If you’re in a B2B industry, your business lives on leads. If you have a lot, your company will survive, only a few, it will whither and die.
The question is, what’s the best way to generate more of them?
As the owner of a growing advertising and content marketing agency, I’ve experimented in many B2B lead generation techniques. Some of them were a waste of time and money, others led to huge leaps in our success.
Here I’m going to share 3 of the most effective ways you can get new B2B leads:
1. Set up targeted landing pages fed by SEM
This is one of the easiest and most cost effective ways to get more leads. All that’s needed is a landing page targeted at a particular service that’s fed by search engine marketing like Adwords or Bing Ads.
Target your SEM campaign to your service, like “ Business Accounting Consultant,” and you’ll get tons of traffic looking for someone exactly like you.
This works particularly well in the B2B market, where each lead is usually very valuable so it’s not difficult to create a highly profitable campaign while paying for each click.
The other great thing about this method is its ease. Once the page and SEM campaign is set up and fine tuned, you can just let it run and watch the leads come in. No more work required.
But keep in mind that creating an effective landing page is a skill. I highly recommend hiring a professional or at least reading a guide like this one.
2. Create Content People Actually Want to Read/Watch/Listen to
This is a great way to establish your company as an expert in its field, and if done right, it can generate lots of passive leads. But here’s the thing: Content marketing only works if you create something that’s actually good.
That sounds like a no brainer, but you’d be surprised how many people want to turn their content into nothing more than full blown commercials. Readers can smell overly commercial content from a mile away so this totally defeats the goal of cutting through the clutter.
Always make your content serve the customer first then they’ll be much more receptive to the marketing message you slip in.
Create great content and you have a tool that you can use to drive interest in the company, collect contact info (hint: give away content in exchange for an email address) and build up your site’s SEO juice.
This one’s old school, and chances are you already do a ton of it, but it’s worth reiterating: cold calling works.
The key to not wasting your (and everyone else’s) time is to use a highly targeted list. The more specific you can get the better. Figure out your target market, and call up companies.
The beauty of this approach is that I guarantee, if you call enough companies, you can get leads today.
There’s only one problem: cold calling isn’t fun. It’s time consuming and can be embarrassing, particularly if you’re new to it. If you’re nervous about getting started, I highly recommend you check out this beginner’s guide.
How do you get leads?
D you run a B2B business and have another great way of getting more leads? Share it with the rest of us in the comment section below!