Let’s face it; what sense would a business make without leads? A business without leads means no customers, no profits, no ROI, nothing. But how can modern Business-to-business marketers get lead generation right? The correct implementation of B2B Lead Generation Strategies is key here.
Living in a time when we are constantly bombarded with emerging technologies and new insights, buyer behavior has drastically changed. This ever-changing landscape has seen B2B marketers hard-pressed to re-strategize their lead generation formulas.
Thanks to the explosion of content addressing their needs, the modern consumer is increasingly getting educated. As such, it is time marketers ditched the old ways of B2B lead generation like bombarding potential leads with one-size-fits-all emails. These have since been milked dry and no longer resonate with the modern consumer.
What is B2B lead generation?
In B2B marketing, lead generation is all about strategies that help convert a target audience into a customer through a sale. A B2B marketer will identify and initiate an interest of a target audience.
By capturing vital information about a potential customer and feeding it into the sales funnel, a B2B marketer will already be on their way to mastering their leads generation. Simply put, any channel that helps spur interest in a business, brand, or website can be classified as part of lead generation.
Effective B2B lead generation strategies
If you could get lucky enough to have a chit-chat with a hard-working B2B marketer, they would tell you about how challenging their job gets on a daily basis. Getting leads at a time when the industry is awash with misinformation, mystery, and mistakes is not child’s play.
Even with these, there is a ray of hope for a suave B2B marketer. Especially one who agrees to play by the tune that the wheel of change presents. Here are some effective lead generation strategies a modern B2B marketer can adapt to weather the storm.
There is nothing as convincing at making a potential customer feel you are talking to them directly. The modern consumer is sick and tired of the usual, general marketing gibberish that does not resonate with them.
82% of people feel more favorable about a company after reading customized content.
Content marketing is all about a personalized touch. This will help cultivate a deeper connection and lead to meaningful relationships between the business and potential customers. You cannot apply the all-in-one approach any longer. You can do this with all types of content, be it video, written posts images or email marketing.
Personalizing content does not mean addressing your potential leads by their first names or stalking them across the web. It all boils down to studying the consumption behavior of your target market. This way, you get an idea of what to do or say to create interest and spur some action.
Tune your social media presence
What is B2B marketing without social media? Research shows that companies that embrace social media for their marketing efforts are two times more likely to generate B2B leads and achieve more click-throughs. To add to that, these companies also convert their high-intent target audience with more ease.
However, it is not just social media presence that does the magic. It all boils down to the strategies you put in place to help achieve the interactions needed and get the connections desired.
Social media may not be the holy grail of leads, but it does matter for a suave B2B marketer who understands how to use it right. According to research done by Placester, social media has good potential as a strategy to generate leads. Still, it ranked lower than other strategies.
Why is this so? Well, this all because most B2B marketers are doing it wrong. The B2B industry can reverse this trend by doing the following:
1. Directing social media audience to your website: Lead your potential social media customers to your landing page. Capture them with email sign-ups and free offers.
2. Sending engaging newsletters: Don’t send them general emails that nobody reads. Make sure your emails fit the promise you gave on social media. Keep up the level of engagement so that they can easily follow through on the call-to-action and into paying customers.
3. Making CTAs your companion: It is much easier for a potential customer to respond to a CTA on social media thanks to the personal connections that will have been created before this.
Record your visitor’s steps
Traffic is nothing if it does not convert to a sale. You want to understand your visitors’ actions, and the best way to do this is by using website diagnosis tools.
Some notable lead generation tips like Mouseflow and Hotjar come in handy for this course. They help answer why you are not getting the desired results despite the high traffic. This, in turn, helps improve your Conversion Rates Optimization (CRO) efforts. This way, you can conveniently do A/B tests and makes tweaks as desired.
Ride on the power of online reviews
A study by Nielsen shows that 70 percent of consumers trust online reviews and would visit the reviews or testimonials page before making any purchase. This should be a wake-up call for B2Bs to create a testimonials page on their website.
Besides improving your local search ranking, online reviews help build consumer trust and ultimately improve conversions.
Use of whitepapers and e-books
White paper and e-books are a hint to potential customers that you are an authority in your niche. This helps build trust in your products and services. With this, conversion becomes seamless as long as you put in enough work on our research to improve your content’s credibility.
Importance of landing page quality
Besides the homepage, your landing page is the doorway to your business, and you do not want to take chances with its content. For potential customers, first impressions last, which should be enough to focus your efforts on improving your landing page’s quality.
A landing page helps you start a screening and qualification process for your potential customers before moving them down the sales funnel. According to HubSpot, B2B marketers have been more successful at creating leads by sending them to specific landing pages rather than the home page.
Landing pages also come in handy for data collection purposes. It helps improve your data-driven marketing endeavors. Through this data-driven marketing, you get vital insights regarding the preferences and behaviors of your potential customers. This way, you can then easily create an automated campaign to specifically touch on their pain points.
Whichever angle you approach lead generation for your B2B business, it is not going to be a walk in the park. It calls for tact and strategy beyond the obvious. With the above tactics, you are assured of a roadmap that will ultimately keep you above the competition.
Remember, it is not just about being on social media, having a landing page, or creating white papers. It all boils down to how unique you approach these factors and tailor them to your specific target audience.