Generating B2B leads that will convert into clients isn’t an easy task. According to research, only 3.5% of leads in the business services industry convert into customers.
At the same time, overcoming these difficulties and increasing your organic leads are key if you want to scale your business and beat the competition. However, not all leads are considered qualified leads, so simply increasing the volume won’t do you much good.
To help you out, we’ve created a list of steps you should take to generate organic leads in 2022 for B2B.
7 Ways To Generate Leads
1. Gather the Right Data.
If you ask B2B lead generation companies, they’ll probably tell you that the first and the most important step to generating more organic leads is to gather the right data.
Having the right data is important for multiple reasons. First things first, having a sufficient amount of data is crucial for analytics and forecasting. It allows businesses to assess their progress, set realistic and relevant KPIs, and notice when there’s room for improvement and adjustments.
Marketing and sales teams should also ensure they have accurate and complete contact information because it’s otherwise impossible for them to send outbound emails or perform cold calls.
Remember – the most successful companies are those that are aware of their performance and use this data in their day-to-day decision-making processes.
2. Create Your Target Persona.
Generating qualified leads is difficult if you’re not familiar with your target audience. Different audiences require different approaches which is why it’s important to identify the questions they’re asking and the products and services that will help them grow.
As a matter of fact, we advise you to not only identify your target audience but also create your target persona.
A target persona represents the ideal client that you’re trying to attract with your inbound marketing efforts. Unlike with the target audience, it goes beyond demographics and psychographics and focuses more on your clients’ needs and pain points.
To create your target persona, ask yourself the following questions:
- Why do certain clients decide to invest in solutions like yours?
- What kind of operational or personal results does your client expect to achieve using your solution?
- For what reason would your target persona believe that your solution or business isn’t their best option?
- What impacts your clients in the decision-making process?
- What is your target persona looking for in a solution, and what do they perceive as most critical?
- What are their expectations of your product and your business?
You can create multiple target personas but don’t create too many of them. Two or three is an ideal number you should aim for.
3. Perform Keyword Research.
Once you’ve created your target persona, it’s time to research which keywords they type into the search engine when they’re looking for the solution to their problem.
While keywords that are directly related to your product and industry are important, it is even more important to find the right long-tail keywords with less search volume. They will allow you to rank higher on the search engine results page (SERP), without having to deal with too many of your competitors.
For instance, instead of opting for „summer dress“, try using „open back summer dress“.
4. Optimize Your Landing Pages.
Having an optimized landing page is a must for all types of businesses, but it’s especially important for B2B, as the landing page is basically the gateway to a sales lead.
Here are some elements you should keep an eye on:
- Headline. The headline is the first thing your potential clients see when they come to your landing page. For that reason, you should make sure it is clear and eye-catching.
- Quality of the copy. Each piece of content you publish on your website should bring value to the users. Don’t waste the space on your landing page on average-quality content.
- Call to action. Since your ultimate goal is to have users click on your call to action button, it’s important to make sure the button stands out from the rest of the page.
- Forms. Once the user clicks on your call to action button, you don’t want to waste their time by making them fill out long forms with too many form fields. Be brief and only ask for information that you need if you don’t want them to give up.
At last, don’t forget to A/B test all these elements which option is the best. You can do that by altering one variable on a page and testing the altered version against the original one.
5. Use LinkedIn.
LinkedIn has become a very powerful tool businesses use to promote their products and services. This network is not only useful to job seekers, but it also helps you establish credibility, promote thought leadership, and become an active member of industry groups and communities.
To market your services on LinkedIn, you can share professional posts by uploading the latest blogs, product launches, and other relevant industry news. Not all content has to be yours, you can also share someone else’s content.
Making strategic connections is also a great idea, as knowing the right people will help you reach out to them and expand your network.
6. Organize Webinars.
Webinars are yet another great way to generate leads and reach out to your target audience. They’re basically online conferences where you talk about a certain topic your audience has shown interest in. Since you’re hosting a live event, your audience can use this opportunity to meet you live and ask the questions they find relevant.
All this helps you build better connections and earn more trust, which will ultimately help you generate new leads. Furthermore, you can even use webinars to slowly introduce a new product or service and see how they react to it.
7. Send Cold Emails and Make Warm Calls.
To understand what cold emails and warm calls are, you need to understand the sales funnel. Basically, there are four stages in the sales funnel.
The first stage is called and awareness stage and at that point your potential client has identified a problem, started searching for a solution, and is aware of your company.
In the second stage or the interaction stage, the client will engage with you and request more information. They will also conduct competitive research to determine if you can truly meet their needs.
In the next stage called the interest stage, your potential client will show an increased interest in you and your services. At this point, you will discuss the sales offers and the pricing.
The last stage or the action stage is when your potential client reaches their final decision – to cooperate with you or decline the offer.
Now, cold emails are sent to those that are in the awareness stage. It’s the first, initial email you send to your potential client. These emails are important because they allow you to expand your network and establish a relationship with your potential clients.
Warm calls, on the other hand, are calls that you have with someone you’ve already interacted with. Because of that, they allow you to personalize your clients’ experience and provide them with what they need.
To sum up
As you can tell, increasing organic lead generation is a process, so don’t expect to see immediate results. Some of these things take a lot of time, but in the end, it will all pay off.