20 April 2016
The success of your marketing will only ever be as good as your access to your target market. What should you do when the progression of your prospects begins to slow and you notice that your messages are reaching the same people yesterday, as they did 3 years ago?
Well thought out and executed targeted campaigns are still effective but you should also encourage new people to contact you.
Let’s look at 5 great lead generation tactics for B2B organisations:
1. SEO is Important, but the game has changed
Organic search for popular search terms [hello, ‘B2B lead generation’] can help to attract potential clients to your website. As we now know, it is not content for content’s sake that reigns as king; rather it is about engaging your visitors with cleverly designed pages, blog posts, videos and materials that answer the particular needs or pain-point of the popular search queries. But it needs to be natural, and genuine content. Keyword stuffing and blatant attempts to outsmart Google’s algorithm will be thwarted, even penalised.
Of course if you happen to be contributing content on a regular basis that keeps basic good SEO principals in mind, then over time this will help boost your site in rankings overall.
2. Do you capture visitors?
An interested party has landed on your website – now what? In a perfect world they would perhaps read a little and then follow the steps to the contact page, or e-market. But as the research increasingly shows, your customers aren’t always visiting to buy. More than ever, consumers will visit your website to learn more about your brand, products pricing, reputation via reviews and testimonials - gathering valuable information to make an informed decision.
It’s in your best interest to capture their details while they’re there. Thinking about the buyer’s journey might include effective Call To Actions [CTAs] as well as a subscribe prompt to a newsletter or special offers. Think of a creative, non-intrusive way to capture this valuable information with a bare minimum of email address and where possibly industry, company name and whatever else you can manage. This will then allow you to continue the conversation in a targeted follow-up.
3. Qualify leads and close the loop
Asking for lead information serves no purpose if the information sits somewhere on a list in the back end. Ensuring that your database is updated regularly to include new leads is a must! Sales and marketing teams can design a follow up process that targets new subscribers to the business. For example, they may receive a copy of the company’s latest catalogue via email. A more personalised touch might include a targeted business development sales call – however it is always best to go into this armed with some additional information. Email campaigns can be designed to ‘show’ which links a reader has clicked. Noticing an area of interest is a great starting point for sending targeted materials, and then following up to determine how offers/content has been received.
4. Business development that makes buzz
Many organisations have a potentially untapped arena of already warm leads sitting directly under their very noses – their existing customer base.
Savvy and skilled sales professionals will go the extra mile in conversations to ask more meaningful questions at the end of a sales call, transaction or completion of a project such as “is there any other way we can help?” or “you mentioned logistics is another area where they plan to optimise, who can I speak to about that?” When you have customers who are already warm on the phone, it can be a simple as asking how else you can help. You will be surprised how much a genuine line of questioning can go. Once you get there – be sure to record important sales information [leads!] and update in the database.
5. Refer a friend, receive a… ‘Something pretty great’
A referral system can also prove effective, especially where B2B organisations are concerned. Don’t underestimate the power of a good incentive. If you are offering a unique or exclusive product, then is becomes easier for someone to perceive the value in sharing a contact — to have the latest/greatest — with colleagues. Executives will generally be happier to share information if there is a giveaway of some sort for example a value-add access to free-trial software, a whitepaper, discounted services or prizes.
MIH have more than 15 years’ experience creating demand for B2B companies of all shapes and sizes. Talk to us if you’d like to discuss ideas for your business.