Lead generation is the process of attracting potential customers to your business and increasing their interest through nurture, all with the ultimate goal of converting them into customers. In this post, I'll take you through 5 practical lead generation examples that you can implement right away to capture more leads for you and your team. Unlike B2C, where potential customers can fall in love with your product in one or two steps, generating B2B leads is a longer process. Leading B2B lead generation companies know that there have to be several “touchpoints” before a company buys something from you.
You can skip this part if you already know how B2B online marketing works in general. The basic point of B2B marketing is to generate leads who are ready to buy, so the sales team basically just needs to close them. According to recent studies, two-thirds of the entire sales process is done online, meaning potential customers don't want salespeople to show up until they're ready. That's why inbound marketing has more and more potential.
Let's look at 4 marketing channel methods and 1 multi-channel solution where we implemented this 3-step approach. A lot of people say that Facebook doesn't work for B2B marketing because people visit the “blue giant” pages to relax and see what's going on with their friends; the ads only annoy them. And yes, if the ads are irrelevant and poorly targeted, that's right. But with laser-targeted and correctly served ads, it works like a charm.
Here's a recipe for generating leads on Facebook. You can choose from several Facebook ad formats, such as the image ad, the carousel ad, the video ad, or the slideshow. When we talk about Google search, users are usually already in the consideration stage because they have an intention, a problem they want to solve. Depending on your budget, you can start your lead generation campaign with a “shock video ad” format on YouTube (you need more money & times to produce it) or a set of banners (definitely a cheaper option) on GDN (Google Display Network).
Let's take this traffic to a website that receives traffic only from this source. That way, in the third stage, you'll be able to remarket users who have gone through this specific step of the sales funnel, even through a different ad platform. This means that you can start the funnel with a search ad through Google and remarket through Facebook, or basically any other channel. Linkedin is probably the best B2B marketing channel, although without a doubt the most expensive.
With your job role, industry, company profile, and company size segmentation options, finding the right people won't be a problem. But finding the right audience is just the beginning. In the Linkedin awareness phase, you start with a little trick. We have a small tool for this that will be your secret weapon on Linkedin.
If you automatically visit your connections or a specific group on Linkedin, they will receive a notification that you have viewed their profiles. So you can get your first valuable impression for free with this trick. Pretty cool, isn't it? ???? I think Instagram has been used mainly for branding. But this doesn't stop you from acquiring leads from the platform.
Either you'll need to have a strong user base already in place, or run locational ads on Instagram. Next, select the users in your target audience who have interacted with your post, ad, or profile. Choose the “Instagram Business Profile” interaction based remarketing option and target active users again. The ad format for the consideration stage should be an Instagram story ad, which is a vertical ad (video or image) that appears in your audience's story.
Since it's the newest ad format, the CTR will be much higher than normal (which means you can keep costs low). Use a simple Instagram image ad format and drive traffic to a “conversion page” that has only one goal: to convert these users into leads. As you can see, you have a lot of options to take your prospects through different online marketing funnels and ultimately convert them into leads. You can implement these lead generation examples right away in your marketing mix.
When we talk about multi-channel campaigns, you should always keep in mind that at each stage you should use the right message and ad format, and don't try to convert too soon or soften your leads for too long. Yes, this can also be a reason for a bad conversion. After driving users to our landing page from several relevant searches, we started launching a remarketing campaign on Facebook based on website visits. Here, at the consideration stage, you can use several of the ad formats mentioned above but the main goal is to engage users who are already in the funnel.
In the last stage use the same remarketing options but now on Linkedin. Run a lead generation card to acquire users who went through the first two steps of the funnel. These lead generation examples are just some of the options available to you; use them as is or add your own touch! Please feel free to share your opinions with us or just hit the share button if you liked these tactics.
