Business-to-business (B2B) lead generation is significantly different from business-to-consumer (B2C), which is oriented toward clients and customers. The former involves marketing products or services to other businesses or organizations and creating meaningful conversations with them to encourage them to convert.
Outbound marketing is the traditional way to reach these businesses and generate leads. In this type of marketing, providers use cold calls, cold email, and outbound on social (specifically LinkedIn) to get their message out.
Today, however, there exists faster, smarter, and more cost-efficient ways to promote your business—inbound marketing. Rather than having you compete for your target market’s attention, this digital marketing strategy helps you to be organically found by your leads and buyers, even if they aren’t necessarily looking for you on search engines.
If you’re interested in leveraging this cost-efficient strategy to propel your lead generation, this blog is for you! To help you out, here are the four most common channels B2B businesses use to widen their reach and improve their leads.
1. Content Marketing
B2B consumers, just like other end-users, want to learn more about a certain product or service before making a purchase. Just like other end-users, they consult the Internet to find the resources they need to make an informed decision. This behavior easily makes content marketing one of the best tools a B2B business can use when it comes to generating leads.
In content marketing, all your efforts go to one end-goal: to offer high-quality, updated, and valuable content for your target market that educates them about a certain product or service. You can create blogs, infographics, case studies, videos, microsites, and more—simply pick out the best medium, and you’re all set!.
2. Search Engine Optimization (SEO)
This is another B2B channel that immensely helps your business be more visible online. Additionally, your content marketing efforts also play an important role in it, so these two channels enhance each other’s effectiveness!
In the simplest terms, SEO is all about optimizing your website to let Google and other search engines know exactly what your business is all about. If you’re SEO-optimized, you will be more visible in search results, thus attracting even more people to visit your website.
With an increasing volume of content posted online, it is challenging to get a decent spot in search results. However, a strong and consistent SEO strategy can help your business get to the top results and, eventually, turn these visitors into leads.
3. Email Marketing
Despite being significantly older than the other strategies on this list, email marketing still proves to be an effective way to reach potential customers and encourage them to convert. However, these customers do not prefer receiving generic messages that seem to be generated by bots.
Today, you can only win in email marketing through personalization. This will help you establish a more solid relationship with the people you’re reaching out to—making them a bit more loyal towards your brand with each well-composed email. It takes time and effort but there are email marketing and automation software you can use to make the process more efficient.
4. Social Media Marketing
While social media is mainly used in gathering your online community and keeping them engaged, it can also be used to generate leads. However, before you start using it, you must first select the best platform to use, as not all of them will be helpful to your lead generation efforts. For example, you may find more success on LinkedIn rather than Facebook—depending on your business ideals and target market, of course.
Most importantly, use it as a way to communicate with your target market regularly and learn more about their behavior.
There are various strategies and channels you can use to augment your lead generation efforts. You can either focus on one or you can combine two, three, or all of them according to what works best for your business, to better increase the number and quality of your leads. Most importantly, remember that regardless of whatever channel you choose, customers will turn to you as long as you provide them with smart solutions to their needs.
Our outsourced sales team here at Roikings can help with business development and appointment setting. If you’re looking for a smart and diligent remote sales team to help you out, get in touch with us today so we can get to work!