One of the biggest challenges in B2B marketing is lead generation. Nevertheless, no less than 85% of B2B marketers consider lead generation as their top content marketing goal. Why? Because leads are users that are only one step away from buying your product or service.
Leads provide you the opportunity to offer them the value through your service that will solve their pain points. A strong marketing strategy requires generating quality leads, which helps maintain a constant growth rate.
Unlike B2C products, B2B products and services are often complex and unconventional, which people are unaware of. This makes lead generation a challenging task. However, there are ways to resonate with your audience and create brand affinity.
Let’s take a look at the 4 best strategies that are currently working for B2B companies in upping their lead generation game:
Content marketing is a broad term. Different types of content can work for other B2B companies. Before formulating a content marketing strategy, it is essential for you to identify what kind of content works for you.
Be it blog posts, infographics, microsites, videos, case studies, or research reports, try out each strategy to find out the best one. It requires in-depth research to determine the tone, language, and style of content that resonates with your audience. Once you understand your target audience, you can create a copy that brings increased potential leads to your website.
Content fuels each of your marketing campaigns, whether it’s an email campaign or a social media marketing campaign. Therefore, you must create content that’s valuable and influential at the same time.
Social Media Marketing
One of the most effective lead generation strategies in the B2B world is social media. Most people spend an average of five to six hours every day on social media platforms like Facebook and Instagram. No wonder social media allows you to reach out to your potential audience with a more targeted approach.
When it comes to B2B lead generation, LinkedIn outperforms other platforms such as Twitter or Instagram. LinkedIn generates around 80% of B2B leads.
Despite the fact, merely choosing the more engaging channel doesn’t manifest success. It would be best if you used tactics like understanding the buyer persona and testing CTAs and copy.
PPC (Pay Per Click)
If you want faster results, choose PPC as your lead generation strategy. PPC is bound to be a success if you thoroughly understand your target audience. However, you must be ready to spend some bucks.
PPC is a beautiful way to attract your potential audience to your latest content or offerings. Why? Because search engines display PPC ads as sponsored results when a search term matches the selected keyword phrase in your ad.
Google Adwords is one of the most commonly used paid advertising platforms, which reported a conversion rate of 2.70% in 2019.
Email seems to be evergreen. It is as effective today as it was years ago. You must use email for all kinds of communication, whether it is to promote an event, announce a new product launch, or follow up with customers. Email increases your content exposure to those prospects that might not even be aware of your brand.
Marketing automation has taken email marketing to a new level with more significant results. Using a marketing automation tool integrated with your CRM, you can personalize emails for different targeted audiences.
To Wrap Up
B2B marketing and lead generation is a daunting task, which comes with risk-sensitive customers and inconsistent buying cycles. A good marketing strategy here comes to your rescue and makes sure that your marketing goals are fulfilled.
This is why you must keep weighing your strategies time and again such that you remain up-to-date with the latest trends. Start with following the techniques mentioned above that are time-tested and future-proof to up your lead generation game and outdo your competition.