The ultimate aim of any marketing campaign is to generate leads that will eventually turn out to be customers but it isn't as easy as it sounds.
Remember that most of the decision makers running businesses today don't want to be sold to. It is important to provide them with quality content to make them submit their information to you.
The basic step is to create content that your buyer persona will be interested in. The next step is to promote digitally (PPC, SEO, SEM, Blogs, Social Media, etc.) to increase the visibility of your content. Finally, use properly placed CTAs to capture leads.
By using some of the tested ideas mentioned below, you can improve the success of your B2B marketing campaigns.
1. Offer Demos
According to surveys, more than 50% of decision makers in business ventures prefer to try the product or service before thinking about purchasing it. So having a gated demo section in your website can increase the number of leads coming from your website.
2. Create Product Videos
Most of the people today prefer to learn from videos than text content. Creating videos about your product or service increases the chances of a potential buyer giving you their contact details if they are interested in what you're offering. There are apps like ViewBix that let you embed a CTA area in your video. If you are using mailchimp, you can add a mailchimp signup form to your video.
3. Provide freebies like eBooks
Almost everyone likes freebies and from a marketer's point of view, it is very important to educate your buyer to establish trust in the market that is buyer centric today. The sales team can effectively sell to a lead only after a certain amount of trust is established. Offering a gated freebie like an eBook that educates the reader increases the chances of an anonymous visitor giving their contact details in exchange for the valuable piece of information you're providing them with.
4. Have a single CTA
Hick’s law says that with every additional choice increases the time required to take a decision. It is vital to provide the user with less options in order to reduce the confusion. Providing the user with more than a single CTA doesn't increase the chance of getting a lead but it instead reduces the chance. Having a single properly located CTA will result in a better conversion ratio.
One of the best ways to capture leads is blogging as it's value based and helps in establishing credibility. Putting together a proper blogging schedule, creating relevant content to pre-qualify leads, publishing articles on sites like medium and tumblr, and including the right CTA at the end of every article increases the conversion ratio.
6. Create Contests in Social Media
One of the most effective ways to engage your audience across social media is by creating contests. Email gated contests in facebook and twitter attracts your audience to get involved in the fun you create and the better part of it is that it can expand to the friends of your audience as well.
7. Optimizing your website for the right target persona
When all is said and done, it is important to get the basics right. Choose your target persona wisely, structure your website and create content that benefits your target persona. Keep updating the requirements of your target persona based on the analysis reports and optimize the website accordingly. This helps in creating joyful experience for most users who would happily give their contact details.
In a nutshell, people are going to give you their contact details only when they trust you. Their trust can be earned only when you provide them with value.