Want to generate more business-to-business (B2B) leads? Whether your company sells a product or service (or both), you need high-quality leads to succeed. Without them, you'll probably experience a low conversion rate -- and that means doing more work for fewer sales. There are ways to scale B2B lead generation, however, some of which we're going to discuss in this blog post.
One simple yet effective way to scale your lead generation strategy is to optimize your company's website for search traffic. Known as search engine optimization (SEO), this alone can yield a substantial amount of highly targeted leads. According to HubSpot, SEO is the single greatest source of B2B leads, attesting to its effectiveness.
Word-of-mouth referrals are an excellent source of B2B leads. Unfortunately, it's also a source that many B2B marketers overlook. When a client has a positive experience with your company, he or she may share it with their friends, family or colleagues. And the next time that individual needs a product or service offered by your company, they may contact you for assistance. So, how do you encourage referrals?
There are a few ways to encourage referrals, including offering exceptional service and giving clients an incentive for spreading the message (e.g. promotional discount).
According to a study cited by CrazyEgg, 91% of B2B marketers use content marketing. Assuming that statistic is accurate, this means less than one in 10 B2B marketers don't use content marketing. If you fall under the latter category, you should join the ranks of the majority by making content marketing a core component of your lead generation strategy.
Content marketing is a catch-all term referring to the process of creating, publishing and promoting content. For B2B lead generation, it involves creating high-quality content that's relevant to your target audience. The goal is to attract prospects who are interested in your company's products or services. The content doesn't have to be promotional, however. On the contrary, creating informative content typically generates more traffic and leads than strictly promotional content.
Finally, you should embrace automation in your B2B lead generation strategy. Far too many marketers get bogged down with micro tasks, preventing them from contacting new prospects. There are certain tasks that you can automate, however, such as email followups, confirmation emails, etc. By automating these tasks, you can focus your time and energy elsewhere.