5 min read
Generating leads is a daily struggle for marketers, especially in B2B companies. A lot of the time, it can feel like an uphill battle as you try to entice business-minded visitors to come to your website and submit form fills to become leads.
A healthy flow of leads gives B2B organizations a steady pipeline of prospects to work into customers, and is critical for growth. Yet, for all too many marketers, generating leads is about as smooth and painless as a root canal without the Novocain.
Whether your business is just starting out and trying to gain some traction, or if you’re looking to increase your leads even more, here are a few B2B lead generation ideas you may want to consider:
#1: Look for Roadblocks in Your Lead Generation
There are a lot of reasons that businesses might not be getting leads from their inbound marketing efforts. One of the biggest is that companies will shoot themselves in the foot by accidentally placing obstacles between visitors and the form fills that will turn those visitors into leads.
Examples of obstacles that can keep visitors from converting to leads include, but aren’t limited to:
- Overly Complicated Forms. Having a lot of form fields can be great for getting really granular with your leads, but too many form fields discourage visitors from filling them out. Try keeping form fields down to the minimum necessary information you need about a lead. If you have the ability, try using smart form fields that change for repeat visitors; you’ll get valuable data without having to present first-time visitors with an overly-complicated form.
- Lack of Content or Offers Tied to Forms. Nobody’s going to convert to a lead if you don’t give them a reason to fill out the form in the first place. Having a variety of content offers that are worth filling out a form for is critical to lead generation.
- Bad Landing Pages. Articles by HubSpot highlight the importance of following basic best practices for landing page design, and their impact. According to statistics cited by HubSpot, clutter on a Landing Page that adds “a one-second delay in page-load time results in 11% fewer page views, a 16% decrease in customer satisfaction, and a 7% loss in conversions.”
- No Navigation to Landing Pages. You could have the best offers and the best landing pages in the world, and it won’t matter in the least if visitors can’t reach them in the first place. There should be navigation elements, links, and CTAs strategically placed throughout the website to guide visitors to your landing pages.
Checking for, and then eliminating, these common obstacles to converting visitors into leads can do a lot to boost your lead generation, particularly if you’re already getting a lot of visitors to your site.
#2: Try Using Video Content!
Some people prefer to read, others prefer to watch. Here at Bluleadz, we’ve had a lot of success with video-based marketing and blogs. One of our video blogs, Using Video Marketing for “Boring” Businesses, generated 14 form submissions and 4 new contacts within two weeks of launch, and will continue to generate new leads for as long as Bluleadz has a blog.
Some leads in the B2B space respond better to video-based content than they would to text alone. With video content, your business has a chance to share its culture with visitors, and tell a story that separates your company from the competition.
An example of a successful video blog featured in an article on HubSpot is a series of help videos by Wistia, the video hosting and analytics company. According to statistics cited by HubSpot, these videos generated “15.5k video plays and 3,946 leads.”
Part of what helped these videos to be so successful is that they’re designed to do more than just be lead generation tools—they’re designed to help Wistia’s customers solve problems and get started with their own video content.
While video content is a great differentiator, be sure to back it up with some text on the page so search engines will know what the subject of the video is.
#3: Get Quizzical!
Another tactic featured on the HubSpot blog is the use of quizzes to engage visitors and generate leads. Creating a few short tests/quizzes about a subject that your company specializes in can be a great way to not only grab a website visitor’s attention, but to show off how much your company knows.
Aside from designing quizzes to test visitor knowledge, you can build quizzes that can help pre-qualify leads or get them to submit extra information about their needs and goals. In the HubSpot article mentioned earlier, Eastern International College designed a quiz that helped prospective students choose their major.
The EIC quiz helped the college generate over 1,000 leads. However, as the article reminds us, “if using the quiz for lead collection, be sure to inform the quiz taker (on the contact information form page) that there may be contact from your office if they submit their information.”
There are a lot of things that B2B companies can do to increase their lead generation. This list, while it has some solid ideas almost any company can use, barely scratches the surface of what you could do to build leads.
Need help with your lead generation? Check out some of our other resources to see what else you can do to generate more leads for your business.
Published on July 14, 2016