Five tools to leverage lead generation in industry
Finding qualified leads for your sales teams is one of your main objectives, which can prove to be a real challenge.
To choose the right tools to use, it is important to first understand the purchasing process that your prospects go through in order to appreciate their needs and expectations. In fact, today, buyers’ expectations have changed enormously and they get the majority of information they need alone. So, you must maintain a presence and highlight your added value to stand out from the competition and win over customers!
There is no miracle method for generating leads. While some tools are more powerful than others, you must understand that it is a combination of well-selected actions that will enable you achieve the success you seek.
Note: not every kind of tool will help you generate leads effectively! Some of the most common tools are not the most effective, contrary to what one might think.
Below are the 5 main tools to generate qualified leads in industry.
1. Search Engine Optimization (SEO)
Unsurprisingly, SEO is one of the most important tools for generating leads. Good SEO essential for promoting your brand and products and attracting prospects to your site. When you consider that 90% of clicks are made on the first page of search results, this is crucial!
Being well referenced on the internet is essential when you realize that 57% of buyers in the B2B sector begin their purchasing process without entering into direct contact with the company.
It is a tool that requires investment but which you cannot ignore. A strong presence on the Internet is essential if you want to attract new prospects. Your goal should be to position yourself in the top search results for the key words that correspond to what your prospects are looking for. Be everywhere! Show buyers that you are THE reference in your field.
2. Your website
Your website must be a valuable source of information for your target audience and the content must clearly answer your prospects questions.
Your site should allow you to attract new prospects thanks to good SEO and its high-quality content but it must also enable you to convert these prospects into customers.
With this in mind, you must regularly update your website content to respond to the different stages of the your customers’ purchasing process (Awareness stage, Consideration stage, Decision stage). The more regularly your website is updated with content, the better it will be referenced.
Finally, to convert visitors into prospects, then into leads and finally into customers, you must put in place a conversion funnel on your site, using call-to-action buttons placed in strategic locations on your website and by creating landing pages that will enable you to retrieve valuable information about your contacts.
3. Email marketing campaigns
This is considered the most efficient tool for generating leads and converting them into customers.
Note: if you use email campaigns with your existing base of contacts, it will not generate leads but simply convert the contacts that you already have into customers.
Your database must draw on the visitors who come to your website and who leave their contact details on the forms that you have created. Email campaigns will therefore be used for “lead nurturing”, i.e strengthening relationships with your prospects who are not yet in the purchasing phase. This process is used in B2B to entice prospects and get them to consider you as the solution to their problem.
To generate leads with email campaigns, you must therefore aim the campaign at contacts that you do not know. To do this, you should work with high-quality database providers that meet the GDPR regulation. The objective is not to just send mass emails, since this technique demonstrated its limits a long time ago. You must be able to select your targets so that they corresponds exactly to the type of contacts that you want to reach.
4. Social networks
Today, when you want to generate quality leads, you can no longer ignore social networks. They are integral to raising the profile of your brand and products.
Indeed, 52% of B2B buyers say they get information from this medium.
Make sure you select the social networks that your prospects use and create a close relationship with them to develop their commitment to your brand and products.
Regularly publish content, and ask the people that follow you on the networks for their opinion. Actively involve them and always answer them quickly if they get in touch with you.
Finally, adapt your communication to the different social networks: a Twitter follower may want short, sharp information whereas a Pinterest or Instagram user will prefer a message with photos of the product and possibly even the price.
Do not hesitate to put links to your landing pages to obtain information from your followers, to organize contests to stimulate interest or organize surveys to get feedback from the contacts.
5. Online advertising (adwords, banners)
This will allow you to put promotional campaigns in place quickly and to measure the results almost instantly.
As with the other tools, online advertising campaigns must be part of an overall plan. You cannot just use this tool to generate leads.
You can communicate through different media:
Google Adwords enables you to display commercial links above the top search results provided by the search engine. This can be a very useful means of complementing natural SEO if you are not well positioned on a given key word.
Social networks such as Facebook, LinkedIn and Twitter also allow you to launch fee-paying advertisements. As when launching an email campaign, make sure you select your target properly and take the contacts to a landing page to retrieve their contact information.
Advertising banners on specialist sites
Advertising banners give you the opportunity to reach an additional audience. Of course, you should choose the websites on which you publish your banners carefully. They must be sites that your targets visit. With your banners, you should include a link to a landing page to get information about the people who clicked on the banner.
As we have seen, you have many tools at your disposal to generate leads.
The aim is to create an overall plan involving several simultaneous actions in order to increase your visibility and presence in line with the searches made by your potential customers.
Note that there are other tools that you can use – such as participating in trade fairs, as an exhibitor or visitor – which will enable you to meet your potential customers directly. You can also publish your products catalogs on B2B market places; this will increase your visibility and allow you to reach a broader audience.