What’s New In Food? Lead Gen Strategies

16 Effective Lead Gen & Nurturing Tactics

Even before COVID-19, lead gen was a top priority for food and foodservice marketers. Now, the lack of in-person engagement opportunities has accelerated the need even further. The right tools can help simplify the process and put your brand on track for success, but which tools should you invest in?

The good news is digital tools are becoming more sophisticated and easily accessible, offering huge opportunities to connect with target audiences in new and different ways. Here’s our list of winning lead gen and nurturing tactics to consider for your marketing budget.

1. GATED CONTENT

White Papers, eBooks, Guides, Reports, Online Tools

2. EVENTS

Webinars, Workshops,
Virtual Cuttings/Demos,
Virtual Tradeshows

3. DISCOUNTS

Rebates, Free Trials, Samples, Subscription Services

4. RETARGETING ADS

Programmatic Media, Connected TV

5. PAID SEARCH

Branded and Non-Branded Search Terms

6. LANDING PAGES

Forms, Pop-ups, Newsletters, Online Registrations, Website Personalization, User Experience

7. EMAIL MARKETING

Paid Custom Email, Owned Audiences, Marketing Automation

8. LIVE CHAT

24/7 Access to Customer Service

9. SOCIAL MEDIA

Paid, Owned, Earned

10. INFLUENCER MARKETING

Paid Micro and Macro Influencers, Earned Likes and Shares

11. ONLINE COMMUNITIES

Social Communities, Niche Groups

12. PODCASTS

Sponsored or Hosted

13. NEWSLETTERS

Original and Curated Content

14. BLOGS & VLOGS

Think Pieces, Trends and Insights

15. EDUCATIONAL VIDEOS

How-tos, Explainers

16. ONLINE COURSES

Employee Training, Cooking Demos

Need help generating leads in 2021? We’re here for you! Talk to Kevin Wilson, CEO of Esrock Partners at kwilson@esrock.com


About the author
Heather Goewey is Partner of Marketing Communications at Esrock Partners, a foodservice marketing agency located near Chicago, Illinois.

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