B2B lead generation is one of the biggest challenges faced by a plethora of businesses. While the old strategies used were effective until recently, an evolving retail landscape borne through an inflow of emerging technology has made these strategies all but obsolete.
As a result, marketers are struggling to come up with B2B lead generation ideas that can not only survive but also prove advantageous in a technological revolution that is fueled by consumer insights and behavior. Here are a few B2B lead generation strategies that have truly proven beneficial in generating a great ROI and are a must for any business –
Invest in Content Marketing –
Research indicates that 70% of marketers actively invest in content marketing! It is the strategic approach of creating and distributing valuable, relevant and crisp content with an aim to attract, acquire and retain a defined target group. Different content formats like blogs, infographics, videos, case studies, whitepapers, etc are employed in various combinations to connect with the audience. Going forward, the content can also be strategically gated to capture the basic information about the visitors like their name and email address; in order to generate relevant leads for the business!
To learn how to develop a flawless content marketing strategy in 6 simple steps, read this.
Optimize for Organic Search Results –
Search Engine Optimization (SEO), the practice of continuously optimizing a website to enable it to rank higher in organic search results, is one of the most lucrative lead generation strategies for B2B marketing. Ranking higher in the Search Engine Result Pages (SERPs) relevant to the industry will prove instrumental in attracting high quality leads for your business at almost no cost at all. According to research, over 40% of revenue is captured by organic traffic, making it a profitable investment to solidify the revenue stream for any business! Having said that, a successful SEO strategy is a long-term process and a combination of various valuable components.
To learn about SEO strategy tips and tactics that will help you dominate the SERPs, read this.
Execute Pay-Per-Click Campaigns –
Another strategy used for B2B lead generation is paid search advertising. While obtaining SEO results may be a long term process, businesses can take advantage of strategically executed Pay-Per-Click (PPC) campaigns to appear on the first page of the search engine for their targeted keywords to generate relevant leads. Though the overall conversion rate from PPC ad campaigns may not be as high as that of SEO, they do have the potential to drive immediate results and play a key role when it comes to creating awareness, retargeting and boosting the brand recall value.
Leverage Social Media Marketing –
It is a common misconception that social media marketing is not for B2B lead generation. The right, cohesive social media strategy for specific platforms (eg: Linkedin) used intelligently, can enable growth, multiply engagement and ultimately prove to be immensely beneficial in generating quality leads for the business. It offers a unique opportunity to directly engage with potential customers in real-time. To achieve the best results from social media marketing efforts, it is imperative to ensure that the content produced is aesthetically designed, effectively communicated, in alignment with the brand values and most importantly, integrated with strong CTAs.
To learn about 5 ways to effectively use Linkedin Stories for your business, click here.
Offer Live Chat Support –
Lastly, customers in current times prefer live chat over any other contact channel, making it a requisite for every business! Live chat allows businesses to track website visitors and proactively reach out to them, thereby maximizing the possibility of lead generation through a timely and effective communication strategy. Moreover, it also plays a vital role in establishing a personal connection with the customer and smoothening the buyer’s journey. Research claims that live chat leads to a 48% increase in revenue per chat hour and a 40% increase in conversion rate!
To conclude, while all these strategies hold the potential to yield great results for a business individually, practicing an integrated approach is the key to optimizing your lead generation funnel and maximizing your ROI.
For further support to grow your business, our team at Parkyd Digital is available and happy to help you. With over a decade of experience in digital marketing, we custom create innovative and strategic solutions for your business to help you achieve your sales and marketing goals.