Lead generation is essential to any business; you need people to target in your marketing campaigns, and your sales team needs a list of people to call. Without the right strategies, bringing in leads can also be a slow process. Lead generation requires a lot of testing to fine-tune what works best for your company and your target personas.
If you want to boost lead generation, here are fifteen strategies that you start with:
1. Deliver value with content marketing
Content marketing boosts lead generation by delivering value to your prospects with thought leadership and insights that guide them through the buyer journey and decision-making. Publishing and sharing content on various channels, like social media, blog pages and email newsletters, enables you to establish trust and credibility with prospects. If a person feels your content addresses their concerns or needs, they might engage with your content further and land on your radar as a lead. Relevant and valuable content creates customer interest and excitement, sparking conversations about solutions for someone’s specific needs that your company can address. Content marketing also differentiates your business from competitors regarding online visibility in search rankings.
2. Offer resources like eBooks and case studies
eBooks and case studies are excellent content marketing tools in lead gen efforts. They are excellent platforms to showcase your business’ expertise by providing potential customers with a detailed understanding of your offerings. You can generate marketing campaigns via paid search, social media and email marketing to improve the reach of your eBooks. The landing page for your eBook or case study becomes a place to generate information about prospects.
3. Include backlinking in your content strategy
While an asset like a case study is an excellent source of advocacy and builds the legitimacy of your brand, backlinks from authoritative sources also serve as a great source of building credibility. Backlinking brings a wealth of SEO benefits, giving your website greater rankings on search engine results pages (SERPs) and increasing visibility when people are looking for relevant services or topics related to your business’ offerings.
4. Add pop-ups to appropriate landing pages
You might feel that pop-ups are invasive, but they serve as an excellent way to create on-page CTAs that encourage your audience to engage with more content as they navigate your website. When combined with the right landing page, pop-up messaging can be a powerful way of engaging visitors and encouraging conversions. You can increase lead generation by creating specific and relevant offers to visitors at strategic moments, like when they are about to leave your site or after watching a video.
5. Write compelling calls-to-action (CTAs)
Being an effective marketer means having an eye for detail when crafting compelling CTAs because these are the pivotal element at which you draw prospects into the sales funnel and turn them into a lead. When potential customers click on a link or button, they should be encouraged to take action that converts them into a lead, such as downloading an asset, requesting a call or registering for an event. Once a strong, personalised CTA is in place, you should focus on the results and strategise what works best with your target audience.
6. Collect information in landing page forms
Instead of giving people instant access to resources like eBooks and case studies, it is best practice to request they fill out their details in a form on your landing page. If someone wants to download a free asset, requesting their details in exchange is reasonable, so long as you keep it to a few fields, such as name, email, phone number and company. A form on the landing page increases the likelihood of successful lead generation because without collecting these details, you will have people downloading assets, and you will not have the information to add them to your lead list.
7. Leverage Search Engine Optimisation (SEO)
SEO offers great potential as a lead-generation tool. When used correctly, it can effectively reach more of your target audience and drive traffic to your website. SEO involves optimising your website and its pages to rank higher in organic search results; when someone searches for terms related to your business, you will appear in the top results. With SEO, you can ensure that your site is discoverable by people searching for topics within your industry. Optimising for SEO requires careful planning and implementation of techniques such as keyword research, content creation, link building and monitoring analytics to ensure effectiveness.
8. Use Pay-Per-Click (PPC) advertising
PPC is a great lead generation tool because it allows you to target potential customers with targeted ads when they search specific keywords. You can leverage PPC campaigns to generate leads quickly because they allow you to reach a large number of people in a short amount of time. I recommend monitoring and adjusting your PPC campaigns over time to ensure maximum effectiveness.
9. Optimise and personalise email marketing
Email campaigns must be well-crafted to be successful, using techniques such as optimising content and personalising emails to capture the reader’s attention. Optimisations can include segmentation based on customer location, age or preferences; the personalisation can involve using a customer’s name in the subject line. Such simple changes can have a huge impact in terms of increasing open and click-through rates.
10. Nurture social media interactions
Social media platforms are powerful channels for engaging with potential customers, creating brand awareness and increasing lead conversions. When someone interacts with your posts on a social media platform, they have become a lead, and you should take the opportunity to add them to your leads list and have your sales team contact them. Additionally, regularly engaging with followers on social media can establish valuable connections, which could increase opportunities to build trust among potential prospects and generate warm leads.
11. Encourage internal teams to engage with LinkedIn content
Requesting people from all business departments – from the leadership to the front line – to engage with LinkedIn content on their profiles means that more people see your content and increases your opportunity to generate leads. After publishing a new post, you can send an email or a message asking people to engage with the latest content. Whether they like, comment or share, the new post will be visible to that person’s professional network.
12. Host webinars
Webinars provide valuable content and helpful advice that attracts potential customers who have an interest in what you have to offer. With the right promotion and presentation, webinars can generate qualified leads that could convert into paying customers. A webinar creates value even after it has ended; you can use webinar recordings to generate more leads by adding them as gated content on your website. You can then leverage the video for a campaign encouraging more people to input their details in exchange for watching the webinar recording.
13. Add video marketing to your campaigns
Video allows you to create engaging visuals and compelling messages that drive people towards taking action, such as downloading an asset or contacting your sales team. Videos also help to make more people aware of your brand, creating more opportunities for customers to find you online. A video on LinkedIn can showcase customer testimonials or success stories. Videos are also highly shareable on social media, making it easier for people to engage with your content and share it with their network. Additionally, video offers the potential to reach a larger audience and boost your search engine visibility, as Google’s search algorithms favour video content.
14. Enhance your landing pages
Optimising landing pages is a great way to generate leads and increase conversions. By ensuring that your page engages the person who lands on it, you can ensure that they stay on it longer. This increases their chances of taking action—such as signing up for an email list, downloading content, or making a purchase. There are several key elements to consider when optimising your landing pages. Ensure that all images, videos, and visuals support your message and draw attention to important information. You must also include clear and easy-to-follow calls to action that tell visitors how to take the next step.
15. Make your website and content mobile friendly
Mobile devices are becoming increasingly popular, so having a website that caters to these users ensures that no potential customers are left out. Optimising your website for mobile friendliness will encourage people to spend time on it; if they cannot navigate your pages from a mobile device, they will likely click away before converting. Not to mention, Google has started taking mobile-friendliness into account when ranking websites in its search engine results.
Generating B2B leads is a critical aspect of success for any business looking to grow in 2023. By leveraging a combination of traditional and modern marketing techniques, your business can reach a wider audience and increase the chances of attracting qualified leads. Implementing the tips discussed in this blog is a solid starting point for generating B2B leads in the coming year.
Resonate can build your lead generation strategy
We offer full stack B2B marketing services specialising in the B2B sector as that is where our passions lie and it is what we are good at. If you need a lead generation strategy, please reach out to us. We are experts in optimising lead generation and believe in taking a strategic approach to getting the best results.
Please visit our Marketing page for more about our services.