Lead generation is one of, if not, the most significant aspects of the B2B marketing process and the sales operations. It is responsible for bringing in quality traffic to a business’s website and producing prospects that convert successfully into paying customers. Yet, at the same time, sales is considered as a major pain point for most businesses around the globe.
One of the major contributors to this hindrance is the abundance of online and continually increasing competition that complicates the process of identifying, tracking, and engaging with potential clients.
However, things are not as disheartening as they might seem at first glance. If you are not getting the leads you need, or if the leads you have are not converting, you may be making some common lead generation mistakes. Luckily, these issues are easy to fix once identified. Some of the common mistakes to avoid are:
IMBALANCED FOCUS ON DESKTOP & MOBILE
You would be putting your website’s google ranking on risk with a website unoptimized for mobile. You will be giving out the impression to the visitors or your potential prospects that your company is quite dated in case you have a site that does not work well on mobile. Over the last decade, the world has become mobile-first and thus ignoring this aspect may cost you a lot in terms of getting the right attention.
In our modern, technologically advanced business world, having a website optimized for all platforms is essential. It ensures an optimal experience for visitors who are accessing your site from mobile devices. This design philosophy will also help your website development team account for different screen sizes and load times across a plethora of platforms.
NOT DELIVERING VALUE WITH YOUR CONTENT
Content is a persistent challenge for B2B lead generation systems. Acing the specialty of creating profoundly applicable and engaging content that appeals to their demographic is hard for marketers. Moreover, this problem will continue to exist as the user’s needs and expectations are ever-changing. Most of the businesses that rely on content make the mistake of not ensuring that it resonates well with the readers.
Usually, marketers fail to check their present campaign’s performance with the audience before sending out a similar piece of content. Due to this sloppiness, imminent clients will not ever try your brand, making leads drop out instead of moving ahead in the channel.
Sometimes, even a simple tweak to your existing content can bring in positive changes to lead conversion rates and actively progress the prospects towards the next step. Monitoring content regularly helps you identify weak-performing pages so you can optimize and tweak them with more appropriate and engaging content.
INEFFECTIVE CALL TO ACTION
Now, following the aforementioned advice, you have excellent content and a landing page optimized for all platforms. However, it takes you nowhere if you fail to include a compelling CTA. You are not the only one attempting to attract a possible lead; many organizations are competing for the same.
Therefore, it is crucial to include an appealing CTA along with your content, such as blog posts, paid advertising, newsletters, and landing pages. With this strategy, people do not have to dance around the web to get in touch with you. An elegantly composed CTA tells the clients what action they need to take next. Some of the examples of CTAs that work well are downloading an eBook or filling out the sign-up form.
If you and your sales professionals are not focusing on the buyer persona while strategizing the lead generation campaign or if you don’t fully understand the buyer persona or even worse, fail to reflect through your content that you do, then you’re in a tight spot. We live in the age of hyper-personalization.
Along with understanding the buyer persona, you must have content catering to each stage of the buyer’s journey. A ‘Get in Touch’ CTA may not be working for you if you have generically used it everywhere in the campaign.
INADEQUATE FOLLOWING-UP PRACTICES
Most B2B companies fail to avoid this pitfall. B2B marketers are so focused on acquiring new leads that they disregard the prospective clients who have already advanced through the pipeline. This inadequate or slow follow-up worked fine a decade ago. Responding to a lead in 3 or 4 days and taking a week to prepare a quote was acceptable earlier. However, those days are long gone. Today’s B2B companies need to be much more responsive.
Train your team to follow-up on every lead consistently and get in touch with the leads routinely to keep the line of communication open all through. Ensure your brand remains at the forefront of their minds.
The challenges are plenty in lead-generation, but the companies can meet them head-on by following the best practices shown above. With this approach, watch the number of quality leads soar up and reap the rewards of high conversions.