It isn’t difficult to find B2B lead generation ideas. The problem is in choosing which ideas might work for your company and then getting those ideas implemented.
It takes a lot more than merely seeing an idea to make it successful. You have to get buy-in, budget, time to create and implement it, and tools.
So we thought, how can we help you implement more B2B lead generation ideas? By listing them out based on your resources and assets.
“B2B marketers say that their greatest barriers to lead generation success are the lack of resources in staffing, budgeting, or time.” (B2B Technology Marketing Community)
Lead Generating Loss Leaders
Before implementing lead generation you need something that visitors will want in exchange for their email address. This is called a loss leader, it means giving something away so that you can earn business, and for your purposes, it could be:
- Webinar recordings
- Blog subscriptions
- Email course
The secret to making these work: This content is for your reader, the goal is to get them on your list by offering information they can’t get anywhere else. Here are a few ideas:
Ramit Sethi offers videos on how to get your dream job and negotiate salary on I Will Teach You To Be Rich.
Neil Patel, an expert SaaS Co-founder, offers his traffic secrets on Quick Sprout in a welcome mat, and in his sidebar.
These two are successful because they know what they are talking about and the content is beneficial for the reader.
Here are some questions to ask yourself when brainstorming your loss leaders:
- Is this something my readers will enjoy so much they’ll share it and tell their friends about it?
- Can I offer information no one else is able to share? (use personal experience)
- Am I trying to connect this to my expertise, to sell a product/service? I would suggest you just give something of value right now.
B2B Lead Generation On Existing Website
Free offer with landing page– This works best when you have something to offer with little upfront work. For instance, a free advertising audit, a discount coupon, or a demo.
Popup/ Welcome Mat– This could be the same lead generator but you could use Sumome to place the offer on your site. Sumome is free and is used by Oz Content as well.
Linking to free offer in content– This is a tactic that HubSpot does very well. They write fantastic content that their readers are likely to enjoy and in the text they link to their other offers. They recently wrote a blog post about how effective in text calls to action are for their site.
Exit popups– Here is a tweet by Optin Monster about how Rich Page increased conversions to his lead generators by over 300%. This is another great option for getting more leads.
Generating B2B Leads On Social Media
To generate leads from your social media efforts, the following strategies will help. However, you should know that the key to social media success (for lead generation) comes from being authentic, and social with your followers.
Talk to them, encourage them to leave comments, and respond to what they say. It seems like a small, even silly measure to take but when you show your followers you care, it makes a big difference.
In fact, Sprout Social, a social media management tool, did a survey to show how much it upsets fans when you don’t respond, check it out.
- Use Twitter Cards, this promotional option on Twitter allows you to collects lead information directly from Twitter. You can use these to give away your free download, you’ll want to use an image if at all possible, to help promote your download. Learn more about Twitter cards from Social Media Examiner.
- Pin your lead generating offer to the top of your profile on Twitter, this isn’t going to generate a ton of downloads, but it is one more place to share your offer.
- Create a share campaign– Give you free gift to those that share on social media. You can use a tool like KickOffLabs to get this started. For instance, some companies will invite you to beta test a product early if you invite others to sign up for their beta list. KickOffLabs is a tool that helps you set up campaigns like this, you decide what you want to offer, and what you want to collect from the user.
- Promote your posts on Twitter, Facebook, and Pinterest. This requires a budget but a lot can still be done with as little as $5-$10 per post. Use images, and a call to action to get people to download.
- Host a contest on Facebook that would go viral, with Gleam, a social media contest tool. Gleam has built-in features that help your campaign go viral. Your offer/prize needs to be something specific to your industry, like a year’s free access to a SaaS tool.
More than 80% of B2B leads generated through social media are from LinkedIn. (Source: Oktopost)
Lead Generation Through Email Lists
The money is in the list, or at least that is what people in marketing are always saying. While building leads is what puts people on your list, you can still use your list to get even more leads. Here are a few ways to do that.
Did you know? 59% of B2B marketers say email is the most effective channel for generating revenue. BtoB magazine
- Swap an ad or email send: If you sell ad spots in your newsletter, you can swap ads with another newsletter provider. You could also choose to swap promotional emails, where they write the email and you include a disclaimer that this is an ad, to your list. This is legal. You’ll want to start with email lists about the same size as your own to get list owners interested.
- Add the option to share with friends at the end of your emails. Certain marketing experts, such as Sol Orwell, the entrepreneur behind Examine.com, or Noah Kagan, the expert behind Sumome, send emails with content they don’t post anywhere else. When you do this, be sure to add the option to forward to a friend, where they can sign up as well. These emails should be insider content only.
- Sponsor an ad in a newsletter. Panda App, Modern Desk, Pocket and several others allow you to do this. It must be a compelling offer, targeted to the reader. If the loss leader answers the questions above, it should work for an email ad.
Generate Leads When You Have a Writer on Your Team
- Write on Medium or Linkedin and link back to your landing page. This works because anyone who signs up to Medium has to connect their Twitter account and they automatically follow those they are following on Twitter. When you write a story all of your followers will automatically see it, so promotion is built in.
- Answer questions on quora or social media by searching for keywords- This works particularly well for Jason Lemkin who is a startup expert. Establishing yourself as an expert in a place where others are already looking for answers, will naturally increase your followers and subscribers.
Be a guest blogger and reference your free download to attract more downloads.
Ways to Generate Leads With a Designer
- Make infographics and distribute them to get traffic to your site. Here is a breakdown of the process from Neil Patel.
- Create Slideshares– I’ve seen Sslideshares repeatedly generate the highest amount of lead conversions. You must promote your presentations there, and build a following to see results. Furthermore, the slideshare needs to be informative and easy to follow, here are some guidelines.
There are a lot of opportunities to generate B2B leads between your website, social media accounts, and a central loss leader that your visitors will want access to. Start by implementing the activities that you can, and as you get success with each step, approach your team/manager about getting the opportunity to try more.
Be careful about being too aggressive in your approach to get a lead as it can aggravate and alienate your visitors. Take your time implementing and be sure to test every headline, and option to see what makes the biggest impact.