- Posted by Janina Bernardo
- On October 5, 2017
- 2 Comments
More and more opportunities for lead generation have been made possible by the internet. Yet, because they are also available to your competitors, it has become more difficult to stand out. Here are a few strategies that can help you achieve your goals.
Create High Converting Landing Pages
You may have created a great website but without gathering relevant contact details, it is like going fishing without a net. Landing pages are great opportunities to generate leads. Your landing page must address the prospect’s pain points and clearly state the benefits of engaging with your company.
To increase conversion rates, you must optimize your forms. Many B2B marketers tend to ask too many questions on the get-go and turn off a potential customer. You must strike a balance in requesting enough relevant information from the visitor to qualify them as a valid lead. A strong and persuasive Call-to-Action (CTA) will increase your chances of conversion.
Virtual event platforms have grown in size and popularity over the past few years. Many marketing professionals have recognized its pivotal role in online lead generation. Webinars in particular are a powerful platform to reach your target audience. Focus on topics that provide solutions to your prospect’s problems and which addresses their concerns. You have the distinct opportunity to have their undivided attention thus creating an environment where people are open to what you can offer.
Your sign-up form should be informative yet concise. Make sure that you are gathering relevant information that will help you qualify leads. Send a follow-up email after the webinar while they’re still warm. Use this opportunity to get feedback and gauge their level of interest.
Improve Your Content and SEO
SEO alone is not enough unless its coupled with engaging and relevant content. Users signal their interest in certain topics by what they type into the search engine’s query bar. You must understand how your audience actually looks for things to be able to incorporate them into your SEO strategy.
You may find that competing to rank for popular keywords can be expensive especially when you are competing with big brands with deep pockets. Consider targeting long tail SEO. This is a technique that targets very specific niche search terms that consist of 3 words or more. Though they are low in search volume, they can be easier to rank due to low competition. Once you uncover long tail keywords that match what your prospects are searching for, you will be driving highly valuable traffic to your website.
If you have unique and valuable insights not found in other parts of the web, you may consider gated content that requires them to register to access the entire article. Do make it clear what exactly what they’ll receive once they sign up.
Spend More Time Engaging on LinkedIn
Although Facebook is the biggest social network with the greatest reach, it does not have LinkedIn’s ability to qualify and thereby generate quality leads.
LinkedIn’s advanced search gives you an efficient way of finding your ideal buyer. It is an especially useful channel due to the high concentration of professionals and entrepreneurs using the platform. One powerful tool is the Advanced People Search where you can filter your search by location, company name, industry, previous company, school, language, and other interests.
Looking for Groups in Linkedin is another smart approach. Linkedin currently boasts of over 2 million groups. You can be sure to find groups that represent your target clients. Start joining groups and actively participate in discussions as a way to nurture leads and eventually close a sale.
Offer Live Chat Sessions
B2B buyers spend a long time researching before any purchasing decision. They visit forums, check online reviews, download white papers and evaluate case studies. If you have a fairly technical product, it may be worthwhile to invest in a knowledgeable staff who can answer questions on a live chat. Many questions may not be adequately answered by your FAQs and a human touch can allow you to rise above the competition.
The sooner you are able to address your prospect’s concern, the faster you can push them through the sales funnel. Keep the chat box subtle and unobtrusive. The last thing you want is to annoy your customers that they leave your site. Allow them to continue browsing unhindered if they are not yet ready to engage with your support team.