It is becoming increasingly difficult to generate quality leads these days. In those days, it was easy for people to sign up for an email list they like. Today, people are bombarded with all kinds of advertisements, pitches, and interruptions, so much so that they detest handing over their email addresses.

Does this mean that you cannot generate leads anymore?


You can still generate leads. What this means is that you have to up your game. Using one lead generation channel does not cut it anymore. You have to use a multi-channel approach to build highly customized lead generation campaigns.

A multi-channel lead generation campaign helps you to reach your target market. It allows you greater flexibility to communicate different types of messages and above all, it helps to drive sales.

A research study showed that 97 percent of marketing professionals generated a revenue increase after using multi-channel marketing.

Research also revealed that customers nurtured through multi-channel digital campaigns spend four times as much money as customers nurtured through single-channel campaigns.

The question is,

How do you use a multi-channel approach to build an effective lead generation campaign for your business?

This is what you will learn in this post.

Let’s get started.

  1. Use CRM segments to build automatically up-to-date lookalike audiences

The Customer Relationship Management (CRM) audience are those people who have signed up for your list or purchased your product or service. By creating a lookalike audience of your CRM audience, you are going to sell more. This is because the people have interacted with your brand either by signing up to your list or purchasing your product or service.

A research revealed that there is 60-70% probability of selling to an existing customer rather than a new one.

Using a lookalike audience for your campaign will help you to generate more leads using low costs.

Lookalike campaigns will 9 times out of 10 average a higher click-through rate (ctr).

How it works

You will upload a list of your customers, subscribers or your users from your CRM (e.g. MailChimp, Aweber, Getresponse, etc.) to Facebook.

Then, Facebook will match the emails in your list with its registered users’ database to look for people with the same emails and create a custom audience for your list. To create a lookalike audience from your custom audience, Facebook will search all the profile data of the people in your custom audience and create a new list of Facebook users that have similar interests and demographics.

A good example of a company that used this strategy to scale up their ROI is Scotch & Soda, an European retailer brand. The company used CRM to build lookalike audiences and find new customers. With it, they were able to achieve a cost per checkout of 3.95, saw a 9x return on ad spend, attracted all new customers to the website and re-engaged customers with a similar campaign.

How to create a CRM audience lookalike

There are two ways you can create a CRM segments lookalike. First, you can upload a list of segment manually from a CSV file to Facebook. The problem with this method is that when you have many lists, you will have to do it manually. This is time -consuming and boring!.

The second way you can create a CRM audience lookalike is using one of the many software present now on the market, if you want know more about this topic, I’ve just written a detailed article on how it is possible scale your sales campaigns with the use of CRM retargeting and dynamic custom audience, check it out here!

  1. Run retargeting / remarketing campaigns on Facebook, LinkedIn, and AdWords to people who visit different content categories on your website

It is a fact that not all your website visitors will buy from you immediately. In fact, a research study revealed that only 2-4% of site visits result in transactions. Therefore, you need a way to get customers to your website and also persuade them to take action. This is where retargeting comes in.

Retargeting people who have visited your website is a good way to get a good ROI on your marketing campaigns. This is necessary because it takes 6 to 8 touches to generate a viable sales leads. With retargeting, you can get in touch with people who have been to your websites before or those who abandoned the sales funnels, etc.

For instance, if you read an article on Vegan diets on a website and you left to another website. On the other website, you can see an ad for a recipe e-book on Vegan diets. This keeps following you around the web. This is called retargeting.

According to Wordstream, retargeting ads are 76% more likely to be clicked on than a regular old display ad. So, it actually works.

Retargeting is an effective tool for marketers. With it, you can increase the effectiveness of your marketing campaigns, increase brand awareness and drive customers through the sales funnel until they convert.

A good example, of a company that used this strategy to generate more from their campaigns, is Appsumo. They spend $,168.19 and made $9,365.00 from a retargeting campaign.

You can create a retargeting campaign on Facebook, LinkedIn and Google Adwords.

  • Facebook Retargeting

Facebook has the most powerful and effective retargeting ads online. With it, you can create retargeting ads to reach people who have been to your website. You can also retarget people who took actions on your website, such as read your content, click a link, sign up, etc.

  • Google Display Network Remarketing

Google refers to retargeting as remarketing for their network. Remarketing is the same as retargeting on Facebook and other platforms.

With it, you can promote your content, products or services to people based on their Adwords activity and to people on your CRM database. You can create a remarketing campaign for people who have not seen a content page that you will like them to view.

  • LinkedIn Retargeting

LinkedIn has a feature called matched audiences. It enables you to retarget your website visitors, advertise your product or services to contacts from your CRM databases and reach decision makers at targeted companies. You can use it for sponsored content, InMail and other forms of advertising on LinkedIn.

The website retargeting feature on LinkedIn enables you to define specific pages on your website to use for retargeting, such as a home page or content categories.

  1. Customize your landing pages based on the traffic source

A landing page is very important in building a successful lead generation strategy. It is a page you send visitors in order to get their email, communicate with them and turn them into customers. You can use a landing page to capture email lead, sell a product or service, invite people to your webinar or make an announcement or offer a discount. Here you can find an example of a good landing page:

Customizing your landing pages for different traffic source is very important. This is because your visitors are coming from different traffic sources. Your landing pages must fit the needs of your audience based on the source of traffic. Let’s take a look at the top three traffic sources and how to customize your landing pages for each of them.

  • Facebook Ads

With Facebook ads, you can drive people to your landing page to generate leads for your business. However, getting people to leave Facebook to your landing page on your website can be a difficult strategy. This is because they are not always comfortable leaving the platform. Instead of using a landing page, it is better you incorporate Facebook landing page tabs in your online marketing sales funnel. This makes it easy for people to interact with your business without getting to your website. It also reduces bounce rate.

  • Google AdWord

A good landing page for your Google ads will increase your conversion. The landing page title should have AdWord headline that matches it. Your ads keywords should be related to your landing pages’ subheaders. Do not use too many keywords on your landing page.

  • Search

If you are designing a landing page for search traffic, you need to be more technical. You have to ensure that it contains keywords that match your brand and place them high up on the page. You should make sure that your page headline matches with a likely Google search.

For instance, if a search is “buy a MacBook laptop in New Jersey” choose headline like “MacBook laptop in New Jersey”

Do you want know more about this topic? Discover the anatomy of the perfect landing page here

  1. Show custom “chatting” popups when people visit “key pages” of your site using helpdesk / chat software

Using custom chatting popups on your key pages help you to reach out to your visitors before they contact you. You can use different kinds of chat software for this purpose, such as Dendesk, Engage, Helpdesk, etc.

You can use a chat software on key pages like your shopping cart page. For example, you can set the chat box to pop up when a visitors spend 60 seconds on the page. You can send them a message to see if they have any doubts or questions about the items they want to purchase.

You can also use it on pages that require additional information or high level of support to customers. For example, you can use it on your pricing page when a customer is contemplating what kind of plans to select. You can quickly initiate a chat to guide them through the process.

Also, if you notice that your visitors are reading your FAQ pages, help section or knowledge-based pages on your website, chances are they are interested in your product or service but may need more clarifications. With a popup chat, you can address their concerns.


Using a multi-channel approach to lead generation is more profitable than using one lead generation channel. It enables you to reach your target audience wherever they are and leverage marketing campaigns to generate more traffic, leads and sales.

What are other types of channels you using to build highly customized lead generation campaigns for your business?