As the year-end approaches, it is a good time to reflect on what marketing methods have proven most effective over the course of the past year. With B2B lead generation marketing budgets expected to increase by approximately 5 percent in 2018, it is important to know which techniques are working so that you know where to invest your marketing dollars.
So what were the clear winners in 2017 when it came to B2B lead generation tactics? Read on to find out and to learn more about how these tactics can help make 2018 your business’s most successful year ever.

  1. Content Marketing. It seems cliche by now but content really is king. Well-written content that connects, educates and inspires its readers will establish you as a thought leader in your industry. It also will do wonders for your SEO ranking so people can find you online. Finally, it will increase the number of prospects who reach out to you instead of the other way around. What’s best? The cost-per-lead is very reasonable.
  2. Email Marketing. Email marketing continues to be a force unlike any other in the world of lead generation. Part of its appeal is its versatility. Use it to promote your blog, sales event or just to connect with customers and prospects. Make sure it includes a killer call – to – action and there is virtually no end to the success you can achieve with this type of marketing. In fact, email marketing has been shown to be one of the best ways to nurture leads.
  3. Pay-Per-Click. One key to making PPC work harder for you is to make sure that all of your ads don’t end up on the same landing page. With separate landing pages for each keyword, your PPC campaign can be even more successful at converting sales. Just make sure that your landing page copy matches the initial search.
  4. Social Media Marketing. This technique is proof that it pays to be patient. If you keep with it over the long haul, your social media efforts are very likely to pay off in the form of new leads. Consider this: In 2017, the third leading source of visits to websites originated from social media platforms. With almost 75 percent of internet users on social media, it is easy to see how lucrative social media marketing can be in terms of lead generation.

If you are a business that doesn’t have an endless amount of time and money (and what business does?), deciding which leads to pass on and which ones to pursue can have a huge effect on your bottom line. After all, if you are fairly certain a lead is going nowhere, there is no sense wasting your time on that lead. Conversely, failing to follow up with a lead that seems to be very interested can mean the loss of a big sale.

It would be nice if all leads fit neatly into two categories – dead ends and certain to convert – but that’s not how it is. In many cases, a lead seems like it could go either way. As a result, you don’t feel comfortable tossing any lead aside but by the same token you are worried about wasting too much time when you don’t know if a lead will convert.

Fortunately, there are some ways you can approach leads to better gauge their potential before you decide whether or not to pursue them.

  1. Carefully track all leads. It is important to meticulously track all leads that come to your website. This can be done by using marketing automation software or simply providing a place for visitors to enter their information.
  2. Incentivize leads. Many people are leery of giving out their information unless their interest is really piqued. Offer white pages on different topics and you will know what your leads are looking for.
  3. Reach out periodically. If you have information on a lead, follow up periodically so that you can find out if they will take the bait. For example, call or email just enough that if they are interested they will welcome your interest but not so much that you become annoying.
  4. Continue your content marketing efforts. Content is still king. The more interesting and useful the content you publish, the more likely it is that a lead that was on the fence will decide to finally make a decision to engage with you.
  5. Use ads. When ads are used with marketing campaigns or other outbound lead generation efforts, leads may opt in after a while.

It is important that you engage with leads so that you can always have the chance to convert them. But the truth is, sometimes a softer approach is the best way to reel in leads that are on the fence.

Lead generation is the lifeblood of any business. While there are many effective ways to attract qualified leads, often you a little something extra to jumpstart your efforts.

While we aren’t suggesting that you forgo the tried-and-true methods of lead generation, there’s no harm in augmenting those methods periodically. What follows are some ways to do just that.

1. Consider product videos. A majority of people are visual learners. Consider posting videos that illustrate how one of your products works.

2. Get rid of (the word) spam. Research shows that when a company proclaims that it will never spam a customer, just reading the word spam makes a person less likely to buy. Protect your privacy is a better phrase to use.

3. Make sure your call-to-action stands out. When you make your call-to-action LARGER it results in more leads. Speaking of calls-to-action, more is almost never better. Instead of sprinkling a variety of calls-to-action on your webpage or in an email, stick with just one. Research shows that when people have too many choices, they are less likely to make one.

4. Don’t be afraid of a little self-promotion. Promoted tweets and Facebook posts get you more customer exposure. While these type of posts often get a bad rap, the truth is that as long as your promoted content is original and offers something of value, these posts can payoff.

5. Update your blogs. We all know how important original content is but updating blogs (when appropriate) can work just as well. If you previously wrote about an industry trend and new numbers come out regarding that trend, simply update your original blog to garner attention without spending a lot of extra time.

6. Make the most of your signature line. Studies show that the simple act of linking the signature line in your emails back to your website or landing page can increase traffic back.

7. Administer a quiz. When you offer a quiz on a timely and relevant topic, you can also gain a number of new leads. Make sure the quiz is simple to use, however, or people won’t bother to take it.

Adding a little something extra to your lead generation efforts doesn’t have to take a lot of time or effort. The payoff, however, makes it well worth it.

The GoLeads Growth Equation

Maximizing Results Webinar

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