Lead Generation Ideas for Your Business – Our Guide

As marketers, it is crucial to create sustainable growth in lead generation for your B2B business. Understanding how users get to your site and what triggers them to convert will help you increase your marketing qualified leads. 

If your leads are of low quality most of the time take a look at your tracking and your targeting. These are often the two easiest ways to inflate your metrics without actively improve your lead volume. 

Improve leads from current traffic.

We’ve put together a list of tactics you can use to increase lead generation but first here are a few tips to ensure your current marketing practices are not letting leads slip through. 

Ask yourself: 

  • Do your ads have a clear call to action and landing page that guides your customer on what to do? For example “fill out this form for your free quote”. 
  • Is your form or conversion easy to complete and captcha enabled?
  • Are you forcing customers through the desired funnel without giving them the feeling of choice?
  • Do you have a clear follow-up process for newly submitted leads?

You can also check out our article 4 Ways to Improve Your Site For Inbound Marketing.


Lead generation tactics to try in your B2B business

Email Marketing

Email has one of the highest ROI’s of any marketing tool – $36 return for each $1 you invest. Creating a list can take time but is well worth the reward. 

Building your email list

To build your email list use downloadable content on your site, social media, and paid advertising to get started. 

Some great downloadable content ideas include:

  • E-books
  • Whitepapers
  • PDF’s
  • Webinar

Make sure to also include a blog sign up or pop up on your page so your new viewers can sign up for your list if they like the content they see. Blog sign-ups are of the highest quality and should be handled with care.

Getting your newsletter started

Now that your email list has started to grow, start sending your new followers consistent content. That could be one blog a week or a curated list each month. If you are unsure what to send don’t be afraid to ask them. 

Cleaning your email list

Scrub your email list for highly engaged followers (pulling out any current customers) and send a personalized email to each engaged follower that has opened and clicked your last few pieces of content. Give them an offer to test or see your product or service in action. 

Use the information you have learned from the content they engaged with the most to personalize their experience further. But be careful to not send direct asks in your newsletter unless they have seen valuable content from you already and are highly engaged as you will be considered spam. 

Start Blogging

If you haven’t started a blog already, it is a great way to build your website’s visibility. It’s also a great way to build better trust in your brand and inform readers of what you do as a company. 

Blogs use SEO and social promotion to get new and repeat users to your site. Without them, you are less likely to win at SEO as you will have less organic keywords on-site and fewer backlinks. 

You can use your blog to subtly promote your product or service to potential customers. Your blog will nurture any new leads that come to your website for information. Be sure to include engaging calls to action and links to your social media platforms.

Use your blog to gauge what content your customers want to read. Take your best blog page and write tips or create a visual that will enhance your viewer’s experience with your brand or the topics they are interested in. Use that content as a downloadable piece to tie this back to your list building efforts.

Paid Social Media 

The most important part of social media is consistent content promotion and engagement with your audience. This will help you gain more followers and get you some opportunity in organic social. 

Boosting a social post

To get better results our team suggests boosting social posts to your own audience or audiences like your followers.

Running social media ads

Each platform has its own ad type and as a B2B marketer, it can feel like a difficult space to navigate as you cannot use shopping ads or any form of direct buy request. 

The best option is to cook up an offer and promote that to your audience and other targeted audiences. A good example is a free quote or a free trial of your product or service.

Building your following

Use contests to help build followers and engagement further. Partnering with other companies in your vertical will help increase your online following and help build further engagement on your posts. Partner with brands that compliment your product or service and keep contests infrequent so it feels more organic to your followers.

Build a Free Tool

There is plenty of free calculator and tool building options out there. Using a tool helps ensure repeat visits to your website and a simple email or contact request form on your tool allows you to capture usage data. 

Promote your tool in ads to get more on-site traffic in the short term improving your page SEO for the long term.

Referral Campaigns

Referrals are still one of the best ways to get lead generation for B2B companies. Ask happy customers to leave a Google review or Facebook review on your business page. Don’t be afraid to post and share those testimonials on your website and social platform. Testimonials are always great sharable social content to promote to new followers.

If you’re looking for an experienced digital marketing agency to help with your lead generation, get in touch with us today! We’re happy to help craft the perfect marketing plan for your business.