Have you been sitting in team meetings brainstorming lead generation ideas for your B2B—discussing email marketing and PPC? Would Facebook bring in leads? Without a market analysis, it’s hard to customize a lead generation strategy; however, let’s discuss the modern B2B lead acquisition channels that you may, or may not, be considering.
You don’t tweet? Maybe you should. Twitter isn’t just about talking in #hashtags—it has proven to be a great way to connect and interact with your target market. If you haven’t yet, reserve your Twitter handle, create a branded Twitter profile, and begin following companies you’d be interested in working with, industry publications, and influencers. Perform regular searches to see what is being said about your industry. Post tweets with links to relevant industry articles to build your credibility, then post tweets with links to landing pages on your website that contain strong call-to-actions.
4. Email Marketing
I don’t know how “modern” email marketing campaigns are, but they can be effective in reaching individuals who have expressed an interest in staying up-to-date with your brand. If you’re running email marketing campaigns, be certain that you are creating custom URLs for the embedded links. This will help understand what content your market is most interested in reading—and, with Analytics, you can also determine which clicks are most likely to end in a lead capture.
3. Pay-Per-Click (PPC)
Not showing up on the first page in organic search for desired search phrases? PPC solves that problem. By bidding on relevant keywords, you can reach an audience that is specifically looking for your product or service. I recommend utilizing both the Google and Bing networks. Because of Google’s market share, the majority of clicks and ad spend will take place with Google; however, Bing can prove to be effective, while not spending nearly as much.
Remarketing is a great way to remind past website visitors about your brand. If you are receiving substantial web traffic, you can customize specific remarketing campaigns based on the sections of the website the user visited. If he or she only viewed the “Financial Services” section, you can arrange for only those related ads to display. Make sure you have branded image ads with varying call-to-actions, so you can test ad performance.
1. LinkedIn Ads
LinkedIn will provide an excellent opportunity to reach targeted job titles, job functions, industries, and companies. The text ad style is also a little different than a typical Google text ad, as, with LinkedIn, you can include a 50 x 50 px image to appear next to the ad copy. Since your targeting based on the user’s job, he or she is probably not actively looking for your product or service; however, with effective targeting, you can are assured the ads are displaying to qualified, decision-makers.
To learn more about building an effective B2B lead generation strategy, contact the Sparxoo team today.