Secret Strategies of First-Class B2B Lead Generation
High competition and oversupply of information are setting new rules for attracting potential customers. Modern B2B lead generation involves the use of a creative approach, as well as providing prospects with useful information. In this article, we will talk about such aspects as:
- what is lead generation in general?
- what is a lead generation website?
- what are the most effective ways to attract potential customers?
What is Lead Generation?
When they talk about lead generation, they suggest different actions to attract prospects to your website. This is done through a variety of channels in order to build brand awareness and potentially increase sales. Lead generation methods vary depending on the type of business, its needs, and target audience, but the most common ones are blogging, social media, cold emails, newsletters, or pay per click.
A lead generation strategy has two main steps:
- Lead searching: this is the initial stage at which a business is looking for its target audience through the creation of relevant content. It can also include providing some useful information for free, which will allow potential clients to solve some of their pain points. This approach is essential in order to increase loyalty to your company.
- Lead collecting: this step assumes that you are collecting the contact information of your leads. For example, it could be a form to send messages on your website. This information is important for further interaction and for the transfer of a potential client down the sales funnel.
What is a Lead Generation Website?
There are various types of websites, some of them are purely informative in nature and are a kind of business card, others, in turn, are aimed at bringing in as many potential clients as possible. Thus, lead generation sites are a business tool that allows their company to attract prospects.
Such websites have a certain structure, they introduce the client to the services and products the business provides, explain about the industry as a whole, and also give some useful content. The emphasis is on getting the lead interested and showing them how the business can solve their problems. A lead generation website also collects leads contact information to transform them into full-fledged clients.
Key characteristics of top-notch lead generation websites:
- It is clear and intuitive. It is easy for leaders to interact with the website, get the information they need and fill out a feedback form.
- The site has detailed reviews and feedbacks regarding your products or services.
- It has a lot of useful content for topics that appeal to potential clients.
- It has business contact information through which a lead can easily contact you.
- It has organic and unobtrusive call-to-action blocks.
Secrets of Top-Notch Lead Generation
In the modern world with advanced IT technologies, the lion’s share of lead generation occurs online. Therefore, one of the main tools for attracting potential customers is the company’s website. Now let’s take a look at the main ways you can attract prospects with your website.
#1. Boost Your B2B Sales Experience with Chatbots
Chatbots had a significant impact on the user experience. They do not need to have huge call centers or technical services so that the business can reduce the cost of serving potential customers. Moreover, chatbots work around the clock, without lunch breaks or vacations. This allows the business to stay connected 24/7.
A chatbot is an indispensable tool for a lead generation website. They provide potential users with all the information they need about your services, make an appointment, attract new leads and help them get down the sales funnel.
#2. Make Your Blog Shine
Useful content is a powerful tool for driving leads. With relatively minimal investment, your blog can be a real potential customer magnet. You should create high-quality information resources that affect the pain points of prospects.
Potential clients will be able to get important and useful information from your website, thereby increasing their trust in your business. In addition, if your content is unique, high-quality, useful, and structured, Google will bring it to the top search results.
If you can create some free podcasts, brochures, or instructional videos, it will also work in your favor and increase your brand awareness.
#3. Distribute Content Through Email Marketing
Emails are a good tool for providing important information, contact details, and lead generation. They allow you to redirect potential customers to your website where they can buy your products or services.
Email marketing also allows you to retain customers by motivating those who have already closed the deal to re-buy your services. Use a call to action to drive traffic to your website. Also, use automation tools. These can be emails that the user immediately receives after registering, making a purchase, or filling out a contact form.
#4. Run A/B Test on Your Pages
Many marketers believe that A/B testing of landing pages is a reliable way to attract new customers. Here’s how it works: You divide your target audience into groups, and then show a different landing page for each of the groups. This allows you to understand which design and content work best.
A / B testing helps to analyze how the conversion has changed, and which of the page options is most preferable for your business.
Lead generation is an essential stage for a business of any size since it directly affects further sales. An effective strategy will allow you to attract high-quality leads with optimal budget costs. At the same time, the wrong approach can bring colossal losses. You will spend a lot of money on attracting potential clients that will not pay off.
This is why it is crucial to use professional services. Belkins’ experts helped over 200 companies effectively attract business leads, convert them into full-fledged customers and improve the B2B sales experience. Their secret is a custom approach, created taking into account the specifics of the client’s business and their goals.