Before starting a lead acquisition campaign, it is important to take into account uae phone number list some prerequisites. The volume and quality of leads you want to find are linked to the objectives you have set.
Before starting any acquisition campaign, you need to make trade-offs between the investment you want to make in lead generation and research and the results you want to achieve. You can then define a budget and performance indicators to monitor to measure your return on investment (ROI) .
8 BtoB Lead Generation Techniques
Digital marketing is proving to be a weighty option, whose importance is becoming increasingly important in the strategies developed by marketing teams. Here is a selection of effective techniques to adopt without
hesitation for an effective Lead Generation strategy.
Technique 1: Working on organic search results
To promote your business online, you will have a great interest in optimizing your website so that it appears at the right time when your target searches the internet. Working on SEO (or natural referencing ) allows you to position your site on the first page of search engine results, usually on Google. Pay attention to the definition of:
keywords,
tags,
titles,
meta description, etc.
When done well, SEO allows you to increase visibility, attract more leads and new customers, and increase traffic to your website.
Furthermore, this referencing work will then be completed by SEA actions (or paid referencing): the purchase of sponsored links, in fact, will allow your site to be displayed at the top of the results. Finding customers online thanks to a SEA campaign, represents an investment to optimize performance, and increase visibility.
Technique 2: Content is King!
Remember that once leads have been brought to your site, the work isn’t done. Your site needs to serve up the right content to encourage visitors to stay longer, learn about your brand , and ideally leave their contact information. This is where a thoughtful content strategy comes in.
To convince your visitors to stay and engage them in discovering your site, try to offer them high-value content and actionable content. The fresh, interesting and relevant content you offer will bring results:
They attract new customers or potential customers;
They create a bond with your audience, prompting them to take some action;
They generate demand, etc.
This is one of the key techniques used in inbound marketing : bringing prospects "naturally" to your site and making them discover your products or services. To do this, knowing the target audience, their needs and motivations, as we have seen, is essential.
The content strategy implemented must be in line with the target audience.
To further your content marketing strategy, you can create a newsletter to promote your content, offer webinars or downloadable content, with the goal of collecting contacts and including them in your prospecting database. A lead magnet is a free offer that you make available in exchange for information (usually contact information) about the prospect. It can be:
a White Paper to download,
a contact form,
an online request for information ,
participation in an event or online training , etc.
A " call to action " button , which invites visitors to click, redirects them to a landing page, where the fields to fill in collect their names and email addresses.
Technique 3: Working on User Experience
To complete your content strategy, your website must offer an optimal User Experience to create good conditions for lead generation. In fact, an attractive site is not the only prerequisite, but above all its functional aspect: its interface must be pleasant and the navigation fluid to facilitate the search for information.
Your site design must therefore respond to a specific objective, which in this case is to capture and generate qualified leads. A user experience that has been worked on accordingly will give the Internet user a positive image of your brand and thus awaken their interest.
To do this, you need to know the profile of your target (identified in personas ), and in particular their preferences and tastes, which will have an influence on your design choices. To encourage them to take action, it is important to:
grab their attention with engaging visuals;
prioritize information clearly and seamlessly to remove any obstacles to action;
to meet their expectations, with a study carried out in advance;
to optimize navigation by taking care of the performance and functionality of your site;
to prevent an intrusive device from damaging their visit to the site.
