It’s common knowledge in the world of B2B marketing that leads – particularly qualified leads – open the door for increased revenue growth. The more leads that come rolling in, the better your chances of converting those leads and ultimately reaping the benefits. But increasing your qualified leads takes a little more than a wave of a magic marketing wand or stumbling upon a centuries-old genie stuck in antique lamp. In fact, there are many different marketing strategies you can employ that will help you increase your qualified leads, some which will of course be more applicable than others, depending on what you are marketing and the audience which you’re marketing to.
Here are five helpful tips for increasing your qualified leads across multiple marketing channels:
- Produce quality, relevant content. Leads are valuable and sometimes hard to come by in the world of B2B marketing, but content is not. There is content everywhere you look, with industry blogs and websites regurgitating the same articles and infographics in an endless cycle. However, quality content that is relevant and useful to your audience is fairly hard to come by, which is why producing a consistent stream of quality, relevant content will help you to increase your qualified leads. In fact, prospects are much more likely to hand you over their contact information and sign up to receive more correspondence from your company if they believe that they are getting something valuable in return. Produce relevant content that engages your target audience effectively and those leads will roll in.
- Create targeted landing pages. For each campaign, create a dedicated landing page for that specific campaign offer, rather than directing all of your web traffic to your home page. While your home page is a great place to start for first-time visitors who stumble upon your website or your company while venturing through cyberspace, you have a much greater chance of capturing qualified leads if you create dedicated landing pages focused on converting prospects and tailored around a specific campaign. So if your email marketing campaign contains a link that directs prospects back to your site, create a warm, welcoming place for them to visit once they arrive there and offer them something of value like a white paper, webinar or some other additional content relevant to the campaign.
- Get creative – don’t be afraid to think outside the box. If you feel like you’ve tried everything under the sun and still don’t see those qualified leads rolling in the way you’d pictured it, maybe it’s worth it to get a little creative and start thinking outside the box. If your traditional marketing methods aren’t working, it might be time to switch your focus to alternative channels and figure out what the best methods for reaching your target audience is. With so much focus being shifted to the online realm in the world of B2B marketing, ramping up your email and social media efforts and dialing back your direct mail and print ad campaigns might reap you the kinds of benefits you seek.
- Know your audience.When developing a content marketing strategy, too many companies create content that is geared more towards organizational goals and objectives than what their audience needs. It’s important to remember that your content should be directed towards your target audience, meaning you should create content that is relevant to your audience’s specific interests and needs. In order to do this successfully, you need to become familiar with their buying process and gain an understanding of how your customers interact with your brand and how to initiate their engagement.
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