Visits and clicks make for impressive metrics, but lead conversion matters most in B2B marketing. If your efforts fail to convert, you might need to focus on more specific marketing strategies and use better tools to succeed.
1. Develop a Social Media Presence
Leverage social media to create connections with leads.
Social media continues to drive lead conversion rates in both the B2B and B2C marketing space. The difference lies in the specific social media sites. According to Business Insider, B2C marketers enjoy better conversion rates when they target Facebook, but B2B marketers should concentrate their efforts on LinkedIn instead.
Participate in as many of LinkedIn's features as possible, from discussion groups to content promotion. Fill out your company's LinkedIn profile completely and take the time to connect and communicate with users in your target audience.
While LinkedIn might provide the most statistically relevant social media platform for B2B marketers, it's not the only game in town. Develop a presence on other sites, such as Facebook and Twitter, but devote enough time to make them worth the effort.
2. Craft Precise and Actionable Content
Content marketing remains a powerful lead conversion strategy for B2B marketers. Whether you're publishing articles on a blog, sharing tips via Twitter, creating viral videos, or sending e-mails. Before you publish new content, ask yourself whether it provides value to the reader.
Not only do leads respond to companies that share expert information, but content marketing builds trust and authority. Leads become more likely to share your content with associates, thus expanding your reach.
3. Focus on Rational Selling Points
Unlike B2C customers, B2B leads rarely make impulse purchases. You won't snag conversions by displaying inexpensive pieces of candy and gum on a shelf in the virtual check-out line. B2B customers make rational buying decisions based on their corporate bottom lines.
When creating your marketing campaign, focus on rational selling points. In what way will your product or service directly benefit the customer? How can your leads increase their revenue streams, improve efficiency, or expand their product lines by using your product or service?
This is why some B2B marketers benefit from highlighting the drawbacks of their own products and services. Leads respect a marketer's willingness to admit that a particular product won't succeed in every potential circumstance.
4. Give Away Digital Tools and Resources
As part of your inbound marketing campaign, propose an exchange with potential customers. Offer to provide them with something for free, such as a tool or resource; in return, they furnish you with contact information.
Focus on actionable giveaways that provide value to your audience. E-books represent a popular choice, but you might want to branch out to create something unique. Infographics, instructional videos, podcast recordings, and other premium content all make excellent choices.
5. Automate Your Marketing Efforts
When you automate your marketing efforts, you reduce the time and resources required to execute a particular task. Use marketing automation software to build traffic to your website, validate leads, create content schedules, or develop your social media profile.
6. Prepare for the Long Haul
Since B2B deals often represent large sums of money, they take longer to close. Whereas a B2C lead might make a purchase within hours of first exposure to a product or service, a B2B lead could take several months to make a decision.
When analyzing metrics and formulating marketing plans, focus on a long-haul strategy that gives your business time to close the deal. Don't focus on instant gratification; otherwise, you risk incurring disappointment and losing a lead that might have eventually converted.
Low B2B lead conversion rates often frustrate business owners and marketers, but understanding the market and adjusting your expectations can yield fruitful rewards. Think less about conversion rates and more about fostering relationships with clients and producing valuable content.