Generating enough traffic and leads is the top challenge for 63 percent of marketers, according to HubSpot. In 2018, marketers are tasked with generating both quantity and quality when it comes to opportunities for their organizations.
To help you understand which marketing channels and lead generation tactics will yield high return on investment (ROI), read on for five data-backed marketing methods that drive results in 2018.

1. Video Content Reigns

As many as 4 in 5 consumers believe demo videos are helpful. Marketers who use video content for lead and demand generation achieve better results than their competitors, including 49 percent faster revenue growth.

2. Relevant, Targeted Social Content

Relevant content is key to standing out among the immense amount of noise on major social networks such as LinkedIn, Facebook, Twitter and Instagram. Targeting social posts by audience type is one of the most effective lead generation tactics to try in 2018.

According to CMI research, 83 percent of marketers are investing in social media content.

3. More On-Site Conversion Opportunities

To build your site’s lead generation potential, consider more than just conversion opportunities such as landing pages and calls-to-action buttons. Using unobtrusive site pop-ups to capture email addresses can improve subscriber sign-ups by 600 percent, according to Kissmetrics.

4. Email Marketing Continues to Drive Results

Nearly half — 48 percent — of marketers ranked email marketing as the most effective tactic for lead generation, per a recent Ascend2 survey. Only 18 percent ranked email the most difficult, meaning it’s one of the easiest ways to drive lead generation results in 2018.

5. Search Engine Optimization Still Matters

Not far behind, 37 percent of marketers surveyed by Ascend2 named search engine optimization (SEO) as the most effective lead generation method. Marketers struggling to improve their website ranking may need SEO help to optimize for changing search algorithms and consumer behaviors.
Some 2018 SEO trends to keep an eye on include the increased importance of site speed, increased adoption of voice search, and increasingly personalized search engine results. With the right SEO tips and quality content, marketers will find that organic search is a powerhouse lead generation tool.

Unlock Multichannel Lead Generation Success

Few marketing teams can reach their lead generation goals with just one or two tactics. In 2018, per CMI, the average marketing team uses eight tactics, including SEO, social, blogs, email, video and more.

By optimizing multichannel marketing campaigns for current best practices, organizations can improve the quality and quantity results of their lead generation campaigns.