In terms of quality lead generation, B2B and online marketing is a difficult path to navigate. B2B online marketing trends just don’t seem to evolve and change as quickly as B2C trends because B2B marketing is more of a long-term investment, and because the target consumer base is more concerned with concrete facts.
Nevertheless, there are a few ways that B2B SEO marketing manages to incorporate traditional online marketing for B2B campaigns while also taking advantage of newer marketing approaches (and by “newer,” we mean “more affordable and convenient”). Because let’s face it — there are only so many industry trade shows that you can afford to attend, and only so many cold calls you can make before you get too tired to carry on.
So, to get you started on your way to a better B2B lead generation campaign, here are the top three ways that B2B online marketing companies manage to find high-quality leads without resorting to decades-old strategies:
- Website optimization: This is the foundation of any content-based marketing strategy and it’s something that a B2B campaign should address as well. It’s also the perfect excuse to contact a B2B SEO agency for some help. Optimization includes everything from making sure that all of your webpages have title tags, to making sure that your pages load well on mobile devices. If prospective customers can navigate your website, then your B2B lead generation strategies will be more productive.
- SEO approaches: Search engine optimization is key when you’re competing with other similar businesses, and because B2B marketing is less about real life interactions than it used to be — and is becoming more focused on virtual connections — it’s important that you’re able to get your business’s name out there as much as possible.
- Email marketing: Finally, good ol’ email newsletters are a tried-and-true method to approach B2B lead generation campaigns. An email newsletter is a great way to stay in touch with business partners and clients who are actually invested in your business, and it’s a great way to show prospective clients just how invested you are in your own business. It opens up a line of communication without feeling too intrusive, and you can customize your emails as much as you want.