21 September 2016 in Content Marketing, Lead Generation, Lead Nurturing
Lead generation makes up a vital component in any demand generation strategy. But how can small businesses compete with their larger rivals when they have fewer resources and opportunities to generate leads? The answer is that there are several ways to compete in a larger market while using B2B lead generation techniques that work for small businesses. Here’s a list of three of the best.
Use Psychology to Your Advantage
B2C marketing often uses psychological techniques to persuade people to buy, but were you aware that B2B buyers are also susceptible to certain behavioural triggers? As we outlined in a recent blog post, there are numerous ways you can influence leads to click through to your site or provide details.
One useful tool is the “foot in the door” technique. Site users are asked to perform a small task, and doing that makes them happier to perform larger ones later. For example, you might ask them to fill out a form and mark only the name and email address fields as mandatory; many people will fill in the other fields simply because they’ve already provided two pieces of information anyway.
Another psychological technique is loss aversion. Essentially, people would rather avoid missing out than take a risk on gaining more. If your content or offers come with a time limit, site visitors are more likely to take action while they still can.
Make Use of Buyer Personas
No matter how small your business is, it still has buyers and they still have pain points. This is one of the times when the need for alignment between Marketing and Sales becomes very clear; your Sales team can be tremendously helpful as part of this process. Start working on creating buyer personas based on your clients’ pain points, and develop targeted content around them. Targeted content may appear to attract less traffic initially, but the users who are interested are better suited for introduction to the marketing funnel.
Create Relevant Content
Committing to a content strategy does not mean devoting huge amounts of time and resources to creating ebooks, white papers, and videos. It is possible to have a well-established content plan in place without going beyond blogging.
Regularly producing blogs enables more social engagement, allows you to stay current, and attracts interested potential buyers. As we pointed out last week, blogging also has a better record for providing a positive ROI.
Devote a few hours a week to blogging and sharing the newest posts, and you’ll drive engagement to your site and significantly boost your lead generation strategy.