B2B lead generation is a powerful tool that can be used to boost sales in business when it’s done correctly. However, using the wrong tactics can lead to wasted time and lost opportunities, so it’s important that you use only the best B2B lead generation tactics.
Before we leap headfirst into the specific tactics that are used by leaders to generate leads, let’s look at the foundation. Your entire strategy must have a solid foundation in order to capture the biggest and best leads.
Avoid Leaking Leads!
This is the biggest mistake that so many small business owners make – they pour leads into a bucket (system) that’s full of holes. So they try pouring as many leads as possible into that system to keep it full. The problem is that they are losing a ton of leads.
The first piece of advice that I will give you is this: patch those leaks before you use any of these lead generation tactics!
For example, if you have a landing page with signup forms on it, then those forms must be optimised for your audience. If they are not, they are going to leak subscribers.
So let’s assume that your marketing campaign is sending 500 visits to the page and that each visit costs you $2. If you only convert 1%, then you’re getting 5 leads at $200 per lead. If you patch the leaks in your signup form, you might triple the number of leads you’re getting.
According to Hubspot, the best lead generation channel is SEO. So now that we understand the target, we can start focusing on tactics.
1. Email Campaign
Email list building is still the cornerstone of an effective marketing campaign. It’s the most inexpensive and quickest ways to drive traffic. List building is a long-term strategy that your business should always focus on.
The initial stages of an email campaign should be designed to capture the attention of the audience. Your goal is to describe the main point of the service and then have a clear call to action. Once the initial campaign emails have been sent, pay close attention to who opens and clicks on the campaign.
One of the advantages that small business owners have over large corporations is that they can be more personable. So consider directly responding to individuals who open and click through emails but don’t submit their information.
2. Social Media Matching
Take your email list and upload it directly to Facebook. Match up the email addresses with users and then set up a Facebook marketing campaign targeted directly to those individuals.
You should also create an ad campaign that is targeted to an audience that resembles your email list because they are likely to be interested in your business. Run both of those campaigns side-by-side to get the best results.
3. LinkedIn Lead Generation
LinkedIn is a goldmine filled with potential leads. The process used on LinkedIn is simple – develop a relationship with others by sending a connection request. Once you have taken the time to earn their trust, then you can make a pitch.
LinkedIn lead generation is actually time sensitive though. Unlike other social media platforms, you will need to message new connections and keep track of who responds. But if you can manage this process, then you will find a lot of leads on this powerful platform.
4. Use Long-Tail Keywords With Content
SEO is a competitive field so it’s important that you create content that uses long-tail keywords. These types of keywords have a much lower competition rate so the chances of you ranking in the first page are much higher. Just be sure to include a call-to-action with all content.