The customer purchasing procedure has evolved significantly. Customers’ decisions are no longer influenced by advertisements on television, billboards, or publications, thanks to smartphones and ubiquitous internet usage. According to studies, online research takes up 81 percent of a potential customer’s time. This means that by the time a customer approaches you, they are almost ready to make a purchase.
As a result, a successful b2b lead generation strategy should provide prospects with the information they need when they need it. Your brand is simply one of several that a potential customer will encounter. Will your content and other tactics of lead generation move them in your favour or against you?
In this article, we show you 12 best lead generation practices to add to your marketing mix in the year ahead.
1. Optimize your top organic pages for lead generation
Organic traffic produces results at any time of day, sometimes for years, and requires no additional expenditure after the content is published. You’ll need high-performing, SEO-optimized content that’s interesting and relevant to your audience if you want to obtain a lot of visitors from organic search.
Keep an eye on which pages are performing well in searches so you can improve them for lead generation. You can increase the number of visitors who become contacts by looking at the forms, CTAs, and page performance.
2. Invest in Paid Ads
To appear at the top of Google: develop high-performing content with excellent backlinks and hosted on a reputable site, or pay for ads. The finest websites are usually capable of doing both.
Google Ads will get you to the top of Google quickly, but they aren’t cheap. As a result, it should go without saying that if you’re paying for ads, you should put your best content forward- both in the ad itself and in the content you’re connecting to (perhaps your homepage or a top landing page). However, be sure to have a budget and effective content in place before you start spending.
3. Plan a Keyword Strategy
People use a word or a collection of words to do an internet search. A keyword is exactly what it sounds like. To create a keyword strategy, you must first create a list of terms that are relevant to your business. This entails performing keyword research. To do so, you’ll need to use a keyword research tool for SEO.
If your content and website are keyword optimised, people will be directed to your website anytime they conduct a search. As a result, the amount of traffic you receive from each search grows.
4. Don’t Neglect SEO
It’s fantastic to generate a lot of stuff. If you don’t conduct SEO, though, your article will acquire very little traction. Search engine optimization aids in the discovery and ranking of your website by search engine bots. Even if you have excellent content, if your website is not optimised, no one will find it.
When employing landing pages, on-page SEO is also beneficial because it ensures that you use optimised landing pages for lead creation. Meta tags are a fantastic technique to increase the visibility of your website. You should optimize your meta title and meta description.
5. Ensure Fast Page Loading Speed
The ideal loading time for a website is three seconds. If your website exceeds this threshold, you will lose prospective leads, as well as your website’s ranking. As a result, you should take steps to reduce the time it takes for your website to load. By increasing conversions, this will have a favourable influence on lead generating ROI.
6. Optimize Mobile
More people all over the world access the internet through their smartphones. Mobile optimization guarantees that a website’s content adapts to different screen sizes automatically. When loading pages or content, navigating, or purchasing, readers will have a wonderful user experience.
Your startup’s website should be mobile friendly in order to attract more leads. This is something you should tell your coder. If you’re going to acquire a ready-made website theme, make sure it’s mobile-friendly and optimised.
7. Write content that is both relevant and valuable.
Blog entries are excellent for generating leads since they establish your blog as a venue for disseminating information, sharing knowledge, and resolving customer issues. To efficiently create leads using your blog, you must update on a regular basis.
A one-size-fits all content strategy will not work especially if you cater to a clientele base whose interests vary widely. Personalizing content will help you speak directly to the individual customer.
8. Give a Reasonable Trial Period
Offering a free trial is another wonderful strategy to attract new leads from your website traffic. Prospects can see firsthand how their lives will improve if they convert with you if the trial period is long enough (2 weeks to a month).
Trial periods are also an excellent method to evaluate a company’s customer service and after-sales service. Customers will assume that converting with you will be frustrating if they can’t receive help from you during the trial period. If, on the other hand, everything goes smoothly, they are more likely to purchase from you.
9. Nurture Leads
Once prospects join your sales funnel, you must cultivate a relationship with them throughout the process. This is referred to as lead nurturing. Depending on where your client is in the funnel, lead nurturing is best accomplished through constant communication.
10. Include Call to Action In Your Email Signature
Drip email marketing programmes are common in traditional email marketing efforts. But did you realise that this isn’t the only approach to get new leads with email?
Any email message made by your firm has the potential to generate leads. Let’s imagine you’ve just released a new product and are looking for folks to sign up for demos. In your email signature, include the words “sign up for a free demo” along with any related graphics.
Given that the average worker sends 34 work-related emails every day, your email signature can reach hundreds of prospective new leads even if you just have two employees.
11. Repurpose Old Content
Is there any historical content that has fared very well over time? Don’t get rid of it, though. Instead, you may repurpose it and use it to attract new traffic.
For example, a blog article from two years ago might not be garnering any attention. You may keep adding new facts and data to it, but it will still come across as an old post. Is it possible to extend this information and turn it into an eBook? The eBook can then be used as gated content.
12. Get Customer Testimonials
Testimonials are a digital version of word-of-mouth marketing. As you may be aware, one of the most reliable types of marketing is word of mouth. Why? Customers have faith in one another. According to statistics, 73 percent of consumers who have had a bad experience write a negative review to prevent others from having the same experience. People also desire to share positive experiences with others.
By including testimonials on your website, you can increase brand credibility. Include the delighted customer’s name, their place of employment, the goods they purchased, and, if feasible, a headshot. When new prospects see this type of information, they will be more likely to conduct business with you.
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