3 Lead Generation Tricks For Modern Businesses

When we say ‘lead generation’, many people still jump right to the image of a salesperson making cold calls all day. And while that might be the way some businesses go about generating new leads, it certainly isn’t for everyone. Lead generation has changed enormously over the last few years, thanks to a whole host of emerging new technologies and the change in customer behaviour, which seems to evolve at breakneck speeds. This has made some of the older lead gen strategies irrelevant, or too time-consuming to make a success from. So instead, what can your business be doing to generate leads in the digital world?


Connect and Personalise

 

Social networking is now the ultimate go-to tool for most B2B marketers, with LinkedIn coming out on top in most cases. In fact, LinkedIn has been gaining a lot of traction as the primary lead generation tool for many businesses, with 80% of B2B leads coming from the professional network. If that’s not a sign that you should be getting on LinkedIn, I don’t know what is! But unlike with other networks, simply connecting with a few people isn’t enough. To really make LinkedIn work as a lead gen tool, you need to be actively connecting with as many people as possible. Not only that, but you should be creating personalised connection requests for each and every one. Research shows that personalised connection requests have a 73% change of getting accepted compared to the default LinkedIn ones. This is because personalised messages reinforce the ‘human’ behind your brand, and make the person you’re trying to connect with feel as though you’ve actually taken the time to find out about them (and aren’t just connecting because they’re on some list you bought). Personalising your connection requests helps you cut through the noise of the spam and irrelevant marketing your prospect is bombarded with and gets their attention – which is exactly what you want to do.

 

Create Quality Content, Frequently

 

We really can’t overstate the value of good quality, regular content. Not only will it help you generate up to 4.5 times more leads than other businesses, but it will give your prospects something to be drawn to. That same study we mentioned above also showed that 47% of B2B buyers rely on content to research and make their purchasing decisions. It also revealed that most B2B buyers will consume at least 3-5 pieces of related content before making their buying decision. So, if you want to generate more leads for your business, you need to leverage your prospects desire for content and create it! Blog frequently on informative topics, create videos, infographics, and other forms of content to attract the attention of your prospects and give them the information they’re looking for.

 

Start Retargeting

Retargeting is something that many businesses haven’t even started exploring yet, but it’s worth considering for you. Prospects will typically browse through several websites, combing through dozens of articles to help guide them through their buying process. Only 2% of buyers make a purchase on their first visit. Most will go away again to do more research. So how do you get them back? Well, have you ever visited a site once, and then felt like their adverts are popping up everywhere afterwards? It’s because they are, thanks to retargeted marketing. Retargeting is still massively underutilized by B2B businesses, despite the fact that it can increase leads by up to 70%. What’s not to love about that?

 

Ultimately, both marketing and sales are working towards the same goal – to increase the number of sales your business makes. But while sales is often considered the more ‘direct’ approach, there is no reason that your marketing should not be supporting them in generating leads. The 3 tips we’ve included here don’t take up much time, or even that much budget – but they can turn your passive marketing into a lead generation engine that works hard to produce new leads, so that you don’t have to. For more information about how to create content for your business, or to use LinkedIn like a pro, just get in touch with the Pickle team today.






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