Do you want to acquire more customers and grow your business?
Duh? Absolutely, positively you do.
When it comes to b2b lead generation nothing beats inbound marketing as indicated by the statistics in this blog post, that I recently penned.
I’ll give you a hint as to what we’re going to talk about here in this blog post on b2b lead generation – 5 steps.
Want to know what it is?
It starts with an “i” and ends with a “g”
Don’t fret my friend as you’ll know soon enough, but you must keep on reading this epic piece of content.
Sound like a plan?
- Why should you keep reading? Your time is valuable so what’s in it for you?
We’re going to walk you through the exact steps you need to follow to generate b2b leads and convert those leads into customers.
Enough with the chit chat. Let’s jump in with both feet.
5 steps of lead generation (b2b) you need to follow as a small business owner.
The First Step
Remember what we talked about a couple minutes ago?
I am going to let the cat out of the bag. Inbound marketing is what we’re going to discuss today and will be the basis of our discussion and the foundation for our 5 steps of lead generation.
Sound good to you?
In order to execute your inbound marketing strategy correctly you need a lead generating piece of online real estate – a blog or website. For the purposes of our discussion we’re going to use a blog.
Therefore, you need a blog (if you do not already have one) to make this work.
What do you use the blog for?
To use as a tool to publish your content to the world.
A blog is the best online marketing tool for lead generation as indicated by this blog post that is pertinent to our discussion today.
- Marketers who have prioritized blogging are 13 times more likely to enjoy positive return-on-investment according to HubSpot State of Inbound 2014.
What are your thoughts?
This means if you’re not blogging for your business, you should be as it’s definitely worth your time.
Here is an example of a lead generating blog.
This will conclude the first step in the 5 steps of b2b lead generation for your small business.
The Second Step
You need to attract people to your blog. Which means you need to produce content that your visitors will want to consume.
What type of content?
The type of content that your ideal customer will want to read, that either educates them on a topic they’re interested in or solves a problem for them.
Obviously this type of content will be related to your business and ultimately the product/service you’re trying to sell.
- Per Demand Metric content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.
How do you figure out what content to write?
You’ll need to do keyword research to determine the words your ideal customer is typing into the Google machine. More often than not it will be of the long-tail variety, so I would focus on long-tail keywords as they’re more specific and means your customer is closer to making a buying decision.
Also, you need to make sure you have an accurate customer persona for your ideal customer. This allows you to speak directly to them. So, when they find your content and start to read it they think you wrote that particular piece of content “just for them.”
Glad you’re picking up what I am putting down.
That’s a wrap for the second step of the 5 steps of lead generation for you as a small business owner.
The Third Step
Now that you have a place to put your content and have written content to attract leads to you, you need to convert those leads.
What do I mean by that?
You need those leads to give you their email address, so you can build a relationship with them and eventually close them.
How do you do that?
Have contact forms for those leads to sign up to receive updates or additional information from you. To increase the chances of a lead giving you their email address increases dramatically when you give them something of value in exchange for their email address.
Want an example of what I am talking about?
Check out this form on the right side of the page on Neil Patel’s blog Quicksprout as this is a perfect example of offering something of value in exchange for your email address.
Here’s an interesting fact to note.
- MarketingSherpa says 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.
So, keep this in the back of your mind and do not get discouraged when those leads that gave you their email address do not ultimately become your customer.
That’ll do it for the third step in the 5 steps of lead generation – b2b
The Fourth Step
You need to nurture those leads that gave you their email address in the fourth step via your email marketing efforts and ultimately close the deal.
This affords you the opportunity to be in contact with your lead on a one-to-one basis. They can communicate with you and you can communicate with them. It’s personable.
Here are some email marketing tips that will help you with how to best communicate via email.
- Here’s a tip from HubSpot. “Click Here” gets the highest percentage of clicks over “Go” and “Submit“
After you’ve nurtured your leads, then close them.
What do you mean by that?
Sell them your product/service. That’s what you’re in business for.
That’s all there is to the fourth step of the 5 steps of lead generation.
The Fifth Step
This is the last step and the simplest.
Keep your customers happy. Make them feel special.
So, they become raving fans and increase your business by word-of-mouth – which is the best form of marketing. Hands down even in the digital age.
Well that will do it for our conversation today regarding the 5 steps of lead generation – b2b you need to follow as a small business owner.
Before I forget, I want to leave you with this.
[tweet_box design=”default” float=”none”]All leads are not created equal.[/tweet_box]
[tweet_box design=”default” float=”none”]Do you have a customer acquisition process in place for your business?[/tweet_box]
Is that process working?
Is that process efficient?
Is that process cost-effective for your business?
If you could improve that process would you?
Do you need help in figuring out which parts of your process should stay or go?
If you’re answering “Yes” to all of these questions then my hats off to you. Business must be awesome!
Otherwise you and I should talk. Let’s see how I can get you to where you want to be.