5 Best Lead Generation Strategies in 2019

The internet is getting increasingly crowded with content, and it’s getting harder for companies to get their voice heard. But visibility is vital to lead generation; and without leads, there are no sales.
While there are hundreds of B2B lead generation strategies, businesses need to find out what really impacts their bottom-line. Below are a few hints that could point you in the right direction.

Personalize your communication

The one-size-fits-all marketing approach is dead. Customers want a human touch that makes them feel valued and connected. That works exceptionally well for small and medium-sized businesses who can differentiate themselves from their larger counterparts by providing superior and more personal customer service.

Companies can personalize their customer touching points in many ways. While today, many businesses use chatbots on their websites and social media channels, it might be better to have a human being communicate with your customers.

Also, a phone call is more personal than an email. And every customer values flexibility rather than a business that strictly sticks to their Standard Operating Procedures.

Content works, but only if it’s high-quality

Nowadays, almost every company produces various forms of content. But many create content for content’s sake, instead of adding value to their audience – that’s a waste of time and resources.

A business that regularly publishes high-quality content shows commitment and expertise. That, in turn, will result in higher visibility – as content will get shared more frequently – more trust, and loyalty.

A study by Hubspot revealed that 47 per cent of B2B buyers relies on content for research and purchasing decisions. But they will only read your articles and watch your videos if you provide value. And they will only buy your products if they perceive you as trustworthy and competent.

Multi-channel marketing

Facebook, LinkedIn, Twitter, YouTube, Google Ads – there is no shortage of digital marketing channels, and all of them can generate leads. Businesses should have a multi-channel marketing strategy and be visible across multiple platforms to increase the pool of potential leads. That also reduces the risk that one channel might suddenly stop working as a lead generation tool – for example if Google changes its policy from one day to another.

That said, some channels will be more cost-effective than others. Thus, B2B marketers need to test different channels and then focus on the low-hanging fruit.

User data: gather your own and use third-party platforms

Modern tracking tools have made it possible to collect user data easily. You can track what users do on your website, where they came from, how often they visit, and much more. All these data provide valuable insight into your customers’ behaviour.

Moreover, specialized third-party websites that gather data can be a valuable source, too. Export Portal, for example, provides its partners with large databases of import and export-relevant information which they can use to streamline their operations.

Offline lead generation: old-fashioned but effective

In the age of digital marketing, it is easy to forget that there is still an offline world, too. It depends on the nature of your business, but offline lead generation on trade fairs, or roadshows and face-to-face meetings can produce outstanding results.

Sweet Tips from Ally:

1. Make your communication personal
2. Quality content is king
3. Use all the channels available to you!
4. Target your audience based on your user data
5. Offline lead gen still exists – use it!