Table of Contents
There are several marketing strategies to generate leads:
Social Media Marketing
Reward Customer Loyalty
Search Engine Optimization
Craft Landing Pages
It’s easy to get tangled in different lead generation strategies.
According to data from LendingTree, approximately 20% of small businesses with employees fail within their first year.
While this blog isn’t going to dissect the wide range of reasons a business may fail, it will highlight one of the main factors for business success: consistent lead generation.
For your venture to scale quickly and consistently turn a profit, you must learn how to get business leads.
My name is Stephen-Twomey, the chief marketing officer and co-founder of Kennected.
With a proven background in content strategy, relationship-based link building, and technical SEO, I make data-informed decisions that drive client growth. (I make it rain).
Are you ready to discover the secret to the best B2B lead generation strategies?
What Is A Lead Generation Strategy?
Business lead generation is identifying new prospects, then utilizing a variety of tactics to turn those leads into new sales opportunities.
A lead is a potential customer who has shown interest in your brand by taking some action.
Lead gen involves collecting a potential customer‘s information — such as name, email, company name, and job title — and targeting them with customized sales pitches or ad campaigns.
They have shared their contact details or implied that they might want to do business with you.
With lead generation, you can attract leads (your potential customer) into a marketing software system with the hope of nurturing them through the buying process.
A lead generation process aligns marketing and sales teams and gives reps a proven framework to follow.
Once a lead is generated, you can then instruct them about your offerings and begin converting them into a customer.
Instead of tackling many lead generation strategies at one time, create a plan to focus on the ones that are best for your business to reach your target market.
Marketing Qualified Leads vs. Sales Qualified Leads
To establish if a lead is ready for purchase, your company should first have a method for lead scoring.
Lead scoring is a component of marketing automation software that helps prioritize your leads according to their levels of engagement with your inbound marketing content.
It ultimately enables you to figure out who is ready to buy.
It can also help you identify what they are interested in if set up correctly.
In lead scoring, a lead can either be a marketing qualified lead (MQL) or a sales qualified lead (SQL).
An SQL is a lead for a person in the sales team to reach out to, while an MLQ is for marketing, as further nurturing is needed.
There are key indicators needed to determine the score of a lead.
Why Is Lead Generation Important?
Lead generation is a key goal for most businesses because, without leads, there are no sales, and, consequently, no revenue.
Sure, a firm may have several important goals, but many organizational goals focus on lead generation.
Lead generation is significant for marketers and the businesses they want to grow.
Increasing leads means increasing brand awareness and interest in your products or services, nurturing curious prospects through the marketing funnel and into your sales pipeline.
When done well, lead generation can nurture qualified prospects from tentative interest to the customers and ambassadors your brand relies on.
By making the mistake of slowing down lead generation when business is doing well, you risk a shortfall of leads at the time when you may end up needing them.
Continue to consistently generate leads to maintain the health of your sales pipeline and protect the future growth of your business.
Tackling The Sales Process
If you are a business owner or offer professional service, generating high quantity and high-quality leads are your most important objective.
A successful lead generation engine keeps the pipeline full of sales prospects even while you sleep.
The whole process should be owned by both marketing and sales teams together. In this instance, sales tactics would work better to harvest the new leads.
Then, marketing can do a bit of lead nurturing, building up trust, before sales steps back in to seal the deal.
One of the best lead generation tips you should take away from this blog is how a webinar can work brilliantly in your favor.
A webinar is a relatively low-cost way to get your helpful message in front of a targeted audience who asked for it when they registered.
A small consulting firm used webinars to generate over 100 new, qualified leads and resulted in six opportunity-based meetings. This, in turn, led to $50,000 in services being discussed.
And, 52% of marketers believe that webinars and seminars are the most effective methods for generating targeted leads.
If you want to make more sales or acquire better leads, you have to offer your attendees what they can’t resist.
If your offer is great and timely, you’ll see an increased sales conversion that ranges from 5%–60%.
What Are Lead Magnets?
Lead magnets are an incentive that drives prospects to become new leads.
Convert prospects interested in your products and services by offering a coupon or discount as your lead magnet. This attracts valuable long-term and short-term leads.
In the long term, you’ve attracted someone interested in buying from your brand. In the short term, you can quickly convert bottom-of-funnel prospects who are ready to buy into customers.
If you sell a product or service online, you can develop customized referral codes for individual clients and prospects—a new client gets a discount for their first purchase, and your loyal client will get a referral discount, too.
Although you might be able to use this concept in a brick-and-mortar store, it’s a beneficial online lead generation strategy.
The online home goods company, Wayfair, works with the USPS so that when you submit an official change of address form and receive a confirmation letter in the mail, the letter includes a 10% off coupon for Wayfair purchases.
Here, Wayfair targets a very specific audience—individuals who have recently moved—that is more likely to utilize their services and take advantage of the coupon, instead of just sending direct mail coupons to a more generalized audience.
Bed Bath & Beyond
Retailer Bed Bath & Beyond encourages website visitors to fill out their lead capture form by offering 20% off to first-time subscribers.
Social media ads allow you to show ads to the people most likely interested in your products or services.
You can target people on macro levels (using demographic segmentation) or micro levels (using behavior and psychographic segmentation), allowing you to connect with a very specific audience.
They still need the same attention to detail regarding time, targeting, and tracking. But unlike text-only ads, display ads only really work when you have tremendous creativity.
Producing great banner ads depends on the number of resources your marketing team has at its disposal.
More specifically, whether they can come together with sales reps to figure out what the best messaging should be, what offer you might be able to use, then go out and make something great.
Conversocial is a social media customer care tool that uses paid Instagram ads to drive target prospects to their gated, in-depth social media guides and reports.
Offer A Free Tool
Offering a free tool is a great way to generate business-to-business sales leads.
What type of problem does your product or service solve?
Can you offer a free tool to help users without eliminating the need to eventually purchase from your business?
One of the biggest names in digital marketing got their early traction by giving away a free tool: HubSpot.
While it wasn’t their core product, it was useful enough for people to be willing to hand their contact details over and, this is the crucial part, share a link for the tool itself.
The first tool they gave away was a website grader. Then they rolled out more and more.
The project management software offers a free version of their tool (with stripped-down features) to generate leads and drive free users toward pain plans.
Social Media Marketing
Generally speaking, social media marketing has a bad rap for B2B lead gen. Social networks can be a great source of leads if you know where to look.
And we strongly recommend looking into online communities on social media platforms where your target customers hang out.
More often than not, though, many of these groups will forbid directly promotional content — always check the rules before posting something (on Reddit, you can take a look at the sidebar, usually).
Post questions, and answer other people’s questions. In many groups, you will find decision-makers posting looking for precisely the kind of thing you’re offering.
Just direct message them (and make sure to reply to them in the comments, otherwise — on Facebook at least — they might not see the message).
You might invest in paid social media marketing that’s relatively inexpensive and generally goes further than organic posts, which typically only reach a handful of followers.
To this point, social media platforms like Facebook and Instagram allow you to target particular audiences with their paid ad solutions and retarget audiences who have interacted with your business before.
Build Your Online Community
Having your social network community brings in business leads as prospective customers. It also allows you to cement yourself as a thought leader.
My biggest piece of upfront advice here would be—if you’re looking at this as a lead generation tool —don’t approach it from a branding perspective.
Name it something not linked to your company at all. Post as yourself, and build your brand.
Your community is the perfect place to share unique content and target people who likely have the specific problem you’re looking to solve.
Ensure you regularly publish content. This helps your credibility as an expert, but it also increases your reach and exposure. But don’t create content for content’s sake.
You want your content to provide value to your audience, not just sit there and make your brand look pretty.
You earn their loyalty when you publish valuable content that informs, educates, and entertains your target audience. It’s easier to convert leads once you’ve gained their trust.
You will quickly understand how companies hopping aboard the content train are generating 67% more leads per month than those who don’t.
Valuable content can be incredible for B2B lead generation, but it comes with an armful of caveats.
Number one is that content works best for nurturing MQLs, i.e., someone at the beginning of the buyer’s journey, rather than building a list of SQLs.
With your content in place, your business can begin using lead magnets, lead capture, effective landing page design, and lead scoring to optimize lead generation rates and create an overall better-performing inbound marketing strategy.
Search Engine Optimization
The more visible you are in search, the more interest and traffic you’ll generate from potential leads.
For instance, if you create a blog post that provides the who, what, where, and why of something your company is an expert on, you’ll reap the rewards by ranking well in search.
As search becomes increasingly local, you’ll benefit from lead generation tactics that tie your content into your physical location.
Then, you might be on your way to dominating local online marketing.
SmartAsset is a personal finance tech company, that targeted a top-of-funnel term they knew their target audience was searching for.
Another way to use content as a lead magnet is by creating a must-read newsletter that encourages interested prospects to connect and stay in touch with your brand.
This lets you stay top of mind with customers and share promotions for your products and services that can drive prospects further down the purchase funnel.
The most fun and interactive of our top lead generation strategies is that holding an event or seminar allows you to build deep, meaningful relationships with potential customers.
One way to do this is to hold a seminar or event directly related to the field that your business or service specializes in.
Host an in-person or online event to attract and serve your target market while capturing their contact information via event registration.
You’ll be able to appeal directly to potential clients and customers by emailing them with something far more valuable than a cold sales pitch.
What Is Inbound Lead Generation?
Inbound lead generation is when the prospect initiates the interaction with your business. Most often, this is done through content marketing.
A potential customer will find your content through the search engines or a social media link, love your article, and fill in a form with their contact details.
You can use your email marketing to progress the lead through the sales funnel, building the relationship until the prospect is ready to buy.
Like content and social media lead generation strategies, you might try email marketing as a tactic for your small business.
You can think of your email marketing strategy as a content strategy paired with social lead capture techniques.
If it works out, you have a plan that delivers a captive audience with a stream of updates from your company or industry.
They get updates in their inbox, and you’re not fighting for attention in a sea of social media updates.
If you aren’t using videos in your lead generation campaigns, here are two reasons why you should:
Ninety percent of marketers agree that video is the best way to repurpose B2B content.
YouTube is also the second-largest search engine on the web.
The math is easy and appealing: You don’t need blockbuster videos. You can turn your existing content, like a popular blog post, into an impactful video.
A landing page can be any page that someone lands on after clicking on an advertisement or other online marketing elements.
It is also important to note that landing pages exist separately from your company’s website, and typically are used as a tool for a single marketing campaign.
A free, basic course on creating successful landing pages can be found on thelandingpagecourse.com.
You can also learn lots of landing page tips and best practices from HubSpot’s existing blog posts on landing pages.
Customers are your biggest fans, and customers talk. Use this to your advantage to get more leads.
Word-of-mouth marketing is the most powerful of all marketing types because people generally trust their friend’s/peers ‘ words more than a company’s.
Remarketing enables you to tag site visitors and get back in front of them as they go about their business around the web, check their email, watch YouTube, search Google, and even hang out on Facebook.
It helps turns abandoners into leads, which is huge considering that 97% of people will leave your landing page without converting.
A solid email marketing campaign, diligently working on creating and producing quality content–all of these tasks require a significant amount of time and focus.
You’ll expend energy, but you have to move out of your comfort zone to achieve results, particularly when building your lead generation campaign.
You need data-driven content to nurture your leads.
And, if you want to maximize your time, you have to repurpose your content and expand your reach so that you can drive fresh leads to your business.
Live chat can be a great lead generation tactic to pique the interest of new customers and encourage repeat business by being accessible in real-time.
Live chat functions allow site visitors to reach out to you directly without picking up a phone or writing an email.
New customers benefit from asking questions whenever they want, and then you can reach out directly to answer questions and help close new sales.
As a busy marketer, you won’t always have the time and effort to dedicate to lead generation — so why not get some help? Chatbots can be a great lead generation tool.
The technology is excellent for building rapport with prospects since chatbots are available 24/7.
Set them up to match your brand personality, so they function as automated extensions of your marketing and sales team.
Capture leads from interested and qualified prospects by offering a free trial or freemium product.
Free trials and freemium products attract qualified, interested prospects who aren’t ready to buy.
Once free trial users sign up, you can convert them into paying customers later by teasing paid features and delivering drip email campaigns that promote your product(s).
Use Call To Action
If you don’t give people instructions as to what to do next, often no action will be taken.
Make sure you provide a clear call to action throughout your marketing, including your LinkedIn profile, website, and even your content.
One of the most effective online lead generation strategies is to have landing pages set up to convert website traffic into leads and customers.
The Bottom Line
You may have already figured out that there are no secrets or best B2B lead generation strategies.
However, generating leads is a top priority for all marketers, and it should be for all businesses.
If you want to grow and grow fast, you need to prioritize your lead generation strategies and use tactics like the ones we’ve recommended above to get as many qualified prospects as possible into your funnel.
Don’t forget to create personal touchpoints, leverage success stories, design great offers, and create calls to action and landing pages.
Above all, keep on keeping on as you plan by employing these strategies to generate new leads, nurture prospects, and close more sales.
Should you need any help with lead generation strategies for your business, click here, and we can schedule a time to chat about what you want to achieve and how we can help.
LinkedIn Lead Generation
Many people use LinkedIn to research potential customers and find contact emails.
People don’t love getting cold emails, though, so as you might imagine, they don’t advertise their contact details too easily.
This is where a lead generation tool like Cloud Kennect comes in.
Once you’ve found a potential customer, it will find relevant email addresses, so you know you’re reaching the right people with your email outreach.
This will help you quickly grow your contact list and kick off the lead generation process.
Kennected is the peanut butter to your jelly, the macaroni to your cheese, and the savior to your marketing agency.