Not every traffic is good traffic. Acquiring wrong traffic is one of the main reasons why your high-traffic website is not converting. Just like every business prospect is not a good prospect, any visitor on your site is not good enough. While there is no magic wand to bring only good traffic, there are some tactics that B2B lead generation services pros use that can surely help.
Remember this: When a lot of visitors are coming to your website, but they actually have nothing to do with your unique products or services to offer, most of those visitors will be bouncing off your site. In the end, your dream of converting visitors to potential clients, who will pay money to access your solutions, will be abysmal.
If you run a search for “lead generation”, you will get across plenty of companies on the Internet that are tempting, offering the rank #1 on search engines, which we all know that drives most of the traffic to a website.
Many companies are really, really good at ranking your business at the top. But be aware. Because most of the time, the luring offer is simply a bad promise.
While SEO is a widely known tool, there are other ways to drive quality traffic to your B2B niche market. Reaching to quality traffic should not be mumbo jumbo. It’s not black magic hidden behind acronyms and lingo. There are tactics to achieve quality traffic through strategic, hard work that brings results over time.
When you connect with a trustworthy B2B lead generation service, you will understand what lies behind the plan. So, what are the tactics the pros use to drive high-quality traffic?
Learn How B2B Lead Generation Services Pro Do it
The focus of a B2B Lead generation service is on building a strong reputation for your business, with an approach that is honest and your company can sustain as time goes by. But, how?
-
Teach them, don’t sell
When you target engineers, scientists and other technical professionals, they appreciate the access to facts and in-deep information that allows them to make an informed decision. How are you supporting them through their very own buyer’s journey?
Visitors are willing to come back to your website when they find a concept that resonates with them, or they need more information. These are the actual visitors who are open to hearing what you have to say and, eventually, open their pockets to buy a service or product of yours.
To connect with these marketing-skeptical buyers, offer plenty of thought leadership content on your website. Show them your expertise in great detail, share your knowledge and teach them why your solution is not only unique, but also the best fit they can find to solve the specific needs they have.
- Build connections with credible websites and trade publications
Backlinks are links to your website from other websites on the internet. Search engines take these links into consideration for determining the rank of the website on their result page, because links from other websites confirm the fact that your website is not only authentic, but also popular.
With this in mind, what do many SEO companies do? In order to take advantage of this process and generate more traffic, many companies post their client’s links on websites that basically generate tons but low-quality backlinks.
Creating backlinks is perfectly alright – only if the blogs are of high-quality, reputable and on topic.
There is no way to automate the selection of quality backlinks. The first step is to identify websites that talk to the same audience that you do but, from a complementary perspective. Building a strong relationship with quality publications in the niche you target, will add popularity, awareness, and reputation. Analysts, journalists and editors are influencers. Their opinions and recommendations are highly respected by their target audience, and professional B2B lead generation services work closely with them to run successful campaigns.
For example, if your company sells electrically heated flooring, what do you consider a quality backlink? The website of a wholesale distributor of floor heating products or an online publication for architects and home builders, these all can drive quality traffic to your site. These are the reputable backlinks. However, having your company listed on an online directory for travel companies is adding any benefit and I don’t see how that can be a good backlink for you. While many can find this is a grotesque example, I am happy to inform you that it is taken from reality.
-
Nurture relationships
You know that finding qualified leads is not easy, nor cheap. Do you know how many contacts you have today in your CRM system? How many of those contacts have changed jobs, have another position, moved out of the country or left the industry?
How do you remain in contact with the prospects you met at a trade show five years ago? Do they still remember your company? Do you expect them to remember what you do?
For that, your company needs to develop a communication channel that keeps you in contact with the good leads over time. Some companies use the email. Others prefer social media. Some are blogging. And the best ones combine a number of channels.
Be careful when you select the information to share with your audience. You need to remain relevant, you want your audience to be open to hearing from you. Focus on topics that are relevant to your prospects, always focusing on the solutions they need and not the products or services you sell. If you keep the communication lines open, chances are that they will recognize your name and give you a chance when they are ready to buy.
Don’t collect and forget business cards. Design and implement a process that keeps you connected with these hard-to-find prospects in B2B niche markets.
-
We are all human beings
Person-to-person connections are often overlooked with all the hype on digital marketing. In the past, trade shows were the kings when it came to B2B lead generation, in particular for companies that sell to niche, global markets.
With the rise of digital marketing, around 2008, the trade shows industry experienced a shaking period. Back then, it was hard to know how the trade shows would compete in the new, disrupting environment.
Today, trade shows are proving that they remain a healthy, strong channel to connect with highly targeted prospects. The possibilities to shake hands, interact with other real people, share a beer, look another person eye-to-eye, are all appreciated by buyers and sellers, and a great source of B2B opportunities.
Make the most of your B2B lead generation efforts
So, give your prospects more ways to discover you. Diversify your marketing touchpoints and magnetize your value proposition.
Remember that vanity metrics such as website visits and pageviews do not reflect how valuable your leads are. Focus on connecting with those users who are looking for the solutions you offer. Share with them useful information and new ideas. Nurture the relationship over time. This way, you will make it to their shortlist when they are ready to buy.
B2B lead generation does not offer overnight result. But it does offer a long-term win.
Think others should know about this? Give it a like, share and subscribe. Or connect with Dafne Orbach on LinkedIn.
Identify and Reach your B2B Niche Market
When industrial manufacturing/technology/scientific companies focus on appropriate, targeted niche markets, they discover many advantages. Download our strategic guide that outlines 10 key questions to ask yourself, to help you draft your own successful strategy.
