By now, you probably know plenty of B2B lead generation strategies.
So why are you here?
Maybe you’ve found yourself floundering, stagnant or confused with past activities and want to see if something else will work. Well, we hate to break it to you, we’re going to name the same strategies that you always see: SEO, content marketing, social media, etc.
But—this time, we’re going to give you a little kick in the butt. In order for a lead gen strategy to work, you stick with it and try many tactics (and there’s always more to try), so don’t give up just yet! After reading our strategies, we want you to reevaluate how you approach yours and be honest with yourself and see if you’re truly giving it your all.
1. Take it to the next level with your SEO
You’ve probably been told time and time again that you can ‘turn your website into a lead generation machine.’ But do you know what that entails? To transform your site into a traffic-driving engine, the first B2B lead generation strategy to focus on is search engine optimization. It’s one of the most basic—yet often underused—ways to generate leads month after month for free.
Your website is your business’s home online; it’s where your leads come to visit, check out your offer, and see if they want to stay. Now, would you invite a guest over to your house when you have a sore throat, hacking cough, and blazing fever? Only if you’re crazy! It’s poor etiquette and nearly impossible to entertain guests and make them feel comfortable when you’re sick.
Here are two issues that could be keeping your website unhealthy:
- You don’t invest in an SEO expert: Only a specialist or an agency can conduct a good SEO audit. You can read as many ‘SEO for beginners’ guides as you want, but it’s too easy to make mistakes that will cost your business new leads. An expert can root out tricky technical issues like navigation and site structure and website speed that are making it impossible for your site to rank in search engines or be used with ease.
- You have no documented SEO strategy: When you work with an expert, they’ll also review the SEO strategy you have in place, and if you don’t have one, they’ll help create one specific to your business and customers that outlines the best keywords, content strategy and on-page optimization to bring qualified leads.
This B2B lead generation strategy is a great starting point to gain a clear picture of your website’s health, help you discover new ways to rank higher in search, and get more leads knocking at your front door.
2. Put more thought into your lead capture forms
Lead capture forms play a pivotal role in generating leads. In fact, when designed intuitively, they can double the number of leads you receive. When visitors come to your site and sign up for your email list, read your blog, or download any content, you need a way to prompt them to hand over their contact information. But an unfit lead capture form will actually do the opposite. There’s a few reasons:
- The form is too long: The fewer fields you have, the more leads you’ll generate, so keep your contact form to 3-5 fields. When asked to answer more questions, many leads will grow annoyed and opt-out of your offer.
- You don’t ask the right questions: Besides the standard phone number and email address, a useful lead capture form includes at least one question that helps qualify your lead, such as “What sales problem do you want to us to cover in the webinar?”
- The form isn’t in enough places: Your signup form shouldn’t only live on your home page, but on every high-converting page like your landing pages, about page, inside your blog posts and anywhere that gets traffic!
- You don’t test conversions: Run A/B split tests to see which design, length, and CTA bring you the most conversions. If you don’t, you’ll never be able to make informed decisions to strengthen your strategy.
3. Scale back your marketing channels
The annual fight to secure enough marketing budget sometimes feels like you’re on the battlefield at Gettysburg. Marketing teams often fail to get enough money for their B2B lead generation strategy because they haven’t or can’t prove the ROI of past activities. Constrained to such a tight budget to execute their strategy, marketing and sales teams fall flat when trying to generate leads from multiple channels.
If this is you, give yourself a better shot at attracting more leads by focusing on a single channel and maximizing all its potential. We know you feel pressure to be everywhere at once, but if you don’t have enough resources to give every platform a fair shot, it makes more sense to stick to a few.
Working on multiple channels at once lowers your focus and productivity, especially when you lack the proper budget, team size and time availability. Neuroscientist Adam Gazzaley states you get more work done, become more creative, have less stress, and get better results when you focus on one thing at a time. Imagine how many leads you’re losing when you bite off more than you can chew.
Whether you’re trying to get leads from LinkedIn or Facebook, this B2B lead generation strategy is all about:
- Utilizing every feature the channel has to offer
- Training your team to become experts
- Not wasting your lead gen budget
- Putting in 100% effort to maximize the number of leads you get
4. Get the entire company generating leads on LinkedIn
People buy from people. That’s why sales reps who put in the time on LinkedIn—contributing insights daily; showing their unique personality; and building a community around shared values, ideas, and goals—make a killing on the platform. And notice we said ‘sales reps,’ not ‘companies’; company pages on LinkedIn, unless they’re a household name like Google, usually fail to receive engagement and attract a following.
That’s why the more people you have social selling, the more successful your B2B lead generation strategy will be. Sales leader and coach Todd Cohen says it best: “Forget your job title, everyone is in sales.”
Every single department in your company should be using LinkedIn to generate leads. From sales, marketing and customer service to accounting all the way to the CEO, absolutely everyone has a unique perspective into your product or service and can generate leads that only they can reach.
Here’s some tips for LinkedIn lead generation:
- Post often: You don’t always have to pump out content daily, but everyone should aim to engage their connections at least once a week.
- Add the right connections: When you receive or send a new connection request, make sure they fit your ideal customer profile. To gain valuable information on the person, the team can install Lusha Contacts Chrome Extension. Lusha works on LinkedIn to not only find your prospect’s personal phone number and email, but also reveals details on their job role, industry, and specializations that may not be written in their profile. Having this tool available stops you from adding the wrong people.
- Clean up your current connections: LinkedIn is only effective if you have ideal leads on your list. Before you even start, have your team clean up by removing connections that don’t match your ideal customer profile.
- Train the team in LinkedIn: LinkedIn offers a free online course on lead generation as well as one for Sales Navigator which will help anyone (even non-reps) become a better social seller and generate leads.
5. Buck the trends with content marketing
You’ve probably created your fair share of content to attract inbound leads. And that’s a smart idea; content marketing has one of the highest ROIs out of all B2B lead generation strategies. Not only that, but the leads that come in through this method are automatically more qualified, engaged, and educated. However, the biggest challenge in content marketing is adding new information, ideas, and insights so it stands out in the sea of content.
At the dawn of the content marketing gold rush, it was easy to create irresistible articles, white papers, infographics, or case studies full of fresh insights. Today, there’s so much content in the B2B space, you’re lucky if 100 or more people get to consume half of what you create.
So how do you steal the show and get people interested in your offer?
- Find the missing link: Discovering the gap in content means listening closely to your customers. If you can tune in, they’re already telling you what they need to see and giving you insight into the nuances of their problems. If your offer is special, so are your customers’ needs, so there’s no reason for your content to look like anyone else’s.
- Dare to be different: Keep an eagle eye on your top 5 competitors. See what content is getting the most engagement and interest for them. Then, see how you can reimagine it into something better. Animalz, a content marketing agency, is a great example. They noticed how much noise there was about content marketing, how much content their competitors had written that added very little value to their customers and just sat on their websites collecting dust. Animalz decided to start blogging about the topic—but instead of giving the usual how-to guides, they wrote gems like “Top of Funnel Content Creates All Kinds of Problems” and “Your Blog Is Not a Publication.” Animalz’ blog is full of articles that go against the grain and challenge traditional best practices in the industry. When you bring something new to the table, you’ll attract more B2B professionals who are looking for new ideas to grow and become more productive.
6. Discover your ‘smash hit’ content ideas
The day will come for each sales rep or marketer when you run out of ideas or need to scale down content creation. But never fear—if you have evergreen content (topics that are always relevant to your audience), you can talk about it over and over from various angles and in different formats without boring your audience.
Mariah Carey’s 1994 holiday song “All I Want for Christmas Is You” has soared up the Billboard charts every December since its release. Even if you’re not familiar with her other music, you’ve heard this song; it’s the quintessential Christmas song loved by folks of all ages, and each year it grows Carey’s fanbase and brings her more sales, accolades, and money.
You want evergreen content that can be played over and over like a timeless Christmas song, so you work less and it generates new leads each year on autopilot.
In this B2B lead generation strategy, reuse your content ideas that will always be relevant. That way, you’ll only have to make a few touch-ups and repurpose it to your audience. It will keep you at the top of search engines for years and continually drive traffic to your website.
- Start with the basics: Before you think of executing advanced B2B lead generation strategies, begin with your website. Hire an expert to conduct an SEO audit and see how you can get organic leads.
- Make resources go further: You don’t need to be on every platform if the team isn’t equipped to handle it and you lack the money. Get more results by focusing on a few channels.
- Ensure your leads are qualified: Once leads have been collected, use Lusha Contacts to make sure they match your ideal customer profile. You can download your LinkedIn contacts, add them to your CRM and enrich leads in bulk. If you’re using Salesforce, Lusha for Salesforce can auto-enrich and score leads so you can move them down the pipeline faster.
Have a new lead gen project in mind? Sign up for Lusha Contacts to get more info on your future customers.