What would you probably do without an effective lead generation strategy?
Lead generation is a major process for B2B marketers, which helps them find potential customers for selling their business services and products.
Surely, every organization has several other important processes, but 61% marketers say lead generation is their topmost concern. Marketers use various B2B lead generation strategies to drive sales and attract more leads. However, not observing desired results is a common scenario for most of the organizations.
To enhance your conversion rate and speed-up your lead generation process, follow these 10 strategies.
Your homepage is the center of attraction. If you don’t believe it, then consider this – from every source and every promotion strategy that you have put in, the traffic directs to your homepage. When your prospects want to know about your business, they open your website and come face-to-face with your homepage.
Now, if this homepage is not persuading users to stay, there is no point in making other website pages and bragging about your services or products.
For instance, if you have a blog, then users should be able to view the latest blogs as well as the most popular blogs. If you are giving an offer on your website, then the CTA and message should complement each other and grab attention. This also brings us to the point that you need to remove old-school CTAs (such as Register now) and move to new CTAs (such as Get your free subscription today).
Content strategy can include various things:
What would you choose – the ability to log in through google account or registering from the start?
Practically too, signing-up with Google takes minutes and registering afresh takes more time. By making it simple for your users, you can increase your leads instantly. Most leading websites already follow this. For instance, Pinterest allows users to log in with Facebook.
Google has billions of users because it allows users to login via same Gmail account to YouTube, Analytics, Google Plus, Google Sheets, etc. Companies that let customers come via Google account can achieve more leads than usual.
We are always tempted to do more and achieve more. However, specializing your lead generation and sales generation team separately can work in your favor.
While lead generation team has to create interest in your products and services, the sales team sells these services and products and retains customers afterwards.
With this, it is essential to realize that we cannot carry out every marketing task with the same mindset and a single team. Every process should have a different approach, distinct optimization strategies, and different ways of functioning.
A lead generation specialist may not attract leads in a similar way to how a sales strategist may retain customers. Hence, with a difference in strategies and mindset, there should be two teams for these functions.
Not every one of us likes to read and understand things. Some people like visuals more. For these audiences, you need to leverage the power of videos. Remember these things about videos:
More and more users are going mobile today. With the fast-forward life that we are living, nobody has the time to sit in front of the laptop and explore products and services. If mobile experience is not customized and optimized, chances of your users checking the website on browser are slim. It is also important to run campaigns specifically for mobile users. Think of how Amazon sometimes launches a discount only for mobile app users. In a similar fashion, utilize the power of mobile and let your customers have a great experience via their handy devices.
We all hear a lot about cold emailing and how it has helped many businesses achieve wider sales. But, just because it is called cold emailing that does not indicate that you should email everyone and anyone. Preparing a list of target customers who may be interested in your services is a better approach than going in blind. If you are randomly emailing users, then your efforts will be more than the conversion.
Email marketing may sound easy, but, believe us, it is not. Many marketers swear by the power of this lead generation method and none will say that it is as simple as emailing everyone.
You need to prepare a list of leads – your potential customers. Customize your email for both mobile and web users. Up-step your content game, use short videos, and attractive graphics.
84% B2B buyers start with a referral. Recommendation from colleagues, friends, and acquaintances works faster than any other lead generation methods.
How to accomplish this type of marketing?
Q&A sessions can be achieved in two ways:
All of these strategies should be driven by data-based analytics. If you find out that for businesses similar to yours, users look up till 9th search result, then your strategy should start with where do you stand. Are you an 11th in the list of the 3rd? Increasing your search results should be the first step if you are 11th.
Moreover, for personalized communication, data analysis is essential, as you will know what your customers are looking for. If they are more into content, then you can prepare a small ebook. If they want visuals, you can prepare a short customized video.
Everybody uses social media to search for products and services. However, LinkedIn is not the only channel for buyers. It may be the best B2B lead generation strategy for the company. It is still not the best possible way for buyers. Many buyers may prefer LinkedIn, other may look on Facebook or Instagram. It depends on your services and products. Hence, decide your social media channel accordingly and integration above strategies with your social media strategies.
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Xenia Consulting is a professional digital marketing agency in Pune that leverages inbound marketing to deliver business leads for you. We do this by generating meaningful and relevant content and then driving it effectively to influence your prospects, using a mix of social and digital channels.