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Curious how you can use digital marketing to drive lead generation in the B2B market? There are many ways to go about promoting your trades business, but we’ve collected some of the best lead generation tips for getting the biggest bang for your buck (and time) when it comes to digital B2B marketing.

First off, you will need an established digital presence to have a solid foundation for driving B2B lead generation; this means that you should have active social media profiles, a great website, and should seek out opportunities to be listed in relevant directories. After you have an established presence, it is worth some extra time to leverage digital content to help build your business’ reputation. Finally, make sure you have a user-friendly system in place for actually converting site visitors to leads with contact forms and easy-to-find ways to reach out to you.

 

First Steps – Gaining Presence in the B2B Market

Digital B2B lead generation necessarily starts with having a digital presence. Making sure your business is discoverable for potential leads is critical for creating the possibility of lead generation. This means that your business should be found both by name (for those who have already heard of your company) and also by industry/business type (for those who might be searching for businesses like yours). 

Develop a High-Quality Website

Especially if your website is going to be the first place that a potential customer interacts with your brand, you want to put your best foot forward. To do this, you need to focus on designing and maintaining a site that’s accurate, up-to-date, visually appealing, easy to use, and fully informative about your company’s products/services. Optimising your website with specific keywords and following the best SEO practices can help drive organic (non-paid) traffic to your site by making it easier to find. You should also consider the responsiveness of your site’s design to being viewed on mobile devices to ensure the best experience for all visitors.

Use Social Media and Online Events to Build a Network

Getting involved on social networks is a great way to expand your list of contacts and spread the word about your business. For the B2B market, LinkedIn is arguably one of the best platforms for connecting with others in your industry. You can also attend online events to connect with others in your industry, much like you might at an in-person trade show. This can help you get those initial connections that will hopefully drive prospective clients to hop on your website, which will be perfectly set up for B2B lead generation. 

List Your Business on Online Directories

Getting on business directories can be a great way to boost your visibility. Being present in directories can also help put your business out there as a serious industry contender, which is especially important if your direct competitors are already on directories. Focus on getting listed in industry-specific directories and well-known general directories, such as Yelp, Bing, LinkedIn, and Google. 

Optimise Additional Written Content

Much like you can optimise your website content for discovery, you can write content, like press releases, blog posts, and articles, to promote your business. The key here is to use thorough keyword research to choose a few keywords to integrate into your content. Keywords should fit into the natural flow of your content and shouldn’t be overused; when content is overloaded with keywords, it can hurt your web page’s search rankings.

 

Building Credibility With Potential Leads

Get Referrals and Reviews From Existing Clients

Referrals can be invaluable in the B2B game. Make sure to reach out to your happy clients and ask them for referrals, or at least positive reviews. It may help to incentivize them with special offers, such as discounts, for participating. It also pays to help others help you; consider making a template for clients to use for referrals, so they don’t have to take more than a few minutes to send out a professional referral email. 

Share Your Expertise

You are already an expert in your field, and it can be well worth taking a little extra time to demonstrate your knowledge and, ultimately, help your B2B Lead Generation strategy work. Consider writing blogs, articles, or creating podcasts on your site or as a guest on other sites. This can help establish you and your team as leaders in your industry and encourage potential clients to have a favourable impression of your brand.

Converting Website Visitors to Leads

Exchange Contact Information

Using your company website as your main landing page, you can make your contact information readily available to visitors and convert visitors to leads by prompting them to provide their contact info in a web form. Ensure that the contact information you provide for your company is easy-to-find and will help potential clients get in touch with you quickly. When providing a contact form, make sure it is easy to fill out and only asks for the information you need. It can be helpful also to explain how you will use the contact info you collect. If you have trouble getting visitors to provide information, encourage them to fill out contact forms by offering them something in exchange, such as a free e-book or “how-to” video. 

A good customer journey plan should underpin your B2B lead generation and conversion strategy. This plan should help drive conversion, but you will likely end up with some cold leads; consider leveraging quality email marketing strategies to target these inactive leads and get the most out of your existing contact list.

Seeing room to improve your B2B lead generation strategy? Check out some of our website-focused lead generation tips here, or contact us for a consultation around your current digital marketing plan! 

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