In this post, guest author Vedh Jagadish shares 4 effective strategies for lead generation.
Lead generation has become the lifeblood of the modern sales process. With a major chunk of time and resources being taken up by this process, you have to be very sure of the returns. B2B marketers nowadays have embraced the digital era and have resorted to using online lead generation techniques & strategies to fasten up the process.
B2B lead generation has now become an easier process and doesn’t seem as much of a burden. With online lead generation strategies in place, you are now able to generate targeted and qualified leads which help you close more deals, in a much lesser time.
The following are four of the most prominent and successful B2B lead generation strategies:
1. Email Marketing
Email marketing is considered the best source for lead generation by 59% of B2B marketers. Many companies, brands, and even start-ups turn to email marketing to generate leads as it has proved to be the most successful over the years.
B2B lead generation through email marketing is primarily dependent on how effectively you draft your message. Your email needs to capture attention, provide quality information, instigate interest, have an effective call-to-action, and also look good. To do so, you need to first start by devising a compelling subject line.
A subject line determines whether your lead is going to read your email and hence becomes a vital part of your email. Create your subject line in a way that provides value to your leads, is personal and actionable. Keep in mind that your subject line needs to be short and also stand out from your lead’s cluttered mailbox.
When it comes to the content of your email, the same rules apply but with more words in play. Provide a link to your website or your product/service page that you’re pitching and also a compelling call-to-action.
While email marketing may not seem as fancy as the newer lead generation tools and strategies used by B2B marketers, it still remains to be a reliable and effective medium to generate leads.
2. Lead Generation Tools and Services
With more importance being given to lead generation, B2B marketers have found new ways to generate quality leads. They utilize various lead generation services and tools that provide verified leads and don’t take up much of their time.
One such service that is prominently used to generate leads is Quora. It is a user-based question and answer site that is now being used as a platform to generate targeted leads. You can use this hub to find out what users think of your brand or business, answer relevant questions, and also plug yourself wherever possible. You can also find people who are looking for certain products or services that are relevant to you and leverage the same.
B2B marketers are also looking for automated lead generation solutions. AeroLeads is one such lead generation service that helps marketers automate the entire lead generation process by providing you with exclusively built verified leads list that best suit your requirements. Many marketers also used LinkedIn’s Sales Navigator feature to generate targeted leads as it utilizes its vast database and helps marketers focus on the right audience, stay informed about the target market, and also helps build relationships with the prospect.
An important fact to remember while resorting to automated lead generation strategies is to not purchase bulk email databases. This is a bad practice as the deliverability of such emails is poor and is not authentic. Many marketers make this mistake as it might seem as the quickest way to contact tons of customers, but it simply wastes your time and resources as you would be dealing with inauthentic prospect data.
3. Social Media
Social media facilitates refining of your lead generation process as it allows for a more targeted approach. You can filter and find leads and prospects from all across the world that best suit your target audience. 62% of marketers believe that social networks like LinkedIn are an effective source to generate leads. It provides a platform for businesses and brands to interact and engage with potential customers and helps build a credible network.
Another key offering of social media is advertising. Many start-ups and brands have resorted to utilizing social media ads to increase reach and engagement. Facebook, Twitter, Instagram and even LinkedIn offer ads where you can promote a particular post, promote your profile/page or lead an entirely new campaign to acquire an audience. These ads are highly targeted as you can specify the location, age, gender, interests, and more.
You can use social media to promote your offer, newsletters, eBooks, free downloads and more. A key tip is to provide the link to your website on your profile or in the description. This way you can lead your social media audience to your lead capturing landing pages and turn them into hot prospects.
We are in a day and age where we consume an enormous amount of digital content. This provides an opportunity to reach a larger audience and grow your brand or business. Providing quality content in the form of blogs, eBooks, webinars, case studies, newsletters, whitepapers, infographics etc., makes the users trust you. Such content can be promoted across your various social media channels to attract more users.
B2B marketers who blog consistently generate 67% more leads than marketers who do not. Blogging consistently helps attract and build an active community which is moreover influenced by your content i.e, your thoughts and ideas. You can include pop-ups by SumoMe to your blogs which help in capturing emails effectively.
Case studies and whitepapers prove to be very resourceful and often attract a more professional crowd. Such types of resources can be promoted on your website with opt-in forms as mentioned earlier and also on networks such as SlideShare. This gives access to more users and this way, your content will also be featured in various other articles. Additionally, many B2B marketers publish short informational videos that are shared through Facebook, Twitter, and YouTube, which facilitates quick and easy video sharing.
Another great way to generate leads from content marketing is through guest commenting and guest posting. This helps you capture a new audience base that is relevant to your industry. Content marketing strategies do require consistency as they are slower than other techniques, but once the initial momentum is gained, you can generate leads like no other.
B2B lead generation practices have evolved for the better and the above strategies stand to prove the same. The process has become more refined and less cumbersome. The faster you generate quality leads, the more time you have to nurture them and convert into customers. You can concentrate your resources on improving sales and customer satisfaction once you have a reliable source for qualified leads.
Author Bio- Vedh Jagadish
Vedh is a Digital Marketer at AeroLeads, a web-based lead generation service. He is parallelly into Content Marketing and writes articles about marketing, sales, social media and more across various platforms. He also manages all the social channels of AeroLeads.
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