Generate leads : we hear it everywhere and in all mouths.
In increasingly competitive markets, the ROI (Return on Investment) policy is more than ever present in the marketing and communication departments of companies. This set of actions to create contacts with prospects, preferably qualified, is, in the absolute, a very good tactic.
But there is not just one way to generate leads: to each business typology, strategy and techniques.
Here are 6 ways to generate lead effectively with digital Maketing.
While the historical techniques of canvassing, telemarketing, fairs and trade shows, still occupy an important place in the hearts of marketing managers, digital has become an option in its own right. A study conducted by Company in 2017 placed these techniques at the top of the levers used to generate leads in B2B.
1. Create high value content
The rules of engagement have changed. Today’s prospects are expecting more business.
When asked what motivates them to interact with a supplier, they first cite their expertise and their ability to provide advice. It is therefore more important than ever to put in place a content strategy. This should be considered based on the audience you are targeting.
You will naturally attract your prospects thanks to high value-added content. Optimizing your site, setting up newsletters, downloadable content or webinars will allow you to collect their contact information for inclusion in your prospecting program.
The advantage: this lever is relatively inexpensive because it relies essentially on the creation of “owned content” .
The disadvantage: it is a long-term strategy. Do not expect to receive immediate feedback.
2. Build a connection with your community through social networks
At a time when engagement is the key to business, creating a community on social networks, animate and converse with it becomes essential, even for B2B companies. You will be able to better know your customers and prospects, and retain them.
It is estimated that the influence of employees is 70% higher than that of the brand for which they work. Remember to involve your employees in your lead generation process, via social selling .
They will be more autonomous to go to new customers through the digital. To do this, set up a social selling training program for your salespeople as part of your employee advocacy strategy .
The advantage: you can collect feedback from your consumers directly to retain them. It is estimated that the cost per lead, on LinkedIn in particular, is relatively low compared to other tools.
The disadvantage: you can not do it alone. The whole company has to engage in it.
3. Work on your SEO
91% of clicks on Google are on the first page. In order for your site to be at the forefront of research, you will need to improve the SEO of your website. Work on keywords, titles, tags, meta descriptions. You will be more visible online, attract more potential customers and generally generate traffic to your website.
You can of course accompany the SEO optimization process by advertising investments.
The advantage : having a good natural referencing serves the whole business.
The disadvantage: again it is a long-term strategy, choose your keywords intelligently to go back on good research.
4. Launch recruitment campaigns email
The opposite of the techniques presented above, the purpose of emailing campaigns is to pick up the customer. The principle is relatively simple. It’s about sending information about your offer or business to a list of prospects to make them want to get in touch with you.
Be careful though, we all receive hundreds of emails every day! The work on the content that will be proposed, especially the title and your call to action, is essential to capture the attention of your prospects and not end up directly in the trash or Junk mail .
The advantage: it allows you to reach a wider audience and you will immediately see results.
The disadvantage: choose your basic email provider so that the leads collected are qualified.
5. Invest in online advertising
Whether it is classic or programmatic advertising, this lever aims to direct your targets to your website in order to have them fill out a form and collect their details. The interest of programmatic display is to follow the audience that you target throughout its navigation on the web.
The advantage: you will reach a wider audience.
The disadvantage: this requires budget investments and, again, choosing the right partner is essential.
6. Syndicate content and white papers
At the crossroads between inbound and outbond marketing, content syndication allows you to address quality content to your targets through a media partner. You can then activate the leads collected through email campaigns or telemarketing.
The advantage: it is a smoother entry and leads are more qualified than a “classic” emailing campaign.
The disadvantage: the selection of the right partner, with a strong affinity with the themes of your company, is essential.
The rise of “soft” lead generation techniques, inbound marketing, makes it essential to measure the success of campaigns. Being able to accurately analyze the traffic to your website and the possible landing pages that you have created will allow you to examine the path of your prospects. The range of possibilities is immense. This is why being accompanied by a partner who knows the context in which your company operates is essential.