The critical aspect of any B2B digital marketing strategy is generating new leads. A great way to start is to have a strong digital presence!
In the digital space, there are a lot of ways to engage with your audience. To achieve optimal lead generation, you will need to maximize all your opportunities.
Here are a few of the best strategies for bringing in high-quality leads and making your B2B marketing investment worthwhile.
Search Engine Optimization (SEO)
SEO is one of the best ways to communicate with your audience. By using specific keywords, you can improve the ranking of your site in search engine results. This in turn connects your business with customers that are specifically looking for the services your company provides.
These days SEO is not just about technical SEO and link building but also about having a sound content marketing strategy.
PPC (Pay-Per-Click) Advertising
Another excellent lead generation tool is Pay Per Click advertising via Google Ads. Ads appear above Google search results for keywords and phrases that you bid on and that are relevant to your business.
The trick is to get the right keywords. People starting out, often focus on the wrong keywords but there is a lot more to it than that. You can grab our free guide on Google Ads mistakes if you want to avoid the more common ones.
Like SEO, PPC is mostly based on keywords so you will need to decide which of these you would like to target in your campaign. If the targeted keyword is included in a search, your ad will appear at the top of the page.
Content marketing not only improves the online visibility of your business but can alsosupport your lead generation efforts.
Content marketing includes blogs, videos, online guides, infographics and long-form articles. This content should always be detailed and assist with helping solve your B2B customers’ pain points. You should have an in-depth understanding of your customers to develop the right kind of content. It's a good idea to also use inbound marketing techniques to assist with lead generation. You can learn more about lead generating strategies here.
Email is one of the oldest forms of digital marketing but it is still one of the best at generating and supporting leads. This is because people are already familiar with your brand.
To make your email as effective as possible you must first build a subscriber list. Including sign-up forms as a part of your website pages via popups or headers is a great way to do this.
Once you have an email list, you can send your readers information that is helpful, educational, and useful to them. Your emails do not have to be overly long either. Most people read emails on their mobile phones anyway, so shorter content can often be better. You can provide short snippets of information that redirects them to longer-form content or a blog post. If you find they are engaged with your content, they may be more open to receiving information about new products or services you offer.
There are lots of platforms used for marketing but some of the most popular for lead generation is social media sites such as LinkedIn, Twitter and Facebook.
The starting point for any company on social media is to place the most essential contact information such as opening hours, phone numbers, addresses on your social media profiles etc. After this, you need to build up a following. The next step after content creation is to share your written, picture and video content to generate engagement with your prospects, leads and customer base.
We like to ask three questions before we post any content. These are:
- Does it inform or educate?
- Does it inspire?
- Can people interact with it?
While it is best to have a social media strategy, even if you don't, ensuring 80% of your social media covers one of these three questions will be a great start.
Give Swoop Digital a call.