It’s also important to note that sometimes aggressive advertising may not be the best move. If all of your competition is utilizing this, then you may want to try different advertising techniques so that your business will seem like a breath of fresh air to potential clients. These forms of advertising can include inbound marketing and passive advertising.

Inbound marketing prioritizes marketing through SEO, blogs, events, and more, which is an effective way to engage with the target audience. Passive advertising is the exact opposite of aggressive advertising. This form will advertise to audiences in more subtle ways. For example, placing a banner advertisement will go to places people naturally look. So, if someone is reading an article, the banner advertisement will be at the bottom of the screen, where someone would naturally look as the article ends.

Audiences Are Changing

Lead generation is about getting a potential client interested in your business and its services. As of 2020, Millennials are the largest workforce population. So that means you will have to tailor more of your marketing and advertisements toward them. And that can be a good thing. If you’re not a Millennial, learning more about their collective experiences, likes/dislikes, and goals will help you understand how your company can effectively pitch to them. It will also help you relate with them, making the marketing strategies even easier.

Understanding your audiences has always been a critical component of lead generation. Without knowing your audience, you may be at a loss for how to market to them and get them to be as passionate about your product or service as you are. Now that audiences are changing within lead generation, you can learn how your company can continue to thrive as you gather leads.

How These Changes Can Apply To You

Lead generation aims to catch a client’s interest and increase revenue. And so that means you may have to change up some of your strategies to get better are generating these leads. This is especially important if your company has been stagnant, meaning your operations haven’t changed. Regardless of your company’s performance, it’s crucial to be transforming alongside lead generation. If business is good now, but you are refusing to adapt to change, you are putting yourself — and your company — at risk of falling behind the competition.

And as scary as that is, it can also work to your advantage.

If your competition is not embracing the changes to lead generation, you are pushing your company ahead of everyone else. This is extremely important, especially as you try to turn potential clients into actual clients. It may be worth it if you’re nervous about participating in popular trends like TikTok.

Summary

Let’s face it — no matter how hard you resist, change will happen. It happens to everyone and everything. Lead generation, specifically, is changing by:

• The Pace is Getting Faster
• The Introduction to “Alternative Means.”
• Advertisements are Getting More Aggressive.
• Audiences are Changing.

But remember: This is how lead generation is changing and what others are doing to stay in tune. These are not one-size-fits-all strategies. In other words, these aren’t things your company must do if you feel they aren’t applicable. In insurance, achieving transparency by using current clients as an example can be tricky because everyone has different backgrounds. But we note this because it may spark an idea for something unique you can do.

At Lead Concepts, we encourage doing what is best for your business. If you need help generating leads, you’ve come to the right place. Visit our website or call us at 214.833.6385 today.