In the world of business, there is no escaping Lead Generation. As far as a process goes it is one which is over complicated time and time again. There is no need for this, as by building a well-structured plan and strategy you can align your business to the same goals.
In preparation for your strategy planning, we have put together a list of our top lead generation strategies and practices that you can take note of and incorporate as you venture into cross-border lead generation.
Build Opt-in Campaigns
This is the first and most important step for getting more leads. You need to create an opt-in campaign to start growing your contact list. That way, you can nurture cold leads into warm leads and warm leads into sales over time.
An opt-in campaign is a special message that you show to your site’s traffic to get them to take the action you want. This can be anything from redeeming a coupon to redirecting your traffic to a landing page. But more often than not, the goal of an opt-in campaign is to get a piece of contact information like an email address.
B2B lead generation still requires a system in place to grow your contact list. That way you can drive communication with your audience on your own terms, whenever you want, for free.
Lead Magnet aimed at Businesses
Once you’ve determined to get more leads with an opt-in campaign, it’s time to figure out what lead magnets you’re going to use.
Lead magnets are some kind of content or promotion that’s used to entice people to opt into your call to action (CTA). Lead magnets come in many forms, such as eBooks, infographics, locked content on your blog/website, and checklists.
But why do you need a lead magnet at all? Because you can’t expect people to hand over their email addresses without giving them something of value in return. Using a lead magnet drastically increases your odds of getting people to join your contact list. Once they do, you can nurture the lead and grow the relationship until you’ve got another lifelong and loyal customer.
Craft powerful Calls to Action
Calls to action (CTA) are one of the most important parts of any B2B lead generation strategy. You need to be crystal clear on what you want your audience to do.
Remember: even though you’re showing an offer or lead magnet to a business, there’s still a real person on the other end of the screen. And that person still needs to be persuaded to do what you want them to.
When you’re working specifically with B2B lead generation, though, you want to focus on value and benefit in your call to action. So instead of saying something like, “Sign up for an eBook today,” you could focus on the benefit of what your eBook offers. A stronger call to action would be something like, “Learn How to 10x Your Leads in 7 Days.”
Retarget Hesitant buyers
One of the most frustrating parts of B2B lead generation is that the wheels tend to turn more slowly. That’s because there are usually more people who need to sign off on any decision.
Let’s say the head of the department likes your product and wants to sign up. They need to then check with accounting to see if it’s in the budget. Then they may need to get it signed off by their superior, who may need to check with their superior, who may need to check with…You get the point.
But you can use this to your advantage. That’s because decision-making will often lead the same people to revisit your website.