Marketing evolves, new trends and strategies appear, simultaneously, the behavior of your audience change. Staying tuned for innovations and analysis of tools effectiveness is a good way to increase your profits. When you are updated, it’s easier to generate leads and optimize sales.
What is it about?
Lead generation is a process, which antecedes sales. Its aim is to gather contact data to your potential customers and estimate if they are ready to buy. By leads we mean particular people from particular companies, who match your customer profile and are in power to make a buying decision.
To save time and resources, which you invest in meeting people, who are not interested in your product/service. You reach out only to those, who have a potential to make a use of your solution.
A question what to do to fish your potential customers out from a chaotic crowd is one of the favorite questions of marketers all over the world. Don’t panic – the question does not remain unanswered.
To generate leads, you can use a bunch of new tools, such as content or influencer marketing. However, it’s good to remember that in B2B the most effective tool is constantly email. According to Salesfusion, 78% recipients things that an email marketing is the best way to acquire new customers. Next comes content marketing, appreciated by 67% of recipients.
Improve your skills in leads scoring and analyzing your actions. Doing it, you’re able to find out which channel brings you the most leads and which of them covert the best.
This gives you an information, which you can use to update your customer profile, as well as understand their weaknesses, identify problems and goals.
What is more, data analysis helps you to notice trends and adjust your marketing strategy to match them. Minimum what you can do – make friends with Google Analytics. If your resources are sufficient, implement CRM system dedicated to your company.
How to generate leads using valuable content?
Find a subject, which may be interesting for your target and plan a webinar. Invite people to join for free, but: after providing you with their contact data. A webinar is also a good way to build your audience engagement and professional PR of your company.
Do you do research about your industry? Do you have it done by some external team of researchers? In both cases publish your findings. You may also provide your audience with summaries of reports made by others (obviously, mentioning the source of data). This gives you a possibility to present yourself as a competent person, who follows current trend s in the industry.
Data mentioned above you can share in the form of a free e-book for your subscribers.
– case study
It’s a story of success. Analyze a project, which brought benefits for your customer. It’s good to focus on projects, which may give your potential customers useful information about your work – what problems are you able to solve, what needs does your product/service cover? Make sure that the mentioned issues match your potential customer’s problems and needs. It’s easy – if you want to sell something to accountant company, show them how you managed to help other accountants. Show numbers, this is the best proof of your effectiveness.
Creating blog content take SEO into account. This is about building your brand’s visibility. Good information is that all marketing tools work together. Valuable data may be put on a blog, as well as video content or case study. Content from blog you can post in social media.
Benefits of having valuable content:
– access to data – content for subscribers only brings you their data, which you can use in your marketing campaigns and target analysis.
– building trust – if you are a source of valuable information, you are a trusted expert in your field. From whom do you buy, especially when it comes to expensive products for B2B? From the trusted person of course.
3. Push web
Push Web notifications work for every industry, you only need to have a website. Thank to this kind of notifications, your customers are constantly in touch with your brand, no matter if they have or haven’t lately visited your website. All you need to get is their opt-in, which means consent to get notifications. Consent request is a communication form search engine, which appears when a user visits your web. You create notification content by yourself, it is showed to the user at the top of open tabs. When clicked, it guides the user to your website. According to stats, up to 90% users receive a communication and 5 to 15% click it. What to say in notification? whatever you want, as long as it is short and exact. It is a good idea to put a CTA on a push web. There are tools meant to personalize communication – you’re able to segment messages, including recipient’s localization or other details. You are able to integrate push webs with your system, it works for many types of SRM and CMS. Notifications may be sent automatically by the system you use.
4. Influencers – opinion shapers
According to Polish Society of Bloggers and Vloggers, 72% of users admit, that blogs and vlogs are their favorite source of consumer information even more important than family and friends opinions. 53% users declare that at least once they bought something basing on opinions of bloggers and vloggers. This form of lead generation is based on the recognizability of people, who are engaged in your brand’s promotion. Who may be an influencer?
A public figure – blogger, journalist, expert, who has a channel on the Internet, popular Facebook account owner. In a word – a person, who is somehow respected. Influencer marketing model is based on two-step flow theory, which assumes that the strongest stimulus for people is other people. The information interpreted by an opinion leader is intercepted more commonly that an information about pure facts. This mechanism can be used for propaganda purposes, as well as in advertising – your marketing campaign may be more successful when it is filtered by a recognizable, trusted and much-loved person.
Influencers’ opinions about your brand you may publish using your channels. In this situation opinions will probably have a form of written testimonials – an influencer plays a role of your customer, recommends your product/service, which they’ve used. An influencer may present your brand using their channels on the Internet or generate leads for your company offline, talking to people, who are your potential customers.
5. Cold email
In this case, it is neither about marketing nor about selling. So what is it about? It’s about starting a relationship with a potential customer, which may, with time, develop into sales relationship. At the beginning our goal is to generate leads, so we should focus on gathering recipient’s attention, not on advertising or sales. Cold email characteristic is strong personalization. In a perfect situation, a recipient is convinced, that an email was written particularly for them. A dedicated message is read more willingly because a form is more trustworthy.
Who to cold email?
Cold emails should be sent to particular people with name and position. Analyzing a market, you create your customer profile. Your lead is a decision-maker from a company, which matches this profile but haven’t contacted you yet. To make cold email efficient, your product/service should answer for all of the real problems of company you are reaching out to. Take it into account while defining the target.
Cold email campaign should consist 3-7 messages: the first contact and follow-ups. Well constructed first email and follow-ups are efficient. Follow-ups have a chance to be delivered to the recipient at a more appropriate moment. If you share valuable information, the recipient will be grateful that you’re cold emailing them, no – as it may be assumed – irritated, that they are spammed.
6. SEO – search engine optimization
In last 5-10 years, SEO has diametrically changed. Now the most efficient is content. Valuable and unique content, which is filled with key-words has an influence on website positioning. This trend makes the whole process a bit time-consuming. SEO becomes an advanced marketing tool, PR, social media activity and much more matter now.
Today the goal is to generate the biggest possible number of unique users entries on the web. It leads to higher sales rate and better recognizability of the brand. To learn more about SEO go here.
7. Social Media
According to data gathered by Social Media Examiner, 66% of marketers noticed, that 6h/week spent on social media is enough to increase a number of generated leads.
How? Just staying in touch with an audience. You have a chance to build a relationship with users, which may result in long-term loyalty to your brand. Posting some content systematically helps you become more visible, enables your audience to get to know you, like you and trust you. You may use a strategy of small profits. Create contests, give your followers a discount on your products or service. Another valuable feature of social media is a possibility to comment and share posts. It gives you a chance to interact with followers, learn more about their opinions and preferences. Using this dynamic tool smartly, you’re likely to get new business contacts.
On the other hand, if you make a mistake, it’s not going to be easy to make people forget about it.
What to avoid you can read here.
8. Step by step
You’ve got a hot contact to decision-maker from the company, which is a perfect match for you? That’s great. But don’t try to do make a deal using one email. Patience, kindness, and engagement are a good strategy to create a relationship, also in business. It’s much better than scaring people off by throwing to much advice and opinions on them.
Try to start relation through email, but be brief, factual and friendly. Have you received a response? Propose a phone call or a video call. Is it scheduled? Propose a meeting. You may call this process “familiarizing a customer”, step by step come closer, give and take more information.
9. Reaction time
Harvard Business Review statistics are astonishing: companies, who contact their potential customer within 1 hour after receiving a request are 7 times more likely to schedule a business meeting with this person than companies, which contacted the potential customer within two hours and 60 times more likely than companies, which contacted the within 24h.
The market is full of offers similar to yours. If you don’t hurry, your potential customers go to the competitors. Obviously, an hour is an exaggeration, it is rarely possible to react that fast. However, it is good to be aware, that the quicker the better. Short reaction time shows, that you care about your potential customer, that you are engaged and trustworthy.
As LeadVikings, we create effective sales campaigns, using the method of cold mailing. We provide tailor-made campaigns, adjusted to our customers’ needs. If you need a help in the lead generating, you’re welcome to contact us, we’ll give you a hand.