Want Some Leads? Here Are Some B2B Advertising Strategies to Help.
If you’re a B2B company, you may have a hard time with
MQLs, or marketing qualified leads. From generating leads to delivering them,
it’s a challenging. Sales and marketing seem to go together like water and oil,
and it’s a problem too many companies have. Many wonder how they can get more
MQLs and get the most out of their marketing. With only seven percent of high
quality leads coming from the marketing side of things, it’s a challenge.
Here are five ways you can improve your MQLs.
Thought leadership makes you or your company look like the
go-to person that customers consult before making a purchase. This means you
should create content centered around thought leadership and keep it that way.
Don’t take our word for it. According to Edelman, thought
leadership has influenced over 37 percent of the decision makers in business.
When it comes to making deals, almost half have said that thought leadership
has had an impact.
How can you start a thought leadership campaign? There are
many ways to do it, but one of the best ways is to figure out your niche. What
subject matter can you be an expert in? Take that niche and write e-books, blog
posts, infographics, and other pieces of content. With time, you sound like the
authority on subject matter.
Website to Focus on Generation Leads
Many people visit your website, and not all of them will
end up a customer. However, you should tailor your website with the passive
visitor in mind. Here are some ways your website can do that.
Calls to action, or CTA. Place buttons on your
website to call your visitors into action. For example, your customers can
click a button to download something, to make a reservation, or to sign up for
some newsletter. By making your CTAs more tailored towards an individual, you
can have over 200 percent improved conversion rate.
Reviews and testimonials. Most buyers read reviews before
making a purchase. If they read something positive, they are 68 percent more
likely to seal the deal. Testimonials and reviews can help. Always bring the
positives into focus and emphasize the subject matter that customers will be on
the lookout for. If you have a study to prove your product is better, show it!
With that said, the testimonials and reviews need to be genuine and not sound
like they’re paid reviews.
Tailor your landing page. A landing page is what you want
your customers to visit. It cuts the filler and gets straight to the point of
the product. No distractions; just a goal in mind. Focus on your landing page and
make sure the content is compelling for your potential customers. If it isn’t,
then you may have a hard time convincing someone to make a purchase.
Read the analytics. This makes sense. Why wouldn’t
someone have analytics? The problem is that many businesses don’t know how to
do it. Everything on the site should be tracked, from the buttons to the links
to how many conversions there are. Keeping track of everything can tell you
what to move, what to delete, and what to keep. Something as small as asking
for too much information can turn off some potential customers.
Check the speed of the page. No one has the patience to
deal with a slow-loading website. If the page, particularly the landing page,
is slow, that’s a problem. Tools such as PageSpeed Insights from Google can
help you learn the speed and find ways to improve.
Don’t forget about sponsored content! This is an industry
that’s going to hit $400 billion by 2025. There’s a reason why so many
companies spend money on it. Of course, sponsored content is one of those
strategies where you have to do it right. Gated content syndication may be your
solution. This is where companies pay media companies to post sponsored
content. They do it naturally, sometimes mixed in with other content. This can
increase brand lift by up to 50%. You’re not going to be able to go far if you
don’t have sponsored content.
Social media advertising is still king in advertising. Ad
campaigns to boost your reach on social media sites such as LinkedIn, Facebook,
and other appropriate websites can improve your conversion rate, sometimes
better than Google Ads. Thought leadership-related posts work well with social
media. When so many people on social media claim to be experts, it’s refreshing
to see professionals who know their stuff.
Finally, focus on trade shows. When you’re at a trade
show or convention, figuring out how to set your booth apart from the
competition is important. Sometimes, it can be something a bit generic like a
spin the wheel game. Other times, you can offer free photography or art. A
convention or a trade show is a great way to get so many eyes and so many leads
on your company. In addition, it’s a great place to network as well. You can
meet other companies to partner with, or ask for interviews by the media. If
you’re at one of these shows, it’s wise to use as much as you can on marketing.
These are just a few ways to improve your B2B advertising. With business, everyone’s looking for the next way to stand out, yet there are some strategies that will always be effective. Improving your website’s landing page or getting some eyes at a convention are just a few time tested methods. We hope you can improve your business well into 2020.