According to HubSpot's State of Inbound report, generating traffic and leads is the single biggest marketing challenge faced by companies. While generating leads is important for all companies, it's particularly important for those in business-to-business (B2B) sales. Without leads, you'll struggle to convert "new" prospects into paying customers. Thankfully, though, you can generate more B2B leads by using the following digital marketing strategies.
The keywords for which a website ranks -- and the position it ranks for those keywords -- plays a key role in the amount of traffic it receives. Generally speaking, the higher your site ranks, the more visitors it will receive. This, of course, is important considering that traffic translates into leads and leads translate into sales. There's no 100% fool-proof method to guarantee a top search ranking for your preferred keyword, but you can encourage higher rankings through search engine optimization (SEO).
A lesser-known digital marketing strategy to generate B2B leads is remarketing. Basically, remarketing involves displaying highly targeted ads that are only seen by users who've visited your website, downloaded your app or otherwise engaged with your business. The general idea is to target these users because they've already expressed interest in your company and/or what it offers. Because of this, remarketing is a powerful tool that can help you generate more leads and sales.
We can't talk about B2B lead generation strategies without mentioning email. Statistics show that more than 205 billion emails are sent and received every day. Not all of these emails are personal, either. Some have commercial intent, such as attracting prospects and pitching a product or service. Assuming you collect visitors' email addresses on your site, you can follow up with them to see if they are interested in buying your company's products or services.
Pay-per-click (PPC) marketing is a form of online advertising that involves creating and displaying ads for which the advertiser pays by the click. in other words, you aren't charged for creating or even displaying you ads. Instead, you are charged only when someone clicks your ads. Some of the top PPC marketing platforms include Google AdWords, Bing Ads and Facebook Ads.
Finally, blogging is another effective digital marketing strategy to generate B2B leads. The general idea is to create content for your blog that's centered around the interests of your target audience. Rather than making your blog strictly promotional, focus on making it valuable and useful for your audience. By occasionally sprinkling in a call to action encouraging visitors to contact you for more information, you'll generate high-quality B2B leads.