Are you aware of the fact that around 65% of businesses have stated that generating leads and traffic is their biggest marketing challenge? Well, now, you do! Other than that, it has been discovered that 96% of people who visit your site aren’t ready to buy. This is where lead nurturing jumps in.
What is Lead Nurturing?
Lead nurturing is a process in which you have to make efforts to develop a relationship with potential prospects in order to convince them to buy from you. It’s basically a blend of your communication and marketing efforts. Your goal should be to listen to your target audience’s needs and provide them with the best solution.
If everything goes as planned, you’ll eventually be able to generate quality B2B leads that are likely to convert. However, in order to make that happen, B2B marketers have to focus on specific lead nurturing techniques. Without further ado, here are a few B2B lead nurturing techniques to help you make the most out of your website’s traffic.
Lead Nurturing Techniques to Work on
1. Grow Your Traffic through B2B Digital Marketing
Still betting on the standard SEO vs SMM argument? Well, it’s about time you get over it and understand that fact that all B2B digital marketing techniques are crucial in generating traffic. To begin your lead nurturing journey, you first have to see immense traffic on your website. Keep a close on how well your site is performing through Google Analytics. Use the tool to note down areas where you are facing trouble getting traffic.
Once you have the right image of which areas you need to work on to increase your traffic, apply the required inbound strategy. For example, if you need more traffic from your social platforms, build an SMM campaign and initiate the plan to experience growth. On the other hand, you can also add a blog page on your site to shape your content marketing strategy. Without proper traffic, you can forget about lead nurturing.
2. Content is King!
Yes, you can call it a cliché now that almost every digital marketer has said it. However, it’s still written in every strategy maker’s playbook. You can’t deny the importance of having high-quality content on your site. The question that you should ask yourself should be regarding the type of content to use on your online B2B platform.
If you are running a website to sell industrial machinery globally, then videos showing the performance of your machines can play a vital role in attracting new B2B buyers. On the other hand, you can also publish videos as tutorials showing how engineers can operate each machine efficiently.
Apart from that, to get your site ranked high on Google, and reveal your expertise in your respective industry, you can launch a manufacturing blog. Such content will generate both traffic and leads on your site. Also, it will help you in developing a relationship with your potential clients.
Remember, the objective of your B2B content marketing strategy shouldn’t be to sell your products directly. It should always be to offer information and educate your audience. Eventually, if you succeed in that, they’ll start buying from you.
Other types of content you can add in your strategy for lead nurturing are;
- Case Studies
- And much more.
3. Irresistible Offers
Lead nurturing, and closing deals has become harder than ever. Why? Simply because of the information overload at almost every leading supplier’s website. What you really need here to edge past your competitors is to hand over your audience with an irresistible offer. If you want your potential prospects to actually stay back and contact your representatives; make it worthwhile for them!
You can present them with several lead magnets. E.g., free trails, exclusive discounts, free consultancy, or set up a loyalty program to even retain your clients. If that doesn’t work, maybe you’re wasting time on the wrong leads and should move on to the next targets.
4. Traditional Marketing Isn’t Dead!
All those who believe that traditional marketing techniques like TV ads, billboard commercials, and cold calling are dead, this is a wakeup call for you. Traditional marketing is still an effective strategy in the B2B world. You can always pick up your phone, dial a number and convince them to buy your product. What has changed here are the communication channels. Now you can also call your clients through WhatsApp, WeChat, Skype and even Facebook Messenger. For me, this is a plus point for sales agents who rely on calls as now they have more ways of contacting potential prospects.
On the other hand, marketing techniques strongly rely on the product and industry you belong from. If you are selling tractors, then running TV ads or newspaper ads would seem pretty reasonable. A Facebook ad may not generate that many leads for you in comparison to the regular newspaper ad for a tractor.
5. Retarget your Prospects
Regardless of how hard you try or invest in growing your sales; the shocking truth here is that only 2% of your traffic is likely to convert after their first visit. That’s one crucial reason why B2B lead nurturing is necessary. Having that said, it doesn’t mean that you can send your clients ten emails a day to remind them of your offer. Such a move would put you in a bad spot.
All you have to do is implement the same plan as you did last time. However, you could try to improve your approach this time by taking it up a level. Shortlist your audience, be personal, and use superb content with the right call-to-action to nurture your leads. Remember, this time you should make sure your campaign goes longer as you’ll have to give your 100% this time. Since it’s a returning lead, it’s more likely to convert, so you can’t miss this opportunity for anything.
Began Your Lead Nurturing Journey Today!
What are you doing today to convert your leads? If nothing, you’re missing out on many conversions. In order to achieve success, you must invest your time and resources in lead nurturing. It has been found that 73% of leads aren’t sales-ready when they enter your site for the first time. Therefore, it strongly relies on your lead nurturing efforts, whether a lead will convert or not.
So what are you waiting for? Start today by keeping all the tips we have mentioned above in your mind, and you’ll surely experience a boost in your ROI.