Even if your lead generation plans haven’t rolled out quite how you expected them too, don’t be disheartened B2B marketer. There’s plenty of time for you to pull back those results. By following these 3 steps to recovery you should be well on your way to lead generation success this year.
My advice to people beginning on the same journey? By all means, start on LinkedIn and do it well. It’s a wonderful growth hack. But when you need to generate leads on a larger scale, add more channels into the mix, since it won’t hold its own. And never abandon it – you will always find thought leaders and partners you want to engage with on Linkedin. Last, but not least, don’t stop working other channels too, be it media, non-LinkedIn social distribution, PPC, SEO and especially email where call to actions can and do work wonders. Bottom line, don’t put all your MQL eggs in one basket, but LinkedIn is your yummy icing on the cake.
In order to leverage social media to fill your sales funnel, you’ll need to invest in a tool that will help your business filter content and target influencers and prospective customers. Many small businesses are using social media to build awareness about their services, but you can go much further and target and engage prospective customers.
Twitter is a peculiar platform. For B2B marketers, it doesn’t provide the most functional targeting features. And case studies provide conflicting results on whether B2B lead generation is actually effective on the 284 million strong social network. With the majority of revenue coming from mobile advertising, a channel that leans towards B2C, it’s no wonder B2B marketers look at Twitter lead generation and think: meh...
Content has long been king--but how has content marketing truly changed with the emergence of social media? The real x-factor has been the proven dominance of lead magnets. Creating high quality leads and then placing them exactly where you want in a lead funnel has made lead magnets the "irresistible bribe" that we have always associated with this type of offering.
B2B marketers across all verticals are constantly challenged with driving qualified leads to hand off to Sales, all while making sure that cost per lead (CPL) is optimized – the less the CPL, the better. As a result, an entire ecosystem of tools, strategies and tactics are at marketers’ fingertips today.
Content Marketing for Lead Generation
Content is the foundation of your lead generation efforts. The Content Marketing Institute defines content marketing as “the marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target...