6 Tips to Generate B2B Leads With Content Marketing
Digital Current opines that brands generate an average of 1,200 leads per month just by posting fresh and relevant content every alternate day.
At the heart of any organization lies its customers. In fact, B2B organizations are forced to invest lot more time in converting their leads into confirmed customers. It's also an acknowledged fact that B2B leads are hard to convert.
However, you still need to go out and get those vital leads using sure shot tactics. So here are some that will help you generate B2B leads quickly:
Even today, content marketing reigns supreme when generating B2B leads. By researching heavily and creating valuable, useful, original and relevant content, you can quickly establish yourself as an authority in your niche area and use this to reach your business objective.
Digital Current opines that brands generate an average of 1,200 leads per month by just posting fresh and relevant content every alternate day.
After a potential customer reads such articles, 62% of the times he's prone to buy the product. As this happens, customers begin to build loyalty, which is yet another fallout of strong and relevant content marketing.
In fact, Demand Metric states that a majority of B2B businesses find content marketing as one tactic that helps generate qualified leads, more than any other.
How to use content marketing:
To maximize blogs, you need to have highly focused landing pages, a company blog and a strong presence on social media platforms. To begin:
Start with intensive research. Study your competitors' tactics and your market, then develop your own strategy. By spending valuable time on research, you will be able to make smart choices and share valuable content with phenomenal results.
You can use a variety of Keyword Planning Tools to find out what your customer is searching for, online. Start with those keywords that have a combination of high Search Volume and Minimum SEO difficulty. Tailor your blogpost around these searches.
Create an attractive and enticing landing page with loads of usable and shareable content with the right kinds of Calls-to-Action (CTAs) - example: forms to freebies like eBooks.
Next, design your WordPress blog and update it with useful and informative articles at regular intervals. Remember to never miss a date - you will not just disappoint your regular readers but they will also stop visiting your website.
Your blog articles should answer queries of readers and reveal never-known-before information about your industry/ products. Use your social media platforms to promote your blogs and make your name synonymous with your industry.
Tips to ensure:
a. Optimize your site for conversions by writing grammatically correct, relevant, clear and concise articles
b. Use testimonials of active clients
c. Incorporate call-to-action buttons
d. Add important information above the fold
e. Choose your content type from among how-to posts, case studies, white-papers and ebooks
The e-book industry is huge and waiting to be tapped, so it pays to create and publish your own set of short books on your expertise. Your ebooks must educate your potential customers, show them what you know best, give them information they’re looking for and eventually be able to capture contact details of your prospective clients. This will help you add them to your marketing funnel for any future campaigns - be it email or app notifications, SMS or calls.
Through webinars, you collect contact information of prospective customers who happily volunteer to share their details in exchange for niche hands-on training and knowledge of information they're looking for - right from the comfort of their homes.
Conduct a survey beforehand, about your audience’s interest, then decide a topic for the webinar. By factoring in a Q&A, attendees' queries can get you deeper insights into information they are seeking. This will help you plan your next webinar.
Tips to ensure:
a. Make sure your webinars produce high-value information so that the audience remains with you right to the end
b. Use a survey to find out your audience's likes and dislikes and factor these into your future events
c. Record the webinar and send it to your attendees via email
#4. LinkedIn & Facebook Groups
Groups are already established forums where you can host your articles, and respond to any comments or queries. To get the largest number of eyeballs on your posts, ensure a compelling visual and write-up. Publish relevant posts to these groups regularly. Also, participate in discussions, comment on other people’s posts and build relationships with interested participants.
Events give an opportunity to provide content to relevant customers - through speaker presentations, live updates, exhibitions and interviews.
Before the event, share snippets like blogposts, tweets and videos/ podcasts to lure your audience. Regularly update your social media platforms, blogs and include an event landing page. Include a hashtag to your event, so that others can keep pace with the happenings.
During the event, give attendees as much information so that you stand out as a mine of knowledge. Encourage live streaming and live tweeting and also influence others to do the same.
After the event, create a slideshare, send it to your attendees via email and blog about it. Have attendees review your event. Publish all this activity on social media.
Whitepapers are an assured way of lead nurturing, so use them in the following manner:
Tips to ensure:
a. Ensure you have a catchy title which conveys the subject matter straightaway
b. Zero in on the meat of the whitepaper without delay. Make the content informative from your reader's perspective.
c. Make sure you have associated promotion strategies for your whitepaper - email, landing pages, social media etc.
d. Offer actionable information instead of ending with a “buy now” call to action.
There are many tactics that can be used successfully to generate B2B leads and the first step towards accomplishing your goals is to take a decision. The ones outlined here are result-oriented and have already proven to be effective across a majority of industries. Choose wisely and more importantly, get started without added delay.
Natasha Lorraine Menezes is a Marketer with previous experience in Myntra, Reliance Retail and WGSN. She is mentor at Bhopal Smart City, guest Writer for Deccan Herald, Times of India, YourStory & Entrepreneur, and a Speaker at Startup events. She is Founder of The Words Edge, a Content & Digital Marketing company.