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Lead Generation

How to Develop A Digital Marketing B2B Strategy for your Lead Generation

The critical aspect of any B2B digital marketing strategy is generating new leads. A great way to start is to have a strong digital presence!

In the digital space, there are a lot of ways to engage with your audience. To achieve optimal lead generation, you will need to maximize all your opportunities.

Here are a few of the best strategies for bringing in high-quality leads and making your B2B marketing investment worthwhile.

Search Engine Optimization (SEO)

SEO is one of the best ways to communicate with your audience. By using specific keywords, you can improve the ranking of your site in search engine results. This in turn connects your business with customers that are specifically looking for the services your company provides.

These days SEO is not just about technical SEO and link building but also about having a sound content marketing strategy.

PPC (Pay-Per-Click) Advertising

Another excellent lead generation tool is Pay Per Click advertising via Google Ads. Ads appear above Google search results for keywords and phrases that you bid on and that are relevant to your business.

The trick is to get the right keywords. People starting out, often focus on the wrong keywords but there is a lot more to it than that. You can grab our free guide on Google Ads mistakes if you want to avoid the more common ones.

Like SEO, PPC is mostly based on keywords so you will need to decide which of these you would like to target in your campaign. If the targeted keyword is included in a search, your ad will appear at the top of the page.

Content Marketing

Content marketing not only improves the online visibility of your business but can alsosupport your lead generation efforts.

Content marketing includes blogs, videos, online guides, infographics and long-form articles. This content should always be detailed and assist with helping solve your B2B customers’ pain points. You should have an in-depth understanding of your customers to develop the right kind of content. It’s a good idea to also use inbound marketing techniques to assist with lead generation. You can learn more about lead generating strategies here.

Email Marketing

Email is one of the oldest forms of digital marketing but it is still one of the best at generating and supporting leads. This is because people are already familiar with your brand.

To make your email as effective as possible you must first build a subscriber list. Including sign-up forms as a part of your website pages via popups or headers is a great way to do this.

Once you have an email list, you can send your readers information that is helpful, educational, and useful to them. Otherwise, your subscribers won’t stay subscribed for long. Your emails do not have to be overly long either. Most people read emails on their mobile phones anyway, so shorter content can often be better. You can provide short snippets of information that redirects them to longer-form content or a blog post. If you find they are engaged with your content, they may be more open to receiving information about new products or services you offer.

Social Media

There are lots of platforms used for marketing but some of the most popular for lead generation is social media sites such as LinkedIn, Twitter and Facebook.

The starting point for any company on social media is to place the most essential contact information such as opening hours, phone numbers, addresses on your social media profiles etc. After this, you need to build up a following. The next step after content creation is to share your written, picture and video content to generate engagement with your prospects, leads and customer base.

We like to ask three questions before we post any content. These are:

  • Does it inform or educate?
  • Does it inspire?
  • Can people interact with it?

While it is best to have a social media strategy, even if you don’t, ensuring 80% of your social media covers one of these three questions will be a great start.

Swoop Digital are the Melbourne digital experts and as a HubSpot agency partner in Melbourne, we’re well equipped to ensure you’ve got the right B2B Inbound Strategy for your business. 

Give Swoop Digital a call,

What is Lead Generation?

Lead generation is the process of engaging prospective customers to accelerate future sales. It is an essential part of a company’s sales process.

A ‘lead’ is a person who has demonstrated interest in the services or products a business provides. They may or may not yet be prepared to make a purchase.

The Changing Landscape of Lead Generation

In the past, lead generation focussed on buying a list of names and ‘cold calling’ prospects while they were at home. However, modern technology has allowed companies to generate higher quality leads by sorting them based on various criteria.

Organisations can gain significant knowledge about prospects and tailor their marketing to the potential customers’ needs.

High-quality lead generation can supercharge the efficiency of your sales cycle and increase the rate of customer acquisitions.

Modern Lead Generation

There have been significant changes in the buyer’s journey thanks to the power of the internet and the ease at which people can access information.

In days gone by, sales employees would ring prospects out of the blue to promote their products, unaware of the level of interest the potential buyer possessed.

But with information being acquired so easily these days; customers can use search engines, social media platforms and blogs to research a product extremely thoroughly before ever contacting the company in question.

Because of this, customers tend to not be as receptive to traditional sales pitches; as such a pitch might not relate to their specific needs or situation.

Therefore, it is vital that businesses focus on growing a large online presence in order to generate new leads. You can do this by employing inbound marketing techniques. 

This digital age has also increased the ease with which companies can gain knowledge on potential leads. By understanding the desires and needs of prospective customers, companies can design their marketing in a way that draws them in more effectively and nurture them until they are ready to make a decision.

Additionally, businesses can also sort leads based on various factors such as their demographic or level of engagement. One way of doing this is through lead scoring.

Companies should make sure that they don’t just generate new leads but also collaborate and grow successful partnerships with them.

Swoop Digital are the Melbourne digital experts and as a HubSpot agency partner in Melbourne, we’re well equipped to ensure you’ve got the right B2B Inbound Strategy for your business. 

Give Swoop Digital a call,

We’re on your team!