If you’ve ever used citrus zest in a home-cooked meal, you know that it can really add some serious flavor to your food. But in addition to brightening the taste (and look), this textured outermost part of citrus fruits such as lemons, limes, oranges, or grapefruits is also packed with aromatic oils, immune-boosting vitamins, and anti-inflammatory antioxidants – all good things when it comes to maintaining healthy eating habits and proper nutrition!
So what does citrus zest have to do with marketing, you ask? Well, as marketers, it’s our job to keep our strategies fresh and our marketing messages flavorful. Customers today are looking for something different, something useful or relevant to their unique lives. There’s no bigger turn-off than when they find your content bland, unappetizing, or common.
When it comes to lead generation, marketers need to differentiate from their competition so that their brand stands out. It’s not enough to keep up with the latest trends and follow them. What will set your brand apart is that “zest” that you add to your strategy… that flavor that will leave your customers with a tasty and nutritious impression of your brand as something fresh to their individual tastes, yet valuable to their lives.
Check out these 5 quick and easy ideas to put some “zest” in your lead generation strategy:
As we said above, customers today are attracted to things that are relevant to them. There’s a “zest” that can be experienced in that personal connection. Before you start your campaign creative, figure out who your target audience is. After that, find out what they’re interested in, what they want, or what they need. Then, find out how your brand can offer that to them. Tailor your content so they feel like it was made just for them. Finally, make sure your tone is the kind of personal that is approachable and engaging, not creepy.
Make it fun.
Customers also want to know what is zesty about your brand. Tell your brand’s unique story on your website and social media channels, showcasing the fun, but authentic side of it, as well as the personalities of the humans behind it. Focus on fun content types that encourage your customers to engage with your brand, such as contests, quizzes, or user-generated images/videos/reviews that can easily be posted on your brand’s social media. Using some unexpected, but well-placed humor can also be fun and is a great way to get your customers to share your content with others.
Venture outside your comfort zone.
One of the best ways to stay on top of all the latest marketing trends is by exploring a variety of lead generation channels when developing your strategy. Every brand has that tried-and-true lead gen channel that is good at bringing in fresh new leads, campaign after campaign. But branching out every once in awhile and trying some new methods is like adding that citrus zest to a family favorite recipe. It might not change the flavors completely (and you probably don’t want it to, if it’s a family favorite), but it can liven them up or add a little bit of brightness or nutrients to the entire dish. Likewise, the new channel you try may not have the kind of reach that Facebook does, but you may find some potential leads there that you wouldn’t have found any other way. And if those leads become loyal customers some day, it will be worth all the uncertainty your team may experience at first during the testing period.
Give before you get.
Valuable content never loses its zest, because it adds something to your customer’s life or provides a solution their problems – and they tend to remember that! No matter what your lead generation strategy involves, make sure you offer potential customers something of value before you ask them for anything. This is one of the most effective ways to attract new leads and draw them in to want more from your brand. When writing blog posts, address topics they are interested in and provide answers to questions that may be on their minds. Educate them by offering a free trial, webinar, or e-book in exchange for joining your email list. Running a giveaway is another lead magnet, especially if the prize is something that is particularly attractive and valuable to only your target audience.
Great customer service is expected by customers, but go beyond this by adding some “zest” to your normal communication and follow up strategy. Consider using new methods that other companies may still be hesitant to try, such as live chat and chatbots, which can boost engagement and always be there for live customer support. Offering surveys and polls can also help you discover what your audience is looking for, and having a platform for responding to reviews (both positive and negative) will make your customers feel like their voice is being heard. Brainstorm with your team and come up with some fresh ideas for following up with leads and handling customer concerns. By doing all this, your brand will be positioning itself as an industry leader who really cares about customer experience and satisfaction.
Have some other ideas on how to add “zest” to a lead generation strategy? We’d love to hear your thoughts in the comment section below, so feel free to post!