What can we do to generate more leads? As a B2B digital marketing agency, we get that question a lot. And it’s a valid question. If you’re investing blood, sweat and tears into content generation, you want to make sure all of your hard work is paying off.
It’s simple: more leads equal more revenue. And who doesn’t want more revenue? The challenge is figuring out how you can attract and convert a higher number of leads.
So how do you generate more leads? More importantly, how do you make sure the leads you’re generating have the best chance of converting into customers? Having the right strategies and tools is key to improving your lead generation. Check out these 4 tips for generating more quality leads for your business.
1. Get to know your target audience
The first rule in successful lead generation is to define your target market. Sending content to the wrong company or decision-maker will get you nowhere. It is much more effective to send a targeted message to the people who are most interested in the products or services you offer.
If you’re not sure where to begin, start with your existing customer base. Look at your current customers and search for common characteristics. What are their biggest challenges? What are they looking to achieve? How do your products and/or services help them overcome obstacles in their day-to-day work life? Having a deeper understanding of their needs will help you develop marketing content that resonates with them.
2. Design for lead generation
When people visit your website, they want to find the information and/or products they need quickly. If they can’t find what they’re looking for, they’ll leave. That’s why it’s important to optimize your website for lead generation. Your website should be easy to navigate, adapt to different screen sizes and deliver messaging that is clear, concise and useful. Make sure you’re conducting usability testing on a regular basis to identify any roadblocks to conversions.
Beyond the web design, optimizing your page load time can help you improve bounce rates and capture more leads. Users are more likely to bounce when a page takes too long to load. In fact, 47 percent of consumers expect a page to load in two seconds or less. And your pages may drop in search engine rankings if they take too long to load. Luckily, there are plenty of tools available to help your website quickly load on both desktop and mobile platforms. Here at Schubert b2b, we use GTmetrix to analyze the load speed and performance of a web page. It generates scores for webpages and provides recommendations for increasing load speed.
3. Optimize for long-tail keywords
Keywords still play an essential role in driving traffic to your website, even in today’s world of constantly changing algorithms. Focusing on long-tail keywords — or longer keyword phrases that are more specific — will help give you a fighting chance in search engine results pages (SERPs). Long-tail keywords get less search traffic, but they are less competitive and therefore easier to rank for.
So where should you go to find super-specific long-tail keywords? Google Suggestions and Google’s related searches are great sources of long-tail keyword variations. There are also a number of keyword research tools you can use like WordStream’s free keyword tool or Ubersuggest. Another option is to work with a marketing agency that has experience in keyword research. By getting to know your industry, competitors and customers, they can recommend optimal keywords to target on your webpages.
Keep in mind that your content won’t appeal to people if it’s difficult to read or stuffed with keywords. Instead of repeating the keyword a million times on the page, it’s better to use it strategically throughout the copy and use different variations of the keyword or synonyms. Google is smart enough to understand keyword variations, so you don’t have to use the exact match keyword every time.
4. Capture more leads with landing page forms
Landing pages are a powerful lead generation tool when used effectively. They are webpages that allow you to capture valuable information about a prospect through the use of a form. You can then use that contact information to enroll your prospects in a nurturing email campaign and help guide them through the buying process. As a general rule, you should keep your landing page form as short as possible and remove any unnecessary fields. The longer your forms are, the more incentive it will take to get users to complete them.
If you want to drive significant engagement from your landing pages, you need to make sure that you’re offering prospects something of value. Whether it’s a webinar, infographic or eBook, your content should provide insights into your ideal customers’ pain points and challenges. That means answering their questions and letting them know how your products or services help make their lives easier.
Businesses today need to generate high-quality leads to stay profitable and competitive. While these tips only skim the surface of lead generation tactics, they are a good starting point for your B2B company. Give them a try and let us know how it goes!
In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.
Courtney Gursky is a Digital Content Specialist at Schubert b2b. She graduated from Lafayette College with a B.A. in English. When she's not working, you can find her reading Harry Potter for the millionth time or taking way too many photos of her 4 cats and 3 dogs.