A b2b lead is a business that has expressed interest in your product/service. This type of lead is different from a marketing qualified lead who may be downloading your content, but haven’t demonstrated immediate intent to buy.
Creating quality sales leads can be challenging, especially since buyers tend to have a lot of information to process before making a purchasing decision. Luckily, there are several ways to generate b2b leads:
Targeted Search Engine Optimization (SEO)
Search engine optimization (SEO) is one of the most important tools for b2b leads. B2B buyers often conduct targeted searches for specific products, so it’s essential to have your website ranking high in these searches.
This will increase your visibility and drive traffic to your site, which will result in more conversions. Additionally, SEO is much more cost-effective than traditional outbound marketing methods.
When choosing an SEO agency, consider their years of experience and how they have weathered different algorithm changes. Also, choose an agency that has extensive industry relationships with influencers, publications, digital marketing services, and websites.
Optimize your product and service pages for targeted keywords. Include downloadable resources like whitepapers and e-books, and make sure your pages are mobile-friendly. Finally, include forms and calls to action on your website to capture potential leads’ contact information. This will help you build a strong and scalable lead generation strategy for your business. This will also give you a competitive edge over your competitors.
Paid Ads
Paid ads can be a powerful tool to generate qualified leads for B2B businesses. By carefully planning and optimizing paid campaigns with clear, measurable goals in mind, marketers can ensure that their efforts are producing the highest possible returns on investment.
For example, utilizing LinkedIn’s unique ecosystem of business professionals can enhance ROI by targeting specific job titles, industries and company sizes. The platform also provides lead generation forms that auto-fill with a user’s profile data to streamline the ad conversion process, boosting lead quality and efficiency.
Additionally, utilizing Google AdWords to target keywords relevant to your product or service offers precision and speed. This approach can be augmented by optimizing landing pages and crafting irresistible ad copy to drive clicks to your website and conversions on your bottom line.
Content Marketing
When many people think of content marketing, they usually envision writing words. However, there’s much more to it than that. Using a variety of different mediums, including blogs, podcasts, ebooks, complete guides, infographics, and whitepapers, you can attract and convert B2B leads.
A good content marketing strategy will take into account the various stages of the funnel, so you can create specialized material for each one. For instance, a top-of-funnel piece might be about the common mistakes small business owners make when it comes to accounting, while more granular bottom-of-the-funnel material might be targeted to individual types of employees in a specific type of company.
Keeping an eye on analytics is important, as well, to determine how each piece of content is performing and whether it’s working to attract potential customers. If it is, then you can consider creating more pieces of the same kind, or giving them a bit of extra promotion. You can also see what types of content are generating the most sales, and use that information as your guide moving forward.
Social Media
If you’re running a B2B business, you know that social media is crucial for lead generation. However, too many businesses misunderstand how to use social media to generate leads.
Instead of using social media as a real-time broadcast channel to share company news, b2b marketers should be focusing on participation and adding value to their audience. This can help them build trust and establish their expertise in the industry.
Creating valuable content and engaging with their audience on platforms like TikTok and LinkedIn are great ways for b2b businesses to generate quality leads. Sharing industry insights, trends, and thought leadership articles positions them as experts in their niche and builds trust with potential customers.
Using platforms like Facebook Ads with clear calls to action are another way for B2B companies to generate b2b leads. When a viewer clicks on an ad, they’re directed to your website where a form is waiting for them to fill out with their contact information and any other relevant details about the products or services that you offer.