B2B buyers make up this bunch since up to 90 percent of them start their purchase process with an online search.
Why are we sharing this information with you?
Because every time you look at Google, you’re staring at a gold mine, where potential clients are actively seeking the solutions you offer.
They need to know you exist and can solve their problems.
As a brand, you can arm yourself with lead generation tools that maximize awareness and capture the interest of your ideal customers. These tools will help fill up your pipeline with leads for nurturing.
So, how about we look at lead generation tactics that may help bring in that gold?
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Explore Leads on LinkedIn
Boasting more than 700 million members, LinkedIn is a prime platform for marketers, brands, and business professionals to connect and engage.
Here you can publish thought-provoking or interesting articles that target your ideal customer, brand advocates, and industry influencers.
You don’t just gain visibility, but an opportunity to engage directly with potential and existing customers.
Here are ways you can tap into this platform:
Optimize your company page: Use an appealing cover image to grab your visitor’s interest while ensuring it conveys the right message about your brand. Keep your bio updated and sprinkled with target keywords for better visibility. You can add achievements, rewards, and recognition to build credibility.
Consider paying for upgraded features such as InMail so you can send messages directly to your target audience. We would caution you against spamming people, though.
Use the Lead Collection feature on LinkedIn Ads to collect leads. When visitors click on your ad, they are directed to your company’s landing page.
Join groups where your target customers are active. Check out what they are posting and add your own well-thought-out comments. These forums are great for sourcing content ideas, so look at pain points you can solve and write content revolving around them.
Come up with an editorial calendar that ensures you publish high-quality content on a regular basis.
Monitor who is viewing your profile and reach out to them. They may be target customers in search of what you offer.
Create Lead Generation Magnets
Do visitors browse your site then leave without a trace? Like literally?
Prospective buyers look at multiple vendors before settling on one. They want to make sure they are getting the best value for money.
So how do you keep these flighty visitors grounded long enough to engage?
With a lead magnet.
Lead magnets are free items (content) or services given away, with the intention of gathering a site visitor’s contact information.
Your visitor receives something valuable and you get the information you need to stay in touch with them and create sales leads.
Examples of lead magnets include ebooks, mini-guides, templates, white papers, case studies, e-newsletters, webinars, free consultation, and trial subscriptions.
Before you come up with a magnet, here are some considerations:
Ensure the lead magnet can solve a problem your target customers experience. Ask your team to share common questions they get from leads. Let these queries inspire the magnets you create.
Only write about topics that you’re an expert on. Writing outside of your expertise may deliver incorrect information and you’ll be perceived as untrustworthy.
Make content easy to digest. People aren’t dumb, they just prefer content that’s not loaded with technical jargon. Infographics, videos, and checklists are examples of easy-to-consume content.
Deliver quickly. Whether it’s a free download or trial, don’t keep the visitors waiting. Provide what you promised promptly, to minimize friction, irritation, and loss of leads.
Primarily known as a knowledge-based platform, Quora has approximately 300 million active users every month.
Research shows that up to 62 percent of buyers actively seeking solutions for their businesses want to hear from sellers.
This is not the time to keep them waiting. Call them up and let them know what awesome solutions you have.
Here are observations that may help you get the most out of the calls
Offer value. Don’t call blindly. Research the industry the prospect is in, their pain points or KPIs, and your ability to provide tangible value.
Understand what you’re selling to ensure you can answer questions appropriately and confidently. Keep all materials handy in case the prospect requests more information.
Your opening statement is crucial to whether the listener will stay on the line or hang up. Come up with an opening statement that resonates with what they are going through and how you can help change that.
Make the call about the prospect. Come up with questions that portray genuine concern for the prospect’s business and pay attention to answers they give.
Keep distractions at a minimum. As you make one call after another, you develop a flow that keeps you in character and brings a level of ease to the calling. If you start, stop, then start again, you may find making the calls difficult.
Don’t allow rejection to pull you down. Some people aren’t in a position to buy, while others want to take out their bad day on you. Keep your goals top of mind and continue making calls.
Ask for Referrals
Asking for referrals has credibility written all over it.
Let’s face it, no one is going to refer another business to you if your services weren’t up to par, right?
When a satisfied customer puts in a good word for you, they are saying you are capable.
The businesses being referred to will be more open to hearing and dealing with you since they trust the word of the referrer.
Despite being an incredible lead generation tool, many marketers find it awkward to ask for referrals.
So, how do you go about it?
Ask directly. Ask in person or through email to refer another business to you. If they enjoy your solutions, they won’t have a problem sending contacts your way.
Build relationships that go beyond the job. When your partners view you as a trustworthy partner rather than a vendor, they will refer you to others.
Where customers can’t refer another business to you (say because of work restrictions, etc) encourage them to post a positive review on your website.
Create a referral program where you reward customers that refer others. The incentive can be discounted pricing on their next purchase, a gift card, or a donation made to charity in their name.
Give referrals too. Check your network for businesses that may benefit from working together and connect them.