Creating b2b leads no longer needs to follow the same formula as you have used in the past. Even if you have used traditional marketing methods to capture some leads, you still do not have the same potential that you have when you use more targeted lead-capture strategies. There are more well-developed online channels for b2b and emerging technologies, so it is possible to use some of those other ways to capture leads…
1. Personalized content
According to an article on CMO that shared Gartner research, “B2B companies that use personalization in digital commerce will be able to realize up to 15 percent increase in revenues.” Just sending generic emails is no longer effective because businesses feel like the brand does not care enough to discover what is happening to them as a separate and distinct company.
You can share this personalized content via email, to address the individual needs and issues that each target customer has. Create regular content that addresses those specialized situations, and learn more about those situations, in order to nurture prospects and create leads that convert. They will see that you are keen enough to explore their issues, ask questions, and formulate solutions for them. Sometimes something as simple as their name being written in the subject line or a reference to interests can make a difference. As owners of businesses themselves, they realize how much work is required to personalize content. They appreciate that effort.
There are other places where you can get personalized content. It is possible to create landing pages that are personalized and to generate content recommendations specifically for your database of prospects. When it comes to mobile devices, you may also want to consider the use of personalized content and localized marketing.
2. Contest
Businesses enjoy having fun, too. That means that contests aren’t just for the consumers. It is hard to resist engaging in this type of interactive approach to capture leads. That is why we all enjoy the idea that they may win some kind of free product, service, or experience. If you are planning to use this tactic to capture leads, make sure that the reward that you offer really is something that your audience is excited about.
Also, make the prize specific to your audience versus something everyone might want. You want to capture leads but they should be meaningful ones that have the potential to generate real business for you. It could be free services or products related to what you do, grabbing the attention of businesses that fit your desired customer persona.
Consider announcing the contest and capturing leads on social media or a customized landing page. This provides a way to also determine the real return from this tactic.
3. Video
B2B marketers who create videos that educate and engage their target audiences will also gain more leads. Google has verified this by examining the statistics that indicate that the b2b audience likes to watch videos during their purchase journey. Similarly, Google found that nearly half of the respondents watch at least 30 minutes of video when researching items that they may purchase.
A video that persuades these B2B audience members that you are the right brand for them is an important part of that effort. Video content that highlights thought leadership in their area of need. That means you should share video content that illustrates what you understand about their environment, their objectives, their audience, and their problems. When that happens, the video content can offer some suggestions on how to handle the issues.
While it is important to get the message in front of the right audience members, it is equally important to know how to distribute it. What should be done on social media channels? They are one of the best platforms to post this type of video. It is also possible to embed the video in your personalized emails. Either that or you can add a link to it on your website.
4. Live streaming
On social channels, especially on Facebook, Instagram, and Snapchat, live streaming is becoming more popular and people are enjoying watching videos. While this strategy is becoming increasingly popular, more than half of today’s businesses have yet to use it to capture leads. It is a great way of demonstrating how your product or service works.
Besides these demonstrations, you can incorporate live streaming as a way to show behind-the-scenes footage of what happens at your company to illustrate your culture and operating philosophy in action. Plus, you can do a live Q&A so your audience can engage with you in the moment. This gives them a connection to your brand that they might not have been able to have, creating a deeper bond to convert that lead into a customer.
5. Influencers
Influencers are no longer just for consumers anymore. Businesses have other people whom they admire. They have faith in others to guide them in buying a product or service. This is especially true with larger items, such as software and equipment. If a business colleague or other social influencer shares something that a product or service has done for them, those prospects will be more likely to share that same thing.
According to one site, only 15 percent of companies that do business with B2B have implemented an influencer marketing campaign. If you do that, you are able to bypass ad blockers and other tactics that businesses do not trust.
Look for industry experts and successful entrepreneurs to serve as your influencers. Your target audience trusts these influencers as sources of valuable information. They can also be very specific about the type of value your audience will gain from your product or service.
Test out the lead capture tactics
In return for those leads, all these strategies are relatively inexpensive and easy to implement. You can also test out new lead capture methods and tweak them along the way. This will help you understand how you can integrate these new lead capture methods into your B2B marketing strategy.