What does lead generation look like in 2020? - ClickZ

30-second summary:

  • Amid unprecedented times, it’s important to keep your company afloat and stand apart from your competitors.
  • As long as your company is paying attention and emerging with the times’ marketing strategies for lead generation, organic growth will come easy.
  • Loyal customers lay the foundation of a successful organization, but a company can’t grow without new prospects.
  • 2020 brings a whole new meaning to lead generation during a pandemic and a recession, what does that look like and how can you best leverage these strategies?
  • Consider the following lead magnets that can be used by any company in any industry;  you just have to figure out which ones are the best fit for your brand.

By now, we’re all aware that the year 2020 has entered an era all of its own. And for those who run their own business, things started to massively change after February, and not necessarily for the better.

In an effort to stay afloat, many small businesses had to get creative and resourceful by taking their operations solely online, making some of their annual events virtual and figuring out how to still pay their employees.

Another big and very important component to running a business is lead generation. Loyal customers lay the foundation of a successful organization, but a company can’t grow without new prospects.

So in these unprecedented, challenging, ambiguous times, or however else they’re being defined, what would be the most effective way to attract new customers to your business?

Here are the most strategic lead generation methods in 2020:

Email marketing

Let’s start out by making this simple: you throw up a data-gathering interstitial to collect your leads’ email addresses. (Read more...) step one. Don’t assume that just because someone signs up for your email list that your job is done.

Next, you want to ensure that lead eventually transitions into a customer by being a nurtured subscriber to your emails. This entails including them in automated email campaigns that you periodically send out via Client Relationship Management (CRM) systems to prospects.

Note: a little goes a long way; don’t overwhelm your contacts by sending out daily emails. You want to be top of mind, but not to the point where they want to put you in the junk folder or unsubscribe altogether.

Send emails that ensure engagement with calls-to-action (CTAs) that direct customers to complete conversions on your site such as signing up for webinars, downloading podcasts or completing purchases.

You also want to provide them with valuable content in drip sequences and regular email blasts. Valuable content can include, but isn’t limited to, case studies, white papers or ebooks that enrich their experience, educate them on your product and increase the probability of brand loyalty.


Podcasting is an excellent way to keep your brand front and center with your audience. People treat podcasts like audio books–they can listen to them at the most convenient times, whether it’s while driving to work, sitting at their desks, exercising, cleaning, etc.


Leverage your podcasts to discuss topics associated with your company that will further deepen your audience’s interest in the product and the brand. Don’t just sit around a bunch of microphones and have a casual conversation.

Offer substance to your listeners by bringing on guest speakers who are experts in their fields. Set up an editorial calendar on a monthly basis so you can plan out your topics and schedule guests so you can give them an appropriate amount of notice.

Make sure to market your podcasts appropriately by calling attention to their existence on your website and social media. Create an icon link with your company logo at the bottom of every blog post and email campaign to offer easy access.


Chatbots are a form of artificial intelligence that interact with customers upon entering your website or social media profile.

Chatbots greet visitors with automated questions that can provide quick responses in real time and are a great resource in gathering lead data including email addresses, names, contact numbers, style preferences, feedback, etc.

All conversations with your chatbot can be saved and used later for future lead scoring.

Set up messenger chatbots on your business’ Facebook page to test out its effectiveness. They’re free, require very little coding and help customers feel more at ease since they’re customized to their preferences.

You also want to ensure your chatbots don’t spam your visitors with notifications when entering your site, impeding their experience. Instead, maximize your lead gathering potential while also engaging in an informative manner.

Voice command marketing

Shopper: “Hey Alexa, order more laundry detergent and trash bags. Also, what deals do you have right now?”

Alexa: “I have several deals including a Sees Chocolate Deluxe Gift Box, would you like to buy it?”

Shopper: “Yes, please.”

Shopping has never been easier or more convenient than with voice command. Picture this: you’re standing in your kitchen, realizing you’re running low on milk, bread, dog food and lunchmeat, all of which you can order with a single voice command on your voice assistant.

It saves time on browsing, having to enter your payment and shipping information and the device remembers past purchases, making it very easy to simply order it again. You can also order takeout while you’re at it, all while never having to touch a single screen.

Enabling your business to be available on voice command devices will increase the likelihood of direct sales, as shoppers will have already decided on what they want to purchase rather than using the voice search as a browsing tool to figure out what they have to buy.

There is a great deal of focus on long-tail keywords. This is because smart home devices more closely mimic real-life speech patterns of people searching for answers.

Using long-tail keywords to assist in your web content reflecting more conversational language can generate more leads, focusing on phrases that coincide with your target audience’s searches.

Video content marketing

Product demos, live streams and short informational videos on websites and social media have become more powerful marketing tools within the last few years.

Consumers prefer video content to reading, especially if they’re looking for something instructional. So you’re much more likely to target, attract and capture leads through the use of creative videos that provide beneficial information.

If your company is striving for an “infotainment” concept, make sure your videos aren’t too silly or disjointed. You want to maintain credibility while also putting out valuable content, but also keeping their interest at the same time.

It’s a delicate balance, but if done correctly, the more likely your videos will get shared, go viral and uphold a reputation for a consistent and reliable tool on which your customers can depend.

Facebook Ad marketing

According to oberlo.com, Facebook has 2.6 billion active monthly users as of May 2020. That’s a lot of exposure for ads! Creating an ad that appears on Facebook’s feed should be a no-brainer when it comes to your social media marketing strategy.

You can generate qualified leads for your business on desktops and mobile devices, as prospects can easily tap your business’ customized ad and a convenient pre-populated form with their Facebook contact information will pop up.

As invasive as this sounds, all leads would need to do is agree to share their details in exchange for the information they want from your ad.

If you have an existing Customer Relationship Management (CRM) system such as Infusionsoft by Keap, a new qualified lead can be directly synced with your software.

Facebook Ads’ targeting capabilities, ideal page placement and opportunities for different CTAs make lead generation for your business a breeze.

The takeaway

As long as your company is paying attention and emerging with the times’ marketing strategies for lead generation, organic growth will come easy and you’ll find the antiquated cold calling and cold emailing are tactics that can be completely eliminated from your company’s arsenal of lead magnets.

The best part is all of these strategies can be used in any industry by any sized company. You just have to figure out which ones are the best fit for your brand.

Try out some of the strategies, if not all of the above that we provided, and report back to us on social media. What worked for you and what didn’t?

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