Obtaining high-quality leads is critical to making a marketing campaign pay off.
Obtaining high-quality leads is critical to making a marketing campaign pay off. Yet a majority of business-to-business or B2B Data marketers report their biggest problem at present. They say it is obtaining high-quality leads or potential customers who are likely to engage with the brand. These proven strategies for effective B2B lead generation can help marketers attract and retain potential customers who are most likely to convert.
1. Create Effective Content
Even if your paid ads bring in leads, if those leads aren’t interested in your content, they will never convert. Upgrading brand content may deliver a huge boost in return on investment (ROI) of lead quality. If you don’t have the bandwidth to do this in-house, work with an effective content marketer who can write clearly. They will supply more compelling emails, newsletters, white papers, ebooks, and other assets. Then, give away your best stuff for free. Offer short ebooks for free in exchange for an email address to get interested parties on your email marketing list. With these offers, you create something once and reap the benefits for rolling lead generation.
2. Optimize Your Website
Search engine optimization or SEO helps people find your website. While business owners may think of SEO as a one-and-done solution, the reality is that search algorithms are changing all the time and so too are SEO practices. If you haven’t had your website optimized for search, hire an SEO expert who can boost your website’s discoverability using the latest SEO best practices. When more people come to your website because it ranks higher in a search result, your lead conversion will naturally rise.
As you optimize your website, make sure that each page has a clear call-to-action. A desired action the user should do, whether it’s to request an estimate or sign up for an email newsletter. To increase their effectiveness, place the call-to-action above the fold, or the portion of the page that’s visible without scrolling down.
3. Neglect Low-Level Leads
Often B2B marketers spend time on any lead that comes in, even if the prospect is low. When you’re spending a majority of your time reaching out to low-level leads, you won’t have the time and energy to follow up with the few, high-quality leads. Periodically review CRM (Customer Relationship Management) data to tease apart low-level from high-quality leads. Then focus on those most likely to convert.
4. Engage With Users
Customers tend to convert after being on your list for some time. While potential customers move through the sales funnel, treat them as though they are valuable leads. Always answer questions promptly. Respond to emails, calls, and twitter. This responsiveness demonstrates the brand’s values and shows the lead what they can expect if they do business with your company. Particularly on social media, responsiveness can also show your brand’s values and openness to others, who may then become high-quality leads.
5. Re-target Leads
Re-targeting helps keep your company top of mind for potential customers by luring them back to your website after they’ve moved elsewhere. Whether it’s through online advertising, social media ads, or automated email sequences, re-targeting reminds a customer of your brand’s value proposition. Also delivering the right information at the right time to influence conversion.
Taken together, these strategies are effective at reducing time spent chasing low-level leads and increasing the flow of high-quality leads, solving the top pain point of B2B marketers. However, each company is different: what works for one may not be as effective for another. To always spend time on high-value activities and increase business revenue, marketers should track the effectiveness of each tactic and invest a greater share of time in those lead generation techniques with the best ROI.