Looking for more ways to attract B2B leads? Try taking advantage of one of these four methods:
#1: Double down on email marketing
According to top B2B marketers, the single most valuable tool for generating B2B leads is email. As a result, you ignore email at your own peril. If your email marketing efforts are not as effective as you’d like them to be, you’ll need to think of new ways and new approaches to improve your email outreach.
In some cases, this may be as easy as doing a bit of A/B testing to see what works, and what doesn’t. Maybe your subject headlines are too long (or too short). Or maybe you are sending out the emails at the wrong time of day or the wrong day of the week. But more likely, your email content just isn’t strong enough. Yes, that’s a difficult fact to accept, but you may need to re-think what type of content you are including in your emails, and what type of call-to-action you are including within each email.
#2: Capture more of your traffic from social media
The latest figures show that 95 percent of B2B marketers have some kind of social media presence. That’s the good news. The bad news is that less than half of B2B marketers have figured out how to make social media work for them. “Build it and they will come” is not a viable strategy. In other words, just because you have a brand-new Facebook page doesn’t mean that you are automatically going to be converting all those new fans into customers.
Ultimately, your website and your social media sites have to work together. They are not stand-alone entities. The best way to capture more of your traffic from social media is to create linkages between the two. Maybe you post a blog on your website. Ok, so now post a link to that blog on your Facebook page, complete with an update that outlines very briefly the value proposition of reading that blog post.
#3: Expand your content marketing arsenal
As a B2B marketer, you probably already offer a wealth of traditional content marketing offerings – whitepapers and e-books. But you need to step outside of your comfort zone and explore other content marketing offerings. YouTube videos, for example, are an extremely useful tool. Don’t worry about creating a viral video, the way a B2C marketer might. Instead, focus on product demos. A 5-minute product demo video is relatively cheap and easy to make, and can help to outline the value that your products offer customers.
#4: Create links between your offline and online presence
There’s been a blurring of the line between online and offline – and that’s something that your B2B marketing efforts have to recognize. For example, take offline trade shows. These are a great way to meet prospects and perform product demos. They are also a great way to hand out marketing collateral that features your online presence. Why can’t your trade show brochures include information about your website and your social networking presence? In the same way, why can’t your Facebook page include updates about upcoming trade show events?
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Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.