5 Best Tactics For Marketing Agency Lead Generation
Chances are, if you work in marketing, you probably already know how important generating leads is.
Even if you have a steady number of clients you’re working with right now, you should still be publishing new content, talking to new prospects, and otherwise organizing your leads in your CRM.
This way, if something were to happen and your current clients were to somehow disappear, you’d have a steady inflow of qualified leads ready to take their place.
Or, alternatively, taking on new leads can help you scale up your marketing agency to the next level. To help you generate qualified leads, in this article, we’re going to focus only on practical and proven lead generation strategies for marketing agencies with examples.
- Marketing Leads Overview
- Top 3 Marketing Agency Landing Page Examples
- Top 3 Marketing Agency Lead Form Examples
Marketing Leads Overview
On paper, lead generation is a fairly straightforward process. For agencies, this usually involves generating traffic, getting contact info, and then focusing on lead qualification and nurturing. There are many different ways to generate leads, as we’ll cover below. Similarly, there are many different kind of leads you’ll be interacting with as a marketing agency, such as:
- Marketing Qualified Lead (MQL)
Contacts who’ve engaged with your marketing team’s efforts but aren’t ready to get on a sales call yet. E.g. a lead who filled out your lead magnet.
- Sales Qualified Lead (SQL) Contacts who’ve taken actions that expressly indicate their interest in directly becoming a paying customer. E.g someone who fills out your landing page form to ask a question or express interest regarding your product or service.
- Product Qualified Lead (PQL) Contacts who’ve used your product or taken actions that indicate they’re interested in becoming a paying customer. These leads are typically for companies who offer a product trial or SaaS solution.
- Service Qualified Lead Contacts who indicated to your service team that they’re interested in becoming a paying customer. For example, a customer who tells your customer service representative that they’d like to upgrade their subscription.
There are many different kinds of leads out there and not everyone will be interested or relevant to work with you.
Which is why it’s so important to niche down, qualify leads and gauge their interest.
While you can get on a call with everyone to decide if they want to commit to working with you – that’ll just be a waste of time and effort.
One smarter option is to create a customer persona of your ideal customer profile to know and have certain information and insights about the type of people you’d prefer to work with.
Information that goes beyond simple demographics info. Such as:
- Sub-industries or niche.
- Team size.
- Organization challenges and pain points.
- Why they should choose you (value proposition hypothesis).
- Strategic goals related to your product or service.
- Marketing and tech stack.
- And more.
It’s a good idea to have this defined as specifically as possible. This information will also come in handy when you’re trying to filter for your audience on LinkedIn.
If you know your lead’s pain points thoroughly and can walk them through how to solve them (your strategies related to your offer), they’ll be more likely to recognize your authority and want to work with you.
From the lead’s side – you’ll come across as someone who knows what they’re talking about and have done this before.
Now, let’s take a look at some practical marketing strategies you can use to attract leads.
1. Create evergreen content for your ideal clients
Now, doing content marketing and SEO lead generation isn’t anything new. In fact, everyone is focusing on creating new content and lead magnets. Which is why the industry has become so competitive.
That’s right. It can be quite hard to rank for industry keywords like “B2B content marketing” or “SaaS web design and SEO”.
You can leverage SEO tools such as Semrush to do keyword research and other SEO research to plan your SEO strategy for better results.
And while you can consistently create SEO-optimized blog posts, there’s no guarantee they’ll rank on Google any time soon.
While you want leads and traction now.
How to Make Content Marketing Work
So, what you can do instead is to create original, unique, and high-quality content for your ideal customer. Then, deliver it to them and ask if they’d be interested in you creating similar content for their brand. This is much more efficient than waiting 3-6 months for it to rank organically too.
One example of this content marketing strategy is by Chris Von Wilpert of Content Mavericks who created a list of his 100 dream clients and reached out with a long-form, epic blog post he had written about analyzing HubSpot’s marketing.
Because the content was tailor-made for his leads and the type of content services he was offering – most people on his list were more than interested to start working with him.
B2B content marketing takes a lot of effort but it can be very rewarding if done well, especially if you’re niching down within your lead generation.
If you’re struggling to scale your content operations, you can use platforms like Workello to hire great writers in your niche.
Most Popular B2B Content Marketing Channels
2. Experiment with different marketing mediums and tactics
Far too many B2B marketing agencies stick to the same, old marketing channels like LinkedIn, Facebook, and so on.
Niching down is a great way to differentiate yourself because you’re not selling everything to just anyone. SEO also becomes easier if you’re going after low competition, very specific keywords.
While using LinkedIn outreach to generate leads is a proven marketing technique, you can also experiment with other marketing channels to see what will work for you.
If you’re a relatively new marketing agency, generating leads might be a bigger priority for you especially. Which is why you should be consistently trying new lead generation tactics – you never know when you might strike gold.
If you’re a B2B marketing agency, some unconventional lead generation tactics you can consider include:
- Networking and speaking at industry-specific events.
- Using webinars to out-teach your competitors.
- Creating and growing a Facebook group around your niche and authority (e.g. Facebook group for B2B copywriting where you publish your insights).
- Automating prospecting and outbound sales (e.g. email outreach, LinkedIn lead generation, cold calling local businesses etc.).
- Building your referral network. For example a partnership with a different marketing agency that offers complementary services (e.g. web design and SEO).
Clubhouse App, Source: Internetmatters.org
Up until recently, Clubhouse was a popular lead generation channel for many marketing agencies and freelancers alike.
Is Clubhouse and networking on B2B channels like LinkedIn still an effective lead generation tactic?
Depends on your brand and offer! The only way to find out is to experiment with it and see if it yields and results.
You can also experiment with different techniques within each social network. For example, on LinkedIn, most people like to direct message profiles or use ads. But did you know that LinkedIn has a feature called sales navigator that lets you find email addresses so you can reach out to people via email too? Here’s a great article on how to use a sales navigator.
3. Build (or grow) in public
Building in public is another new marketing movement – in which founders and marketers do as the name suggests.
Building in public includes:
- Sharing stores (wins/failures).
- Being authentic and vulnerable with your content.
- Rallying a community around your cause.
- Side and personal, passionate projects.
The movement is by no means a shortcut to fame. Instead, it’s based around consistency and playing the long game.
The reason it works is because people value transparency and storytelling, especially stories that are unfolding in front of their own eyes.
Many people in the movement are mostly building tech and SaaS tools. But this isn’t necessarily the case all the time.
As a marketing agency, a couple of things you can build in public to generate leads include:
- New, original newsletters.
- Podcast in which you interview CEOs with a strong cause.
- E-books, websites, and other side projects.
By building his brand in public and regularly showing proof, the founder of the movement was able to land a dream job at an ambitious startup.
Other popular movements include No-Code, Indie Hackers, Growth Hackers, and more.
Being involved in a movement such as these ones can be a great way to rally an audience behind your case and get your name out there – regardless of how big your marketing agency is.
Make sure you’re keeping an eye out for the latest marketing trends you can get involved in.
4. Video marketing
According to Wyzowl, 86% of businesses are now using video as a marketing tool. The market is flooded with blog posts and generic content.
Which is why video marketing may be the solution to let your brand shine. You don’t even need to hire a whole video department to create professional, branded videos.
You can do most things with just your mobile phone and free editing tools.
And with video, you can communicate your biggest asset better than any other medium – your own brand. While many blog posts are easily forgettable if you don’t have a distinct writing style, videos might resonate with your leads better because it’s easier to communicate your emotions and values.
It’s much easier to stand out too. Video makes a lasting impression as you can resonate with a person better than articles.
Most viewers won’t get converted right after watching your video. However, chances are, it’s going to leave a longer lasting impression.
As a cherry on top, video also seamlessly integrates with your other traditional marketing channels, like social media, podcast channels, email newsletter, and even blog posts.
Source: Neil Patel
LeadGen App YouTube channel
With video marketing, you can even expand onto:
- Case studies and features.
- Content breakdown.
- And other content that your ideal clients would enjoy (see tactic #1).
Check out our own Marketing Mavericks Show for more video marketing content on all things digital growth for agencies, lead generation, and more.
5. Better web forms to convert more leads
As mentioned above, qualifying and gauging a lead’s interest is an important step. One smart way to do so is through smart, multi or single step forms to get the best conversions.
Your web form is the final step of your lead generation, as it separates your leads from non-leads.
This has significant importance over how many leads you’ll receive (conversion rate), the quality of your leads, and how much information you’ll get from them.
While most agencies and consultancies use out-dated web forms that let leads slip through their landing pages. Your leads usually want to know a few key things when going through your site. Such as your prices, what you can help them with, if they can trust you, and more.
With conversion-focused web forms, you’re more likely to gather more info and data from your leads – while also providing them with plenty of information regarding your services.
Compared to generic web forms – which most leads close halfway through or lose interest in.
We will take a look at some marketing agency specific web forms below, but until then, you should know that there are many online form builders that you can use for this.
Some of which (like LeadGen App) even offer proven, lead-generation based web forms to help you make the most out of your optimized landing pages in your niche.
So, let’s take a look at some of the best landing pages first.
Top 3 Marketing Agency Landing Page Examples
Many marketing agencies follow the same landing page structure. Let’s take a look at some unique landing pages that stand out.
1. Jordan Crown
- Clear, simple design that stands out.
- Focuses on the lead when they scroll down on the website (their pain points, problems, and how the agency helps).
- “Get a Quote” CTA that leads to an interactive web form which the lead fills in with their important project information.
2. Blacksmith Agency
- Innovative, unique design that stands out from other marketing agencies.
- Shows design projects and their process in a clear, illustrative way that’s obvious at a glance.
- Straightforward, branded “contact us” web form with only the important information.
3. Bop Design
- Changing colors, creative design below, and clear copy for their niche and target audience.
- “Watch How We Help” video CTA that leads to under 1 minute, animated video explanation of what they do.
- Detailed “contact us” web form but could be more colorful.
Top 3 Marketing Agency Lead Form Examples
1. Performance Marketing Agency Lead Form
- Qualifies marketing agency leads by asking most important questions regarding the services, budget, goals, and more.
- Easy-on-the-use colors and customizable branding.
- Mix of multiple-choice questions, custom text, and minimalist illustrations,
2. SEO Service Briefing/Onboarding Form
- SEO-specific webform with important lead qualification questions.
- Multiple questions with the web form indicating progress and how many steps are left.
- Multiple choice questions.
3. Instant Social Media Marketing Project Quote Calculator
- Project cost calculator that automatically sends price estimate to email at the end.
- Multi-step form with easy-to-answer questions per each step that make it easy for the lead to fill it in all the way.
- Customizable questions and flows that give the project quote based on what the lead answers.
You probably already know what lead generation means and why it’s important.
Hopefully, with the above tactics, you’ll have a better idea of how to reach your ideal customer personas and grow your agency.
Now, to sum up, let’s go over some of the top lead generation questions:
- What are the marketing strategies to generate leads?
There are a lot of different ways you can generate leads. 5 best tactics for marketing agency lead generations you might want to consider include:
- Creating evergreen content for your ideal clients.
- Experimenting with different marketing mediums and tactics.
- Building (or growing) in public.
- Using video marketing to boost your reach.
- Using better web forms to convert more leads from your landing page.
- What are the types of lead generation?
For the most part, there are 4 types of different leads you’ll encounter:
- Marketing qualified leads.
- Sales qualified leads.
- Product qualified leads.
- Service qualified leads.
- What is a lead generation process?
Lead generation is the process of attracting potential customers (your leads) and converting them into paying customers. For this, you’ll be using contact management, marketing software, and customer relationship management tools. To start generating leads, you can use the above-mentioned lead generation tactics for marketing agencies.
Ready to start generating high-quality and qualified leads for your marketing agency?
You can get started using LeadGen App for free to capture more leads from your website through high-quality, lead-generation specific web forms – designed specifically for the digital marketing industry.