In today’s highly competitive world terms like ‘conversions’, ‘prospects’ and ‘leads’ are common. Do you know how to navigate this new world of business marketing? When you understand the strategies, you can get creative and convert the leads into the loyal customers you want.
The process often starts with lead generation and then pushing the prospects through your sales funnel. And don’t forget to consider B2B strategies too if your clients are other companies.
That’s a mouthful, right? So, let’s help you get it right. Learn about the differences between B2B and B2C lead generation & the best conversion strategies to use for your business.
B2B vs B2C: How to Manage Lead Generation and Conversions
The main difference between B2B and B2C lead generation can be found in the name. B2B means ‘business to business’ whereas B2C means ‘business to consumer’. So, the biggest difference here is the target audience.
While consumers will often select a product or service based on popularity and other emotional triggers, B2B buyers are known to make decisions on price and profitability alone. In contrast, marketing to consumers should involve more emotion. Your messages should be designed to ‘speak to their hearts’ rather than their minds. Why? Because for consumers emotion drives decisions.
These two segments will share core goals, methods and strategies but channels & platforms often vary significantly. A simple example: using social media as the metric platform, a B2C strategy would lean more towards Facebook whereas a B2B strategy will focus on LinkedIn.
The Best Marketing Strategies in 2019
There are many different lead generation and conversion strategies. Picking the right one for your business must be based on your audience’s preferences.
Although it has been around for quite some time now, email marketing continues to be one of the most effective strategies. By optimising email marketing, you ensure more conversions: this method can share large amounts of information—such as case studies or product videos—with the click of a button.
You’ll now find email marketing automation tools to help you manage contact lists. Software even monitors a lead to the point of a confirmed sale, making email marketing much easier than years ago.
One of the most important pieces of advice we can give you is to distribute content consistently. Provide content that is interesting, engaging, relevant and of a high quality, using these methods:
- Content roundups
- Audio content
- Video content
Opt for the type of content you feel best equipped to offer; but also try others. Analyse which options are attracting more leads and use them in future to optimise marketing outcomes.
Social Media Marketing
With over 3.48 billion users worldwide, one should never underestimate the power of social media. The most popular sites are:
It’s a strategy for increasing brand awareness but also a targeted approach to advertising. These days you can refine your ad audience by:
- Hobbies & interests
Pick the platforms you want to be visible on, but consider your current and future clients. Research which platform your audience members prefer and focus your attention there too.
Another appealing factor is how easy it is to share content. You don’t know the reach a simple post could have and who might end up seeing it.
Create Enticing Lead Magnets
Lead magnets are pieces of content or other tools that are created with the intention of incentivising leads to engage with your business. It’s used to attract potential customers to your brand and business.
As a rule, lead magnets have to be of high value and created with your ideal customer in mind.
The most commonly used lead magnets are:
- Free trials, samples or demos
- Reports or white papers
- Expert advice
Search Engine Optimisation
Think about how many times you have done an online search to answer a question, look up a company or search for a certain product or service in your area. Now think about how many times you ventured further than the second page of results to find what it is you’re looking for. That doesn’t happen often, so you must make sure your company ranks high on search engine lists.
Search Engine Optimisation (SEO) is vital no matter your type of business. It’s a sustainable way to create an audience, generate leads and turn website visitors into paying customers.
Time for Action
Now that you understand more about the modern marketing environment, it’s time to put it to use.
Remember: your business is unique. You have to measure which of these resources will benefit you the most. Start marketing because there’s no time to lose.