Continuing on our list of the most effective B2B lead generation techniques, the next platform is SEO/SEM and PPC. Simply put, when companies need IT services they search for the same on search engines. When a customer needs to buy a food processor they would look for an online shopping site. And so on and so forth. This is a very effective technique simply because what was a rare occurrence in the previous case, i.e., the customer approaching the service provider is the order of the day in the case of SEO. Also, to increase the effectiveness with regards to B2B lead generation, companies are now targeting long tail keyword phrases that comprise more than three words. This drives more traffic due to the specificity, and there’s lesser competition as well.
Cross promotions and co-marketing are other great opportunities for businesses to generate leads and get more relevant traffic. Companies often tie up with non-competitive vendors to exchange leads as well. Hosting ads on the websites of such partners is the most tried, tested, and effective means of getting the attention of the TG. However, the challenge, in this case, is maintaining relationships and coping with an unpredictable lead flow.
Although Twitter doesn’t offer the kind of success in terms of B2B lead generation that LinkedIn does, it nonetheless is a powerful tool. One can use it to promote sales, products, and services, and utilize hashtags to showcase recent developments to clients. This also helps in finding the topic that is trending and instantly brings brands to the forefront of customer attention. Using Twitter to track buying signals is also a popular practice. For instance, if a company sells sports shoes, they can search for discussions on any kind of sport, or create their own hashtag to see how the response is coming.
B2B lead generation via the internet is also propelled by providing contact information on every webpage. This might seem like a very elementary step, but you would be surprised to see how many businesses actually make it very hard for their clients to search for contact information by burying it under layers of links and sub-links. Although many would argue that this is a desperate attempt to catch the prospect’s attention, when done properly, it doesn’t look pretentious and goes a long way in serving the purpose.