Here is your complete guide to lead generation for b2b
Introduction to Lead Generation for B2B
The start of the fourth quarter always signals a re-evaluation of old strategies and the search for newer ones in order to remain competitive in your industry. So what is the meaning of lead generation for b2b? What you should know about lead generation for b2b? You will here the ultimate guide about lead generation for b2b.
B2B buyer behavior continues to evolve at breakneck speed, fueled by a slew of new technologies and insights. In this ever-changing landscape, B2B marketers are understandably challenged to re-calibrate their lead generation strategies.
The proliferation of content addressing consumer concerns at each stage of the buyer’s journey has resulted in more educated consumers. Furthermore, advances in technology have raised consumer expectations for the customer experience.
According to a Walker Information study, customer experience has surpassed price and product as the most important brand differentiator.
However, 61% of businesses say that lead generation is their most difficult marketing challenge.
There are numerous free lead generation strategies available, but only a few will help you maximize your ROI. Here are some effective B2B lead generation strategies to help you step up your game.
Make Evergreen, High-Quality Content
Because content is the currency of the internet these days, you should publish content on a regular basis. This not only strengthens your authority as an expert, but it also broadens your reach and exposure. But don’t make content just for the sake of making content. You want your content to add value to your audience, not just make your brand look nice.
You earn your target audience’s loyalty by publishing valuable content that informs, educates, and entertains them. Once you’ve earned their trust, it’s much easier to convert them.
The frequency with which you publish is also important. Publishing high-quality blog posts on a regular basis demonstrates to your target audience that you are willing to go to great lengths to provide them with valuable content that addresses their concerns.
According to a Hubspot study, businesses that publish 16 or more blog posts per month generate 4.5 times the number of leads as those that publish only 0-4 posts per month. According to the study, 47% of B2B buyers rely on content for research and purchasing decisions.
More importantly, before contacting a salesperson, B2B buyers consume at least three to five pieces of related content. Use this information to your advantage by producing more content more frequently so that you can meet your audience’s information needs.
Strategically Gating Your Content
Not every marketer is certain whether or not to gate their content. However, this remains one of the most effective ways to attract and identify leads who are interested in your company.
Gated content, when done correctly, can increase leads and conversions. Trading Strategy Guides, a finance and trade website, used a content locking script to add nearly 11,000 targeted subscribers to their email list in just one month. Unbounce’s gated content statistics reveal more campaigns with conversion rates ranging from 19 to 45%.
If you already have a library of content that you know your audience will enjoy, releasing gated content is a good idea. This way, loyal readers won’t be hesitant to give you their names and email addresses in order to read what you wrote.
Provide content in exchange for an email address or personal information.
Use content offers that require contact information in order for users to access them. This will allow you to rapidly expand your contact list and begin the lead generation process. Provide a variety of resources such as eBooks, guides, whitepapers, checklists, tutorials, tools, and anything else that your audience members will find useful.
Other opt-in offers, such as newsletters and webinars, should be used if possible. Whatever you decide to create, make it useful in the form of education, problem solving, or entertainment.
If you want to collect your visitors’ contact information, you’ll need to use forms. The best practice is to reduce the number of required fields and only request information that your sales team truly requires.
If your form is too demanding, you will regularly scare off potential leads.
Personalize Social Media Interactions and Create Communities
Social media is no longer just another channel for publishing or promoting your content. Social media is beneficial to businesses.
This is your chance to interact with your audience. The average person has 7.6 active social media accounts and spends more than 2 hours per day on them. Take advantage of this.
Be active and consistent across the platforms you choose to operate on. It is recommended that you use at least three or four different social media channels to promote your brand. The ones you choose should be based on who your target market is and where they like to hang out.
You can start a Facebook group where you can have regular discussions about pressing issues in your industry. Use hashtags on Twitter and Instagram to connect with like-minded people or specific causes or topics.
LinkedIn Marketing is critical because this social network is clearly the leading platform for communicating with B2B prospects and informing them about your brand. It has a lot of traction as a B2B lead generation network. Indeed, LinkedIn accounts for more than 80% of B2B leads, indicating that CXOs should broaden their social media strategy.
With every other marketer reaching out on social media channels, simply connecting with potential customers is not enough. To reinforce the “humans” behind your brand, send personalized connection requests and messages to cut through the noise of spam and irrelevant marketing. Being an active member of your community produces the best results.
Improve Your Landing Pages and CTAs
Did you know that many landing pages include more than one offer? If yours falls into this category, you should reconsider your lead conversion strategy. Marketing Experiments discovered that combining multiple offers on one page can reduce conversion rates by up to 266%.
Optimizing your landing pages for lead generation entails following best practices in SEO, focusing your content on the value of your offering, optimizing your signup form for engagement, and launching a customer testimonial campaign.
These strategies will increase the likelihood of conversions by making your offer more appealing to your visitors.
To reduce distractions, focus on a single goal for each landing page and be clear with your messaging in your Call-To-Action (CTA). Because your primary goal is to convert visitors into leads, make sure your landing pages and CTAs are persuasive. Make it an enjoyable, simple, and natural experience for them to enter information into your forms.
Your CTA buttons can make or break whether someone clicks through to your landing page. Check that you have the correct colors, shapes, sizes, positioning, and any other attribute that affects how users perceive your buttons. A/B test your CTA buttons to see which combinations work best for increasing conversions.
Target Your Competitors’ Audience with Gmail Ads
According to SuperOffice’s State of B2B Email Marketing report, email marketing is still the most popular lead generation channel, with 77% of B2B marketers using it to drive leads.
There is a lot of value in attracting the attention of your competitors’ customers in B2B. You can target your Google Ads campaign to people who have received emails from your competitor using Gmail ads. Sounds devious? It is, but it is very effective. It provides you with direct access to people who are already aware of the nature of your service.
Social Media Sharing Can Be Automated
Promote your content on Facebook, Twitter, LinkedIn, and any other social platform used by your target market to increase your digital footprint.
However, most marketers are too busy to prioritize social networking. Fortunately, there are numerous tools and apps available for automating social media or scheduling posts, shares, likes, tweets, and any other type of social engagement.
I use Hootsuite, but Sprout Social and Buffer are also popular among marketers because they not only automate sharing but also provide analytics to ensure that you’re sharing content effectively.