Trending Channels Of 2018 To Enhance Your B2B Leads
Every now and then, while reading about the marketing industry, we often come across a trending term called ‘Lead Generation’. In the midst of the technological revolution, this term is of quite a significance as your business circulates around this term.
This term might sound like a piece of cake but it’s a challenging task. 65% of businesses say generating traffic and leads is their biggest marketing challenge. In fact, this is the company’s top marketing challenge.
Now coming to the fact, what is the meaning of lead generation and how can it boost your business. As per Google, ‘Lead Generation is the process of stimulating and capturing the interest of potential buyer in a product or service for the purpose of developing sales pipeline’.
As claimed by Marketo, 96% of visitors who come to your website aren’t ready to buy. This shows the importance of lead nurturing. You can not nurture what you don’t have which makes quality lead generation a crucial task for any sales or marketing campaign. The more quality leads you have, the more will be the engagement with your business, resulting in some closed deals.
There are various channels to generate leads for B2B companies but we will see the trending ones:
Social Media Marketing
This is the top trending channel of 2018. It’s kind of a must-have for any marketing campaign. Some of the popular sites include LinkedIn, Twitter, Instagram, Facebook where you can run your campaigns, engage with influencers, network with decision-makers to generate B2B leads.
According to Kissmetrics, content with images gets 94% more views than those without. Having an active social media account not only increases customer loyalty but adds value to the business. Understanding how different social media applications work will generate more leads and can close your deals.
As per reports of Marketo, 93% of B2B companies say content marketing generates more leads than traditional marketing strategies. Massive amount of content is created everyday which does not guarantee outpouring of leads. Being the most effective marketing strategy, the key is to create content which sets you apart from other players in the industry.
Blogs and videos are still the core vehicle for audience connection and lead generation. According to Hubspot, B2B marketers that use blogs are likely to receive 67% more leads than those who do not use the blog. Wyzowl’s 2017 State of Video Marketing survey shows that 83% of businesses believe that video delivers a solid ROI.
Search Engine Optimization (SEO)
93% of B2B buying processes start with an online search. So, it’s very important to have your brand on top to increase user engagement. This can be done by selecting the right keywords, page analytics, competitive analysis etc.
According to the Chief Marketer 2018 B2B Lead Gen Outlook report, SEO ranks second when it comes to the channel producing the largest volume of leads. SEO is critical in any B2B lead generation effort because it identifies how potential buyers find you. Knowing what your prospects are searching for when they find you can help you in shaping your messages and products well.
Econsultancy reported in a study that 73% of marketers regard email marketing as the most superior marketing channel in terms of ROI. According to Salesforce’s 2015 State of B2B Marketing, emails are still core to B2B sales and marketing. It may seem cliche, but if you are able to create email and subject lines that might connect with your audience’s interest, then you have done half the job.
Now, that warm lead has to be nurtured properly. As per reports, 51% of email marketers say email list segmentation is the most effective way to personalize lead nurturing. Hence, it depends on your interest, how you want to pitch the same to your leads so that you can close the maximum deals.
Multi-channel marketing is the need of the hour which can be efficiently done by marketing automation. As per reports, 91% of the users believe that marketing automation is very important for successful marketing across multi-channels. This is because 91% marketers hate to run multiple social channels, email marketing campaigns, advertising account without a solid marketing automation tool.
80% of marketers using automation software generate more leads, 77% convert more of the leads (VB Insight, APSIS). This not only reduces our time and efforts but also gives better results.
Summing It Up
As per Hubspot, 74% of companies say converting leads into customers is their top priority. This can efficiently be done by mastering all the trending channels of 2018. Also, using various marketing tools, we can easily simplify our tasks getting much better results.