Campaigns to Drive B2B Lead Generation

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B2B Lead Generation Using Inbound Marketing

You may be considering the various approaches surrounding how you will effectively generate new leads towards your new or existing product or services. You’re probably looking at all your current channels, which ones to invest in and deliberating which ones will deliver a strong return on investment. Have you considered Inbound Marketing?

While there are several approaches, you could take, building a strategy that creates a consistent influx of leads is paramount to your success and growing your business. I’m sure that you have endeavoured into some research adhering to your current dilemma and you may have introduced yourself to several marketing techniques which you can utilise.

Inbound Marketing

One method of proven lead generation is Inbound Marketing. Now, you may have already begun executing a few of these techniques included in this method. For example, you may have a steady influx of followers to your respective social media pages through posting several updates or, you may have written a white-paper that surrounds your product offering and posted this on your website and shared across social media. You may have even gone further than this, or maybe you haven’t done anything. Either way, we’re here to show you how a full inbound marketing campaign can drive you leads.

Before delving into the components of a campaign, let’s clear up what Inbound Marketing is. Simply put, Inbound Marketing is a technique for drawing customers to products and services via content marketing, social media marketing (SMM), and search engine optimisation (SEO). Designed to attract visitors and potential customers in, rather than outwardly pushing your brand, product or service onto prospects are how inbound marketing hopes to generate leads and customers.

You may be familiar with some of these concepts. However, what’s critical is how these techniques can be aligned into one single campaign and work together effectively. Not only increasing lead acquisition but also improving your customer retention. Focus your content creation around the mediums such as blogs, articles, use cases, whitepapers, infographics, podcasts, webinars and newsletters. Mainly, you must discover how your target audience consumes content and then build content which fits their needs. Typically, you have more than one customer, and preferences often differ. So, utilising more than one medium and building material to suit each is a must.

Social Media Marketing (SMM)

Social Media Marketing is something I touched upon earlier. This technique is focused on exploiting your current social media pages such as Facebook, Twitter, LinkedIn, and pushing the content you created to engage with your target audience. Social Media Marketing also gives you the ability to participate in relevant conversations that happen on the platforms and have real-time conversations with prospects and drive an opportunity to your website.

Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO) is the process of increasing the visibility of your website and respective web pages in search engines results pages (SERP). Typically, the higher your site ranks in the results page the more traffic your website receives. To execute SEO effectively, you will need to understand what your prospects search, the actual search terms or keywords typed into the search engine. Furthermore, optimising your website may need to take place, performing tasks such as editing content, adding content, HTML and associated coding will improve your ranking for your relevant keywords.

Alignment

What gets lost in organisations is the importance of aligning these inbound tactics and bringing them into one overall campaign rather than running them siloed from one another. To do this, it may seem daunting. However, don’t feel too apprehensive. One key area you need to pin down is your overall marketing objectives — the starting point of any good campaign. Once you have thrashed out some clearly defined goals for your campaign, you can begin to work on aligning your inbound methods to drive towards completing these successfully.

For example, begin with your SEO and discover the keywords relevant to your industry and target audience and the universal search terms they use. You can revamp your website to be more search engine friendly. Also, you can begin to build content which also surrounds your customer’s queries. If your prospects often search ‘how to’ questions then creating blog pieces which provide answers and solutions will push up your ranking in the relevant search engine as well as providing valuable content. Furthermore, distributing this content across your social media pages will also increase the traffic to your website and increase your engagement rate with your target audience.

As you can see, taking a holistic approach can bring it all together. Refrain from creating a strategy for each. Bring it under one roof, this will be extremely effective, and you will be sure to see positive results.

It’s time to start generating inbound leads. Don’t hesitate to contact us and discover how we can work together to grow your business here.

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