The Four Most Successful Lead Generation Strategies of 2017—and Likely 2018

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.

How to Reel in Lukewarm Leads

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.

Why Digital Marketing Can Make or Break Small Businesses

Digital marketing is no longer optional for small businesses. Instead, digital marketing can literally make or break a small business.

While many small businesses still staunchly believe that their business can thrive without digital marketing, this is simply not true. From social media to online reviews to local online searches, you either adopt digital marketing or you face extinction.

Talk to small businesses owners who are resisting digital marketing tactics and you often will discover an individual who is overwhelmed at the idea of going digital. Most of them will tell you that they simply don’t believe that they have the time to learn about every digital platform, nor can they afford to effectively market on all of these platforms.

The good news is that there is no need to “do it all” when it comes to digital. Instead, the key is to develop a marketing strategy that allows a business to do only what makes the most sense for their business. Of course, there are a few things that a small business must do in this digital age.

The first thing that a small business must do is to optimize their business website for local searches. After all, if you are a hair salon in Columbus, Ohio, there is no reason to try to attract customers from across the country.

The key to getting noticed locally is to optimize title tags and meta-descriptions on your website so that they include the name of your city or town. You also need to make sure that you are listed on leading directories like Google My Business and Yelp. Many small businesses are surprised to learn that local businesses are what are found on the first pages of these types of directories. The key is to make sure that your information is always accurate.

The second thing to keep in mind is that your website must be optimized for mobile. If people search for your business on your phone and your website isn’t set up for mobile that will make it difficult to read and navigate, causing users to quickly move on to the next listing. When this happens, you don’t just lose a customer, your ranking on search engines drops.

Finally, don’t just optimize your business for local searches and then make sure your website is mobile-friendly. You always must be checking to see that anything you are doing online-email marketing, for example-is producing the results you want it to produce. If it isn’t you must try something new. After all, marketing dollars are scarce so you can’t afford to waste them on digital tactics that aren’t working.

Guidelines for a Satisfying Business Dinner

Most business people consider themselves well-mannered, even if they have never picked up a copy of Emily Post’s Etiquette: In Society, In Business, In Politics and At Home. After all, how hard is it to remember to chew with your mouth closed?

There is probably no need for you to pour over any etiquette books but if you are going to host or be a guest at a business dinner, there are some basic rules you need to follow. While it’s true that social functions and interactions are more relaxed than they were in years past, there are still some guidelines you need to adhere to.

  1. Be punctual. If you are a guest, show up a few minutes early. If you are a host, arrive no later than 15 minutes before dinner is scheduled to begin.
  2. Dress for the occasion. Since you are attending a business dinner, dress as you would for any type of business meeting.
  3. Silence your phone. Don’t just turn your phone off, keep your phone off the table and out of site.
  4. Shake hands. Give everyone a quick handshake and short greeting when they arrive. If you are the host, make sure everyone has been greeted before you sit down. If you are a guest, wait for your host to sit and then sit at the same time.
  5. Fill everyone’s glasses. Before you pour water for yourself, always fill up the glasses of everyone else at the table.
  6. Tread carefully when it comes to alcohol. Do not be the first one to order alcohol and only order it if your host does. You also should limit yourself to one drink. If there are people in attendance who you think would be uncomfortable with alcohol being served abstain.
  7. Mind your manners. While no one is going to be judging your every move, make sure you know the basic rules of etiquette. Elbows off the table, napkin on your lap while eating, etc.
  8. Order and eat smart. Don’t order the most expensive thing on the menu, don’t order anything messy (ribs are a no-no) and always wait for the host to begin eating before you start. You also should avoid eating too fast.
  9. Don’t fight over the bill. If you are a guest, simply thank your host for the dinner and if you are the host, politely decline anyone who offers to pay.

Business dinners are not everyone’s cup of tea. Knowing the basic guidelines will help make sure that these meals go as smoothly as possible.

Six Ways to Tailor Content to a B2B Audience

Business-to-business marketing differs in many ways to business-to-consumer marketing. While in both cases you are selling a product or service to another person, that is where the similarities end.
Despite this fact, many B2B marketers write their content in much the same way they would write B2C content. If you are looking to improve the ROI of your B2B marketing strategy, it is important that you take a hard look at your content and make the necessary adjustments so it is more B2B-friendly.
Here are some ways you can tailor your content in such a way that it speaks to specifically to a B2B audience.

  1. Ditch the hard sell. B2C copy can afford to take more of a hard sell approach but businesses don’t want someone to tell them that they know their business better than they do. Instead, outline how your product or service will help to solve a problem.
  2. Remember that less is more. While you should explain the benefits of what you are offering, don’t go into excruciating detail about every aspect of what you are selling. Remember, you want to entice them to contact you to learn more.
  3. Keep it professional. Keep in mind that anything you write could land in the hands of CEOs and the tone of your content represents your business. Get too casual and you might come off as unprofessional. While it is fine to be conversational, make sure you don’t sound glib.
  4. Mind your headline. Headlines for B2C articles and blog posts can get away with being dramatic. B2B readers are not as impressed by over-the-top headlines. Instead opt for a more straightforward approach that highlights a current topic in the industry or that addresses a specific need.
  5. Use the correct terminology. Don’t write about topics you haven’t thoroughly researched. Nothing will damage the credibility of your brand more than writing on topics that you aren’t familiar with.
  6. Include an effective call-to-action. Don’t assume your readers will know what to do once they’ve read your content. Do you want them to subscribe to your newsletter? Visit your website for more information? Download an eBook? Make sure you tell them. And don’t bury your call-to-action either. Make sure it is big and bold and can’t be missed.

Writing B2B copy and writing B2C copy involves different tactics. Make sure you are aware of those tactics so your content will do all it can for your brand.