The ultimate aim of any marketing campaign is to generate leads that can be nurtured and eventually turned to be customers. But generating high quality leads is not always easy.
Most of the decision makers running businesses today don't make impulsive decisions. It is important to provide them with relevant, outstanding content to capture their lead.
Here is a quick overview of the process: the initial step is to craft the buyer persona i.e. a semi-fictional representation of your ideal customer, based on market research and data about your existing customers. Next, create 'easy to understand' content relevant to your buyer person's interests. The Thereafter, promote your content using highly targetted campaigns. Finally, use properly placed CTAs in your landing pages 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 or Free Trials
According to surveys, over half of the 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 people today prefer to learn from videos than text content. Creating educational videos about your industry or market, apart from the benefits that your product or service can provide would help establish the intangible trust with a potential buyer. 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
The modern-day user likes to know about the industry before making an informed purchase-decision. From a marketer's point of view, it is very important to educate visitors in order to establish trust in a market that is buyer centric today. Sales teams can effectively sell to a lead only when a certain level of trust has been established and this is what pre-sales teams do in the corporate sector. 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
As Hick’s law states, with every additional choice, decision-making becomes more complicated and the time required to make a decision increases. At times, more options would lead to a decrease in the number of leads generated. 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.
5. Blogging
One of the best channels to capture leads without spending ridiculously is by blogging. "Content is King" is a phrase that has been over-used when it comes to SEO & online-marketing but this statement forever will hold true. Good content 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 rate.
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 market analysis, performance reports. Optimize your landing pages and website accordingly. This helps in creating meaningful experience for your visitors and capturing their lead.
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.
Deepak founded VizConn in 2011 and currently serves as the Principal Consultant, leading the charge on CMS and AI adoption for clients across APAC, EU, and NA regions. Let us know and we will pass it on to him. He responds to most questions via email.
