In the business-to-business (B2B) world, lead generation involves content marketing, social media advertising, SEO, and email marketing to help sales professionals find the decision maker’s sweet spot––so to speak––and develop a sales pipeline to boost revenue.
How You Can Generate Leads With Your Content Marketing
In a world where 88% of buyers research products and services before making a purchase, you need to build a marketing strategy tailored to your audience’s needs. Your number one priority is converting leads to customers. Here’s how you can do just that.
Position Yourself As the Thought Leader of Your Industry
If you haven’t started producing content for your business, this should be one of your first steps in lead generation. According to a report, a whopping 96% of B2B buyers want content with more input from creative thought leaders. This means you need to establish yourself as the expert of your industry, and then relay your expertise in written posts such as blogs, newsletters, and tips regarding your industry. Produce extensive guides that visitors can download for free on your website. Use their contact information to garner ways to reach out with more informative content.
Your products and services are meant to solve a problem for your audience; your job is to expand on why your business solves the problem and more.
Leverage Paid Ads
Most businesses leverage the power of social media to engage their audience through videos, hashtags, sponsored posts, and more. Before you can start uploading content to Instagram willy-nilly, you need to first find out where most of your audience is found online––so you can figure out the right tool to use for your business.
Contrary to popular belief, Facebook isn’t just geared towards an older (baby boomer) audience. According to a poll, around 84% of marketers choose Facebook to drive traffic and acquire leads. One of the most-used features of Facebook, and one we can’t recommend enough, is Facebook Lead Ads.
Facebook Ads allows contacts to submit their information without ever opening another tab. Popular strategies you can use to engage your audience include “Subscribe to Our Newsletter” or “Limited Time Offer.”
Facebook provides a great user experience and will hopefully drive more traffic to your website, and ultimately your sales funnel.
Optimize Your Site for SEO
Organic search is one of the most important long-term lead generation strategies. In more recent times, people are taking advantage of the “X” button on paid advertisements online––they’re tired of constantly being bombarded with information unsolicited––we get it. So, how do you optimize your site to make sure your brand gets heard amongst the noise on the internet? You need to optimize your site for SEO.
After becoming acquainted with your target audience, you need to find out what they are searching for in the Google search box. Once you’ve identified important keywords that your audience is searching for, you can focus website improvements on SEO and generate leads.
Don’t believe the hype? According to WordStream, approximately 72% of consumers who did a local search visited a store within five miles of their location. As mobile continues to dominate, you need to acclimate your website with keywords, and use local SEO to drive consumers to your front door.
Email Marketing: It’s Still Relevant!
Most people view the humble email as an outdated resource, but those in the digital marketing sphere know that email marketing is a very powerful tool when trying to reach prospects or upsell existing clients.
If you’re interested in email marketing––which we highly recommend––it’s important that you tailor your emails, just like everything else, to fit your audience’s needs and interests. A popular method for email marketing is automation; a tool which can build emails based off of a few key aspects to satisfy your customer database.
As you learn more about your customer, you can continue to refine your content to send them down the sales funnel. A great way to find out more about your customers is to build add-ons on your website that can pull information from a submission form. Then you can follow up through emails where visitors can subscribe to your blog, receive monthly newsletters, and so forth.
Digital marketing is not one-size-fits-all. In fact, it’s a bunch of moving parts to power one machine––your business. If reading this feels like a lot of information to take in, call us––we’d be happy to help you come up with a marketing strategy tailored to fit your needs.