Top 10 B2B Marketing Strategies For Lead Gen in 2020


What You'll Find In This Guide

  • 1. SEO the services on your website
  • 2. PPC Advertising on Google
  • 3. Turn Your Blog / News in Leads
  • 4. Google Maps
  • 5. Use an Event To Generate Leads Online
  • 6. LinkedIn Ads, Posts, Video & Outreach
  • 7. Resurrecting Old Leads
  • 8. Customer Message Strategies
  • 9. Sponsored Gmail & Retargeting
  • 10. DATA DATA DATA - Soft & Hard Conversions

How We Define Lead Gen

Before we dive in, let’s just define what we mean by ‘lead gen’. In short it means ‘Lead Generation’, the process of generating interest in your products or services and often with some sort of data capture (email, phone, address...etc.).

Then we have levels of leads, such as:

- Qualified, where the business has confirmed they are ‘keen’ rather than just ‘interested’

- Dead, which isn’t a bereavement, rather just a conclusion that they’re not the right fit for us

-Closed, which sounds negative but is actually positive! They’re now a client or customer

Lead gen is often defined where a potential customer or client has filled out a form on your website, walked into a shop, phoned your sales team, spoken to you on livechat...etc. There’s been a solid ‘engagement’. We’ll come on to this in more detail at the end of this guide, as it should define a lot of your design and UX (user experience).

The Basics
Just before we dive into the marketing strategies, I just want to leave a note that these may or may not work for you. A lot depends on your services, your industry, some can be seasonal, and most importantly, YOUR WEBSITE.

To learn more about this side of things, either have a look at our digital website audit service or have a chat with your web guys. A simple question of “What could we do better?” goes a long way.

Digital Audit

A complete A-Z look at your analytics and website marketing, to create a brief for each channel at your disposal.

1. Optimise The Services on Your Website For SEO

Targeted free web traffic, all the time!

Something of a specialty to us is optimising websites for users who are looking for your services. This can be a long-term exercise and if done properly, can deliver a regular flow of leads for many years to come.

The process:

1. Conduct some keyword research into what people are looking for, specifically where your services, tools or product(s) would be a perfect solution.

2. Improve the relevance of your content. This could be as simple as changing the name of a few services, right through to a complete re-position of how you present yourself around a customer messaging strategy.

3. Prove you’re the best solution through reviews, white papers, case studies and social proof.

A good place to start with this, is looking at the opportunity in Keyword Planner:

If you want to hear more about generating leads from SEO, give us a ring!

2. PPC Advertising Through Google

Realtime activity, controlled by you

As well as SEO, there is also another method of attracting customers who are currently looking for your solutions. It works on a ‘pay per ‘click’ methodology and you set a daily cap to keep costs under control.

Some top tips from us to make this a success:

a) Start with keywords. Look at what people are searching for and decide which of these ‘problems’ your business can solve.

b) Once you know what you’re targeting, look at your website and see if you have the right landing pages for those keywords. (Expert tip - if you mention the terms on your page, your clicks will be cheaper and likely yield more enquiries)

c) Ensure your adverts are a bridge between the keyword and landing page(s). As an example, a user looking for ‘retail finance’ would be tempted by an advert that says “POS and online finance solutions for your customer”.

d) Once you are ‘relevant’, you need to prove you’re the best. Statistics, case studies, USPs...etc. (Top tip: make sure your USPs ARE unique. For example, a monopoly, award or the guarantee will encourage the right type of conversion.)

e) Grow your ads with sitelinks, reviews, Google Map, callouts...etc. None of these cost any extra, but increase the likelihood of a targeted click.

f) Finally, try to learn the difference between an initial browsing customer and one who’s ready to enquire. Capturing data on the first type will speed up and increase your chance of hooking in the second type.

Fact: Multiple surveys and research has been conducted to learn that B2B users are often 70% of the way through their buying journey when they first connect with a business or a sales representative. Therefore, content really is king in B2B.

3. Turn Your Blog / News into Lead Gen

Too often, blog content is just 'left out there', and it doesn't really deliver anything. You have the power to change that!

So many businesses blog and write news, but who actually reads it? Try something now… Go into your Google Analytics, go to ‘behaviour’ on the left and then click content. At the bottom right of the page you can expand the list to 100 or 250 lines, and try to find your most viewed blog posts.

Wish those numbers were higher? Well, we’ve got a process for that:

a) Research who you can reach on LinkedIn or what people are interested in on Google

b) Write some content around those people or that theme

c) Do your basic SEO on the post itself and create a ‘launch plan’ (our new few steps)

d) Map out who in your CRM... 

(See below to read the full guide) 

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What's In The Full Version?

Here is a full list of what's included: 

1. SEO the services on your website 
2. PPC Advertising on Google 
3. Turn Your Blog / News in Leads 
4. Google Maps 
5. Use an Event To Generate Leads Online 
6. LinkedIn Ads, Posts, Video & Outreach 
7. Resurrecting Old Leads 
8. Customer Message Strategies 
9. Sponsored Gmail & Retargeting 
10. DATA DATA DATA - Soft & Hard Conversions

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