4 Ways to Generate B2B Leads Online
There are many different strategies for generating B2B leads online. Opinions vary on how effective these methods are, but it ultimately depends on the nature of your business and the resources you have available.
It is more important to determine how you use a lead generation channel rather than what lead channel you choose. Your social media page can be used to capture a $100K lead or to spam potential customers with 10 mediocre posts a day.
Here are some tips to use these channels effectively:
Email marketing has stood the test of time as an effective online B2B lead generation strategy. One of the most recent but significant innovations in email marketing is marketing automation. With automation features, salespersons can segment leads based on behaviour and send highly personalised messages all with a single set up! You can even connect your automations to a CRM like QuickDesk to monitor all your engagements and customer information. A good example is Thomson Reuters that have been able to increase their revenue by 172% by upgrading to a marketing automation solution.
Another online strategy for B2B lead generation is organic search marketing.
Be warned: generating leads via SEO is much harder today than it was 5 years ago. In the recent past, SEO-proficient marketers just needed to choose the right keywords to see returns on their campaigns. Nowadays, because search engine algorithms have become more sophisticated, a good SEO strategy encompasses not just keyword search but also website design, social media integration, and content marketing.
A complication of an SEO form should not scare you as it is still a good way of generating leads and it does not cost you a penny! Keep yourself updated about the latest tricks of organic search marketing to enjoy the results.
The public accounting firm Crowe Horwath has been able to generate $250K additional revenue by creating a total of 48 infographics, videos, and Q&A blog posts targeting C-level prospects of large financial institutions. This is an example of how to use rich, valuable content as a way to generate B2B leads.
If you are keen on using content for lead generation, start by determining who your target audience is and what they are interested in learning about.
to enjoy the results of the above mentioned tool as well, start with determining the type of content you should be focusing on to generate leads; cause content marketing comprises a wide range of techniques and tactics.
You can start with using the most common tactics first such as blogging, creating infographics and short e-books, hosting webinars etc., and narrow it further down later; as time passes you’ll be able to identify which tactics work better for your particular type of business. Do not afraid to experiment with and diversify your content marketing tactics as it might reveal new growth opportunities for your business.
Social Media Marketing
The last B2B lead generation strategy to be discussed in this article is Social Media. While this channel can help particular businesses to attract and convert bunches of prospective leads, others might not always find it that helpful.
However, having an adequate social media page with a consistent flow of posts will add points to your credibility. Since almost everyone uses social media today and has a habit to double check the information online, it is important not to disappoint them with a poor post content or bad quality responses on your page; qualified leads deserve high quality blog, email and social media content.
One of the most effective and commonly used ways to generate B2B leads from social media is using LinkedIn. Many B2B companies refer to this channel as it helps to find the right leads and collect more information about them in order to craft an appropriate offer that is likely to grab their interest.
At the end of the day, whatever online B2B strategy or a combination of them you choose, it is important to test what does and doesn’t work so that you can gradually refine your lead generation over time. Once you’ve determined what is the best lead generation practice that works for you, your time and budget will be used more effectively and help you to generate higher ROI as a result.
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