Learn which lead generation strategies are most effective
In a world of consolidated business, lead generation continues to grow as one of the most important aspects of a marketing mix. 59 percent of Millennials go to Amazon whenever they need to access e-commerce, not an individual producer’s site. If you are looking to drive traffic to your site, then you need B2B strategies that work. Here are some tried and true lead generation strategies that you should always include in your marketing mix.
Tracking Site Visitors
Having tons of unique site visitors does not really mean much if you cannot track what those visitors are doing after they leave your site. On average, it takes anywhere between four and 12 points of contact before a site visitor will convert into a customer. Creating these points of contact is much easier if you know exactly where your prospect will be in the future. Having this information readily available is central to remarketing efforts, regardless of your industry. That’s why it’s important to know who is visiting your site and how you can capture their attention.
Shortening the Customer Journey
Although the points of contact in many B2B customer journeys is quite high, savvy companies are learning how to shorten this journey to increase sales and conversion rates. But how is this a lead generation strategy? When people see a streamlined, precise process, they are much more likely to convert from a cold call to a hot lead. This is how you get your initial information grabs to work and get people talking about you. A huge part of lead generation is letting the market do the work for you in creating a pipeline. Shortening the customer journey any way you can without losing information is a great way to get this done.
Facebook has proven that surveys and quizzes work to engage potential clients and get them familiar with brands. No less than Neil Patel has stated that surveys are one of his greatest strategies, and that he doesn’t talk about it much because he doesn’t want people to copy him.
Investing in UX/UI
People are becoming less patient with push marketing. The modern B2B buyer wants to search for what he wants and find it organically. A growing number of buyers are saying that they want less human interaction during the sales process. How do you accomplish this? You invest in your user experience and your user interfaces. This automates your lead generation process, because your website works for you while you sleep. You also get a happier customer, because you don’t have to push your products on them through traditional strategies.
The strategies above will work in any marketplace regardless of time or industry. Lead generation may change its stripes in terms of the tools that are used to bring customers in. However, the concepts that these tools represent will probably not change anytime in the near future. Take the tips above as best practices and find a lead generation strategy that will work for your business. However, do not mistake a cutting edge martech stack for an effective strategy.