What is a B2B lead exactly? It’s a person that represents another business on the web who is looking for information and has made first contact with your business, by either:
- Calling you
- Subscribing to an email list
- Attending an event
- Sending contact information via email, etc, etc
- Taking action in your website
There are numerous ways a researcher online can become a lead.
The B2B lead does not become a customer until they actually buy from you.
At that point, they move along your funnel into the customer stage and you will obviously treat them a little differently.
What Strategies can you use to do B2B Lead Generation more effectively?
In order to generate more B2B leads for your business all you need to do is to grab the attention of representatives looking for a solution.
Provide value and prove that your Business has the Knowledge, expertise, products or services that will solve their problem.
Generating warm leads should be the focus of every Business trying to implement a B2B marketing strategy.
Establishing a database filled with properly vetted, quality leads will ensure steady growth.
Although B2B marketing is different to B2C Marketing, there are some similarities that overlap each type.
When trying to fill your leads database, the best way to attract leads is to combine inbound and outbound marketing practices.
Outbound Marketing – it’s a quick way to reach prospects and create curiosity, so that they are inclined to learn more about you by going to your website or Blog.
Inbound Marketing – allows you to attract and convert more qualified leads through the content you provide. Good quality content provides value and builds your credibility and trust.
Here are some of the most effective B2B Lead Generation Strategies in 2021:
- Inbound and Outbound Content Marketing
- Social Media Marketing
- PPC (Pay Per Click Advertising)
- Social Media Content Shares
- eCommerce Opportunities
- Strategies To Build Your Email List
- Improve Your Conversion Rate
- Email Strategies to grow your list
- FAQ’s Can Generate B2B Leads
- Get more direct Google Backlinks
Inbound & Outbound Content Marketing
Content marketing should be the core focus for every business. It’s a great opportunity to generate leads and sales without the cost of advertising.
It takes a lot of work and there is obviously labor costs involved, but the return on investment far outweighs the initial capital outlay.
You need to do:
- Market research
- Demographic research
- Keyword Research
- Search intent research
- Build personas
- Create the content
- Promote the content
- Tracking, analytics and optimization
Remember one thing though. Each industry and person getting into contact with you from prospective consumer businesses will have different tastes in content.
The most popular form of content is video. It’s quick, easy to consume and can educate much quicker than any text ever will.
If you can start with video, while only adding a little text for an expansion of a concept, than do that.
Other formats are:
- Case Studies
There are other methods of delivery. Do the demographic research and find out how people prefer to consume information, then, give it to them. Keep it short, to the point and make it fun, entertaining and educational.
Search engines are your friend when it comes to marketing your business.
If you learn the right way to do SEO, you’ll easily be able to generate more customers faster and for free.
In order to succeed with SEO, you need to have a solid understanding of how to implement a profitable content marketing strategy.
Your content strategy needs to provide your target audience everything they need to understand how your business can solve their problems.
You need to understand that content marketing is a consistent effort and you need to religiously create and promote the content you make.
Be sure to have a strategy that not only provides consistent value to your customers but is a strategy that your content creation team can design and easily maintain.
Having one or two tools to manage your marketing efforts, (especially from a research perspective), can really help your business stay ahead of competitors.
Kinsta used similar tools and were able to increase their organic traffic by 571% in 13 months.
This resulted in a number of new B2B leads. Go see their WordPress SEO guide for all the details and try the 77 proven tactics to drive more traffic to your website.
Social Media Marketing
Most of the people at other businesses you’re trying to reach, probably hang out on social media.
Most businesses also have a social media presence. It makes sense to also be there to meet them where they are.
Using social media as a lead generation platform for your business allows you to fine tune your targeting.
Sites like facebook make a lot of demographic data freely available to anyone. This information is invaluable to marketers in a number of ways.
B2B Demographic data allows you to define the type of business you want to reach.
You can learn about the types of products and services a business is actively looking for.
You can learn about revenue, products made, customers served and other partnerships they have, and so much more.
62% of online marketers believe networks like LinkedIn are effective platforms in which to generate leads.
Suggested reading: how to create a company page on LinkedIn.
LinkedIn provides a single platform in which businesses can engage with potential customers and other B2B Brands.
Social media advertising has been proven to be effective for many businesses who run PPC campaigns.
Come to think of it, it’s rare to discover any business that doesn’t have a Facebook, Twitter, or Instagram presence.
It is possible to generate tons of leads on social media platforms, but don’t be mistaken. You need to know what you’re doing, or you’ll be wasting valuable time and money.
You need a thoroughly researched, documented and planned strategy.
Want to know how to get started on the right footing before you jump into ads?
I highly recommended a book called Jab, Jab, Jab, Right Hook by Gary Vaynerchuk.
Gary talks about giving value three times (jabs), before you post your first offer (hook).
He teaches you the art of communicating across the platforms and how to get in front of people.
Kinsta ran some advertising in their PHP benchmark article.
Kinsta isn’t directly selling anything in the Twitter ad itself, but it’s targeted content that they know their audience of WordPress developers will be interested in. The “Right Hook” is then placed on the blog post itself to generated B2B leads.
Pro Tip: Create your content around what your customers are searching for to provide the best engagement.
PPC (Pay Per Click Advertising)
Inbound marketing is the best way to get leads for free, but the problem happens to be the time it takes for leads to start showing up.
A properly optimized article can take anywhere from 4 to 12 months to rank in Google’s results.
No-one has that much time to wait before they generate an income.
The fastest path to revenue and profits is through PPC Advertising.
The first thing you need to do, is research your audience, find out what they want and give it to them.
You need to know what you’re doing and have a solid strategy in place, otherwise you can easily lose a lot of money with nothing to show for it.
Bear in mind, people are bombarded with more and more content every day. Most people have turned to ad-blockers and other tools to minimize overwhelm.
The problem is that most people turn a blind eye to ads, so it’s becoming increasingly difficult to get the desired profit margins that were once enjoyed.
The most popular advertising platform on earth is Google Adwords – this platform allows you to post ads across the Google Network.
Here are three different routes you could take.
The Search Network
Your Ads will appear at the top of search results whenever someone “Googles” something.
The great thing about the search network is that search intent is already present.
It means that they’re actively looking for a solution and will probably buy right away.
It’s not the same when you do social media advertising. When you’re advertising something in social media, you’re intruding in the feed and disrupting the scrolling.
The Display Network
The display network ads show up in various websites that use Google Adsense to monetize their sites.
The ads are normally static banners created with the Google automated visual advert generator.
Creating ads this way saves you time and the laborious task of having to make multiple ads for various sizes.
These types of ads typically have a lower CPC, but are notoriously bad at converting visitors to leads.
Remarketing typically means that tracking and remarketing cookies are loaded into your browser when you visit a site.
Whenever you visit another site with similar tracking code injected, Google realizes this and will send you related ads based on your search intent.
Remarketing is just a way to keep reminding a previous visitor that your business and solutions still exist.
Remarketing often leads to higher conversions.
Provided the visitor was impressed by your content, products and services, they may feel like they already know, like and trust you.
That makes them more likely to buy.
Bottom of Form
You will need to install a tracking pixel into the header code of your website or wherever specified by the platform of choice.
Whichever choice you make, you need to have patience.
It all comes down to watching your stats.
You need to gather data for at least 30 to 60 days to see what works and what doesn’t.
Keep good ads and ditch the poor performing ads.
Run A/B split tests, change the title, the content, the images, the video, the buttons.
Remember when testing – only change one element at a time.
Social Media Content Sharing
In an article, Bryan Harris owner of Videofruit shows you real examples of viral marketing tactics you can use in a social sharing campaign to increase lead generation numbers.
He shows how to ask for a share, so that you can grow your audience and get your content to go viral “automagically”.
It’s a great strategy to use for your B2B Lead Generation.
Extra conversions without the cost.
Viral marketing happens when you create great content that resonates with your audience.
What we should be aware of, is that we can create viral content simply by asking current clients to share our content with their friends, family and any other people they know who might find it useful or interesting.
A simple trick to create a virality:
After a customer signs up for an offer, promise bonuses if they share your content!
Bonuses and offers allow you to build trust and influence in your industry.
When customers share offers with friends, family and other connections, you receive more personal referrals (which are hot leads) without spending a cent on ads.
Turning eCommerce Into Opportunity
We’re sharing one, simple trick here for you to get more leads from your ecommerce store.
If you ever have a situation where you run out of stock or simply want to get more leads from your store.
Place a contact form in the area where you would normally have “out of stock” text.
Enter a message in the contact for that reads, “enter your email to be notified as soon as we re-stock”
Normally site visitors will simply leave your store immediately if you don’t have stock, but if you give them a way to leave their email to be notified, guess what……leads!
Pro tip: You could add a timer that counts down to the expected date of arrival for your product, but we want more leads, right?
Build Your Email List
What sounds more appealing: “Subscribe to my newsletter” or “Join a tribe of 2500+ professional marketers and salespeople.”
The second one sounds way more appealing. It’s the same thing, but with some extra motivation and spice added in the title, making people want to be included.
“Subscribe to my newsletter” – for what? How will you ever get subscribers if you don’t give them a solid reason for doing so?
People want content that is personal. Focused on their interests, problems and meets their needs.
For tips to build your email list: How to Build an Email List Fast and Effectively (Proven Strategies).
Pro tip: Do you already have an email sequence? How about creating a series that you deliver over a number of days?
Rewrite some and create 3-day, 5-day, 10-day or even a year’s worth of emails to be delivered on autopilot.
Improve Your Conversion Rate
Scarcity, (FOMO) is a tactic employed to increase conversion rates.
Two women ran a survey (Jessica Parker & Melissa Burkley).
They experimented with women and showed them a photograph of a “potential dream partner”
The goal of the experiment was to determine how women would react if the man was single or about to get married.
So they split the group of women in two. To one half of the group they showed the photo and asked the women what they would think if he was single.
To the other group they showed the photo and asked what the women would think if he was about to get married.
59% of respondents said they would pursue the single guy.
But, 90% said they would go for the married guy!
We want what we can’t have – just the way we’re wired.
The method of creating scarcity is old. If you’ve been on the web for any time at all, you will have come across it many times already.
People aren’t as gullible as they used to be, so don’t think you can just slap limited time counter onto an offer and see leads pouring in.
Here are a few situations where you can use it:
- When you actually have a limited offer
- When there are only a few seats left for your webinar
- When a product is running out of stock
- When a product is purchased (just don’t show too often)
Email forms and pop-ups to grow your list
Google hates popups. People have a love/hate relationship with popups, but they are still effective.
The best popups however, are personalized intent popups.
Before you go add popups to your site, you need to ask yourself a few questions first.
- What is the purpose of the popup?
- What will be behind the popup?
- What benefit will be in it for the reader?
- Will it hinder the view?
- Will it block access to content?
Your popup needs to have a purpose. To get that last minute email address, to deliver a lead magnet, to get someone onto your list, etc, etc.
Make sure you have a purpose for it.
What technology platform are you going to use. A single platform is usually best. Hubspot has a great free option that integrates chatbot, messenger, email, landing pages and CRM.
What benefit will your reader get from entering their details? Have you made the benefits immediately clear in the title of the popup?
Will your popup take over the entire screen or obstruct your visitor’s view of your site?
Will your popup prevent a site visitor from continuing their visit on your site until they enter their details?
You need to think about all of these things before you add a popup. Think like your customers.
Would you want to stay on a site that has a popup blocking the site from the firs second you land there, or would you prefer to have it slide in the bottom of the site.
A lot of people will bounce immediately if they’re met with a popup immediately on landing on a site. Bear this in mind and at least add a couple of seconds delay before the popup appears.
The best type of popup I think is the exit intent popup. It may have higher conversion rates for some websites than others, but you will have to test and see what works for you.
Slide in offers work well too and don’t annoy readers half as much as popups do.
Experiment and see what works for your website/blog.
FAQ’s Can Generate Leads
Answering questions is a great way to generate B2B leads. It helps cement you as the thought leader and solution provider in your industry.
A good place to find the questions people are asking is answerthepublic.
Remember, people go online to search for answers. Who do you think is providing all of them?
It’s us content creators that do the research and create the content to provide the most in depth and detailed answers that we can in order to help the searcher find a solution.
Think about the search queries people are entering into google. Create content around the questions and do your best to be as detailed and thorough in answering.
Answer all the questions you can think of all your potential customers asking and you’ll easily create a consistent stream of new leads for free.
Get More Google Backlinks
Google is the biggest search engine on the planet. Everyone goes there for answers and you need to make sure your content can be found there.
One of the best things you can do is increase the number of times links to your site show up in search results and even better, is if multiple links show up at the same time.
Backlinks from other sites is a way for you to prove your site authority – when another site is referring customers back to your website it proves to Google, your site is an Authority in it’s niche.
To build backlinks and instill trust:
- Write posts for relevant sites
- Let sites share your content
- Have your links featured in resources pages
- Make sharable infographics
- Allow people to share your images
- Create high quality content – its sharable
If you put in the work, there’s no reason why you won’t build backlinks.
Just don’t try taking a shortcut and buy them.
Purchased backlinks don’t add value and you don’t know where they actually come from.
Don’t just share your links or accept links to your site. The ranking of sites that you associate yours with will either raise or lower your trust factors in search engines, so be careful with this.
Doing B2B lead generation is hard work. It isn’t something you can copy and apply in your business.
You have to do the research. You have to understand the problems your customers face and you must completely understand how the solution you provide, will benefit your customers.
A strategy that works for another business might fail dismally for yours, because the demographics and customers themselves are different.
Establish your own brand. Create your own culture and identity that is unique and speaks to your audience on a subtle level.
The key to success in B2B Lead Generation is starting with a strategy, documenting every single detail of your work and adjusting after testing, seeing what works and discarding processes that don’t work.
Effective B2B lead generation begins content.
Understand the pain-points of your audience and position yourself to relieve their pain.
Do you have an alternative B2B lead generation strategy that works? If so, we’d love to hear about them.
Drop a comment below or use the chatbots below to reach out and start a conversation.