Hello! Welcome to Lead Forensics Focus: Elevating
your Marketing and Sales Success. Educational insights brought to you by marketing and sales
leaders. In this video we will cover different Digital
marketing Strategies to boost your Lead Generation. As 94% of B2B buyer journeys start online,
a digital marketing strategy is essential to ensuring three very important factors;
brand awareness, brand credibility and lead generation. Without a digital marketing strategy,
your place in the B2B buyers mind may well be non-existent, so work through these essential
tips for building the ultimate B2B digital marketing strategy!
Brand awareness and credibility affect many different aspects of a buyer’s journey,
but both feed into the end goal of that all-important sale. To make a sale however, you need to
start with a lead; this means lead generation should always be at the forefront of any B2B
marketers mind. Digital marketing- what is it?
Let’s go back to basics. Digital marketing in its broadest sense is clear- any marketing
that involves an “online”, or “digital” platform. This is of course, a HUGE field,
and many aspects of digital marketing become a channel in itself. Today we’ll focus on
strategizing more specific areas of digital marketing, mainly the use of a B2B website,
the ranking and standing of that website and the awareness created by social media.
Website optimization Now firstly, is your B2B website properly
optimized to convert those who are “just visiting” into leads?
Properly optimized, you can convert 1-5% of your website visitors into business leads,
and as you’re already paying for the upkeep of your site, make the most of every page!
Remember- when looking to optimize your B2B website- it’s not all about the look. Although
having a slick and professional appearance helps your brand appear modern and knowledgeable,
it only matters to 10% of B2B buyers. Instead you need to focus on navigation and headers.
“Easy to use” is what 76% of your buyers crave! If someone comes onto your website,
but can’t work out where your drop down menu is, or specifically where to find a particular
page, they just won’t stay online for long, let alone convert! Your website is like a
shop window, you have literally seconds to entice your visitors into staying, so make
your navigation and headers crystal clear and fully in line with what your future buyers
will be looking for! Sort your rankings
So let’s get down to the bare bones of digital marketing that goes by the name of SEO- search
engine optimization. This is what dictates where your website stands in the rankings
of your prospects internet searches. Google gets over 1 billion searches a month, so if
you’re not staking your rightful place in those searches, how can you hope to drive
the website traffic needed to generate leads? As part of a digital world, SEO changes regularly
as technology advances but that doesn’t mean you can’t get on top of it and have
serious control over your rankings. SEO is driven by your chosen keywords, and how you
map them to relate back to your website network. I’ll link a video which digs further into
SEO and keyword mapping in the description bar below.
Leads generated by SEO have a 14.6% close rate- much higher than outbound channels and
some other inbound strategies. Getting into the buyers mind to know what they’ll search
online means that your SEO strategy can give them exactly what they want in seconds. So
don’t wait- get your internet rankings sorted! Now, Don’t forget PPC
Another way to maximize on your search engine rankings is PPC, or pay-per-click. Organic
SEO doesn’t have a direct cost linked to it- you optimize your website using keywords
so your website naturally and organically appears in front of your prospects.
PPC does something similar, but it costs. You set up a campaign by creating adverts
that link to specific keywords, with the aim of getting that number 1 ranked spot (which
gets 33% more clicks than any other ranking). Setting up and running a PPC campaign can
be difficult work, especially if it’s your first one- however a lead generated from PPC
is more likely to buy from you. You not only appear to be the expert, you also get there
before your competitors- 35-50% of B2B buyers purchase from the business they see first.
This means, done right, PPC can bring you $2 for every $1 spent on it!
Social media For a modern B2B buyer, social media is a
huge part of the buyer journey. As 55% of B2B buyers use social media to research venders,
it’s an important addition to any digital marketing strategy. Many see social media
as a channel in its own right- and it certainly is! Social media not only boosts your digital
lead generation by raising brand awareness on a global scale to get people onto your
website, it also allows you to boost and share content with a more “human” approach.
Social media not only benefits your business lead generation, it also does wonders in promoting
your brand as thought leaders and field experts. Remember- social media produces high-quality
business leads. Its ability to reach all areas of the globe whilst also targeting detailed
factors such as industry and job title allows you to generate business leads that have a
100% higher lead-to-close rate than outbound leads. Connect your digital marketing
These tactics I’ve discussed feed into a fantastic digital marketing strategy, but
for optimum business lead generation results, connect these tactics to other channels. Run
keywords through your content in the form of blogs and downloadable assets to boost
those organic rankings. Make sure they’re also present on every landing page for every
channel, from email marketing to events- SEO optimize everything! This doesn’t just help
digital get a leg up, it gives content more exposure, it proves legitimacy of emails and
it can increase footfall at events. 72% of B2B buyers prefer to engage with a
brand via multiple channels, and digital marketing is what helps those channels get in front
of your future buyers. And finally, Don’t forget to measure
We say it all the time you need to measure and analyse. Before you practice any of these
strategies, get the right reporting metrics in place and ready to go. Without this, any
changes you make will go unrecorded and you’ll be no better off than you are now. When something
works brilliantly, you need to know why- much the same as if it had failed! Only then can
you replicate that success by knowing what variables work.
I hope you have found this video helpful, and you feel ready to develop your marketing
strategy into a plan for success! If you have any questions, please feel free
to comment below and one of our expert team will get back to you.
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See you next time.