Generating B2B leads for your organization can be time-consuming and expensive. And, with so many ways to generate leads, it can get complicated. Every organization is different, so there is not a definitive answer as to which strategies, channels or tactics are the best. Research your audience, get to grips with the best ways to capture leads for your industry or sector, and look into the available technology and software solutions to supercharge your approaches. With the correct tools, tips and strategies in place you can speed up, streamline and enhance your processes for the most effective lead generation approach. Before you start, take a look at the mistakes you should avoid and read our tips for creating the ultimate lead generation strategy. Then, it is time to discover how to get the best results.
According to McKinsey, email is 40 times more effective for generating leads than Facebook or Twitter. And, HubSpot found that it is effective for the lead nurture process, too — generating an 8% CTR compared to generic emails, which generate a CTR of just 3%. When it comes to email leads, it is important to consider the importance of addressing individual audiences. Mass marketing is out, and a personalized approach is the way forward. Write catchy subject lines, address recipients by individual or organization name, and send them content that resonates with them. If you want to enhance, streamline or automate your email lead generation, consider utilizing the best tools to help you. Remember, emails should also work as a tool to drive traffic to your website and encourage further engagement with your organization.
According to Strategic, more than 80% of social media leads come through LinkedIn. However, according to eMarketer, almost half of B2B marketers state it is the most difficult lead generation tactic to execute. Social media is a great tactic for creating an online presence, developing a two-way conversation with your audience, ensuring there is a place for customers to voice concerns, and develop brand loyalty. You can reach new customers and nurture existing ones, helping support your pipeline from beginning to end. Remember to use social platforms to drive users to your website where they can access a hub of information, download content and make enquiries. When it comes to social media lead generation, it can be tough to measure ROI and results may not be instant. Invest time into developing a quality strategy, engaging content, and use it alongside measurable strategies to ensure you are covering all the bases.
Lead Forensics can help skyrocket your social media lead generation. When a website visitor arrives on your site via social referral, Lead Forensics notifies users in real time so marketers can provide them with relevant content and salespeople can reach out at the right moment.
Lead generation through content marketing is becoming increasingly popular. According to Content Marketing Institute, 91% of marketers use content marketing to reach customers. And, 72% say that it has increased their number of leads. Your organization’s content should be relevant, informative, and tailored to your audience’s specific needs. Send quality content to leads and prospects; engage existing customers with industry-specific insights and tips, and impress dream clients by building trust and becoming a thought-leader in their field. It is the ultimate tactic for lead nurturing. Content should live on your website, or at least link back to it. This way, new business leads can find all the information they need in one place and make an inquiry when they are ready. Shareable, educational content can work wonders — blog posts, downloadable PDFs and engaging videos are a great way to reach audiences away from a traditional sales pitch. And, content marketing can, in fact, support your cold calling lead generation.
Search engine optimization
SEO lead generation helps build trust, raise brand awareness, and simply make your organization’s website easier to find. When it comes to B2B lead generation, your target audience is made up of busy decision makers. They will likely undertake significant research and want to find information fast. So, it is important to prioritize search engine optimization. Making your way to the top of Google is like receiving a stamp of approval — it helps reinforce that your site is trusted. So, ensure it is easy to navigate, full of quality content and keyword optimized. The leads that come through SEO are high-quality, too. According to Crazy Egg, leads that come through SEO have a 14.6% average conversion rate. And, remember that your competitors are doing it — 61% of marketers say improving SEO and growing organic presence is their top inbound marketing priority, according to HubSpot.
Website and landing pages
Generating website leads is a pivotal part of your strategy. Your website needs to be up-to-date, attractive and engaging, so every lead that lands there wants to make a conversion. Consider creating multiple landing pages — this provides more opportunities to convert, creates more variety and more opportunity to target different audiences. And, ensure you make use of website analytics to ensure you are getting the most out of your site. See where visitors are leaving your site, which pages are engaging them, and ensure you make changes where necessary. Measure conversion rate, monitor bounce rate, and see where your traffic is coming from. Gated content should be valuable, and sign-up forms should be short enough not to put website visitors off filling them in.
Include lead generation software in your strategy from the outset to turbocharge your lead generation and support every stage of the funnel. Find out some of our favorite lead generation tools here. Lead Forensics identifies your anonymous website traffic, revealing the B2B organizations visiting your site thanks to our global leading database of business IP addresses. Users get notified of website visitors in real-time — and gain access to contact details of key decision-makers. This way, marketers and salespeople can reach out to the right people, from organizations already interested in your product or services, at just the right time. Turbocharge your processes and discover a bounty of leads you would otherwise not have known about. Book your free demonstration today.