A lead generation process is integrated into even the simplest marketing campaigns, as everyone is currently in the business of growing leads. Regardless of what you are selling, may it be a service or product in any given industry, you have probably come across lead generation.
Thanks to the advancement of technology, lead generation has become a dynamic process which can be achieved by having multiple strategies and through a variety of channels. Throughout this article, you can learn how to develop B2B leads with the help of a multi-channel marketing strategy with all the latest advancement available on the market. Here is how to boost your lead generation marketing campaign through multi-channel lead generation:
1) Content Marketing is Key
Gone are the days of a direct selling approach. Unfortunately, consumers no longer appreciate direct advertisement hitting them right in the face. Thankfully, content marketing allows you to focus on the added value that you can give to your potential customers, while subtly advertising your service or product in the meantime.
The best way to utilize content marketing is by establishing yourself as an industry expert. You can do this by publishing content that is relevant to the specific industry you are in. This will give value to your customer and will demonstrate that you not only care about making a profit but actually helping educate them in the long-run.
You can do this in a multitude of ways – by publishing articles or research on a specific topic, publishing infographics or even holding webinars. The possibilities are endless and so are the rewards.
2) Don’t Underestimate Your Social Media Presence
Of course, your social media channels should not be your primary channel for acquiring leads, but instead, the image that your business maintains and presents to the world. Through social media, a business is able to set themselves apart from the competition, show the unique selling points of their brand, reach new customers and engage with existing ones.
Engaging with your customers through social media is a vital part of its success. Through this channel everyone is watching, so make sure to showcase the other side of your company and push your conversion rate.
In addition, you can also do a lot with social media advertising, though it is advised to only use them throughout special promotions, as no one likes too much direct advertising.
3) Email Marketing is Old School, But It’s Also Efficient
Any marketeer who has been involved in B2B lead generation will tell you the importance of email marketing, though it has grown way beyond the simple collection of leads and bulk sending of emails.
In recent years, marketing has stirred away from the “one size fits all” approach and has gradually adapted into pleasing the custom needs of its viewers. This being said, email marketing must also be crafted towards a specific target audience within the intended market in order to maximize its potential.
It is highly important to use systems that link your customer relationship campaigns for each segment with a customized email. Thankfully, this is very straightforward with the use of A/B testing which changes the wording and even photos based on the receivers predetermined preferences. You can also track email open and conversion rates, as well as schedule an automatic email. Automation is an incredible tool which should be utilized at all costs, as many businesses have doubled and even tripled their revenue through the use of it.
These are the three simple ways to ensure a successful multi-channel marketing plan which will aid you in your B2B lead generation campaign. Each channel serves its own unique purpose, which cannot be ignored or forgotten. With the constant development of automation methods and data collection, we cannot wait to find out what the dynamic world of lead generation holds in the future.