Lead Generation vs Demand Generation and Growth Marketing

Lead generation doesn’t work the same way it used to for direct-to-consumer companies.

Particularly in highly transactional markets like mortgage, insurance, home improvement, and real estate.

There are a host of reasons for this.

Top of the list is that consumers really don’t answer their phones anymore unless they know who the person is that is calling them.

You can thank Scam/Spam likely for that.

The old way of driving cold traffic from a Facebook Ad or PPC campaign to a lead capture form and then calling, texting, and emailing is just not as effective.

The exception to that is if trust and authority are already established before the lead capture.

Instead, more emphasis must be placed on creating content that speaks directly to the consumer.

Some ideas are:

  • Short Tiktok and Reels on tips and tricks
  • Creating education long-form blogs and videos
  • Focusing on user-generated content
  • Creation of buyers guides, calculators, and other free content
  • Create a tribe or community
  • Focus on social proof and reviews

For example, instead of running an AD with just a lead magnet test driving traffic to highly valuable content. Create a series of blog posts that educate your customers on your product or service.

If you are selling courses or information products think about giving away more of the valuable content, and not having it paywalled.

People usually won’t buy courses because of the content in the course they buy them because of the trust and authority of the person who created the course.

You can also take the same content from your blog posts and chunk them down into reels for TikTok, Instagram, and Facebook.

Another idea is to leverage your user base. Instead of just a review, ask them to take a quick 30-60 second video reviewing your product or service.

Free calculators and buyers guides are great ideas. For example, if you are in the mortgage business you can create a free mortgage calculator and publish that calculator on the WordPress marketplace.

If you are in the insurance business, create a complete guide to XYZ Insurance Products.

All this content can be reused for remarketing and retargeting campaigns to stay in front of your audience and continue nurturing them.

Of course, always generate content that speaks to your ideal customer. You have to really know WHO your customer is.

I am not saying to stop doing lead generation.

Instead, start to look at building a long-term and sustainable demand generation strategy to build that trust and authority.