1. Content Marketing

• Create Lead Magnets or Offers – these could be ebooks, templates, reports and guides that are gated so that a visitor will receive the goods when contact details are submitted.
• Host A Webinar  – B2B businesses will often benefit from these and shouldn’t overlook them.
• Blog regularly – create detailed, insightful blog posts that provide thought leadership to your target audience and answers all those questions that they’re likely asking at some stage in the buyer’s journey.
• Create video content – for example, you could publish on-demand videos for those who don’t want to read loads of text when learning.

2. Search Engine Optimization (SEO) and Paid Advertising

Organic search is a great way to drive new traffic to your website who will hopefully convert into leads for your business. At a minimum, you should make sure your site is setup for success on the SEO front for a longer term play, with Paid Advertising campaigns helping you drive more immediate traffic and leads.

Make sure you add relevant Calls to Action (CTAs) throughout your website, contents and landing pages for paid campaigns, so you encourage prospects to act right away. SEO and Paid Advertising will help complement your overall strategy, helping make prospects aware of your content and offers.

3. Social Media Marketing

One of the most obvious social platforms to use for B2B lead generation is LinkedIn. That said, for any social media marketing strategy to work, you have to have a strong and unique presence in order to stand out from the millions of other users competing for attention.

Build out a professional and robust profile for your business account on LinkedIn, so that any B2B lead looking at your page will immediately understand who the business is and what they do. Also, Be Active – connect with past and present colleagues and join relevant groups that have members who could potentially become leads for your business. 

You can also use other social platforms to optimize the opportunity for lead generation: link to your website from all social accounts (ideally to well-designed landing pages with sign-up forms), and use Calls to Action (CTAs) to promote your business, services or products.

4. Email Marketing

A main contributor to the growing success rates in email marketing is marketing automation. Marketing automation tools sync up with your CRM to automatically send highly targeted and personalized emails to your website visitors in each stage of their Buyer’s Journey.  

• Segment your email list by persona based on what information you know about them so far. 
• Then personalize your content and emails to these specific segments that would be relevant, providing additional value to the reader
• Email an offer, such as a new ebook or white paper that may lead them to contact your company to take the next step.
• Continue to nurture your audience – use workflow-triggered, lead-nurturing campaigns to your target segments, with dynamic content and mobile optimization.

5. Integrate and Continue to Optimize!

Use all of these content pieces and tactics in tandem to ensure that your overall strategy is integrated and works well together. Continue to optimize parts of your content on an ongoing basis – from your Calls to Action (CTAs) to your landing page copy, your forms, and your individual offers and media.

Over time, you’ll get a clearer picture of what helps and what doesn’t, to feed into your ongoing marketing strategy and campaign decisions. Learn, improve your conversion rates, and in turn, generate more profits and revenues for your business. 

Summary

To summarize, Top Tactics and Tips for Effective B2B Lead Generation Strategy:

1. Content Marketing
2. SEO and Paid Advertising
3. Social Media Marketing
4. Email Marketing
5. Integrate and Continue to Optimize!

Now that you understand more about effective B2B Lead Generation, please check out our recent blog posts covering more useful B2B Marketing tips.

If you liked this video, subscribe to the Umami Marketing YouTube Channel and the monthly Digital Marketing Postcard. I’ll be back again in September to answer more of your questions. See you next month!