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.