Thinking of topics and ATTRACTION ideas for lead generation campaigns can be incredibly difficult.
You’ve probably been there many times, trying to draft a blog article, write an email broadcast or email automation follow-up sequence, an ebook, webinar and similar. Having a good (make that great) creative idea can be a stumbling block. Getting inspiration when the objective is to generate leads through content marketing and social media without being overtly salesy can be a daunting task.
The Attraction idea is about gaining attention and leading people towards your solution or service. This is different to leading with your service and describing features, advantages and benefits. It’s about putting yourself in the shoes of your prospect, and engaging with rational and emotional factors that exist or can be stimulated at the early stage of the purchase cycle.
Think of something you’ve bought recently. How did you start to make that purchase, to even consider it as a need that needed to be met?
Here are ten topics to trigger ideas for lead generation campaigns. You may want to combine two or three of these ideas into one marketing campaign theme.
10 ATTRACTION ideas for lead generation campaigns
- Amaze – it’s fair to say that run-of-the-mill doesn’t achieve much these days. So, finding something out-of-the-ordinary is pretty important. Examples might be shocking statistics, dramatic results achieved, or something else with a relevant WOW factor that your audience can identify with in their situation, which touches their pain or their aspirations.
- Topical – what is happening in the industry or sector that you’re targeting? In their function or department? Or at a particular time or stage in their business growth or career development etc? Ideas might come through from news sources such as trade magazines, mainstream news or social media. The phrase ‘newsjacking’ that’s been coined recently, where people jump on trending topics quickly with a relevant response or campaign.
- Timely – is there a calendar event that drives the schedule. Fixed dates such as the tax year end, new legislation coming in, a big exhibition, trade show or conference that your audience will attend. Or maybe its something that a competitor does at a particular time, such as withdrawing a product or support? This can create a lot of attention and urgency which you can align yourself with.
- Reveal – suspense can create a lot of emotional connection and desire for closure. This could take the form of a competition, quiz, survey, poll or similar. A good case-study also has a strong element of reveal at the end, both in terms of results but also lessons learned.
- Avert – has there been a crisis, disaster or near-miss that happened to one of your customers where you were brought in and managed to save the day? Maybe a supplier let them down or went out of business. Perhaps a project they were running internally went off the rails. Or maybe as a result of growth they were overstretched, or a key person was suddenly no longer able to fulfill their role. The drama of this can be developed where you are the hero and savior.
- Conflict – people and departments sometimes disagree or work on different agendas. This might be between sales, marketing, production, IT, HR and Finance. In larger companies there’s a lot of discord between marketing and sales reported in specialist media. Perhaps you have a way of reconciling that conflict, or improving communications, and can use this as a theme to develop a campaign around.
- Teach – the ‘How to …’ topic is very effective as a way to engage people who may become customers. Your target customers may be short of knowledge and you are able to provide them with specific steps or sign-post them to useful resources (yours or by someone else) that helps them to make much better progress. Educational content is particularly useful, such as guides that help the prospect to gain a better understanding of an area or topic they are new to. Our own LinkedIn Lead Generation Guide is a good example.
- Insight – as you work with customers and projects you (or your colleagues in support or elsewhere) may uncover some aspect of a situation or project that many similar people or companies are wrestling with. Maybe someone in your company has the insight. Or maybe involve someone else, such as a big name relevant to your target audience to reveal something. There are many examples, for example blog posts by guest experts, video interviews of experts, webinars featuring experts.
- Organise – processes and projects can often be improved by a third party, on a one-off basis, or by bringing in a tried and tested framework or blueprint. Turning Inputs into Outputs or Outcomes on a regular basis is something that external companies and outsourced agencies do well. Are there aspect of your methods that could be revealed to prospects to engage in more detailed discussion? Are there topics where you could create a diagnostic tool, checklist, training curricula, flow chart, or similar?
- Next time – hindsight is a wonderful thing. Revealing learning points about a situation or project is a powerful way to engage with others and to add value. Introducing the sub-text that ‘Next time I’ll invite an expert in to work with me much earlier in the process’ is a great way to set-up a call-to-action.
Tips for turning Attraction ideas into campaigns
The Attraction idea needs to tweak interest, raise desire and stimulate action by some people in your target audience. Test it out on a few people to gauge reaction and refine the message.
A campaign may have several elements, such as a Webinar, a blog article, a video, email, social media and more. Think about, and design, the customer journey steps.
Rework one core idea into several deliverables to increase your productivity and enhances the campaign effectiveness. Adjust the treatments for different channels.
In order to generate leads the campaign does need to go beyond branding, positioning and awareness. Include an offer, a call to action, and a way to respond.
Campaigns take time to create and to execute and promote. Start small and build as your experience grows.
Think about your goals and outcomes. It’s a good plan to have revenue, development and learning goals for each campaign.
If you’re looking for inspiration for your next lead generation campaign or webinar I hope this list has stimulated your ideas.
If you’d like to brainstorm Attraction Ideas for Lead Generation and for Linkedin get in touch with me, Mark Stonham and let’s have a chat.