Top Tips and Tricks to Increase B2B Sales Leads
They say that B2B sales is an incredibly complex process. There are countless touchpoints, the competition is heavy and it can sometimes take months to close a single deal. And that’s all provided you get the first part right – generating those sales leads.
And with the competition being stiffer than ever, the pandemic wreaking havoc on the economy, employees riding the waves of great resignation… It seems like chasing those leads becomes harder by the day.
Here are some tried tips for B2B lead generation that really make an impact, based on our own experience.
Create some content (strategically)
The phrase “content is king” sounds so overplayed that you’re probably tired of reading it. But it’s still popular for a reason – content simply works. If you’re looking to attract new leads to your website, content is by far the most affordable and effective method to use.
At Better Proposals, organic traffic (that we get through content marketing and SEO) is responsible for 64% of all the leads that come in. That means that for every 3 new people that try out our product, 2 come from something we wrote and published.
You’ll see a lot of success stories like this one all over the internet. Companies that just write blogs, rank for good keywords and just bank on that traffic with new leads. You try to do the same and all you get is Becky from accounting pointing out the typos you made.
Here’s why most content initiatives fail – most business owners want to write and get out there and claim some of that traffic for themselves. They either delegate the writing to someone from their team or hire an in-house writer, an agency, or a freelance blog writer.
Instead, think of strategy first. The first content marketing hire you should make is a strategist. This is someone who will:
- Do keyword research
- Create a content calendar
- Create briefs for your writer(s)
- Manage the publishing process
- Give the final green light before the post goes live
With a proper strategy in place, even a mediocre writer can create content that ranks. Without a strategy, not even the best writer in the world can get your blogs to show up on page 1 of search engine results.
Build your own community
One of the most effective ways to get new leads quickly is through social media ads. Thanks to advanced targeting, you can get in front of the exact people you want to sell to. The only problem is – as soon as you stop paying, the leads stop coming in.
Not a problem, you think, as you go on to make posts from your Facebook and Linkedin pages, hoping for new leads. All you hear is crickets, tumbleweed rolls by and you get 1 like from Becky in accounting once again.
It’s no secret that organic reach is dying and that only a small portion of your followers see your content. But you can do something else – build a community.
One of the best assets we have for our brand is our Facebook group for our product. With about 2,000 members at the moment, it’s the place where our current and future customers (and anyone interested) come to discuss our product.
Even with Facebook’s horrible organic reach, we still get dozens of posts and comments every day because groups get much more visibility than standard timeline posts.
Getting people to join the group was pretty simple – we have a link to it in the first email our new customers get as their onboarding. It’s also in the footer of each email that goes out. We invite our existing members to add their own friends who may have an interest in the product too.
The group is invaluable for a variety of things. Some things that we do include:
- Promoting new features and updates
- Announcing integrations
- Showing new ways to use our product
- Answering customer questions
- Troubleshoot answers
- Provide support round the clock
And much more. It’s been a great resource as it engages our existing customers, shows value to new customers, and keeps a discussion going without paying every day to boost posts.
Of course, Facebook doesn’t have to be your platform of choice. Twitter can work just as well, LinkedIn too. Whatever you do, first determine where your customers love to spend their time and focus on building a community there.
Do you want to know where your competition gets most of their leads from? Just look at their backlinks.
The truth is, backlinks are very rarely earned and unless you’re Hubspot, you’ll have to build links to your website to get those pages to rank higher. Backlinks cost time and money and you should only get them to the pages that you want to rank high so that they can bring fresh inbound leads.
Therefore, it’s pretty easy to figure out where your competition makes money from inbound leads. Follow the backlinks trail because most (good) SEOs will actively build backlinks to the pages that produce a good ROI.
Remember that 64% of leads that come in from organic for Better Proposals? The truth is, this number is not scattered around all of our blog posts that each brings in a lead or two. You’ll find that a dozen pages on your website bring in the most inbound leads, and those are the ones you want to promote.
For example, our page on proposal templates does wonders in terms of generating new leads for the business. The keyword is super relevant and we always rank well for it – on the first page. One of the main reasons for this is that we build a few links to this page every month.
And you don’t even have to be a marketing mastermind to find this out – all the data is publicly available through an SEO tool such as Ahrefs.
Another example is accounting templates from Freshbooks. They generate tons of leads with this page by building quality links and ranking well on SERP for the relevant queries.
The more links you have to a page on your website, the easier it will be for it to rank. Of course, there are countless other factors in play to determine how Google will rank you – primarily the quality of your content. However, links play a huge role in who gets the top 10 positions.
If you have a good idea about which content brings in the most new customers (which is pretty easy to figure out with basic tools like Google Analytics), you’ll know which posts need to be promoted through new backlinks.
Much like writing, link building should be strategic to power your sales and marketing goals. We build anywhere between 40 and 60 backlinks, specifically targeting the pages that make an impact on our overall KPIs.
A few ways you can build links include:
- Partnerships with other marketing teams
- Guest posting
- Expert round up posts
- HARO/other PR activities
- Cold outreach and asking editors to add your link
- Outright buying links
These are ranked in the order that I would recommend them, with buying links being the worst possible option that you should avoid. Not only will it put you in danger with Google, but it’s also the most expensive and least scalable way to build links and promote your content.
Standing out in the crowded market and generating new leads seems to get harder with each passing year. However, you can always learn from examples, adapt quickly to new changes and meet your customers’ expectations – hope we showed you just how to do that today.