7 Lead Gen Opportunities PR Pros Should Seize

Most people don't think of PR professionals and brand marketers as lead generators. After all, it's hard to measure the effect a placement or a graphic has on leads. But brand marketers actually have a lot of opportunity to help their marketing team generate and reconvert leads. It's simply a matter of thinking outside the box, considering how a person becomes a lead, and leveraging the tools brand marketers have at their disposal. If you work in PR and branding and really want to contribute to your marketing team's lead generation efforts, here are 7 opportunities to get you started!

Case Studies & Testimonials

Case studies and testimonials are an important part of marketing to your audience. Including current customers' opinions of your product and service is a tried and true way of encouraging prospects to use your business. And what's great about case studies and testimonials is that those reading them are often already leads -- and likely near the bottom of the buying funnel -- so a few more reconversions will help your sales team prioritize them as likely future customers in their sales funnel. Turning this content into a lead generator will be a huge win for lead reconversions and a better lead-to-customer conversion rate.

To do it, create videos interviewing your customers about your product or service. During the editing process, add video annotations that include a link to one of your landing pages. Then at the end of the video, include the URL for that landing page again -- something people in the video industry call a bumper. You can take a look at this type of lead generation in action in our own case study video below. Or if you prefer to do written case studies (in web or PDF form), you can insert calls-to-action within the actual case study pages.

Smart shoppers look at what customers are saying before making a purchase decision, and having these calls-to-action will encourage them to sign up for a demo of your product, speak with a sales person, convert into a customer, or maybe even become a lead for the first time.

SlideShare

Presentations on SlideShare get thousands of views on a daily basis. But often, people upload their presentations on SlideShare after they deliver them at an event (great!) without including an extra slide with a call-to-action (no good!). Adding that extra slide at the end of your presentation with a clickable call-to-action is a simple way to generate leads.

Think about it this way -- a person looks at your deck on SlideShare, recognizes you as a thought leader because of the great information you've provided, and then will want to find out more about your company. Including that extra slide at the end of the deck will be a natural next step for them to find out more. For example, on HubSpot's Slideshare account, we added slides at the end of recently created and older, high performing decks. Take a look at one example here:

News & Awards Pages

A big part of a brand professionals' jobs is not only getting placements in external publications, but applying for awards that get your company recognition. On your website, there's often a dedicated location that becomes the go-to place for people to see the publications you've been featured in and awards you've received -- you should put CTA buttons in a visible place on all of these pages. 

Many companies also maintain a separate blog that updates people on company achievements -- if you create enough content and have a wide enough audience, it makes sense to separate your educational content and more self-promotional content in this way. This is another opportunity for you to generate leads by including CTAs on each of these individual blog posts.

Other Members of the Marketing Team

Part of being in charge of your company's brand is working with other teams within the Marketing department. The brand team could work with the social media, content, or product team to create content that will interest leads. For example, our branding team worked with our social media team to create a Texts from Marketers campaign to help generate more leads. Here's how it worked.

First, we posted this picture on Facebook.

 

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