Generating plenty of high-quality business leads is no easy feat, especially for a small B2B marketing team. Lead generation is so vital to business success, it’s not a task marketing teams can afford to get wrong. The problem is, there’s just so much to think about! Generating enough business leads to successfully fuel your sales pipeline is just the start; teams need to ensure the leads they generate are high-quality, offering a good chance for conversion starting them on the road to becoming clients. Can a small marketing team master the art of successful business lead generation?
Of course they can! They just need to approach it from a new angle. With these 6 top tips helping you create the ultimate strategy, your small marketing team will generate the big results they deserve.
1) Master SEO
The world of B2B marketing is digitally driven, making your website (and everything it offers) the online hub of your brand, and the nucleus of all digital marketing activity. Your website needs to be easy to find- so you need to master SEO (search engine optimization). The better your SEO, the higher your website will rank in relevant searches, so the more online audience you’ll successfully attract for conversion.
Carefully choose your keywords and ensure they are fully optimized on every website page, landing page, piece of content etc. Speak to an expert if you’re unsure, so you can properly strategize your use of keywords, and continually monitor your rankings against competitors. This may seem time consuming when working with a small team, but it’s simply paramount. If people can’t find your website- how will you generate new business leads from online campaigns?
Hard work put into SEO also boosts any Pay-Per-Click ventures you later choose to undertake. Having a better understanding of keywords and negative keywords makes it easier to plan how your PPC campaigns will run, as they can get expensive if not properly conducted.
SEO is a vital skill to see business lead generation success, it’s something your team needs to master. If you’re keen to learn more about SEO- check out these:
2) Sort your data
Whether you’re a small business just starting out, or an enormous enterprise- data is essential to marketing success. Contact data fuels your campaigns, report data implements changes and analysis data produces your strategy. Without the correct data systems in place, your small team will have no hope of achieving the results they need to continue business growth.
It’s time to get your data sorted- ask yourself:
- How do I gather and store data for marketing campaigns? Do I use a CRM?
- What tools do I use to gather metrics and data to make campaign reports? Is this efficient?
- What data do I need to draw effective analysis? How do I get that data?
- Are my data processes compliant to legal requirements?
It’s important to note that even the biggest marketing teams are lacking data. Almost 80% of B2B marketers don’t have the complete data they need to run efficient campaigns– don’t let yourself get into this rut. Outline your data needs and procedures, them implement them effectively within your team. For more on how data can boost your marketing efforts, give these a read:
- Become a data master to optimize B2B marketing
- Don’t run the risk: The importance of data security in B2B marketing
3) Make friends with automation
With a small marketing team, it’s normal to feel like there just aren’t enough hands to do everything. This is where automation can be your best friend. Nearly half of all B2B marketing tasks can now be automated in some way, meaning your small team could achieve twice as much.
With 79% of the top-performing companies using automation in their marketing to see a 10% revenue increase within 6 months, you need to make friends with this incredible technology. Using automation to boost marketing communications has such a positive effect on your small team; it allows them to spend less time conducting lengthy manual tasks (such as sending individual emails personalized with name and business name), and more time taking part in strategic planning, helping your business lead generation improve and grow your business.
If you’d like to discover how modern technologies can influence your business lead generation efforts, this infographic is full of top tips:
4) Follow a content calendar
Having a content channel as part of your business lead generation strategy is highly effective. The channel is vastly popular, offering a softer marketing approach helping your team produce leads of a higher quality. Whilst full of positives, a content strategy also has a few negatives that effect smaller marketing teams…
Creating content of high-quality that will stand up against competitors is both expensive and time consuming. Whether you go through an agency or call upon in-house talent to help you, creating regular assets is difficult to maintain without unlimited budget or time.
For small marketing teams, this is where a content calendar works wonders. Use your keywords and research into current pain-points and interests to plan the assets you want to create and plot them on a calendar of when you’d like to release them. From here you can work backwards, understanding when to start work on each asset. This gives your content marketing strategy substance and a deadline to regularly stick to, making it far easier for your small team to stay on top of content. If you’d like to know more about how content marketing can boost your business results- start here:
- Creating an effective content marketing strategy for B2B lead generation
- Content marketing in 2018: Opportunities for B2B Marketer
5) Be social media selective
Social media offers B2B marketers plenty of new ways to generate fresh business leads, with a myriad of platforms to choose from, and a mixture of ways to spread your message and share your product. However, this is part of the problem for small marketing teams- there’s just too much to choose from!
Safe to say, if you try to do a little bit of everything on social media, you’ll struggle to maintain the channel and deliver a consistent result. When working with a smaller team, you need to be selective about what you choose to do with social media. We’d recommend creating profiles on the key channels buyers expect, such as Facebook, LinkedIn and Twitter, but don’t worry so much about those more niche platforms like Pinterest or Google Plus.
Be selective too about what you share on social media. If you only have a limited number of images available to use, don’t post one every day- you’ll soon run out and be forced to repeat- which never looks good! Fuel your profiles with assets you have easily available, such as content or offers; get creative and keep it simple. Why not read this blog to create an amazing social media strategy:
6) Understand your website visitors
No matter the size of your business, your website will receive visitors (especially if you’ve mastered your SEO). These visitors will have some sort of interest in your product, and with a small team, you’ll want to maximize on every opportunity- why not identify your website visitors with Lead Forensics?
Discover which businesses are visiting your website, gain contact details for key decision makers along with a full breakdown of each website journey all in real time. This means your team can conduct impactful and effective follow-ups tailored specifically to the needs of each business. Generate more new business leads than ever before and take full control of your conversion. With advanced website analytics and a customizable dashboard included, this is the perfect lead generation solution for marketing teams, big or small. Find out more- book your free demo today!
Don’t let the size of your team hold back your business potential. With these 6 tips, your B2B marketing team can master business lead generation and gain the best results.
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