12 Alternatives to Content Marketing for Lead Generation

To explore effective alternatives to content marketing for lead generation, we asked marketing experts and business owners this question for their top strategies. From building genuine relationships to capitalizing on referral marketing, here are twelve specific alternatives these professionals recommend for generating leads.

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Build Genuine Relationships

People still buy from people. That includes the decision-makers at the companies you’re targeting. While content marketing allows you to reach a lot of people in a scalable way, you’re able to make a much bigger and lasting impact by connecting with people one-on-one. The term ‘networking’ has gotten a bit of a bad rep, so let’s call it relationship-building. 

Genuine relationship-building, where you show interest in what the other person is working on and what their struggles are. Celebrate their wins, share their content, and become the person (and, by extension, brand) that is top of mind when they need the solution you’re selling.

Sofie Couwenbergh, Content Strategist & Writer, Let Me Write That Down for You

Utilize Pay-Per-Click Advertising

One specific alternative to content marketing for lead generation is utilizing pay-per-click (PPC) advertising. PPC allows businesses to target potential customers based on specific keywords and demographics, ensuring that their ads are seen by individuals who are most likely to be interested in their products or services. In my experience, PPC has been incredibly effective for generating high-quality leads quickly, especially when paired with a well-optimized landing page.

For instance, I once worked with a client in the e-commerce space who needed immediate leads due to a seasonal promotion. By strategically setting up PPC campaigns focused on relevant search terms and compelling ad copy, we were able to drive a significant amount of targeted traffic to their site. This approach not only generated immediate sales but also helped us gather valuable data on customer behavior and preferences, which we later used to refine our overall marketing strategy. PPC’s ability to deliver quick, measurable results makes it a powerful tool for lead generation.

Brandon Leibowitz, Owner, SEO Optimizers

Leverage Positive Online Reviews

Online reviews can be a game-changer for lead generation, especially for law firms. People trust reviews like personal recommendations. When potential clients see positive reviews, it builds instant trust and credibility. Focus on encouraging satisfied clients to leave detailed reviews about their experiences. This not only helps your SEO but also creates a solid trust base for prospective clients who may be unsure.

Imagine having a potential client on the fence about contacting your firm. They read a glowing review about how your team expertly handled a similar case. That review can tip the scales, turning a potential lead into a paying client. To maximize this, make it easy for your clients to leave reviews on platforms like Google, Avvo, and Yelp. Integrating review requests into your post-service follow-up can be effective. Not only do online reviews boost your lead generation efforts, but they also improve your client retention and overall reputation.

Casey Meraz, Owner & Digital Marketing Expert, Casey Meraz

Host Industry-Specific Events

A highly effective alternative to content marketing for lead generation is hosting industry-specific events. At RecurPost, we organized niche virtual conferences tailored to social media managers and digital marketers. These events featured expert panels, workshops, and networking sessions. By providing immense value and fostering a community atmosphere, we attracted a significant number of qualified leads who were genuinely interested in our services.

These events allowed us to engage directly with our target audience, understand their pain points, and showcase our expertise in real-time, leading to high-quality lead generation and stronger customer relationships.

Dinesh Agarwal, Founder, CEO, RecurPost

Implement Interactive Product Configurators

One specific alternative to content marketing for lead generation is interactive product configurators. Here’s my insight on this approach:

We’ve implemented a virtual pond-design tool on our website. Visitors can create custom water features, choosing elements like size, shape, plants, and accessories. At the end of the process, they can save their design by providing their email.

This method engages potential customers directly with our products, provides a fun, interactive experience that encourages longer site visits, generates qualified leads (those who complete a design are often serious buyers), and offers valuable data on customer preferences

We’ve found this to be highly effective. It not only captures leads but also helps customers visualize their ideal product, making them more likely to purchase.

The initial setup was resource-intensive, requiring significant development. However, the ongoing lead generation has been more efficient than some of our content marketing efforts.

It’s important to make the tool user-friendly and ensure it works well on mobile devices. We also follow up with personalized emails based on the user’s design choices.

This approach has increased our lead quality and conversion rates compared to traditional content marketing methods.

Jonas Murphy, Fulfillment/Sales Manager, Pond Fountain Depot

Engage in Cold Outreach

One specific alternative to content marketing for lead generation is cold outreach. This involves directly contacting potential leads through targeted cold emails and phone calls. By personalizing your messages to address the specific needs and pain points of prospects, you can effectively generate leads.

For example, in a previous role, we were launching a new software product for small- to mid-sized businesses. We targeted a list of potential clients with personalized cold emails and followed up with phone calls. This approach led to several high-quality leads, including a mid-sized company that ultimately decided to purchase our software, significantly boosting our sales.

Ayush K, Digital Marketing Strategist, Tecknotrove

Conduct A/B Testing on Landing Pages

One effective alternative to content marketing for lead generation is A/B testing different landing pages. In my experience, running targeted A/B tests can reveal which design elements and messaging resonate most with potential customers. For instance, I once worked with an e-commerce client who struggled with high bounce rates. We experimented with various headlines, images, and call-to-action buttons on their landing pages. 

Through these tests, we discovered that a straightforward headline combined with a clear, contrasting CTA button significantly increased conversions by 35%. This approach allowed us to quickly identify what worked best for their audience without the time investment of creating extensive content. By continuously optimizing these elements, businesses can effectively capture more leads and drive growth.

Jörg Dennis Krüger, Author, Expert and Mentor, The Conversion Hacker®

Adopt Account-Based Marketing

At Carepatron, we’re always looking for innovative ways to generate leads, and one strategy that’s proven effective for us is account-based marketing (ABM). Unlike traditional content marketing, ABM targets specific high-value accounts with personalized campaigns, treating each target like its own market. This approach involves targeted outreach, crafting customized campaigns, close collaboration between our marketing and sales teams, and engaging across multiple channels. 

The benefits of ABM have been clear for us. By focusing our resources on high-value accounts, we’ve seen a higher ROI. Our customer experience has also improved significantly, as our content is more relevant and engaging for these specific accounts. This alignment between marketing and sales has led to shorter sales cycles and a more efficient process overall. Plus, with a smaller, focused audience, it’s easier to measure the effectiveness of our marketing efforts. 

To implement ABM, we start by identifying high-value target accounts using detailed data and insights. We gather in-depth information about these accounts to understand their needs and challenges better. Then, we develop tailored campaigns that address these specific needs, using a mix of channels to ensure consistent engagement. We continuously track our campaign performance and make necessary adjustments to optimize results. 

In summary, ABM has been a game-changer for us. It’s a focused, personalized approach that has led to better results in generating leads, especially when targeting high-value accounts. If you’re looking for a more effective way to generate leads, ABM is definitely worth considering.

Jamie Frew, CEO, Carepatron

Use Lead-Generation Software

For me, lead-generation software is a powerful way to increase lead acquisition. It’s more straightforward, and perhaps the waiting game is not that long compared to content marketing. It’s essential to remember, though, that simply having more leads can be a double-edged sword—since an influx of cold or lukewarm leads means more time and resources spent with potentially minimal returns. In this case, lead-generation tools are most effective because lead-scoring methodologies are used to rigorously assess customer data and identify prospects who are most likely to convert.

These tools meticulously track factors such as engagement levels, personal data, and overall interactions with your brand, providing invaluable insights into which leads warrant immediate attention. These systems help you prioritize your outreach, ensuring that you connect with the most qualified leads while keeping your offerings at the forefront of their minds. I would say that this strategic approach helps to filter out those who are merely exploring, which allows for a more efficient use of your time and resources. In the end, leveraging lead-generation software streamlines the process, thus increasing the chances of closing meaningful sales.

Vikrant Bhalodia, Head of Marketing & People Ops, WeblineIndia

Form Strategic Partnerships

While content marketing usually takes center stage, strategic partnerships are often overlooked as lead-generation tools. By collaborating with complementary businesses, you can tap into each other’s audiences and produce high-quality leads. 

For instance, a fitness studio may partner with a nutritionist, providing joint workshops and referral programs. This not only increases a brand’s reach but also improves a brand’s credibility by associating it with a trusted partner. Remember, it is not just about the number of leads but their quality. Strategic partnerships also refine your target audience and provide more qualified prospects.

Vipul Jain, Founder and CEO, Red Tulip Media

Organize Virtual Events and Webinars

Organizing or participating in virtual events like webinars is a potent alternative, and it strengthens your brand position as an industry leader, too.

When hosting online events, conferences, or webinars, you have the direct advantage of speaking to your target audience. You know your attendees meet your marketing criteria, so all you have to do is access their contact information to get in touch for further engagement.

You can even use the event platform to soften your targets and introduce them to your products and services, all the while using your industry expertise and thought leadership to make the right impression.

Anilkumar Shetty, Director, TecHighQ IT Solutions

Capitalize on Referral Marketing

When reaching out to a target audience, there’s probably no base richer than your customer and client network. These leads are part of the same demographic and essentially ready for onboarding; they are ready and waiting for conversion, and one way to win them over is through referral marketing.

This is easier to accomplish with a trusting and loyal customer base by offering free products or services, discounts, and special offers in exchange for referrals. Even more beneficial is the impact, because when satisfied customers recommend your brand, you know they’ve already succeeded in convincing their referrals of a deal they can trust.

Abraham Samuel, Co-founder, Boost My Domain

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