A lead is more than just a random prospective customer in your sales and marketing pipeline. It’s one that has a high likelihood of giving business to your company. You just need to capture their attention, offer value, and demonstrate that your product or service will address their pain points. Let’s now look at new strategies to acquire B2B leads in 2021.
Lead acquisition is the cornerstone of an effective B2B marketing strategy, setting up a strong pipeline will guarantee you a stable business growth rate. And a great way to set up this pipeline is to use a blend of inbound and outbound strategies.
Your inbound strategies can help you build your credibility, driving more qualified leads to you. Outbound strategies, on the other hand, help you connect with leads right away. As Ben Richardson of Development Academy explains “In our view, inbound is about establishing us as an expert, outbound is about reminding people of that at the right time”
Add Podcasts to Your Content Marketing Strategy
Loaded with meaningful information and a great sprinkle of entertainment and witty conversations, podcasts are extremely engaging and a valuable medium for companies and listeners, as well. Podcasts should be included in your social media strategy, since they are a great way to build credibility and thought leadership in the market, and will attract more qualified leads to your business.
Most businesses don’t know the massive potential that podcasts hold. That’s even a better motivation to add podcasts into your content marketing strategy, as the competition is low. In addition to that, podcasts are convenient for listeners, mobile-friendly, and incredibly interactive. All you need to grow your audience, make your business more visible, and acquire a more qualified lead is to create episodes that offer value.
You brand identity on Social media enables you to optimize your lead acquisition process as it lets you use a more targeted approach. LinkedIn, for instance, is one of the most effective social platforms for generating leads. It provides businesses and brands with a reliable platform for engaging and interacting with prospective customers. An effective way to generate more qualified leads from LinkedIn is by adding personalized images to your B2B messages.
With Facebook, Instagram, and Twitter having billions of active users, social media advertising is another effective way to acquire leads. You can target your ads on these sites to the relevant audience by setting up the location, gender, interests, age, and more. Be sure to engage your followers and expand your reach by posting on your social media accounts frequently. And a great way to do that is to invest in the right marketing tool for your social media accounts. SocialPilot, for instance, is a great tool to automate your Twitter account. It comes with a variety of flexible scheduling options that enable you to schedule and post attention-grabbing tweets.
Do your landing pages contain multiple offers? If so, then you need to revise your conversion rate optimization (CRO) strategy. One study by Marketing Experiments revealed that having several offers on a single page can lower conversion rates by over 366 percent. Refining your landing pages for lead acquisition entails adopting Search Engine Optimization (SEO) best practices, ensuring your content is in line with the value of your products and/or service, making your signup form more engaging, and integrating a customer testimonial campaign. It also entails streamlining your sales process and automating it. By implementing these strategies, you’ll make your offer more appealing to visitors and improve the odds for conversion.
To minimize distractions, each landing page should concentrate on a single goal and your CTA should have clear messaging to enhance the customer experience. Your main goal is to turn your site visitors into leads, so make landing pages and CTAs as compelling as possible. Adopting SEO best practices requires basic SEO training, but if you feel like this is not part of your expertise you can partner with an SEO company to help you refine your landing pages and optimize your conversion rates.
Take Advantage of Quiz Marketing
Adding quizzes to your marketing strategy is arguably one of the most underestimated marketing tactics. They can help you expand your email marketing list, engage your audience, and acquire leads. You can also use them to place your customers into different buyer persona segments and provide them with the right product or service. But developing successful quiz marketing requires careful planning and a well thought out strategy. Here are four steps to follow:
- Generate your quiz concept and formulate questions – The first step is to come up with quiz concepts and brainstorm titles. Once you get the right quiz concept, you can build questions around it.
- Add your email capture form to the quiz – Integrate lead capture forms into your quiz, so you can acquire leads when the chance presents itself.
- Create custom, convincing, and visually appealing quiz results. Here, you need to write quiz outcomes that will result in more shares and a higher click-through rate. Consider incorporating an image that shows the results, a brief description of each result, and a compelling CTA.
- Add a personal touch to your email marketing using the results. Once you secure a new subscriber through your quiz, you need to use the quiz results to create a personalized follow-up email and send it to that subscriber. Repeat the same process with all your other new subscribers.
A great way to establish why your site visitors aren’t converting is to analyze what they do while on your website. With tools such as Mouseflow and Hotjar, you can document user sessions and identify your website’s most-clicked buttons by plotting heatmaps. Through this strategy, you’ll discover why your website visitors aren’t converting, why they aren’t filling up your forms, and why they like a specific webpage a lot. You can then fix the problem or implement what’s working on one of your webpages to other pages.
Strategies to Acquire B2B Leads
There is no one-size-fits-all approach to B2B lead generation. A strategy that delivers excellent results for someone else might fall entirely on its face in your business. So take your time to find a strategy that works well for you. And given that content is the cornerstone of successful lead generation, you must understand your customers and how they interact with your brand before your are able to achieve strategic alignment.