Lead generation refers to all the techniques used to attract potential customers.
Lead generation is part of a global marketing process: inbound marketing . After entering the company's perimeter, potential customers follow different stages of the customer journey until they reach the purchase act.
Inbound marketing is one of the most effective methods available today. It offers excellent conversion rates. Unlike outbound marketing, it involves bringing customers closer to the company by creating useful and interesting content: this is the role of content marketing.
This strategy is especially effective for converting B2B prospects into loyal customers.
Content to generate leads
The success of this strategy is based on the production of relevant content. To generate spain mobile phone number lis qualified leads, a B2B company must gain the trust of its audience and demonstrate its expertise in its sector of activity.
In this sense, the success of content marketing is based on a brand's ability to produce content that provides concrete solutions to its prospects' problems. It's an excellent way to get to know them and captivate them.
In addition to being relevant, effective content must be delivered in the right place and at the right time. These are essential requirements for a content marketing strategy to generate traffic to your website.
But how can you enrich your lead generation through content production?
Methods to attract B2B prospects through content
In B2B, applying certain methods to create content that promotes lead generation is crucial for lead conversion.
Define your buyer personas
This step is a determining factor for the results of your content marketing work. Before you start producing content, you should ask yourself who your target audience will be. Who will be your future readers? What are their needs and expectations?
To do this, spend time defining your buyer personas through an analysis of your current customers. Buyer personas are fictional representations of your buyers. Knowing them well will ensure you create appropriate content to maximize your acquisition rates.
Create useful and relevant content
Now that you know who your buyer personas are, you can start producing your different contents.
To attract visitors to your websites, your content must provide value to readers. Avoid superficial content and prioritize content that addresses B2B topics in greater depth. There are several types of content available to address your prospects' problems:
blog entries;
videos;
e-books;
infographics;
podcasts;
practical cases;
webinars.
It is up to you to vary the content and choose the formats that best suit your target audience.
To find content ideas, feel free to send surveys to employees in your own company. You can also keep track of the sector to constantly feed your content marketing plan.
Distribute your content at the right time
It's not enough to simply offer quality content to generate leads. To be effective, content marketing must take into account the timing of the distribution of the created content. In fact, your content must arrive at the right moment in your prospects' purchasing journey .
Blog posts are often effective in the awareness phase. Case studies, on the other hand, should be placed at the end of the conversion, at the decision-making stage.
Make sure you analyze your visitors' journey to adjust your lead generation strategy in real time.
Optimize the SEO of your content
All your B2B content must be SEO friendly . This is essential for it to be valued in the results pages of Google and other search engines. Without optimized natural referencing, your lead generation will not bring you the expected results.
To increase traffic to your website through SEO, use relevant keywords based on your prospects' searches. Depending on the competition in your industry, it may be better to opt for long-tail keywords.
In addition, to reach the top positions in the SERPs (Search Engine Result Page), you will need to prove to Google that your site is serious and popular. To do this, you must take care of your netlinking .
This strategy involves placing links on other websites related to your business that direct the user to your website. It is important that the sites you have chosen are also popular so that you can reap the benefits of your work.
How to measure the effectiveness of your content marketing strategy?
Any content marketing strategy for B2B lead generation needs to be measured and analysed. There are several KPIs (or performance indicators) that can be used to assess the return on investment (ROI) of your actions. This variety of data will help you adapt your strategy on a daily basis to improve the overall lead generation process. The number of page views on your website or blog, the time your visitors spend on each page or the bounce rate are all excellent indicators.
