Do you want to learn some cool tricks and tips that can help in optimizing your website to attract targeted visitors to your website?
If you have just started your B2B business, it’s important to have good knowledge about some of the basics of lead generation and the process to make the most of your campaign. Lead generation involves attracting online visitors and converting them into potential customers for buying your products or services. There may be lots of traffic coming to your website, but there is no use unless it results in higher conversion rates for your business.
You can use different ways for generating leads for your business right from sharing valuable and informative content with your website visitors through blogs. Social media sites can also be a valuable lead generation method to engage with your targeted audience. In short, whatever strategy that you employ for lead generation must be effective and yield the best results for your business.
Why Is Lead Generation Important For Your Business?
Lead generation is a marketing tool for stimulating and capturing the interest of online visitors in a specific product or service with the possibility of converting them into sales prospects. There are many digital channels being used in the modern times for the purpose of lead generation, which has drastically transformed this process. For most B2B companies, leads are the backbone of their business as it helps them find prospects, improve their business revenue and accomplish their business goals.
Besides, lead generation is a core part of the sales funnel and it allows your company to educate and nurture your prospects using different techniques and build a solid relationship of trust and loyalty for your brands. It also helps in gathering relevant information about your potential customers and allows them to get in touch with them later, even if they are not willing to make a purchase immediately.
There are different ways for attracting your prospects using Search engine marketing which is a form of online advertising to get targeted traffic for your website. Search Engine Optimization, social media channels such as Facebook and LinkedIn can play a vital role in generating leads for your business.
Different Ways For Generating Leads For Your B2B Business
After understanding about lead generation and its importance, let’s move on to another vital aspect of finding out the methods for generating leads. A lead is a potential customer who has shown interest in your company’s products or services. So now the question arises as to how do you know someone has expressed their interest to become your potential customer?
There are different ways to assess the level of interest of your website visitors. For example, a shopper might have shared his personal contact details in exchange for a coupon to get discount offers or an online customer might fill up a form to download a free ebook or trial offer of a book or a piece of software. The best way to extract information from your potential leads is by getting their basic information which can be through your company’s landing page, forms or providing them with some enticing offer and an effective call to action.
You can also use other forms of these inbound marketing tactics including organizing webinars, podcasts, email marketing and content marketing to drive qualified leads to your website. On the other hand, there are many companies that still rely on outbound marketing tactics including print advertising, trade shows, meetings, outbound calls and content syndication for lead generation. These methods when used correctly can be quite effective in producing the best results in generating leads for your business.
The Importance Of Content Marketing In Generating Qualified Leads
According to some of the research studies, B2B companies that blog regularly are able to get almost 67% more leads for their business compared to those who do not use this method. This indicates that effective content itself has a huge potential of driving targeted visitors to your website and can provide a competitive edge to your business.
1) Focus on providing useful and relevant information
Content marketing can provide considerable success, if your efforts are focused on doing an in depth market research and analysis to find out relevant information about your customers. Besides, it’s a good idea to target commercial keywords that tells you about the intent of your customer. In short, knowing what your customer wants and providing them an effective solution can help in targeting your customers in the right manner. For example, you may create a blog that is useful, engaging and provides valuable information about your products or services.
2) Use landing pages to your best advantage
Often, most marketers fail in their content marketing efforts as they are not able to attract their customers with their landing pages. If you want landing pages that can convert, then it’s necessary to combine the different key elements such as an interesting headline, captivating opening and an engaging copy that builds the attention of your online visitors.
It’s important that your landing page is able to caoture the attention of your target audience and just having a colourful page might not be enough to get noticed. This means your landing page has to be persuasive, user friendly, attention grabbing and provide a strong call to action to generate qualified leads for your business.
3) Provide lead incentives to attract customers
Many companies use email marketing as an effective method to capture potential leads for their business and use it as a core part of their overall business strategy. This is true because the more number of people you can add on to your email list, the greater the chances of converting them into prospects by providing them irresistible offers.
Besides, with more number of users accessing smart phones or tablets, it’s more relevant to pay attention to mobile marketing techniques as well. Your lead incentives can work effectively when you are able to build and nurture your relationship with your potential customers. For example, offer free content to your email subscribers and there are high chances of getting a positive response from them. White papers, ebooks, case studies, free downloadable e-magazines can be a great way to build effective channels of communication with your prospective customers.
The Key Steps In The Process Of Lead Generation That You Must Know
1) Identify your business goals and strategies
The success of any B2B business depends on a lot of factors but having a well-defined and planned strategy that is targeted towards the needs of your customers must be the core component of your business goal. Does your business aim to educate your customers about your products or services? Are you able to provide the best solutions to their problems and share the unique benefits of your products?
Thus, your lead generation efforts will give you successful results when you are able to align your business and marketing goals to meet and satisfy your customer’s requirements.
2) Drive traffic to attract targeted visitors
Most customers searching online for different products and services may come across your website, but it’s hard to assess if they are really interested in buying your products or services. Thus, it becomes important to find qualified customers who have genuine interest in seeking more information about your products which can turn them into potential leads for your business. You can use some tools such as SEO, paid search marketing, social media campaigns and integrate your efforts with traditional marketing channels to drive targeted audience to your website.
3) Engage your potential customers
This involves providing or sharing valuable content with your target audience that is highly interactive to engage them with your website. Use powerful and compelling landing pages to attract your prospects or an informative marketing presentation that engages them and drives to your website to seek more information about your products. You must be able to deliver the right content that is targeted towards their needs.
Focus on optimizing your website to provide a better user experience with increased navigation capabilities. You can also use email marketing, online advertising that can engage your online visitors and convince them about the usefulness of your products and services.
4) Converting prospects into leads
It’s just not enough to have high volume of traffic for your website, unless you make the best use of this opportunity to convert them into qualified business leads. Provide a strong call to action on your landing page to communicate your marketing message effectively. The main idea at this stage is to gather relevant information about your customers including their contact information by providing them some enticing offers.
5) Making the actual sales process work
It’s highly unlikely that your prospects will be ready to purchase your products and services on the first visit itself. So how do you influence their decision in that case?
The key to making the selling process work is by using different tools that can help in assessing your buyer’s behaviour including follow up of customers, lead scoring to identify ready to buy leads, tracking individual lead activities over a period of time.
Achieving success with your B2B campaign requires consistent efforts, good planning and research with regular tracking and monitoring using the right tools to get long term success. Lead generation involves using the right marketing techniques, brand messaging, keyword, design layouts, compelling headlines and effective calls to action to get the best results.
How Can Lead Generation Be Useful In Boosting Sales?
Lead generation is definitely vital for bringing targeted visitors to your website and boosting your sales revenue. But at the same time, nurturing your leads is equally important to ensure that you build an ongoing relationship with them, even if they are not ready to purchase your products or services. This is because it helps them to keep your company in mind, the next time they are looking for buying any of the similar products.
Online visitors could be at any stage of the buying process and they could have been directed to your website, while searching for the same kind of products. Hence, it is important to cultivate these leads for the future by anticipating their buying behaviour in advance. Lead nurturing helps in driving your revenue and unqualified leads into new selling opportunities. It is about building trust and credibility of your customers in your business.
To make lead nurturing work for your business, you need to ensure that your customers are segmented according to their geographic location, gender, occupation, buying habits so that you know you are targeting the right people at the right time. Progressive profiling is also essential to gather more information about your customers which can be used for future correspondence with them. The key to successful lead nurturing lies in engaging your customers through productive discussions and building channels of communication with them.
In a nutshell
Lead generation is the most important objective of every B2B business apart from brand building, public relations and corporate communications. Over the years, the process of lead generation has undergone transformation and instead of mass advertising and direct marketing, social media channels and other forms of inbound marketing have been introduced. Content marketing is the core component of inbound marketing and offering a good mix of informative and engaging content can help in building meaningful relationships with your prospects.
Outbound marketing methods too have an importance place in lead generation as they are highly targeted towards the users and use a more persuasive method to attract and obtain qualified leads. To ensure the success of any B2B campaign, lead generation has to be effectively combined with both outbound and the inbound marketing tactics.
As discussed above, apart from using different strategies for lead generation, customer retention and nurturing must also be a vital component of your overall marketing plan. It’s also necessary to monitor and track your B2B campaign to find out areas that need more improvement and work on them consistently to enhance your business performance.
Do you have a B2B business and tried any of the lead generation strategies? Share your experiences and comments with us.