Success in the business-to-business realm often comes down to relationships; how closely you’re connected with your target customers. Without this network, it’s pretty much impossible to gain a solid footing on the landscape. That’s why you need a set of solid strategies for your B2B lead generation initiative; we’re more than happy to get you started with a few.
Publish High-Quality Content
Your typical B2B buyer seeks out 3-5 pieces of content before reaching out to a salesperson. The more relevant content you publish, the more leads will come streaming down your sales funnel. Strive to offer high-quality pieces that will make the audience feel enlightened and empowered. Do so regularly and you’re virtually guaranteed to win their loyalty.
Use Catchy CTAs
There’s no sense in creating great content only to end with an unconvincing call-to-action. Your CTAs should be appealing, catchy, relevant and, most importantly, strategically placed. Here are a few ideas for effective CTAs:
- Use arrows and other visual cues to direct the audience’s eye towards your call-to-action.
- Use a clear phrase that entices the reader without being too pushy. The text is best placed right atop the CTA button.
- Pin your CTA onto the screen so it scrolls with the content, or place it above the fold.
Leverage Social Media
LinkedIn has traditionally been the go-to for B2B marketing, but don’t dismiss the other channels. A recent survey found that over 70% of consumers also use Facebook in their professional capacities; take advantage by starting a Facebook group for industry discussions. Meanwhile, Twitter and Instagram will allow you to connect with like-minded individuals and contribute to various topics through hashtags.
Run a Targeted Direct Mail Campaign
Email doesn’t tend to go well with B2B lead generation when you employ a one-size-fits-all strategy. That’s why you want to run a targeted campaign instead. Focus on prospects you’ve done business with in the past and others who’ve shown interest in your brand, then use these tactics:
- Segment your targets based on time lapsed and buying patterns.
- Reach out to each segment using highly personalized messages.
- Provide incentives for the prospects to get back to you.
- Make sure your customer service reps are well-prepared for the responses. Have them do their homework so that every prospect feels familiar to your organization.
Only time will tell how long the COVID-imposed moratorium on events will last. In the meantime, webcasts will let you connect with an audience that already craves what you offer. Like with content, the key is to publish material that addresses the audience’s pain points. Be sure to publicize your courses on your site and social channels, and remember to send follow-up emails thereafter.