Before writing the success story at the end of the final quarter, every business will look back at their ups and downs in the previous fiscal year. And let me tell you bluntly – 75 % of the business wishes to rework their previous lead generation strategies every year. Why does every business fall short of a perfect lead generation technique that can be used year after year?
The answer is “As such, there is no such ‘permanent’ lead generation strategy”.
During the whole process of brand awareness enhancement (please provide an internal link to the ‘brand awareness article), the high exposure to different business contents leads to the evolution of an educated customer community which never wishes to miss out the best in the field. Till recent times, there has been a misconception that the lead generation strategies are handier in B2C business than in B2B. But as per the current trend, B2B clients are becoming choosier and never compromise on the best customer experiences.
Hence, the B2B marketers are thriving hard to cope up with the ever-evolving consumer behaviour and up-and-coming technological insights.
Empower the lead generation – mix your strategies
Running behind digitalization, you are putting all the effort and money in your online marketing, right? Good to go; but would you mind taking your business to greater heights with a little support from offline lead-gen techniques too? That’s the untold secret behind lead generation at any age.
Make the most out of Offline lead generation
Your techniques to woo your potential client without any online activity can be considered an offline lead gen strategy. I strongly disagree with the people who still believe offline marketing is dead. It has great potential to reach out to the audience that online marketing can’t even dream about.
1. Business cards are still valuable
Think differently when you are creating the business card, as the idea of a card falls under the old school of thought. Try out providing all the information related to your business at the front side, and customize the back end as a lead magnet for a CTA (call to action). For example, if your company is introducing any new application or service, you can offer one or two free trials to them in exchange for their contact details. In general, providing the correct URL of the landing page on the card will drag more clients from your offline platform to the online field.
2. Conduct events and surveys
By hosting events of different styles and types, you will be able to focus on consumers at different levels. This will help you reconnect with your existing customers by explaining what new you can offer them, and generate awareness in the potential clients about your business. You can even printout the white paper and prominent aspects from your eBook as pamphlets and distribute among the audience.
Never expect anyone to be at your convenience; instead, please them by offering some attractive gifts or services; don’t forget to get their contact details and stay connected.
Conducting surveys among such contended audience will give you true feedbacks which will help you with original business insight. By analyzing the survey results, you can identify the top leads and proceed to the next actions.
3. Effectively using the QR codes
People always search for easier methods to get a solution. As business is concerned, the QR codes are such an easy ‘point and open’ key. Instead of typing the long links to reach out to a service, the users always prefer a simple way out like QR code scanning. If you could offer some informative or essential service in exchange for the QR scanning, how can anyone ignore it? To avail the offer, you can just collect the basic details from them once they are at your landing page.
Looking into the three dominant offline lead generation methods, and how they pull leads to the online platforms, now it’s time to discuss some important online lead generation methods.
Online lead generation- your big-ticket
The lead generation process goes through the 3 primary steps- content creation, user engagement and offer proposal.
You are creating tons of blog contents and expecting your leads; then I must say ‘well begun and half-done’.
Only half done! What about the other half?
Without an engaging lead generation strategy, how can you expect heavy trafficking to your page?
The best SEO optimization techniques and advanced contents will be a good thought. Also, try the following 4 lead generation practices for best result
1. Lead magnets and content upgrading strategies
Nothing is as foolish as handing over your data without any particular benefits. That’s why the visitors on your website are clicking away all the pop-up forms without any regret.
The sign-up forms and ads are outdated and lead magnets overtook that role more efficiently. This is a trading method where you are exchanging a valuable content/service/tool with the reader’s email address. When you start trying out the most used lead magnet ideas for your business, the visible changes will be there in your ROI.
On the other hand, in content upgrading, the readers are provided with some primary information or service from your website and you must generate curiosity or a sense of need in them.
The full accessibility of the content can be given in exchange for their email address.
In both the above lead gen methods, you are capturing a lead by collecting their email addresses. Uploading these addresses to an automated email sending tool, you can keep in touch with them in future
2. Social media presence
You may be wondering why ‘social media’ comes in all the discussions related to leads. No other platform offers you such a mass audience and from nowhere you will get such huge and instant results. The job of brand awareness and lead conversion can be achieved sustainably through such platforms.
Never misjudge the functionality of the following social media platforms as lead-generating machines:
- LinkedIn- when targeting the B2B audience, you must be concentrating on the work-related touchpoints than personal traits. In that aspect, it is a mightier lead generating social platform.
- Twitter-generating the lead magnets like the success story of your existing client will fetch more and more new leads for your business. Also give the weblinks to your latest service, videos or contents along with infographics, for retaining the existing customers.
- Facebook- posting a link to your blog contents, free trial/ give away coupons, service-related images etc. on this platform are some great ways for lead generation.
As a B2B marketer, you can figure out the extensive scope for lead generation on other social media platforms like YouTube, Instagram, Pinterest, as the reports say they will never disappoint you
3. Lead generation tools
In the B2B marketing world, the implementation of different marketing strategies to acquire client contacts is not that easy. But don’t worry. There are dedicated automation software applications that will identify your audience’s interest in your product or services.
If you are aiming at a more targeted digital prospecting, you must have a thorough awareness of the latest lead generation tools. As lead management is a very complicated process, you must identify the most preferable leads. The lead generation tools like ‘high level’ from LeadCaptain are great in that aspect.
4. Timely auditing
The lead management process is really a tricky one. No one wishes to leave behind a loophole in the whole process. And you know what? Identifying the apt lead generation tool for a particular business will be more crucial than implementing them.
With internal auditing only you can identify whether you are following the right lead generation methods or still groping in the dark. These audits will predict the pros and cons of your current optimization techniques, CTA’s, chatbots, and whatnot!
In a nutshell,
If you believe it’s time to recheck your lead generation strategies, go for qualitative analysis. In that journey, enjoy the domino effect of the offline and online lead generation strategies. While attracting the potential clients, make sure that you have adequate backups with you, that will support the automation of the B2B lead generation techniques.
We are curious to know about your success story. Do share your mind-blowing lead generation experience with others.