There are so many different strategies and reports giving competing statistics on what works best, so it’s hard to know what you should be doing. This is why it is important to try various strategies to find the solution that works best for your business.
There are 4 digital strategies that are the most effective, providing the largest ROI; email marketing, SEO, social media and content marketing. If you’re unsure where to start with your B2B lead generation strategy or in need of a refresh, these four are a great place to begin.
Email marketing has stood the test of time. Starting back in 1978 it is still used by both B2B and B2C as a key part of any marketing and lead generation strategy. So, if you are already using email marketing, how can you update it and further benefit from it?
The answer is email automation. Think of it as hybrid email marketing, it connects with your CRM and enables you to automatically send highly targeted emails to relevant leads. Using data collected from your website about your user’s behaviour, you are able to be a lot smarter with who you target and how you design your emails to engage them. This turns those prospects into genuine leads.
SEO or Search Engine Optimisation is about optimising the content on your website to increase your ranking on search engines like Google. Focusing on a handful of keywords is a good way to maximise your efforts to achieve that #1 rank on Google and increase your company’s visibility.
It’s important with SEO to check your bounce rate to make sure that the traffic you are driving to your website engages with your content. There is no point ranking top on Google if you cannot convert those potential clients into solid leads.
Social Media offers a wide range of platforms to connect with prospects on. It can be a highly effective way to create lead generation opportunities when you have a strong strategy in place.
There are a few things worth bearing-in-mind with social media when it comes to B2B; consistency, quality, and platform.
Consistency - It is important to post regularly, to keep your engagement and activity growing.
Quality - High-quality content posts will receive better engagement, compared to posting lots of mediocre content.
Platform – You need to find the right platform for your business. It is best to maximise your efforts on a few platforms than spread yourself too thin across all of them.
You can find more insight about this with our blog, the benefits of social advertising for B2B.
Content marketing can be thought of as the foundations of a lead generation strategy. It is a way to build trust and authority in your industry, being the starting point in that all-important client relationship process.
With multiple variations of content marketing available, such as blogs, videos, imagery, online presentations, case studies, and microsites, it is worth taking the time to find what works for your business and what generates you the most engagement.
Every business is different and something like social media that might work great for one company, may not work for you, but that email marketing does. Experimenting with different strategies is often the best way to discover what works best for your business. Analysing the data and keeping a record to find out what works and what doesn’t. Once you know this you can effectively manage your time and budget for the most beneficial results.
In need of a lead generation strategy refresh? Not sure where to start? Check out how we can help you increase leads and grow your business. Get in contact with a member of our team today.
In the past five years, social media has become a key tool in any B2B advertising or marketing strategy, with more and more marketers using it as one of their main forms of content distribution.
Content marketing has become an industry buzzword – something that has increased in popularity over the previous 5 years, according to Google Trends UK.