Generating high-quality B2B leads is difficult enough, but it's even more difficult when your target audience is fragmented or you have several customer segments. This audience is typically less willing to take action, resulting in fewer responses. But while some business-to-business lead generation strategies come up short, others remain effective. So, what are some B2B lead generation strategies that actually work?
Social Media Marketing
It should come as little-to-no surprise to learn that social networking is an effective B2B lead generation strategy. Studies have shown that up to 80% of U.S. adults have a social media profile, many of whom have several. It's not just consumers who use social media, though; business owners and professionals use them, as well. LinkedIn, for instance, caters specifically to this demographic, making it an invaluable B2B lead generation tool. There are several approaches that work when using LinkedIn to generate more sales leads; like leveraging connections, sponsored posts, and contributing to specific group discussions.
This has become a hot topic among B2B companies, and for good reason. Inbound marketing is often cited as one of the most cost-effective forms of promotion. By publishing high-quality content, you can encourage prospects to seek out more information about your B2B products or services. Inbound marketing such as this is a less invasive form of promotion, which is why it often yields a higher response compared to traditional lead generation strategies.
A third strategy is to generate B2B leads through mobile devices. If you have a website or email newsletter, for instance, make sure it's compatible on both desktop computers and mobile devices. Turning a blind to the latter is a serious mistake that will cost you leads.
What is guest blogging and how it can generate more sales leads for your company? Guest blogging is exactly what it sounds like: you write a blog post for another company, usually in exchange for a link and/or credit pointing back to your own company. It's a win-win for everyone involved. The other company benefits from the free content, which is created by you (the guest blogger), and you benefit from the increased exposure, which hopefully translates into new B2B leads.
Optimize Website for Conversions
Are you collecting B2B leads through your website? If not, you should be. It's an effective yet simple form of lead generation. According to some reports, a well-optimized website converts 7 to 14% of its visitors. So for every 100 people who visit your website, you'd generate between 7 and 14 leads. That's a pretty substantial number considering the difficulty of generating leads through other platforms.