Peruse blogs about B2B lead generation, and you are faced with walls of information, all of which will tell you how hard it is to generate B2B leads. While that might be true, the attitude is unhelpful. Part of successful marketing is confidence; not false confidence, but real confidence that is based on an examination of the market, an understanding of your customers, and a willingness to be creative.
One of the most difficult aspects of lead generation is penetrating the, often closed, B2B niche market. It seems that it is all about who you know and what connections you can create. And that is true, however, you cannot discount the effectiveness of a marketing strategy that is focused and self-aware.
So how do you secure leads? If your brand awareness strategy is on point and you’ve successfully created the content that is driving traffic, what can you do to seal the deal and onboard new clients? We think these 3 tips will help you fill the gaps and grow your client base.
Have Conversations Online
Join industry conversations online. Be active on LinkedIn forums, follow Twitter feeds, and respond to industry news. This is the place that you will find your potential leads.
The pandemic means that industry events and trade shows are ‘on hold’ indefinitely. That does not mean people aren’t still having conversations or looking for solutions. They have just moved online.
Monitor your brand
As your brand awareness grows, people are going to talk. You need to be in on the conversation.
You need to set up alerts, such as Google Alerts so that you know what is being said about your business, and you need to respond in online conversations to keep the conversation focused.
Often the mentions that you are alerted to can lead to new business. From Reddit discussions to news articles, if people are talking about you there is an opportunity to find new leads.
Find a group, and start networking
To search for a group on LinkedIn, type your topic of interest into the search bar and hit “enter.” Then navigate down the search results page until you find a list of “groups”.
For more results, click on the “see all” link.
Search for a group using the keywords of your target industry. There are many groups, and most require you to prove that you are a professional in the field to enter the conversation. This means that you are entering into networks with already qualified leads, so much of the work of assessing the quality of leads is already done for you.
However, you need to be aware that LinkedIn is not a place to market yourself, pitch your business or promote your products. It is a forum for conversation. While there will be some marketing that seeps through at times, the overall aim of LinkedIn is to provide a space for professionals to meet, discuss their industry, and share ideas.
Some groups allow you to select “discussions” or “promotions.” Most members converse in “discussions” rather than “promotions,” and it’s the best place to focus your energy. You can spend your time connecting with others, sharing content, and learning more about the pain points people are experiencing in your industry.
Share your software
One of the best ways to attract attention is to give stuff away. As a B2B, sharing resources with your potential customers is a great way of getting their attention, especially if what you have to offer is effective and easy to use.
- Research your industry, and develop a software solution that solves a pain point for your target audience.
- Provide the software free, and allow the product to showcase your expertise in the industry.
- Promote the software on social media and encourage conversation about your solution.
For example, a B2B marketing company might provide free infographic templates software. It can be limited, easy to use, and allow those who sign up access to a basic program. You then need to start conversations about your product, to promote it and your business, which is more deeply concerned with B2B growth opportunities and marketing contracts.
While finding B2B connections is promoted as notoriously difficult, don’t let the hype affect your game. By thinking creatively about how you can use the tools you have, and working hard to make connections with potential leads in organic ways, you can find the leads you are looking for. Remember, an authentic approach is a refreshing change in the challenging corporate environment, so avoid jumping on bandwagons, selling trending ideas, and promoting your products, and instead reach out with solutions, interesting industry information, and an open attitude.