How can inbound marketing drive lead generation?
Lead generation is the process of encouraging website visitors to indicate their interest in your company’s products or services. By using the latest inbound marketing strategies, it is possible to improve lead generation results and move as many potential clients through the buyer’s cycle as possible.
Read in more detail: Ultimate Guide to Inbound Marketing for B2B Technology Companies
We’re going to spend some time explaining how inbound marketing can drive lead generation in this post, and hopefully, the information will help you to increase the number of B2B researchers who show an interest in your brand.
Lead Generation Through Website Content
Content is King when it comes to inbound marketing and lead generation, and your marketing team should aim to produce and publish as much relevant, informative and helpful (but at the same time high quality) content as possible.
Including a call-to-action within the text or anywhere on the landing page will ensure you ask visitors to take the next step at the most suitable point within their experience, whether that is to subscribe to your newsletter, download a resource or get in touch.
If someone has already spent ten or fifteen minutes reading content on your website, there is a reasonable chance that they have an interest in your brand. Be sure to capitalise on that by showing clear calls-to-action in the most logical places.
A clear call-to-action is always required, but it’s often the content surrounding it that will determine how many website visitors feel confident and interested enough to click. Be sure to bear that in mind going forward.
Lots of B2B technology marketing teams get turned off by the word 'blogging'. Don’t make that mistake if you want the best outcomes possible from your lead generation efforts. Publishing informative 'blog' posts tailored to the pain points of your buyer personas at different steps in their B2B customer journey can be a key driver in moving a contact from visitor to Marketing Qualified Lead.
If you manage to come across as an industry authority, visitors landing on your pages in the market for products or services like the ones your company provides are likely to take the next step and click your call-to-action. This means you need to produce content across a variety of formats and needs - some content might be SEO focused with the goal of acquiring visitors to your site (although writing content just for this purpose isn't always the best idea).
With this in mind don’t make the mistake of publishing too many vague posts. It's much better to release one solid quality piece of content than ten pieces of content that don't offer value to the reader.
The Inbound Marketing Methodology is one of the best tools in your arsenal when it comes to lead generation. Take the time to consider some of the ideas listed above before sitting down with your team and discussing the best ways to improve your inbound marketing strategy in the future.