Whether big or small, one of the biggest keys to the success of your business is lead generation. In today’s rapidly changing global market, it is important to be up to date on the latest trends and strategies in order to optimize your marketing plan. With an immense amount of tools and information available, pinpointing what works best for your business can be a challenge; there is no ‘one strategy fits all’ in the world of marketing. To help lead you in the right direction, we’ve put together a list of tips to help your business develop a successful B2B lead generation strategy. Want to know more about our professional lead gen services? Reach out here.
- Analytics is first and foremost.
Analytics is the key to understanding where your leads are coming from, which channel/platform is most successful in generating leads, and how many of those leads are likely to convert into actual sales. Identifying and understanding the behaviors of your audience will help you make the necessary changes to your lead generation strategy.
Google Analytics is a free, comprehensive analytics tool that many small B2B businesses use to successfully measure and track analytics. However, If your business has the resources, invest in a CRM (Customer Relationship Management) tool that will fit the exact needs of your business and offer analytics within an integrated suite of tools.
- Who is your target audience?
While every business generally defines their specific target audience, not every business takes the time to create specific buyer personas. To better understand your target customers, create detailed buyer personas using the information you observe and record from your users’ behaviors. Understanding who exactly you are trying to reach as well their challenges and goals will help you tailor your messaging directly to your target prospects. Developing a personalized approach for each buyer persona gives the opportunity for a more impactful connection with the consumer, and therefore, a higher possibility of conversion.
Keep in mind that creating a B2B buyer persona is considerably different than developing a B2C persona. While B2C buyer personas typically include specific demographics of potential customers (for example ethnicity, age, or level of education), these characteristics generally have very little to do with whether a business is in need of a B2B business solution. B2B personas should focus on detailing the exact needs, pain points and values of a specific target customer or decision maker, so be sure to do in-depth research and develop a clear understanding of the exact problems your prospects are trying to solve.
- Search Engine Optimization.
Focus on your SEO. This is surely already on your radar, but it is crucial to attracting a level of visibility and authority among your audience. Does your website appear in the search results when they search for a company in your field? Most users do not navigate beyond the first couple of search engine result pages, so if your website isn’t accessible, your lead generation will decline.
To boost your SEO ranking, start by building an SEO-friendly site architecture with internal links. Search engines need to find content on individual pages in order to list them in their massive keyword-based indices. These pages also need to have a crawlable link structure, meaning that a search engine can browse the pathways of a website to find all of the pages. Many businesses make critical errors in their site architecture, rendering search engines incapable of accessing pages and listing them in search engine indices. To avoid this, construct your site with pages containing internal links to other relevant content throughout your site, making sure that no page is a “stand-alone”.
- Social Media
Social media is one of the fastest and most personal ways to create a relationship with your audience. Being visible and active across social platforms keeps your brand in people’s minds, and potentially, their friend’s as well as a good social presence can illicit recommendations to others.
For your B2B business, consider LinkedIn your good friend. LinkedIn not only offers social functionality from a professional perspective, but also allows you to research individuals and target relevant business employees as prospective customers. Sales Navigator is a great tool to implement to enhance your “social selling” efforts, and integrates with your standard LinkedIn profile.
- Content Marketing
In the context of content marketing, quality and quantity go hand in hand. It’s important to regularly publish content to remain relevant and increase exposure, but the quality of that content should be strategic. Your posts are meant to build your credibility and exert your business as an expert in the field. Know what you’re talking about, and talk about it well.
Additionally, be sure to use the tactics and strategies mentioned in this blog post to intelligently share your content, as all of the strategies previously mentioned in this blog go hand-in-hand with proper content marketing strategy.
Consider us your resource for all of your B2B marketing needs. For a complimentary business assessment, please reach out here.