6 Marketing Strategies to Improve B2B Lead Generation on Your Website

Are you having issues generating more leads? You are not alone! Here are some great ways to get the ball rolling. 

Hubspot states that over 61% of marketers have traffic and lead generation challenges. To face them, business leaders must implement diverse B2B (business-to-business) lead-generation ideas accompanied by trial and error. It is essential to note that every business is unique, and a customized marketing strategy must be developed based on your specific business objectives and key challenges. The key is to identify the most effective B2B lead generation strategies to drive success for your business.

What and why do you need lead generation

In simple terms, a lead refers to anyone who shows interest in a company's products or services. Most businesses-to-businesses (B2B) focus more on lead generation. Hubspot states that the lead sources for B2B companies are SEO (14%), e-mail marketing (13%), and social media (12%). In B2C instances, the process differs, including how leads are nurtured and the nature of content creation.

We can all agree that lead generation is a crucial aspect of doing business. The B2B lead generation process converts prospects into paying customers, beginning with identifying leads, reaching out to them, qualifying them, and ultimately closing the deal. However, finding and using the most effective B2B lead generation strategy that works for you depends on your specific business goals, industry trends, products, and consumer behaviors. Therefore, you and your team must test various strategies or combine a few to test which approach works best for your business.

Here's a list of six potential lead-generation strategies to put to the test! 

Test your existing lead generators.

Some questions to ask yourself are: Is my call to action (CTA) working? Is my website driving traffic or pushing users away? The best way to determine what needs improvement or what is working is by conducting an A/B split test. This test will show you what landing pages are converting best, what content your target audiences best respond to, and what design (including layout, UX, content, and ads) catches people's attention and turns them into paying customers. The results could indicate something as simple as the need to change the color of an element in your design, reposition information, or adjust the placement of buttons in high-traffic areas.

For example, WorkZone, a project management software company, changed its original colors to a white and black palette on its website and its sign-ups and submissions rose by 34%. So never underestimate the power of change and testing. 

Use social media generators.

It's no secret that social media is one of the best ways to attract people. 80% of U.S. internet users interact with social media sites and blogs, and around 87% of marketers and B2B businesses use social media to distribute content through at least five social media platforms. According to LinkedIn, approximately 55% of decision-makers utilize social media to research and evaluate other organizations. A business profile with content published daily (blogs, posts, videos, etc.) can position you as a thought leader in your industry, establish relationships with people, and convert viewers into leads. 

Aside from LinkedIn, you might want to take advantage of other social platforms to create targeted Ads and improve your lead generation. Additionally, your blog content should be repurposed into separate social media posts, such as videos, images, and mini-blogs with a call to action to check out the original blog.

Optimize SEO

Often overlooked, SEO is a sure way to support lead generation! Content campaigns with the right keywords can help increase your monthly Google searches and generate leads. On the other hand, you should be doing regular website audits to help you improve your SEO. This is vital for attracting more organic traffic to your site and increasing the likelihood of a lead conversion. In addition, you can optimize your SEO by writing better copy and optimizing your designs, UX, and how you communicate. 

Speaking of SEO, those ‘404 Errors' hurt you and can damage your brand reputation. However, finding the links and repairing them is relatively quick and painless, so always ensure that you check your website links.

Use case studies and testimonials to inspire loyalty.

Companies with blogs produce more than 67% of leads per month. This is because people love content such as blogs and case studies! These two elements create awareness, provide solutions to your consumers, and help decision-makers see your credibility.

Adding testimonials to your website or social media profiles can help showcase the value and quality of your products and/or services. They can also help you establish trust and credibility with consumers and industry leaders and affect their decision-making. The more proof you show, the stronger chances you will have to land and close leads. 

Use content with clear CTAs

A call to action (CTA) is necessary, whether you have a podcast, blog, article, or even a reel. CTAs encourage people to visit your website or take a particular action, such as filling out a form. Keep in mind that not all CTAs are effective, and they must be tested to determine which ones are generating the most traffic.

Finding ways to get more leads can be challenging! However, once you have a business prospect, don't forget to continue nurturing it. The Forrester Report states that companies that promote their leads will have 50% more sales-ready leads at two-thirds of the cost than those that don't. Lead generation is vital to your overall business success!

Fuel your business growth with a tech-savvy and strategic marketing plan! DuartePino helps you see the bigger picture to discover opportunities you didn't know were possible. With a Marketing-as-a-Service approach, scale-ups and startups can focus on keeping the flame alive at the forefront of their business while our trusted advisors keep the fires burning behind the scenes. Contact us if you need more information. 

*This blog post was written by Jason Amalia, Senior Marketing Advisor at DuartePino.