B2B Lead generation using Email & Video strategy
Interviews with specialists and partners:
Businesses, especially small ones, use content as their main lead generation technique. And it's a proven way to generate leads, as every time a blog is posted on the internet, there is a chance that a potential customer is reading it.
But it makes a big difference to get a fresh perspective from industry experts. Rather than hoarding the audience with just another blog, the insights of C-level industry experts could work to drive more website traffic.
Videos for participation forms and embedding in videos:
YouTube is the second most popular search engine and you can use it to your advantage. Blogs and articles are good, but videos have become the hottest marketing content on the internet with multiple generation options and strategies.
Instead of blocking your entire content library, some video guides or informational videos can be created from them to drive organic traffic. An optional lead generation form can be embedded in these videos.
Zaius, for example, created some videos for his Marketing Unboxed series where he has embedded a non-mandatory lead generation form, which appears if the cursor is hovering over the video. Taken together, this is a subtle approach to making a sales pitch and still generating some serious results.
Use of direct mail:
Using direct mails may not make sense for many B2B marketers who rely on email marketing and a large landing page, but it is especially recommended for small businesses working with a small, well-defined target audience. A well-defined and personalized offer via direct mail will work wonders for small business B2B marketers.
Direct mails can also be a viable option for marketers who have exhausted their email list or for those who are working with their vendor or partner email lists. Although emails have a greater economies of scale advantage than direct mail, these companies should plan to use strong, personalized direct mails as their lead generation strategy after carefully analyzing the variable costs and success of direct mail.
Tracking social mentions:
And we're not just talking about replying to tags, mentions, and comments on your social channels, but also tracking your competitors. Tracking the social mentions of your competitors is a gold mine for valuable insights and potential leads on social media too. One can find out how different competitors are cooking up their marketing strategy and also profiting from their disgruntled customers.
For example, a user on a social network asks "Who is better: Salesforce or NetSuite?" These users instantly become qualified leads for marketers. There are dozens of social media monitoring tools that can be used to scale your social media lead generation process.
You can also use lead generation software or an agency to take over your lead generation services to help your marketing team convert more B2B leads into the next sales lead. Use all available avenues and resources to create a custom Facebook ad or landing page for your target audience in your next lead generation campaign and measure the results to improve effectiveness. Marketing automation tools are set to reach widespread use in the years to come and use them to definitely streamline your process and increase your conversion rate.
We hope these techniques have been helpful to you. Remember that not all strategies work the same, and it is best to use some type of content like your latest blog post with a thought leadership series to engage your potential customers. Also, be sure to respect the privacy of others in your lead generation efforts, especially in a tumultuous time like this. Understand your prospects, acknowledge the current situation and always be appropriate with your messages to constantly build trust and credibility.
Now is the time for you to apply these smart techniques to successfully skyrocket your conversion rate and lead generation in 2020.
