B2B Lead generation using content & PPC strategy
Lead Generation Without Email Forms
It is the modern way of marketers. When it comes to scaling your lead generation, it shouldn't matter where you find them. There are a dozen ways to generate quality leads: social media, paid search, SEO, and downloadable content, to name a few. What do all of those have in common? Almost all of them redirect potential customers to fill out a subscription form on a landing page.
Forms are not the best customer experience. The best customer experience would be simple and interactive. Think of all the success Mailchimp and Slack have achieved, and it's not because they were good at generating leads, but because they offered a free, easy, and interactive experience before the customer even thought of making a purchase. So offering a free tool or trial is an ideal way to generate quality leads without having to submit email forms.
Content distribution
It is useless to think that the customer journey will always start on your website.
Content syndication is when your web content is published by a third party website. It involves all kinds of digital content like articles, white papers, e-books, guides, videos, and infographics. It's a win-win situation - the third party gets free relevant content, while you get a wider audience. Syndication is the bartering system for generating leads, where most of the content syndicators leave leads on their website.
PPC
In case you know your buyer persona and your target audience well, and you want to see faster results, there is no better way to go than pay-per-click advertising. Depending on your goals, you can run your main ad in a number of ways; The most common online advertising platform is Google AdWords. You can choose from three different ways to approach PPC advertising:
Search network
These are the ads that appear at the top of a search results page when you search for a product on Google. The best thing about the search network is that the intention is already there. Unlike advertising on social media, if someone searches for "managed WordPress hosting," the potential customer is close to buying or doing their research.
Display Network
These are the ads that appear on different websites and agree to allow Google to serve them to visitors. Created with Google's automated visual ad generator, it makes it easy to create multiple ads in different sizes. These ads typically have a lower CPC, but are lower in terms of conversions.
Retargeting
Sometimes also known as remarketing, this is an aspect of the Display Network. However, instead of appearing on the search results page, these types of ads are shown to audiences who have already visited your website.
The benefit of having retargeted ads lies in their efficiency in giving you a better conversion rate as the potential customer who has visited your website before is more likely to buy. You can create the retargeted ads through Google AdWords or use third party platforms such as AdRoll or Perfect Audience. Typically wait up to 2-3 months when you start retargeting or marketing. This will give you enough time to gather a decent list of people who have visited your site.
Warning: be sure to remember that most people use Adblock or other ad-blocking programs these days. So there may be a possibility that people may not see your marketing banners or targeted / clickable ads, or it could simply be due to the GDPR laws at that location and people chose not to participate in your list.
