Much like there are no omelettes without breaking eggs, there are no customers without leads having progressed through your sales funnel.
The lifeblood of any company, your ability to convert leads (your conversion rates) depends on your ability to attract them in the first place. As such, racking up the numbers of converted clients means equally keeping up with the numbers game that is lead generation.
However, it’s the most difficult step in customer acquisition for many business owners. Rolling out massive sums in ad campaigns or budget is not optimal, and with the fierce competition in today’s digital marketplace, you can still get leads organically.
Digital marketing plays a huge role in this, as it helps you gain your fair share of digital eyeballs, putting your business in front of your target audience. Through promotional efforts, you can rack up more interested leads that turn into paying clients, significantly boosting your bottom line.
With marketing hacks, you can significantly rev up your lead generation engine to steer you ahead of your competition. In this post, we examine 5 of them:
Marketing Hacks To Generate Leads For B2B
Gated content creation and lead capturing forms – Legal Industry
One surefire marketing hack for increasing lead generation is to create and publish gated content. These days, search engines like Google are a constant variable in the customer acquisition funnel since as high as 81% of consumers research products and services they’re interested in before making purchases.
When businesses make these Google searches, having your gated content — whether blog posts, webinars, videos, whitepapers, or infographics — on the first search engine results page (SERP) instantly puts you ahead of the pack in the race for leads.
Companies in the legal industry would find this especially useful. For instance, gated whitepapers about the recent developments in contract law, given COVID-19-induced realities, would bring potential clients interested in that subject matter right to the top of your sales funnel.
Upon inserting your registration form, you can capture leads as your readers signal their intention to subscribe to your professional service (think scheduling a discovery/strategy call), thus qualifying them as fresh leads. Your marketing team (or you) can then take it up from there, stepping in to convert them into paying customers at the bottom of your sales funnel.
Newsletter forms are also an easy way to acquire leads. Efficy CRM allows you to create template newsletter forms to keep up the consistency of your website, saving you the valuable time you’d have otherwise spent in the editor.
Social Media Engagement/Influencer Marketing – Insurance
Social media is incontestably a vital pillar of today’s digital economy. Globally, the average person spends as much as two and a half hours on social media platforms. And that number varies greatly. In Europe’s most mature economies, potential leads spend a significant amount of screen time.
These are valuable hours where your marketing efforts can generate quality leads for marketing! This can be especially valuable for companies in the insurance industry.
Not many people fully understand how insurance works or what insurance options are available to them. Engaging them directly on social media to educate them is one way to generate leads. Since you’re only engaging people who’ve registered some interest in how insurance works, chances are that they’re looking to seek you out for professional service delivery.
Tellingly, there’s a swathe of strategies that you can choose to adopt or combine. You can drive organic engagement by employing to run social media accounts in the name of the company. This enables you to engage with the audience – pitch to them directly and receive honest feedback.
With a content marketing calendar like ours, you can introduce a timing into your content strategy that coincides with when your target audience is the most active. Busy much? You can also hire social media companies to promote your posts to a much wider audience than you have.
Another marketing hack is to pay influencers to generate buzz. Influencers have already built some level of popularity and credibility with your target audience. They can be anybody, from actual industry participants to commentators and critics.
By bringing them on board, you would be piggybacking off their credibility and the existing trust of their audiences to get the word out. Our marketing solutions tech stack also includes social marketing tools designed to help you get the best results out of your social media marketing efforts. You can find out more here.
Website Optimisation, Compelling CTAs – Logistics & Transportation Industry
Your website is one of your first pathways into your customer acquisition funnel; you cannot afford to leave it unoptimised. From the moment they arrive on your landing page, everything on your website must be engineered to steer visitors towards conversion.
You can talk about optimisation until you’re blue in the face, but if your website is not mobile-friendly and responsive (especially in an era where, according to Statista, mobile devices generate 54.4% of global website traffic), you’ll be missing out on valuable leads. Your CTAs are also a vital part of that — it might be signing up for newsletters, downloading an ebook, or something else.
Your CTAs (calls-to-action) must be kept as short, obvious, and as compelling as possible, especially as attention spans are the lowest they’ve ever been. If your business targets the logistics industry, for instance, you can’t expect truckers to have the patience to pore over 5-paragraph CTAs.
Potential customers will likely find you through a search engine. So, if your website is hard to use or navigate, they’ll quickly move on to a competitor’s site.
Webinars — Healthcare
Webinars are a great way to educate potential customers about your products or services and help them make an informed decision about whether or not they should do business with you. They’re also a great platform for building relationships with prospects and establishing yourself as an expert in your industry.
To start, you’ll need to decide on a topic that will be of interest to your target audience and then create a presentation that is both informative and engaging.
You can then promote it to your target audience by sending email invitations, posting about it on social media, and running ads. Be sure to include a link to the registration page in all of your promotional materials, and make sure that the registration process is simple and straightforward.
Before the event, you can send sequential emails reminding your potential registrants. And on the day of the webinar, your presentation should be packed with valuable, helpful, and relevant content.
Post-webinar, Efficy’s powerful email tool includes segmentation features that allow you to curate a list of registrants who didn’t attend to send them emails about subsequent webinars (or links to the recorded content or slides of the webinar) and another separate list of attendees to follow up on with a thank-you email after the webinar (also include resources or additional information you promised during the webinar.)
Health professionals — pharmacies, HMOs, insurers, medical equipment suppliers, and so on — will find this particularly useful as webinars are often a good way to network and forge strategic partnerships with other non-competing companies on the value chain, generating leads in the process.
Plus, since the members of these audiences are already very likely participants in the sector, your chances of converting them into customers are significantly higher.
A/B testing – Software Industry
A/B testing is one of the most powerful marketing hacks in the playbook of any digital marketer. Why? Because different people in your audience are bound to react differently to your CTAs and other elements of your marketing message and products.
A/B testing allows you to gain hard data on which variations of your CTA and other elements of your marketing work best with your audience. This is particularly important for companies in the software industry.
It also arms you with insight into real-time updates about your customers’ wants and preferences, enabling you to personalise your messaging, change your CTAs, or modify other elements of your marketing campaign as may be necessary. With this marketing hack, you’re bound to see an increase in lead generation (and conversion) rates.
Activate Leads Galore with Efficy CRM
It shouldn’t be surprising that some B2B businesses experience more success with certain marketing hacks than others. For instance, lawyers may increase their lead acquisition with content marketing rather than social media marketing. Simply embrace key strengths as you take stock of your customer behaviours.
Given that these different marketing hacks require different sets of tools to implement them successfully, you’d be better served with a catch-all marketing automation solution. That way, you’re not juggling between (and paying for) multiple services. With this CRM software, you get a highly customisable, flexible, and easy-to-use platform with in-depth data insights to help you analyse and tap into customers’ behaviour.
With over a decade of experience in helping multiple customers hit and surpass their digital marketing goals, Efficy CRM has what it takes to help you meet yours. Our stack includes a suite of tools and features that are sure to turn your marketing experience around. Why don’t you book a demo today?
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