Sometimes mistakes are not that easy to spot. However, mistakes in the marketing area can significantly impact your bottom line. Lead generation is essential for B2B business. As a B2B business, you should be focused on having a steady flow of qualified leads. When it comes to bringing traffic, you should not only focus on drawing traffic to your website but rather focus on converting the traffic into quality leads.
No matter your industry, lead generation can be complex. About 80% of marketers state that their methods of lead generation are slightly effective. For B2B lead generation, you must understand that you can have a lot of traffic to your website, but it’s useless if you cannot convert them into sales-qualifying leads.
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Continue reading below to know about some of the most common lead generation mistakes:
Determining Product Market Fit
You need to know if your product is a good fit for the targeted market before you invest a lot of money into its marketing. Product fit is about knowing your target audience and if your product/service can provide value and solve their problems. You should know your product inside and out and ensure that your product is not only good but a strong fit for the market.
Not Generating Organic Leads
It is both easy and convenient to buy contact lists if you were having a hard time generating leads. But it is frowned upon or you can damage your company significantly. Here is why buying leads is not a good idea:
Random cold calls are time-wasting when they are not from your target market.
Low conversion rates decrease productivity.
Sending emails to these list impact email deliverability.
Chances are that these leads will mark you as spam.
The key is to work on generating organic leads. Invest in lead capture software, webinars, and gated content to nurture them and convert them into customers.
Failing to Use Social Media Efficiently
Nowadays, social media is a must for running a successful business. But the abundance of options has made things a bit difficult, and some marketers are unable to Social media allows businesses to have massive exposure. That’s why marketers use social media platforms to generate traffic and leads. You don’t have to be present on all social media platforms but establish your presence where most of your target audience is so you can focus only on the platforms that get you the most profit.
Facebook, Instagram, and LinkedIn are the most effective social media channels to get leads. If your target audience consists of young adults, TikTok and Instagram are best. For B2B leads, Facebook and LinkedIn are most suitable. Do your research and find the content type they like the most and resonate with so you can get them to your landing page.
Not Focusing on Blog Content Optimization
Content blog optimization is more than SEO. People checking out your website could be at the buying stage, some could be just getting to know your brand, while some would know you are the answer to their problems. They will be at different stages of the sales funnel. So, you can’t only opt for bottom-of-the-funnel content. The best way is to incorporate middle-of-the-funnel, top-of-the-funnel, and pain points with the right amount of CTAs. You should both educate and inform your audience via your content.
Not Using Lead Generation Tools
There are plenty of lead generation tools that can add to your marketing efforts. Can you track your leads? The keywords they looked for? You can easily and efficiently answer these questions if you invest in lead generation tools such as online forms, call tracking software, and click-to-call widgets.
Many companies don’t realize the power of using lead generation tools. If you find the right mix of lead generation tools, you can take your leads to the next level. You should know the best way to leverage technology to assist you.
Bad Forms
You should spend some time deciding what to include in your form. They are some of the most effective means to collect essential information about your lead. A poor form could make your leads repel and affect the lead generation process. See that you don’t create excessively long forms as people get wary of filling long forms and leave them half-filled. You need to find the right balance and keep the form concise and collect essential information only.
Take your sales team in the loop and decide on the relevant questions to include in the forms. An important thing to bear in mind is that your audience has privacy concerns. You have to ensure them that you are solely collecting their information for marketing purposes.
One Approach for All
If you manufacture different products for different needs, you cannot have a one-size-fits-all approach. For effective lead generation, craft a different marketing strategy for each product. Have a customized approach for each of them as each product will have different growths.
As a digital marketing agency Canada it does not matter that you are guilty of any of these mistakes. What matters is that you take them as a learning opportunity.
