As a business in the internet age, you have to figure out how to generate leads from online sources. An increasing number of your prospects and leads are spending time online. At Canvass, we do a lot of work with B2B clients who are adapting to the digital age by generating leads online. While we have built a fantastic marketing software to help turbo-charge your marketing programs, there is still additional work you need to do outside of the software that helps you capture and nurture leads from online channels.
Online Lead Generation Ideas
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The key channels to focus on are:
B2B businesses can share brand stories, case studies, customer feedback reports, and subject matter expertise on social channels. The inherent viral and social nature of these networks ensures that your content gets shared among hundreds and thousands of users. A certain % of such users then click through and arrive on your landing pages. Ensure that your social media channels drive traffic to specific landing pages so the leads you generate do not get lost.
This old and trusted channel works really well in generating and nurturing your leads. Email is pervasive in today’s world and it’s a sure fire way to reach your target audience. The low cost of email marketing makes it a no-brainer in your B2B lead generation strategy.
Email marketing can be used for several purposes:
- Product and pricing announcements
- Event and webinar announcements/RSVP
- Sending customer case studies to prospects
- Drip marketing to automatically stay in touch with a customer over a period of time
- Reminders to customers for pending product renewals
One word of caution is that businesses often get tempted to purchase or rent email lists as the math (cost per leads as compared to expected conversion rate) seems too good to let go. However, this strategy often backfires as purchased lists are not opt-in and low quality. The engagement rate from these emails is low and your sender IP reputation scores also get impacted negatively.
Website landing pages –
Website visitors who are ready to buy from you soon or want to speak with you will probably fill out your contact/enquiry forms. But what about the visitors who are just browsing and may be prospects a few weeks or months down the line? Are you capturing them or marketing to them in anyway?
Landing pages can help you fix your website’s leaky bucket.
- Create a landing page for each marketing campaign you are running (AdWords, Facebook Ads, Content marketing, events, etc).
- Drive the traffic from each campaign to a specific targeted landing page with an interesting offer like “Download our free guide on maintaining children’s dental hygiene”
- Capture the user’s contact info in exchange for downloading the offer, e-book, guide, or whatever.
Content Marketing (Inbound)
Content marketing is the art of publishing relevant and useful content on the web which helps attract your target audience. This very blog is an example of content marketing. You are here and reading this, aren’t ya? Your buyers too are on the internet today and looking for information on topics related to your product. Publish useful information for them on social networks, your website, and on popular industry online forums. Good content gets shared and it finds your target audience efficiently.
Samples of good content include:
- Tip sheets
- Research pieces
- Images and Infographics
This strategy requires constant content publishing and constant content promotion, so make sure you have the right resources in place to handle this. This strategy also shows results over time, so keep a longer time horizon in mind.