B2C and B2B marketing share many of the same basic goals and strategies, but the main component of the equation – target audience – differs significantly between the two.
For example, when you are creating buyer personas for your B2B content marketing strategy, you are likely to focus more on the professional needs and goals of your target audience. A B2C marketer is more focused on personal characteristics.
How is B2B lead generation different from B2C?
Additionally, when coming up with potential lead sources, you'll likely be considering company materials and channels.
For example, LinkedIn can be a more effective social channel for lead generation than Instagram if you’re fantuan database targeting a B2B audience. Similarly, you’ll likely create lead magnets and other related assets to help your target client solve work-related pain points.
9 Effective B2B Lead Generation Strategies
The three-step process of B2B lead generation looks pretty similar no matter what channel you use:
6 Ways to Generate B2B Leads Online
For example, let's say you write a lot of blog content. That's great. You attract visitors by ranking on Google, posting on social media, and sharing each piece of content.
But if your blog is just sitting there, it’s not doing enough hard work. You need an engaging lead generation strategy.
Include a compelling call to action (CTA) in every blog post you write. This can be the same call to action for every post, or you can customize it based on the target audience for that content.
You've created content and invited readers to engage. Now you're going to make an offer.
It could be a lead magnet to get a user's email address, a discount on your B2B product or service, or anything else your potential customer might want.
You do the same thing through other channels. When you generate leads through email, you send content to your subscribers. You invite the reader to engage and submit an offer. It's that simple.
But what B2B lead generation strategies should you use to attract new leads? Let's explore some of the most effective options.
1. Attract and convert B2B leads through content marketing
Content is at the heart of any successful B2B lead generation strategy. Regardless of the channel you choose, email, social media, or your website, content is key to introducing your brand or products to potential customers.
Use content to inform and educate your potential customers about the benefits of your products or services. Create content that piques their interest and engages them enough to engage more with your business.
When you’re creating content for a B2B audience, you need to pack in as much value as possible. Even if you have to give away a few trade secrets, your audience will reward your generosity by interacting with your content.