Lead Generation Strategies for B2B Companies
We hear the phrase “lead generation” thrown about regarding B2B marketing, but what does it entail? Essentially, lead generation is gaining connections that may lead to a sale, and hopefully, a loyal customer. This naturally is an important concept and practice in the business world. Companies cannot function without customers. A business could have the best product or service within that industry. However, if the business could not find the market for its wares, then it is all for naught.
One of the most critical elements of Lead Generation Strategies B2B is search engine optimization (SEO). SEO maximizes a business’s visibility within the search engine, creating greater B2B lead generation. A potential customer rarely goes beyond the first page of Google search results to answer their posed question. Therefore, SEO becomes one of the top B2B lead generation tools that a company must be mindful of. By having a successful SEO strategy, a company will increase its organic search capacity, and that is the key to gaining inbound lead generation. Online experiences begin with a search engine about 90% of the time.
People are looking to these online searches throughout their days to solve their problems. Those in the B2B SaaS industry are also now using search engines as their main source for solutions. Because companies are using search engines more commonly, SaaS companies can use search engines to their advantage. By answering these questions through carefully crafted SEO, companies can generate the leads they need to grow their whole business.
Many lead generation tools in digital marketing are available for businesses to use to maximize B2B leads. Demandwell offers some of the best B2B lead generation software out there. Demandwell helps to identify the pain point of a B2B buyer and helps construct an entire SEO campaign to generate the leads that the company desires.
There are many types of lead generation strategies, and SEO falls within the subcategory of “inbound lead generation.” This type of lead generation focuses on how a potential customer responds and/or reacts to a piece of content intended to drive lead generation. This type of content could take many forms. There are B2B Lead Generation blogs wholly devoted to further pushing calls to action upon potential clients and buyers. Some B2B Lead generation examples of the inbound variety could include filling out a survey or downloading a digital file such as an annual report, a brochure, or an e-book. Another example could be direct contact with the company after reading the content.
With a strong, established organic search, a company does not need to put forth any extra effort to reach out to potential customers. This is why SEO is an important part of an inbound lead generation strategy. Their online presence, visible through the search engine, becomes the content that potential buyers respond to and possibly act upon. The Internet is a giant digital carnival, with millions of different carnies trying to have carnival goers stop at their specific stalls. Whether it’s their neon lights, their signs, or carnie’s sales pitch, anything that compels that passer-by to stop and engage is a type of inbound generation. In the digital world, however, the tools of the trade are blogs, articles, and other forms of website content that draw the potential customer in.
Demandwell is one of the best lead generation tools for B2B. Demandwell works from an extensive lead generation tools list, but SEO is one of the main priorities. Demandwell creates new categories in SEO to match keywords that potential customers are already searching for. Demandwell then pairs this with what SaaS companies have developed to solve pain points, to provide what customers are searching for.
A potential customer may not necessarily use the language that directly aligns with a business’s product or service. However, that does not automatically mean the company cannot reach this customer. Using SEO strategically will help bridge the gap between what potential customers want and how a specific business fulfills that need. A well-thought-out SEO strategy is inherently a well-thought-out lead generation strategy. These two elements in the marketing world are strongly connected today. Most customers learn of a business via its online presence, thus, the more visibility a company has, the more potential customers it can attract.