Generating visitors to your website can be a frustratingly difficult objective for your business to achieve. With browsers flooding search engines like Google, it’s getting harder and harder to stand out from the digital crowd – especially if you’re a small business. The hard truth is: Lead generation is the lifeblood of any business. If you can’t generate leads, you’ll struggle to make sales resulting in a failing business.
But wait! Bring the statistics in! Lead generation is the greatest challenge to 61% of marketers according to HubSpot. On the flip side, producing quality leads consistently is the core of any successful B2B marketing strategy, so developing and optimising your pipeline will offer your organisation a steady growth rate. We’ve collected our favourite methods for B2B lead generation success through several mediums and platforms. Let’s get those high-quality leads!
What is lead generation marketing?
In the age of digital marketing, companies are now relying on leads from people who show interest in their products or services. A Marketing Lead can be considered someone who has shown an initial willingness to buy something i.e. a potentially interested customer. The ultimate goal for any business is to generate as many customers with this intention; we call these “leads.”; the more high-quality leads, the more acute and engaged the customer.
So, here are our top 8 lead generation techniques that can bring you success in 2022.
Search Engine Optimisation
SEO is still one of the most effective marketing lead generation techniques. If you can rank your website and content high on search engines, you will get a steady flow of quality leads. The key to SEO is to create high-quality, keyword-rich content that is relevant to your target audience. This will bring in high-quality leads. In this paragraph alone we’ve dropped 4 keywords surrounding B2B lead generation – can you pick them?!
Paid Per Click Ads (PPC)
What’s new with Paid Per Click ads in 2022? In a word: more. PPC Ads are increasing in popularity as a lead generation tool, especially with the rise of Google’s AdWords and Microsoft’s Bing Ads. These platforms allow you to target your ads to specific demographics with the use of keywords that target audiences are likely to use, making them very effective for B2B marketing lead generation.
Social Media Lead Generation
Social media is here to stay, particularly as the world learned how to ‘socially distance’ yet ‘stay connected’. In the last 5 years, we’ve seen the launch of TikTok, Clubhouse, Twitter Spaces, Caffeine and Instagram Reels. The latter two being launched in 2020 in direct response to the pandemic. Don’t forget LinkedIn too, which is often no regarded as a social media channel yet has a user base of over 800 million. Many studies confirm that 80% of quality leads come from LinkedIn – and posting can be as simple as linking to recent blog posts or creating questions for followers with answers in the comments section.
Electronic Direct Mail (EDM)
As the saying goes “content is king” which is why an easy to read yet informative EDM can be a valuable lead generation technique to integrate into your marketing strategy. A well-constructed and value-laden EDM can achieve two things. Firstly, it helps to maintain a relationship with your existing clientele and can engage them further with your brand’s marketing activities. Secondly, the channel provides a way in which to build up brand value to new customers and introduce them to your intended marketing strategy to be able to create conversions. The type of content comprised within an EDM campaign to help generate quality leads could include special offers, new releases, updates to services/products and highlighting recent blog posts.
If you’re looking for an easy to use and affordable EDM platform, we recommend Mailchimp which has excellent functionality and data metrics that allow you to track campaign performance.
Landing pages are an effective way to generate leads by marketing or advertising a campaign that you are running. As the name suggests, a landing page is where a visitor “lands” after clicking on a link in an email or ad on Google, Bing, YouTube or various social media platforms.
Landing pages differ from web pages, which typically have an assortment of information and links, whereas landing pages are designed with one focus or goal in mind. This channel, therefore, is great for generating leads as those that land on the page are already interested in what you have on offer and just need that little bit of enticement, in the form of a discount or promotion, to get them over the line.
Add in Call To Actions (CTA)
We’ve all seen them. The flashy, colourful, can’t miss button that is enticing you to hover your cursor over and click. It might read something as simple as “click here for more information” to something more convincing as “get 80% off your first order”. These little devils are known as CTA’s or Call to Action Buttons which can be a highly effective channel for lead conversions.
CTA’s also work hand in hand with Landing Pages and whereby once a CTA button is clicked, the user is directed to a unique page with promotions and deals that are squarely aimed at converting.
Gated content is great for building your email list, cultivating an engaged community, and providing value. Call it a VIP entry door; customers feel superior and you’re getting their details! Sneaky. Ways in which you could utilize gated content include: register forms to add people to the mailing list; create quiz questions that require responses before allowing submission of data or asking customers to register with social media accounts.
Who loves browsing a company’s website to find support information, being guided to a phone number that redirects them home and ending up ‘submitting a form’? We all know that form isn’t going to receive an immediate response, and 2022 craves immediate response. Chatbots are like the ultimate customer service tool. They can keep your marketing leads in check around the clock and provide intermittent calls to action that will throw quality leads on board with you, instantaneously. Better yet, if you have the budget to provide a ‘live’ chat service, this allows your business to give instant service to multiple customers at once with the use of links and downloadable forms to speed along the process.
We’re living in an era of unprecedented, fast-paced, online-centric e-commerce, but there’s one thing that will never change: the desire for high-quality lead generation. In 2032, when this article comes into play again (B2B marketing leads don’t die!), what should be very straightforward is providing customers with valuable content so they can find you on or offline. Make sure your business has enough high-quality lead techniques up its sleeves that will generate interest, keep you ahead of the competition, and of course, make your business more profitable.
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