Inbound sales are the transaction methods that happen when leads make the first move of contact due to interest in a company’s product or service in some way. This process includes a possible customer sending you an email, requesting more information via a call, and electronically filling up a company form.
Inbound Marketing, therefore, is an effective way to establish your credibility, which consequently results in an increased number of qualified leads.
Before we jump inbound marketing strategies, we need to brush up on our basics!
What is a Lead?
A lead is someone who has filled in a form on your website or has initiated contact in some way, such as by calling, using a chatbot, or contacting your business on social media. If you can keep track of them, they’re a lead.
Great, but how can we ‘generate’ one?
It is the most important aspect of Online Marketing which refers to developing the interest of a possible consumer by providing them the information about your products or services. B2B lead generation is basically developing an interest in a person so much so that they contact you for more information or preferably even end up availing your services.
Lead generation is a start to the process which ultimately leads to a prospective customer transforming into a recurring customer down the line. Having an effective lead generation strategy is imperative for your business to grow.
Role of Inbound Marketing in Lead Generation:
Lead generation is, essentially, is the crux of the inbound marketing game. The whole idea of inbound content marketing is to attract potential leads to a business website and get them to give up a bit of information, like their name and an email address, to access some specific, appealing content. That content could be a white paper, a calculator, a template, a tool, or an e-book; it just has to be something valuable enough that the lead does not mind providing some information for it.
Strategies That Work!
There are certain inbound marketing strategies that have proven to be quite effective when it comes to lead generation of B2B companies. Some of them are listed below:
- Utilize Social Media
B2B businesses are guilty of either over-stuffing their social media channels or ignoring them altogether. You need to spend enough time sharing high-quality content and engaging with other people and companies, that you create a consistent brand voice. If people trust you and they like what you’re saying on social media, they’ll arrive at your website ready to convert on an offer. It is also important to decipher what sort of content works better for your brand, and how to effectively distribute it across platforms.
2. Diversify your Offers
Don’t give your audience a chance to convert on just one offer. Give them the chance to convert on LOTS of offers! Lead generation leads to lead nurturing, therefore, the more you can qualify your leads, and the more those leads engage with your content, the better results you get.
This strategy is particularly useful if you provide a range of services. For instance, a lead may have been interested in your advice on disaster recovery options for SMEs, but they may be VERY interested in your guide to machine learning.
Therefore, it is important to have several offers that are relevant to what you do as a business and what might interest different members of your target audience.
3. Simplicity is the Key- Use it!
If you have successfully managed to get a visitor interested in your offer, then make sure it’s as simple and easy for that visitor to get the information that they need.
Businesses spend too much time and resources on creating a landing page that is of utmost beauty; however, they fail to take convenience into account. If the landing page executes a chunky and convoluted user journey, then its beauty is entirely worthless.
4. Get a Boost from PPC
Before you can think about turning website visitors into leads, you first need to actually have visitors.
Pay-per-click (PPC) has an important role in the inbound methodology as it is quite helpful in kick-starting a campaign launch. However, be warned: PPC is a short-term solution. In the long-term, you want to be relying on organic traffic by strengthening your SEO.
Because, unless you’ve got a huge budget, paying for every click is unsustainable. Once you stop feeding money into the machine, it’s game over.
5. Establish Trust
The prevalent traumatic situation in 2020 has undoubtedly impacted the general psyche of the population. Research shows that people have become more cynical and untrusting, which is why extra effort is required to acquire and retain your customers in these times.
Ultimately, collective effort to prove your business is trustworthy is the best lead generation tactic out there.
Your website has to demonstrate lead generation, your messaging has to align with generating leads, and your strategies have to be built on a foundation of genuine helpfulness.
The role communication plays in establishing trust is quite critical, which is why you also need to focus on effective communication with your customers in order to engender a sense of authenticity.
6. Create a Sense of Community
If you have treated your customers right, they will refer people to your site who won’t even need much convincing. You’re already a trustworthy authority. Not only are they open to becoming leads, but they are also looking for a way to give you their contact details. Make it easy for them.
7. Multiple Conversion Points
To generate more leads, give people options. Those options could include placing a variety of calls to action (CTAs) on different pages; trying out new designs and improving the copy on those CTAs; using on-page forms or newsletter subscriptions; trying out pop-ups or even experimenting with chatbots. The paths to conversion are many, leave them all open!
8. Provide an Impeccable Customer Journey
We are sure you have heard this multiple times, but we will say it again: optimize everything to align with where the content sits on the buyer’s journey. Clarify who you are talking to and provide a logical and valuable journey through your website and marketing funnel. Ultimately, you want to delight your audience at every stage, so they evangelize about your business and become recurring customers.
9. Consider Outsourcing
Generating leads is quite an intricate task, and does demand a certain level of expertise. For more and more businesses, inbound marketing represents the foundation for their whole lead generation strategy. Outsourcing to an efficient marketing agency will give it the time, attention, resource, and know-how that it deserves.
Speaking of an efficient marketing agency, Mountainise Inc. is your ticket to successful inbound marketing!
We are a data-driven marketing agency that utilizes AI tools to empower all aspects of your digital marketing. Decades of experience, coupled with state of the art marketing tools, enables us to provide you with unrivaled inbound marketing experience.
Let us lead you in the right direction!
Feel free to contact us.