12 Steps To Nailing B2B Lead Generation
So, you want to generate more leads on your website? You are using inbound marketing communications but how do you ensure you are using the most effective ones to target the right people, build trust and convert into new business? Here we offer you 12 practical steps to boost your online lead generation.
- Use personas
To build trust and value you need to create relevant content. To do this you need to understand your audience, which you can do by creating three to five personas. Write a summary of the characteristics, needs, motivations, environment of your key website users. List things like name, job title, demographics, interests, values and goals.
- Identify most effective content
Examine which content does what for you. Which ones entertain, educate, inspire and convert. For example, a viral video might entertain but will it convince them to buy? Do this with all of your content. Use Google Analytics to track users’ journeys to see which content is the most effective. Review your competitors’ use of the different content types as well and don’t be afraid to try new ones, see what works for you.
- Editorial calendar
We recommend doing this on a quarterly basis. Map out what content you have and when you will be publishing it. How does this look? Are there any gaps? Are you timing it around other relevant events in your sector?
- Content repurposing
Did you know you can get more than one piece of content from one piece of content? For example, one whitepaper could also produce an infographic or blog post.
- Identify the best way to drive visits
You are using a mix of Paid, Owned and Earned media to promote and distribute your content, but which method offers the greatest ROI? Which has the greatest potential to deliver leads?
- Keyword search
What search terms are your audience using? Use your personas to understand your audience’s search terms and then ensure these are included in your content.
- AdWords search & remarketing
Don’t just rely on SEO get visibility – paid listings have their place too – either in having a presence where organic has failed you, or in reinforcing a message when you do. Remarketing in Google AdWords is also worth testing – targeting users who have visited your site with a follow up message.
- Organic social
Share links to your content on social media and encourage people to sign up in return for access to resources.
- Social advertising
An effective way to generate leads as you can target by keywords and demographics. LinkedIn advertising can be highly targeted, even down to job title. You can also do re-targeting to advertise to those who have visited your website.
- Promotion on your website
Ensure you are signposting visitors to relevant content. Your landing page design is key. Consider featuring a resource centre at the top of your homepage, look at panels on the side bar of a blog or a carousel underneath. And don’t forget inline links with other blogs or articles on your site.
These are useful but tread carefully as users can find them irritating. If it is clear and relevant with a simple call to action then it’s worth testing to see if it works.
- Journey analysis
Use Google Analytics to look at both forward and reverse path analysis to see which calls to action are generating leads. Look at the Navigation Summary for the page you want people to go to – you can see which pages are driving the most traffic there. Then make the successful ones more prominent.
I hope you find this useful, if there is anything you would like to find out more information about then please do get in touch.