There is an inherent feeling of pride in leading new customers to your business.
But here’s the thing: lead generation takes time, effort, and the right strategy. The case is more so when you’re running a B2B company.
The good news, however, is that with the right strategies, tools, and techniques at your disposal, you’ll be able to attract more leads to your business without investing too much of your resources.
In this post, we’ll be discussing the five essential tactics of B2B lead generation that can supercharge your business operations to the next level.
Create Lead Magnets
Lead magnets do just as the term suggests: attract customers toward a product.
The process works by giving away freebies to customers in exchange for contact information. The freebies can include anything from a free eBook, to a webinar, research papers, statistical documents, and others.
Visitors who are interested in such offerings will gladly download the lead magnets from your store. In the best-case scenario, they will be inclined towards your products/services. If the leads don’t approach directly, you can always retarget them.
Promotion of your lead magnets can be done anywhere on your store: it’s free real estate. Find out the best positions on your site where you can add the lead magnets. If you want to see where most of the users are present, then you can use a tool like Hotjar to find out.
Your retargeting campaigns shouldn’t be plain. They should also add value to the email content by designing stellar newsletters.
Add a Referral Program
You already saw this coming, didn’t you? Referral programs are by far the best way to generate new and recurring leads for your business.
Referral programs work when you offer a discount (or a coupon) for purchase in exchange for a referral. When the customer successfully refers your product with their acquaintances, they are rewarded with the discount. Now, you can target the new customer by giving them sign-up points. This process can keep on recurring.
Referral programs gamify the customer experience. By providing them with a discount code, you can create a system in which customers, as well as their peers, are constantly engaged with your store’s products.
To get the best out of your referral program, you should ideally:
- Offer handsome benefits
- Provide users with multiple options for referrals
- Have a range of automated messages that makes it easy for customers to refer products from.
Similar to referral programs, you have affiliate programs. The only difference with affiliates is that you have to reach out to influencers in the industry to promote your products. If you’re in the B2B industry, this could include CEOs, business leaders, independent bloggers, and more.
In return for promoting your products, the affiliates, naturally get paid but only in the event that the product is purchased. It’s a win-win situation in which both the affiliate and the advertiser are gaining the benefits.
Invest in Pay Per Click
If you’re looking to connect with new leads as quickly as possible, then go for Pay Per Click (PPC) marketing campaigns.
While they would cost you a hefty sum, the end result is more leads for your business.
Here’s how it works: using Google AdWords, you can create, and target the right people to your products. For example, if someone is looking for “B2B development services” and you’ve invested Pay Per Click for that particular keyword, then you’re going to rank above all the organic results, right at the very top but just below the search bar.
This is best for industries that have plenty of competition. With PPC, you can bypass their results and showcase your products/services at the very top.
While these strategies are definitely useful in your day-to-day B2B marketing operations, they aren’t as effective if you don’t adhere to the next section of this article.
Invest in Content Marketing
If there’s one thing common amongst B2B business websites today, it’s the consistency of their blogging platforms.
B2B marketers understand the need for content marketing. They know that education is a vital aspect of B2B ecommerce and they take a range of steps to ensure that their content educates the audience.
Now, when we mention the word “content”, we include infographics, blog, guest posts, video, and other forms of content. The end goal of such content is to make sure that the users reading it are well-informed, view your content as authoritative, and credible.
When you build authority, you also get noticed on Google, and other search engines. The higher up your ranking, the more visibility you have in the eyes of the consumer. The end result is that you get more leads for your business.
Nowadays, paid marketing is all the jazz. While it is a good medium to get traffic to your site, organic content marketing is the way to go if you want high-quality, recurring traffic.