Lead Generation trends in 2022
The iOS 14 update (and we predict there will be more similar updates) has made first-party data and lead generation efforts more valuable. The Lead Generation funnel goes from Awareness > Interest > Desire and Action in sync with generating, capturing, nurturing a lead till you close the deal or they take action and make the final purchase.
In 2020 there were major changes in lead generation for B2B and B2C markets as everything shifted online. Even though things may go back to normal, these lead generation strategy changes are here to stay.
As we are coming towards the end of 2021, it is necessary to prepare a strategy for 2022 and gain a competitive advantage in your market. In this article, we will discuss the top predicted lead generations trends of 2022 and how you can use these trends to your advantage.
1. Social Media Lead Generation tools
According to Kepios, in October 2021, there were 4.55 billion social media users around the globe. This number equated to 57.6 per cent of the population. Additionally, it suggests that 9 in 10 internet users are on social media each month. The number has been growing every day since!
Apart from organic and paid social media ads and posts, several top social media websites such as Facebook, LinkedIn, TikTok, etc have been upping their lead generation game!
The social media platforms have their own lead gen features, such as forms. These fast-loading pre-filled native forms can save the user time, decrease friction and increase conversion rates. Furthermore, they can be up to 60% lower CPL if executed effectively.
Additionally, you can use social media to live stream and record video podcasts that attract traffic to your website.
Depending on your industry and niche, you can also utilise platforms like Quora and their lead generation features.
Some of our suggestions for 2022 native lead generation:
1. TikTok Lead Gen forms
The addictive short-form video platform has an estimated 1.1 billion users (not just kids) worldwide and still growing! In 2021, TikTok overtook google, amazon, netflix and facebook as the world's most visited website! Our early experiments are showing great results and the new lead generation form, similar to other platforms is a fast loading frictionless tool.
Furthermore, you can automate TikTok lead sync and integrate it with any CRM. Learn more about it here.
2. LinkedIn conversation ads with lead gen forms
Slide into your audiences LinkedIn inboxes with conversation ads and lead gen forms! Get relevant information and high quality leads using this method. In our experiments, inmails perform much better than feed ads and LinkedIn has high-quality leads if the target audience setting is set right.
Generate, sync and track LinkedIn Lead Gen Form leads to your CRM.
3. Google Lead form ads
Google is one of the most popular PPC channels and offers a wide range of formats for ads such as search, discovery, display, YouTube. You can not only add lead forms to all these formats but there are now also more options in the forms.
Read more about how you could increase your Google search lead form conversion rate by 35%.
4. Quora Lead Gen forms
Quora lead generation forms are great for high intent prospects who are searching for information related to relevant topics. They also have great targeting options. Moreover, it is not an oversaturated platform i.e. you can stay ahead of your competitors.
Sign up and get started free with Quora Lead Gen forms and other high converting sources!
Many companies are using chatbots for their numerous benefits.
The chatbot answers common questions and solves consumer problems. These chatbots substitutes live customer service representatives and are available 24*7. Customers appreciate the quick and instant replies, and the business becomes more efficient!
At Driftrock, whenever we use a chatbot service, we notice an increase in engagement from our users.
3. QR codes
We could not agree more with this tweet! A number of our clients have had success using QR codes to capture leads! They use various techniques such as print media, adding a QR code for customers to scan in-store. They use these codes to drive people to Driftrock lead gen forms and capture leads. One of our automotive dealership clients added QR codes in the windows of vehicles for customers to book a test drive.
4. Video calls instead of in-person meetings or voice calls
Since the pandemic, people have started relying on video calls more than in-person meetings or phone calls, especially in B2B lead generation, which usually has a longer journey than B2C. According to McKinsey & Company, 9 out of 10 B2B decision-makers agree that video will be utilised in 2021 and beyond. Customers and the sales team talk from anywhere and save time by not commuting! Video calls are a better alternative to phone calls as the communication is much more natural and expressive on the video.
5. Using Data and Data-Driven platforms
In this day and age, there's a vast amount of data available. Businesses are overwhelmed by data and fail to make use of the data efficiently. Some platforms and software can help product, marketing and sales teams with decision making, providing valuable insights and making processes more efficient.
At Driftrock, we use Mixpanel to visualise our platforms user behaviours and get valuable insights. The interface is easy to use and adaptable enough for you to customise it according to your needs.
We obviously had to include ourselves here! Our end to end reporting, tracking and dashboard tools can optimise and automate your lead generation process to make sure you save costs, deliver ads to relevant audiences and get crucial insights on the dashboard.
6. Value-based marketing
Value-based marketing focuses on the value that the product or service will provide to the consumer instead of outdated and pushy selling. The marketing is not just promotional but also provides value and builds trust with the customer.
One great tool for content is the new google search console insights that tracks your sites most popular content and gives you an overview of the performance.
Answer the public is another great tool to find out how you can answer questions and provide value in your industry.
Other trends that are continuing into 2022 are website forms, which are similar to the native forms and email marketing to nurture the leads with growth in interactive emails instead of static emails.
The lead generation trends in 2022 will be omni-channel with multiple touch points, data-driven, dependent on technology and customer-centric.
To learn more about how Driftrock can help you optimise your marketing process and get more high-quality leads, Book a demo or Sign up to get started free.