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1. Social Media Campaigns
Cloudera - LinkedIn Live Streams
Company overview: Cloudera is a software company known for its hybrid data management and cloud data analytics platform.
Objectives: Build awareness and boost authority
Execution: The company regularly uses LinkedIn’s live-streaming feature to host virtual short but insightful events and conversations about leading industry topics. Viewers can also replay any videos they didn’t catch live on Cloudera’s LinkedIn page.
Results: Cloudera’s LinkedIn page has amassed over a quarter of a million followers.
Key Takeaways: A series of shorter social media videos can be just as effective as a full-length webinar. It can also be an effective strategy for keeping your audience engaged over time.
2. User Generated Content
Adobe - Instagram USG
Company Overview: Adobe is the industry-leading creativity software company behind platforms like PhotoShop, Illustrator, and Acrobat.
Objectives: Foster trust through a unique approach to customer testimonials.
Execution: Adobe’s Instagram page offers several great lead generation campaign examples, including its focus on regularly sharing projects created by its users.
Results: Adobe has racked up nearly 2 million Instagram followers by showing, rather than telling, viewers what’s possible with their software.
Key Takeaways: Customer testimonials don’t always have to be quotes or reviews. Adobe’s regular UGC posts both engage new leads and foster loyalty among its current clients.
3. Video Marketing
Mint Mobile - Ryan Reynolds Campaign
Company Overview: Mint Mobile is a mobile network provider that’s become known for offering reasonable rates.
Objectives: When actor Ryan Reynolds acquired the company in 2019, he set out on an epic brand awareness campaign.
Execution: Reynolds used his trademark wit and charm to produce a series of hysterical promotional videos.
Results: T-Mobile recently acquired the company for $1.35 billion, though Reynolds agreed to maintain his creative role.
Key Takeaways: Never underestimate the power of knowing your audience. Reynolds struck gold by understanding exactly what types of customers he was targeting and speaking their language.
4. Content Marketing
HubSpot - Inbound Marketing Blog
Company Overview: HubSpot is an industry-leading CRM that offers solutions for marketing, sales, customer service, operations, and more.
Objectives: Create brand awareness, trust, and authority.
Execution: Look no further than HubSpot’s blog for a prime example of content marketing at its finest. HubSpot offers a constant stream of free, valuable, and up to date information on a wide range of sales and marketing topics.
Results: While HubSpot was established less than 20 years ago, the company has quickly established itself as a leading industry authority with a current market value of around $30 billion.
Key Takeaways: The more time and effort you put into establishing your company as an industry authority, the more customers will naturally turn to you for solutions. You might even explore the many HubSpot integration services that can help make your task easier.
5. Offer Free Versions or Trials
Canva - Free Account
Company Overview: Canva is a powerful online graphic design platform that can be used to create everything from social media graphics to business presentations.
Objectives: Entice paid users by demonstrating the software’s possibilities firsthand.
Execution: While Canva has grown a great deal in the past few years alone, the company made the smart move of allowing new users to opt for a free account. Users who are interested in upgrading are automatically offered a free 30-day trial of a paid subscription upgrade.
Results: Just 11 years after launching, Canva has racked up over 130 million active monthly users.
Key Takeaways: The more value you give users for free, the more intrigued they’ll be to explore your paid offers.
6. Free Tools
QuickBooks - Free Tool Suite
Company Overview: Intuit QuickBooks is a leading cloud-based business accounting and finance software provider.
Objectives: Generate brand awareness and cultivate trust through free, helpful tools.
Execution: Even if you’re not in the position to offer a free service trial, you might consider offering free tools related to your industry. Intuit QuickBooks, for example, draws in potential leads with a full suite of free templates and calculator tools.
Results: QuickBooks has become the leading accounting software of choice for small business owners.
Key Takeaways: You’ll never fail to attract leads by asking how you can produce free, helpful content for potential customers.
Conclusion
While each of the lead generation examples above took a different approach, there are a few things they all had in common. Notice how each company offered something of value to its target audience without asking for anything in return.
This is no accident, as audiences today have little patience for random sales pitches or irrelevant ads. Instead, focus on getting to know your target audience and the problems they’re hoping to solve. Then offer to help out with no strings attached. You’ll likely be surprised at how many people will be happy to return the favor.
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