Everything You Need to Know About How to Get More Leads for Your B2B Business
Date : Mar 18, 2021
Author : Isaac Addo
Categories : Articles
Do you know the one thing B2B businesses tend to miss when they are trying to get more leads? If you think that formal, dry, stated facts are going to finally drive growth to your business, then think again. Digital marketing is the secret tool of our age to accomplish anything. The secret rule to any compelling high-quality copywriting piece that gets you that call to action is communication. What is more important than quality is showing your potential clients how the quality you are offering is going to benefit them. In this article, we will abandon usual and traditional ways that you have probably heard about thousands of times. We will focus more on creative and unique B2B lead generation strategies for your business even if you are just starting out.
Don’t Underestimate the Power of LinkedIn
Just as important as it is to identify your niche, target audience, and the right marketing tool for any successful marketing campaign, it’s essential to identify the right platform. For any successful B2B marketing campaign, LinkedIn is the star platform that could use more attention. If you are wondering where all your business leads are, you can rest assured that you will find your target audience on there. However, it is not ideal to place all your eggs in one basket.
LinkedIn has the highest ROI (Return on Investment). Other than the high ROI, there are many tools available on LinkedIn to give a boost to your B2B lead generation strategies.
Tools available on Linkedin
Before subscribing to LinkedIn premium, you can start a free trial to test out the different available membership options to decide on the most effective one for your business-to-business marketing strategies. Let’s take a look at some of the benefits you should expect with a LinkedIn premium account.
Benefits of LinkedIn Premium account
For starters, LinkedIn gives you access to only five accounts with a second-degree connection. On the other hand, with a LinkedIn premium account, you get 15 connections along with the InMail service that allows you to nurture your relationships with your potential leads.
With a premium account, you can guarantee profile visibility, unlike the restrictions you have when using the free account. You will be able to make the most out of any list of leads you have because your profile will enjoy more flexibility and visibility. Any potential lead will be able to get in touch with you without any hassle or a necessity to pay for InMail, which in many scenarios tends to drive leads away from knocking on your door.
Besides all these features, premium LinkedIn accounts come with few merits that are tailored specifically to serve the purpose of generating leads such as the lead recommendation feature which gives you an opportunity to explore the pool of prospects and the right accounts for your business.
Other LinkedIn Features
Other than LinkedIn premium membership, which comes with many powerful search capabilities. With salesforce navigator, you can enjoy more personalized algorithms which can drastically help in making better, calculated market decisions to increase your leads. Instead of finding the right pool of prospects to search, the salesforce navigator drives potential leads right to your inbox. Even though you should focus your efforts and pay extra attention to your star platform, it’s still imperative to use other platforms.
Don’t Restrict Yourself to LinkedIn
It’s true that the institute of content marketing found LinkedIn to be rated as the most effective social platform for improving a B2B marketing strategy by 63% of marketers. Right after comes Twitter with a score of 55%. At the same time, Facebook is used by 88% of marketers to generate leads. Also, bear in mind that TikTok, Snapchat, and Instagram are now growing in popularity among consumers from different age groups. To avoid overwhelming yourself, you should start small with an overview of how you should approach every platform until you have solid marketing strategies to enable you to reach the highest potential every platform has to offer for your business.
Measure, Retarget, Remarket
It might seem like a numbers game, and it is. However, you need to take into consideration that what is working for other companies might not work for you. In the beginning, you should check the latest stats and closely watch what your competitors are doing and using, to get their numbers. After making some advances in your marketing plan, make it a habit to always second guess yourself.
There are several tools you can use to measure customer actions and conversion rates. One of the most effective tools for Facebook, for example, is Facebook Pixel. This tool, just like many, can offer great help in determining what is working for your B2B lead generation strategies and what you need to tweak and change. Facebook Pixel is an extremely powerful tool when you are using Facebook ads to target prospects and grow your business.
You can start by defining events such as filling a lead gen form. After that, you can use Facebook Pixel to target those who initiated these events. This step is just targeted to increase traffic. The increased traffic can move you to the next level which is usually starting an ad campaign to retarget potential leads who filled your lead form. The essence of what makes Facebook Pixel a great B2B lead generation tool is the ability to research, target, and retarget until you are happy with the results.
When it comes to Twitter, you can use the whole app as your own lead generation tool. For starters, you can utilize Twitter ads to start targeting your audience with the right marketing pieces. What is great about Twitter is that you can get more for less lately, since the cost per engagement has dropped by 12% and the engagement has spiked by 23%. On Twitter, your ads are billed by successful calls to action. This means that after paying the flat rate, you only pay money if your prospects complete the action you are waiting for them to do. With Twitter, you don’t have to pay attention to using the right keyword as you can only focus your attention on trending hashtags to deliver your message loud and clear.
Now that we have covered the “where”, it’s time to discover the “how?”.
Blogs have been around for more than 2 decades, and they’re considered one of the oldest, yet most effective tricks in the book. B2B marketers that use blogs in leads generation get around 67% more leads on average than those who don’t use them. Blogs give you enough creative space to offer relevant and useful information. This can incentivize visitors to keep an eye on your content. As you begin to attach ways for the audience to be able to connect with you, you’ll be able to start generating useful inbound leads that have a high potential to convert.
As your quality and relevance progress, people will begin relying on your blog to get the latest information on the topics you specialize in. An organization with a high-quality blog can position itself as an authority figure in the industry. Always try to use straightforward and engaging CTAs to direct your viewers to your landing page. You can also offer exclusive and relevant content to those who sign up.
In general, content is your ticket into getting more leads, boosting your rank on SERPs (Search Engine Results Pages), and getting your hands on nearly any call to action you are trying to achieve. In any industry full of information, entrepreneurs, and business owners, you need to stand out as a thought leader. Downloadable content is the right way to effortlessly establish yourself and your business.
Focus on downloadable content such as infographics, eBooks and white papers. These tools provide you with a great opportunity to mine data from potential clients while providing them with relevant information and techniques. These pieces of information you are offering in creative ways whether it is web-based content or downloadable content are the perfect way to become a thought leader in your industry while grabbing the attention of prospects and getting them interested in what you have to offer.
Video content is categorized as downloadable content. In our digital-driven, fast-paced world, visuals grab attention more than writing pieces. The majority of people are visual learners, especially younger generations. This isn’t exclusive to Facebook or Instagram videos. This applies specifically to supplementing your written marketing content with video content to spice up your pieces. Statistics have shown that 59% of users would choose video over written pieces when they are presented with both on the same page.
Other conversion stats showed a huge increase that can reach up to 80% when video content is planted on landing pages. Leaving the numbers aside, video content is a great way for you to start getting in touch with your prospects. You can offer more information, introduce the people behind the brand, and familiarize your prospects with your brand with just a few videos. Engaging with your prospects through video content is a lot easier than connecting with them in a way beyond written pieces and cold emails.
Focus on the client
One mistake that many copywriters, advertisers, and business owners fall into that drives away leads. They do not focus on clients needs and wants. Instead of listing the wonderful features and the pride you take in carefully designing every aspect of your business process, clients are the ones who matter at the end of the day. It’s human nature for any reader’s mind to jump to the “what is in it for me?” question. Make sure to shift the focus of all your marketing on how your service benefits the client. What are the problems of your prospects? What is the value they are getting in order to eradicate these issues? This simple trick might seem trivial, but it has the power to instantly increase your numbers.
There are endless specifics you can overwhelm yourself easily with when you’re crafting a cold email campaign. Focus less on the form and more on the value. Content that adds value should contain industry insights, relevant data, and special offers to top it off. You can always show that you’ve done your homework by sending highly personalized and unique emails. These emails should inform your prospective client of their position in the industry, and how you can work with them to improve it. These small changes to your B2B lead generation strategies can go along way. Naturally, you’d want to test several formats to land on the one that adequately works for your target audience. Experiment with subject lines, Call to action (CTAs), and graphics to be able to calibrate the ideal metrics.
B2B lead generation strategies requires a fair amount of experimentation and creativity to get right. But once you get the right leads with the right content, conversion rates will smoothly follow. The most important thing you should do is to always analyse the data you have. This will allow you to see what mistakes you have made and fix these mistakes. This will also boost the number of sales you get each month.