Without any leads, your business can be held at a standstill. Many companies even use lead generation as their main metric for content success over other metrics such as views, reach, or shares. Without lead generation, the content doesn’t make as much of an impact.
Let’s dive into the meaning of lead generation and ideas for how we can create leads.
What is Lead Generation?
Lead generation is the process of attracting and converting prospective customers. This process usually consists of inbound marketing techniques that create awareness and interest to ideal customers. Creating content is the main modality for many B2B businesses in their quest for leads. Content creation can include social media posts, blog posts, events, and SEO (search engine optimization).
The goal of lead generation is to walk the potential customer through the buyer’s journey and bring them through the funnel to the final sale. This means grabbing the prospect’s attention first. We know we have captured their interest and they become a lead when the customer actively interacts, like giving their name and contact information.
Why is Lead Generation Worth Investing In?
Lead generation comes with a multitude of benefits for B2B marketing. Driving high-quality leads cultivates visibility, trust, and interest.
More importantly, your high-quality leads can become high-value customers.
Firstly, lead generation can help build brand awareness. Brands with awareness generally have more trust among their customer base, as well. More awareness and trust among your target market can equal more successful sales.
Lead generation is also mutually beneficial for both your business and the customer. On the business’s side, you're driving prospects and awareness. On the consumers’ end, they are getting the information they need and are potentially finding solutions to their problems. Creating value on both sides is the key to success.
Another great benefit of lead generation is learning more about your target audience. As you gather leads, you're gaining valuable information about your prospective customers. You can get real-time feedback from any content produced and see what comes up from your audience. Is one blog gaining more traffic than the rest? Or perhaps you learn more about your audience’s questions through analytical tools.
How Can You Utilize Lead Generation Techniques?
Now that you know what lead generation is and why it is important, you’re to get started. Here is a look at a few ways to apply lead generation techniques in a B2B setting.
1. Publish on Social Media Regularly
Social media is a great resource because it can quickly connect you to your consumer base if used effectively. For B2B, platforms like LinkedIn can be extremely informative for your prospective customers. A well thought out and informative social media strategy can give that extra boost of trust for customers to follow through the buyer’s journey.
2. Use Push Notifications on Your Website
Push notifications allow you to connect with your customers at any time. Usually, the customer will need to accept or allow push notifications on their device. This means the customer has already shown interest in updates from your business. Then, you can send notifications about recent posts, sales, or relevant news. By keeping your customer engaged, you're increasing your chances of website visits and conversions.
3. Offer a Free Trial or Consultation
A huge barrier for many B2B companies is that buyers can be nervous about making a large purchasing decision knowing if your solutions will lead them to the results they want. By offering a free trial or consultation, you can build trust while giving your customers a bite-sized version of your service. Prove you’re great and initiate conversions!
Generating leads is just one piece of the puzzle, learn about the bigger picture now by discovering how to practically implement these tactics!
Download the ebook: Guide to B2B Marketing Strategy: A Framework You Can Implement