Marketing

The Truth About B2B Lead Gen: What Really Works

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The digital revolution has scrambled the B2B playing field.

This has introduced a flood of new techniques, the decline of old techniques, and a reorganization of all techniques. The goal remains the same — conversions. Where we get those leads for conversions is a totally different game.

Based on the research that I’ve conducted, the tests I’ve performed, the experience I possess, and the strategy I’ve developed, I’ve found four truly successful ways to generate leads, regardless of your industry. Keep reading, and I’ll give you the low down on what you need to know to profit from each of them.

1.  Use social media strategically.

Yeah, that was pretty vague, but don’t worry. I’m going to hone in on this for a minute, and explain all.

There are two warnings that I need to issue regarding social media.

  • Warning 1 First, don’t expect mere social media presence to be a source of leads. Your social media presence is important, but not inherently effective. I’ll suggest some techniques for using it as a lead generation method. Be warned, however, that it’s not just enough to tweet daily and have an account on LinkedIn.
  • Warning 2:  Second, don’t dismiss social media as a source of leads. Some individuals have wrongly stated that social media is the holy grail of leads. Don’t go that far. But don’t neglect it, either. Social media is the world’s water cooler. Everyone is there. Everyone is talking. There are leads for the taking. So, as you read this section, be open to the idea of lead generation via social media.

How Social Media Can Work to Generate Leads

Social media is a perfectly fine source of leads. The problem is, the full power of social media is not harnessed in the B2B industry. It’s not that you can’t get leads on social media; it’s that we’re not taking what’s there. Here are some strategic ways to reverse this trend and recapture the leads on social media:

  1. Direct social media visitors to your website from social media channels. A social media visitor doesn’t constitute a “lead” in the sense of a captured email address or other contact method. For this reason, you need to make sure that the social media visitor goes to your website. Make it easy for them to do so. Provide multiple links to the website, ideally to landing pages that will capture those leads with email signups, free offers, etc.
  2. Allow newsletter signups on your Facebook page. A great way to gain some leads on social media is to invite newsletter signups directly through the social media channel. In this way, you can gain the email addresses of social media visitors who want your newsletter.
  3. Use the call to action. Since social media is marketing, it needs to have the occasional CTA. Don’t be afraid to promote your company, invite feedback, link to landing pages, or suggest a next step.

If you apply these three points, you’ll see your leads increase. However, it’s not enough to turn on a veritable flood of leads — just a trickle. There’s another way — the best B2B marketing platform on the Internet.

Use LinkedIn

LinkedIn consistently ranks the highest among social media platforms for its B2B lead generation value. Mediabistro’s visual representation makes this clear: