Tag Archives: PPC

How to Generate More High-Quality Leads

Every marketer I have ever spoken to has always strived to generate more leads, and there are very few situations where they would get a lead and say “no, thanks.” Lead generation is a critical factor in the development of small B2B companies. It is frequently the most difficult aspect of the job, but once you are able to generate sufficient leads for your enterprise, your work will become much easier.

At some point, you get to know the number of leads you’ll generate per week, month, and even annually. This is referred to as predictable B2B SaaS lead generation. When you have a predictable lead generation pipeline and consistent conversion rates, you can start to accurately predict business growth and the investment needed to achieve it.

How to Create a Predictable Lead Generation Pipeline

To have a successful B2B SaaS lead generation pipeline, you’ve got to use a mix of marketing channels. Feel free to combine SEM (Search Engine Marketing) with SMM (Social Media Marketing), word-of-mouth marketing, and PPC (pay-per-click), among others. You should think of it as hedging your bets to ensure that if one channel falls short, others will compensate for the loss. The most common error marketers make in this area is to excessively rely on one specific tactic they’ve used in the past.

To begin developing a predictable lead generation strategy, you must consider these critical things.

  • Which channels work well with your brand.
  • The cost per lead on each channel.
  • Short-term and long-term investments in your lead generation campaigns.

Discovering Channels that Work for Your Brand

The first step here is to create buyer personas. A buyer persona is an imaginary character that reflects your business’s typical customer. Typically, a B2B firm begins with three buyer personas.

A buyer persona helps you identify the best channels for reaching your target audience. You get to find out the channels they prefer and their specific demographic groups.

Using this data, you can begin to target your desired audience. By combining your buyer persona with your ideal customer profile, you can construct your targeting.

A persona can give you clues about the platforms and publications they consume. For example, if you are developing an ad campaign for a 25-year-old London fashion buyer, you may discover they use Snapchat, Instagram, read certain blogs, or follow certain YouTube channels. You can then build an idea of how to reach them.

There are so many types of marketing channels that it would be impossible to compile a complete list. You can discover the ones that suit you best by working out your buyer persona. 

Importance of Measuring Cost per Lead

You can calculate the cost per lead by dividing the amount spent on acquiring leads by the number of leads acquired. For instance, if you ran an ad campaign for $1,000 and got 10 leads, your cost per lead would be $100.

You must determine cost per lead to gauge how effectively each channel is performing for you in terms of pure B2B SaaS lead generation and marketing ROI.

It’s also valuable to track cost per lead because you can tell when you’ve saturated a channel or audience. If the cost per lead on a channel that was $50 crept up to $100, you’ve over-saturated the audience and should make some adjustments.

Making Long-term and Short-term Investments

Don’t leave out the most effective lead generation techniques for your brand for short-term benefits that are more expensive. For instance, content marketing and SEO are effective lead-generation tactics, but they don’t generate results in a few days. In these cases, marketing ROI is calculated over months rather than days or weeks.

You might want to use Google Ads, Facebook, or some other paid advertising channel for quick results, as they generate leads on a daily basis. You should balance this with SEO and content marketing, from which you will see rewards further down the line.

By investing in long-term lead generation tactics, you can reduce your cost per lead in six months by reducing spend on paid campaigns.

How to Increase High-Quality Leads for B2B SaaS Businesses

1. Referral Programs

Your current customers are your best advertisement. Case studies on your website are one of the most popular pages because they prove that your product works. A prospective customer sees them as proof that they, too, had the same problems and that your product solved them.

The closer the case study subject’s profile is to your ideal client profile, the better.

Source: HubSpot

According to HubSpot, salespeople say that the top source of most of their leads is referrals. Referrals are an important source of B2B SaaS lead generation. Referring someone to a hairdresser or to a product you like works the same way as referring a friend to a piece of software.

2. Define Your Product’s Users and Buyers

It is crucial to know who your buyers are and who your users are. In big businesses, the purchaser of a piece of CRM software may be the CTO or Head of Marketing, but the users may be sales reps or secretaries.

While most users currently have little buyer power, engaging them is still important because people frequently switch jobs, and usually move to a higher position. If someone has used one piece of software in one company and found it successful, they are very likely to recommend it to a new employer looking for the same solution.

3. Content Marketing

Creating and distributing quality content is key to successful marketing. It may be too simple, but one of the common issues B2B technology businesses face is not having enough relevant content on their website to rank in Google.

There are two primary methods that B2B companies can use to generate leads through organic search traffic and SEO. The most effective ones rely on Inbound Marketing. People seldom create content because there is little short-term reward for doing so. Those who do not produce enough content will not generate enough low-cost leads for B2B companies.

4. Blogging

You can outsource content if you don’t have the time or resources to produce it in-house. There are plenty of content writers out there who can write relevant content for you.

When someone is trying to hire a content writer or pay someone to write content for a software business, the most common problem is that they don’t understand the sector or technology.

Spending a bit more money can really help here. A content writer will spend time researching your industry and your product before writing. There are also writers who specialize in certain fields.

5. Account-Based Marketing (ABM)

This is a strategy that focuses on targeted accounts rather than a broad audience. Due to the fact that there are so many marketing messages in the world, it is difficult to stand out in any profession. Having a more personal approach has become increasingly difficult, and it is often difficult to obtain the same email address or contact information from numerous companies. 

A personalized marketing campaign that targets a specific group of companies or accounts is known as Account-Based Marketing. This strategy is utilized by B2B businesses when the value to the enterprise is significant. ABM does not function as well in the B2C sector because the worth of one client is not very significant.

An example of ABM in a B2C firm would be a luxury brand like Christian Dior tailoring the purchasing experience for its wealthy clients. It would cost them more money to employ someone to perform this task, but the value the consumer receives would be worth it, the same principle applies to B2B organizations.

Accounts-based marketing is defined as marketing through personal accounts as opposed to targeting specific products or services (Hess & Banerjee, 2013).

6. Partnership Marketing

This is a form of marketing in which two or more organizations collaborate to market a product or service. It is possible that you already have some partnerships with firms that sell to the same firms as you do. These usually take the form of referral agreements.

There is often a missed connection between marketing and partnering. It is usually a time-consuming occupation to manage a partner marketing program, and frequently a bigger B2B technology company will have someone specifically employed to be a partnership marketing manager.

However, there are some marketing activities that can be done in collaboration that require very little time. For example, you may send a joint email to each other’s database or produce a piece of content that includes input from both sides and share it with each other’s audience.

Having a good relationship with a B2B tech company can be a great way to build high-quality backlinks from websites with relevant and trusted content. As a company grows, these types of programs develop, resulting in a directory listing and event marketing as part of the paid-for program.

Because you are helping the prospect solve more than one problem with one solution, partnership marketing can be particularly effective for lead generation. This can be a very attractive proposition.

7. Pay-Per-Click (PPC) Advertising 

This is an online advertising technique where businesses pay for each click on their ads.

There has been a bad reputation associated with PPC advertising for B2B SaaS lead generation due to the fact that once you begin generating leads with SEO and organic traffic, PPC seems like a waste of money.

It’s also incorrect to assume that paid advertising will never suddenly provide you with an influx of leads. So, in addition to SEO and Content Marketing, B2B SaaS lead generation should incorporate B2B PPC and focus it tightly.

Many PPC campaigns do not work as well as people wish because they either have not done enough research into the keywords they are bidding on or because they have not optimized their websites and click-through links for conversion.

8. B2B SEO

Everyone agrees that SEO is critical. Everyone wants to be at the top of the search results for their product or service, thinking that they are the most relevant to potential consumers.

With SEO services, you increase traffic to your website in order to generate sales leads. Content marketing is a common approach for generating B2B sales leads because B2B buyers usually do a lot of research before deciding to purchase.

9. SEO Link Building

If you get directions from a policeman and a tourist, you are more likely to take the policeman’s directions rather than those of a tourist. Building links from high-authority websites to your website is called link-building. The more difficult it is to build a link, the higher the authority. For example, the BBC, a well-respected website with 320 million links, has links from many other websites.

Having a link from the BBC to your site would be of great advantage, but extremely difficult to get—in fact, websites like this rarely link to external sites.

10. Using Content Marketing to Boost SEO

Creating content is the easiest part of SEO. With this post, I’ve tailored it to the keyword “b2b SaaS lead generation.” Google will then consider the content piece alone as well as many other factors to rank the piece. It’s hard to rank for competitive keywords with content unless you have a very authoritative website with a lot of backlinks. Ranking for high-volume, competitive terms is difficult without one.

Tips to Build a Lead Generation Website

The websites that generate the most leads are the ones that are easiest to use. They have the least amount of friction when customers make a purchase.

There is always a desire for the path of least resistance when it comes to achieving anything. You must make it easy for people to purchase from you, or submit their information. This is not simply about function; it’s also about information.

Do your customers have all the information they need?

Can your web visitors access all the information they need from you? Companies often answer “Yes, but they need to contact us if they want a demo so we can customize it to their needs.” Look for ways to get that kind of information off the phone and onto your website.

Questions to Answer on Your Website

  • The services/product you are selling. 
  • The problem you’re helping your customer solve.
  • The solution you provide to your customer.
  • The price customers have to pay.
  • How customers can access your product. 

Not all B2B websites address these issues, and depending on what you provide, you may not want to address all of them because they aren’t a part of your positioning or value proposition. Here is an example:

Company Y is selling Enterprise Marketing System

  • The services/product they are selling: Enterprise Marketing System
  • The problem they’re helping customers solve: Companies want easy-to-use marketing tools all in one place and accessible to multiple people in their enterprise.
  • The solution you provide to your customer: An easy-to-use SaaS product that combines various marketing tools into one platform.
  • The price customers have to pay: The size of their company will determine the price.
  • How customers can access your product: Getting in touch with a salesperson.

There are two points of friction. I can’t get a price unless I get in touch, and I must talk to someone to find out how I can obtain the application.

In regards to whether or not this is an issue, your competitors’ products’ ease of use determines whether or not this is an issue for you. If you’re selling a similar product and someone offers an online trial where you can sign up for free, you’re probably in trouble. But if your competitors are doing the same thing, it may not be a big problem.

The Best Lead-Generating Websites

It’s hard to gauge how effective a website is at generating leads unless you are intimately familiar with the firm.

There is no guarantee that a website’s design and appearance will result in a lot of leads. In some cases, a website that looks terrible might still generate a significant amount of business. While the quantity of leads generated by a website is unknown, we can estimate the amount of traffic it receives by investigating SEO.

An established website with quality, SEO-optimized content may generate more leads in the long run even if it looks a bit outdated than a new website with hardly any content.

Digital Marketing for B2B Firms

In a B2B firm, a digital marketing or growth marketing manager is responsible for generating leads. You may not have time to perform everything or know everything you need to, and that is where a B2B Digital Marketing Agency can be valuable.

As a Lead Generation Marketing Agency, we come across a lot of B2B tech businesses that are all facing the same problems. At Get Going in Business, we help marketers who don’t have the time or expertise generate more marketing-qualified leads.

Lead Generation Reports

After generating all those great leads, you must provide proof of return on investment to the rest of the company.

Your CRM system and marketing software should be properly set up to track if you want reporting to be simple. Reporting becomes difficult when set-up work has not been adequately completed beforehand.

What you should be monitoring:

  • The total lead generation expenditure. 
  • The amount spent on each marketing channel.
  • The overall cost per lead. 
  • The cost per lead on each channel. 
  • Total leads acquired. 
  • Total leads per channel. 
  • The number of MQLs.
  • The number of SQLs.
  • The number of Opportunities.
  • What percentage of leads are MQLs?
  • What percentage of SQLs convert to Opportunities?

Wrapping Up

Whether you work in a SaaS company or not, leads are leads. You will never get anywhere without them. The best method for generating leads for your business is knowing your customers, targeting them, making it easy for them to purchase and empowering your customers to be your brand ambassadors. 

Get Going In Business has been helping SaaS B2B companies turbocharge their lead generation for the last decade.

Learn more, book a call with us today!

The Ultimate Guide to PPC Lead Generation

Businesses of all kinds always need more customers to fuel their growth. That is why ppc lead generation is crucial, no matter what industry you’re in.

PPC (Pay Per Click) has become more popular recently and is as important as SEO (Search Engine Optimization) in marketing. It’s a goldmine for new business owners or those new to marketing. However, with PPC, all the time, effort, and money you invest can result in nothing if you make even the smallest mistake.

This PPC lead generation guide will give both beginners and pros the ins and outs of PPC marketing. 

What Is PPC Lead Generation?

PPC refers to paying for website traffic rather than receiving it through organic methods. PPC advertisements pay out every time a user clicks on an ad. 

Search engine advertising is one of the most popular forms of PPC marketing. Brands bid for ad placement on specific search engine-sponsored links through PPC. They use pay-per-click keywords to bid for these placements. As a result, when a user enters keywords related to what their business has to offer, PPC ads will appear at the top of the page. Every time the ad is clicked, the brand pays a certain fee to the search engine.

When PPC lead generation is working properly, the cost you pay becomes trivial. That is because the visit is worth so much more than what you are paying for. For instance, you may have paid $3 per click and it resulted in a sale worth $300, making a hefty profit.

Keep in mind, though, that building a pay-per-click lead generation campaign will require a lot more work. To properly optimize PPC landing pages, you must research and choose keywords, organize well-worded ad groups and campaigns, and put keywords into them.

As search engines charge businesses less for each ad click, brands are even more motivated to create relevant and intelligently targeted PPC campaigns. With lower click costs and higher profits, your business may end up operating more profitably than usual.

Types of PPC

  • Social PPC 

These PPCs are specifically placed on social media platforms. They are targeted at groups of users based on their demographics, interests, or data. In most cases, your ads will appear on a user’s feed or timeline. The advertisers decide when and who will see the ads as it’s targeted to a very specific audience. 

  • Search PPC 

These advertisements are shown to whoever is looking for the same items the advertisers are offering. In contrast, social PPC ads are controlled by advertisers and are shown only when and to whom they choose. Search PPC ads are shown to all users who actively seek out content or services similar to what you offer.

Why Use PPC for B2B Lead Generation

Here are some advantages of using PPC for lead generation for your brand and marketing. 

Get To Know Your Customers Better.

With PPC, you will get an extensive breakdown of data on how your campaigns perform. The data provided will help you understand who your audiences are and what they respond to. You’ll learn the demographics, location, and even the behavior of the people who click on your ads.

Your PPC lead generation results can be improved by using that information to finetune your entire online marketing efforts. Since you have data, you will be able to demonstrate the marketing value PPC provides directly, and convince the C-suite that it is a worthwhile investment. 

Ppc Allows You To Create Targeted Ads.

PPC lead generation is one of the most direct marketing channels and it prioritizes both quantity and quality of leads. PPC ads are more controllable than other online marketing channels as they give you the power to dictate who sees your campaign.

Social media PPC goes even further and allows you to choose which audiences to target. You can use behavioral data, location, and demographics to reach more people and ensure you are reaching the right people.

Meet Your Audience Where They Are

Every day, 3.5 billion searches are performed on Google. As a result, it’s considered the go-to search engine for every query or need people have. In addition, most Americans (regardless of age) are on a social media platform. They visit at least one social media platform daily.

Using PPC lead generation, you can reach out to anyone with internet access using search engines, social media websites, and even the Google Display Network. The world is your oyster. 

Ppc Offers a Solid Return on Investment

Businesses sometimes resist investing in paid ads for lead generation because they have other alternatives, such as social media marketing and search engine optimization (SEO). PPC lead generation costs money, but it is a worthwhile investment that produces an impressive return on investment (ROI). Studies have shown that for every $1 advertisers spend, they get a return of $8 with PPC. 

Ppc Generates Results Faster Compared to SEO

SEO can certainly deliver outstanding results over time, but PPC can provide you with relevant traffic right away. This means you don’t have to wait long for your campaigns to generate leads—leads are going to arrive to you in one way or another based on Social PPC and Search PPC.

Once you have established a strong landing page and ad setup for your PPC lead generation campaign, you’ll start seeing results on the same day. 

9 Smart Tips for PPC Lead Generation 

You should use the following best practices to get qualified B2B PPC leads.

1. Be Where Your Target Audience Is.

The good thing about PPC lead generation is that it can provide brands with an extensive reach. However, that does not mean you have to reach everyone with your ads, since you’ll be paying for every click—even from those people who aren’t going to end up as potential leads. To ensure your ads reach the people most likely to do business with your company, make sure you are placing your ads where people are likely to see them. To reach your target audience, you must know where they hang out online and identify who they are.

Using ads on the Google search engine results page (SERP) would benefit most brands because almost everyone with an internet connection uses Google. Make sure you limit the kinds of sites you appear on based on what your audience likes when you set up ads on different social media platforms.

Based on how your target audience uses social media sites, you can choose which to prioritize. Facebook has billions of users every day, so most companies choose to focus their ads here. Get Going in Business can help you find a specific market using market-based search.

Do You Need to Automate Your Sales Prospecting Process?

With Get Going in Business, you have all the data you need to find ideal leads, including complete contact information. To find the people you want to reach, use a variety of filters. We can tailor your results to a very specific audience, for example,  specific, you might find all the people that match the following:

  • A company in the banking or financial sector. 
  • With 15 or more employees. 
  • They have used Google Ads. 
  • They use HubSpot. 
  • They have a HR manager. 
  • Who’s been in the role for a year.

This is just to show you how crazy specific you can get. 

2. Proper Tracking Setup.

Data is the key to a winning PPC campaign. Every time you run a campaign, you will get data that you can use for your next campaign. Besides the PPC platform’s analytics, you can further investigate your PPC lead generation campaign’s details by setting up more intricate tracking.

You might want to consider the following:

Track the Conversion Rate

This metric tracks how many times a person clicks an advertisement and then subsequently visits a website, makes a phone call, or takes another online action. This requires having a global site tag on the header of your site, with event snippets tracking conversions on specific pages.

Dynamic Number Insertion (DNI)

You have to set up a way of connecting the calls you receive back to your PPC ad if one of your PPC ad’s main goals is a phone call. CallRail is a terrific example of an automatic phone number generator for lead generation campaigns. You can quickly identify which advertisement inspired a particular phone call using this program.

UTM Tracking

You can use UTM codes to track the success of your PPC campaigns. Every time you create a PPC lead generation ad, you should also create a unique URL containing the correct UTM codes.

You can find out which ads were clicked, where they appeared, what kind of content they came with, which channel they appeared on, and what keywords they were targeted to with UTM tracking.

CRM tools (also known as customer relationship management tools) can also be used in conjunction with ads tracking to make the right connections between purchases and ads.

3. Create Specific Campaigns and Ad Groups.

Using PPC lead generation, you may restrict ad availability to just those individuals who belong to your targeted market segment. Many companies have multiple audiences, each with their own objectives. Creating ad groups to target each ad to the appropriate individual at the appropriate time can help make your campaign successful.

You can create segments for your marketing campaign based on: geographical location, target industry, competitors, brands, and products and services.

4. Each Ad Group Should Have Its Own Unique Landing Page.

People have to click on the ads to see your message. However, what they find after clicking is critical and should include exactly what your audience is looking for. Make sure that every click counts because you’re paying for it.

It’s critical to create a landing page that is optimized for each ad’s promise. Make sure the pages are relevant to the keywords and your target audience. You should also design the landing page based on your conversion goal. You have to block out all distractions so your audience can concentrate on what you want them to do on your page.

Long-form content landing pages are now preferred by Google. Therefore, your PPC landing pages can include:

  • At least 600 words. 
  • Keywords in your titles, headers, and the body of your write-up. 
  • Return policies, warranties, other policies, and any other important information including your company description. 
  • Trust symbols and text like reviews or testimonials. 

Make sure your landing pages are not only attractive but also informative. Beyond making sure they are visually appealing, make sure they grab the reader’s attention. The more information they can acquire on the landing page, the more likely they are to click on it.

5. Upload a Form in the Ad.

You can put a form within your LinkedIn or Facebook ad to give your audience the option to convert without leaving the current page they’re on. You can make the conversion even easier by using these sites as they can automatically fill in the form details using the data they have about your prospects. Using this method, you can increase the number of leads by making your potential customers’ data easier to provide.

(Image Source: WordStream)

6. Create Compelling Offers.

To make your audience think that clicking on your ad is worthwhile, come up with a persuasive offer. This is particularly effective for competitive keywords and placements, where people have to choose which ad to view. You can write an ad that pleases your customers with an attractive discount, free trial, or free consultation.

7. Use Negative Keywords.

Finding the right keywords is critical to any PPC lead generation campaign, but choosing which keywords to exclude is just as important. Avoiding wasted clicks by choosing which keywords to keep and which to discard can help you reach your goals more efficiently.

Avoid using “free” and “cheap” as keywords unless you’re promoting a free trial or a freemium tool. When these words are used, your ads will only pop up when people are looking for free things. 

You should also eliminate keywords that suggest someone is looking for a synonym of what your brand has to offer. For example, a company selling computers might want to get rid of traffic from people searching for a PC for business use when they’re offering a personal computer.

You can identify the keywords you missed by analyzing your campaigns’ results over time and identifying irrelevant traffic that went your way, or brainstorming and identifying them ahead of time.

8. Include Ad Extensions in Your Campaigns.

Ad extensions can enhance the usefulness of your Google PPC lead generation advertisements by providing extra information. The ad extensions are displayed as unique sections or links in your ad. This way, you can easily highlight portions of your ad that your audience might be interested in, such as links to your company’s phone number, special offers, and free trials.

Ad extensions can also help you draw your target audience’s attention to the key actions you want them to take by helping make your ad stand out from the rest of the ads on SERP.

9. Test and Analyze Your PPC Ad Campaigns.

There isn’t a one-size-fits-all PPC method. Every business is unique, therefore, what worked for one business might not always work for you. It’s important to know what works for your specific audience and niche. You should monitor your PPC ads, review the results, and apply what you’ve learned to future campaigns to determine what works for your audience.

One of the most effective ways to do this is through running A/B tests. The aim of an A/B test is to learn more about your target market’s preferences. You can test the following aspects of your ad: headlines, ad copy, keywords, form/landing page design, extensions, images, offers, audience targeting, etc. 

You can create a variety of PPC ads by arranging them side by side and comparing them. The advantage of testing is that you can identify which parts of your marketing need improvement and which parts work. This way, you learn how to optimize your ads for success.

Testing your PPC lead generation campaign may help you improve your marketing methods and strategies. For instance, you can prioritize the best-converting keywords in your ads for use in your SEO efforts. Or use the effective PPC campaign headline as an email subject—you may find that it works even better that way.

Which Are the Best PPC Lead Generation Ad Networks?

Google Ads

Google is the biggest player in the game. Google Ads have a massive global reach. It dominates the market with over 78% of the share. Because Google is the most used search engine, it may be the best way to reach most users who have internet access worldwide. Regardless of what industry you are in, your target audiences are most likely using Google.

Unfortunately, because Google is so well-known, your competitors may also be using it. In this case, the CPC (Cost Per Click) for competitive keywords may be a bit pricey.

The advantage of using Google is that it provides a large selection of free tools like Keyword Planner and Google Analytics to help you achieve the best results from all your marketing activities. Google’s Display Network is also a game changer in the industry as it helps you show PPC ads on most-visited websites like YouTube.

Microsoft Advertising (Bing Ads)

Microsoft Advertising (formerly known as Bing Ads) also has its benefits. After Google, it is the second biggest network for PPC lead generation. You may want to look into Microsoft Ads if you want an excellent and budget-friendly alternative to Google Ads. Microsoft provides paid search engine results, along with a wide range of famous websites to display your content, video, and banner ads.

The number of partner websites is not as large as that of Google but being able to advertise on AOL, Yahoo! and MSN is worth exploring. Also, they attract a large percentage of users with high-income backgrounds, meaning you’ll get an audience with purchasing power.

Facebook Ads 

Facebook is definitely one of the big boys when it comes to PPC ads. While it’s rather different from Google and Microsoft, Facebook Ads provides an extremely attractive ad network package. $1.72 is the average CPC for this network, which is lower than Google and Microsoft. Unlike Google and Microsoft, which use keywords and search, Facebook focuses on target demographics. Your ad appears in the feeds of your target Facebook and Instagram audience, who aren’t actively searching for your brand. 

Facebook Ads can also appear on the Facebook Audience Network and on Facebook Messenger. FB Ads are focused on ads within apps. If you want to target people who are always using apps, or if your brand is related to apps, then this might be a good option for you. The most significant benefit, of course, is that you can advertise on both Instagram and Facebook feeds.

Remember that everything must be visual. Your advertisements must be clickable, compelling, well-framed, and shareable.

LinkedIn Ads

LinkedIn is often referred to as “Facebook for professionals.” It is a highly effective PPC lead generation platform. It targets a well-educated and business-savvy crowd. Besides, the audience you get on LinkedIn is highly motivated to buy.

It targets based on demographics like Facebook, but most of the people here are professionals, like business owners, C-level executives, and marketing experts. You get to reach the decision-makers at their home. If you’re in the B2B space, you should definitely consider advertising on LinkedIn.

Your advertisements can be shown in several ways: in a sidebar display ad network, text ads, sponsored posts in the feed, dynamic ads, and InMails (direct mailings to target clients).

Wrapping Up!

PPC lead generation is a great way to attract more leads, but it is still entirely up to you or your sales team to nurture those leads and turn them into paying clients. It would be advantageous to devise a strategy for moving those leads through your sales funnel.

You should treat PPC lead generation as part of your entire inbound marketing strategy, which includes social media, email, and content marketing. You should keep the relationships you created through a PPC ad alive until your prospects are on the path to purchase. Nurture them and you’ll have loyal customers ready to refer your products to others. 

Get Going in Business can help you create the most targeted and accurate list of qualified leads for your SaaS business. 

Learn more today!

6 Best Tips for Content Marketing Lead Generation

Sadly, for content marketing lead generation 30% of new businesses fail in their first two years, 50% in the first five years, and 66% in the first ten.  

Why do so many businesses fail? 

There are plenty of potential pitfalls:

  • Poor market research
  • Insufficient financing
  • Poor business planning
  • Bad marketing
  • Poor choice of location
  • Limited online presence

Poor content marketing can have a huge impact on your business. Many business owners and marketers fail because they approach marketing incorrectly. 

They do not frequently optimize their marketing campaigns to increase conversions, gather leads, and drive sales.

There is no doubt that marketing is one of the most effective methods to boost lead generation for business development. In fact, content marketing produces 3 times as many leads as other traditional marketing techniques, according to a DemandMetric report.

So how do you create excellent content that generates leads for your company?

This guide explores six effective ways to generate leads using content marketing.

1. Create a Buyer Persona

Did you know that you can generate a thousand leads and still not make a single sale?

Your content must be tailored to suit your target audience if you want it to be effective. If you create content that isn’t compatible with your audience, you risk wasting time and money on leads that won’t convert. 

Before starting with content marketing, you must first identify your target audience and develop a persona for them.

What Is a Buyer Persona?

A buyer persona is a research-based profile that describes the sort of person that would purchase a particular product or brand. A buyer persona provides information on the prospective buyer—their characteristics, preferences, and types of touchpoints that lead people to buy your product (or your competitor’s).

If you know who your prospective customers are and what questions they need to be answered, you will be able to create informative, valuable content that addresses their pain points and answers their questions. The process of turning visitors into leads begins with producing content that provides immense value.

You must know the customer’s needs in order to deliver value.

The following are some of the specifics that must be included in your buyer persona:

  • Biographical details: Name, age, gender, location, profession, family size, and so on. 
  • Values: What are the values, hopes, and ambitions that the customer has, or goals they are striving for?
  • Pain points: What are the issues that they need to solve? What problems are they struggling with and what questions are they asking?

Knowing who your target audience is can help you create content that meets their demands and boosts conversions.

There are a number of tools available to help you build your buyer persona if you are unfamiliar with the process.

  • Facebook Audience Insights

The Facebook Audience Insights tool is located inside the Facebook Ad Manager. Using this tool, you can discover a lot of information about your audience and use it to build a persona. You can also add interests that you want to research to get more information about your customers.

  • Quantcast

There are over 200 billion global internet searches each month, and Quantcast delivers real-time data on over 100 million of those. Using artificial intelligence, Quantcast helps you better understand your target audience. They help you accurately track and measure your audience using artificial intelligence.

  • Survey Gizmo

Survey Gizmo is a terrific tool for conducting surveys on your audience so that you can construct your own buyer persona based on real audience responses. If you already have an email list, you can use Survey Gizmo to examine data on your current customers.

2. Use the Content-Type Best Suited for Your Audience

There are hundreds of content types available, and in order for your content marketing efforts to have a profitable ROI, you will need to create content that suits your audience.

Creating content for your marketing strategy is the key to generating either traffic or leads. You need both to turn a profit— before you can generate any leads, you must bring visitors to your site.

Some examples of content you can use to generate traffic are:

  • Blog posts

Blog posts can be a valuable resource for generating traffic to your website. They provide value for your readers and increase the number of indexable pages in your domain. They are also excellent at directing people to your landing or sales page.

  • Video content

Videos are another terrific way of driving traffic to your site. Make engaging, audience-focused videos to boost the number of times they are shared. Also, focus your efforts on YouTube. YouTube is the world’s second-largest search engine. Creating videos that are appropriate for the platform can boost traffic to your website.

  • Social media posts

There are currently 2.95 billion social media users in the world. You should take advantage of this and publish posts on social media to drive visitors to your website. This means optimizing your social profiles, interacting with other users, and using targeted social media advertisements.

  • Podcasts

Production of podcasts has been on the rise in recent years, as indicated by a 2019 report on podcast statistics. As of now, there have been more than 700,000 podcasts created, with 29 million podcast episodes produced. You can communicate with your customers more intimately using podcasts, hopefully resulting in a bump in traffic to your site.

  • Infographics

The Demand Gen Report stated that infographics can increase your web traffic by 12% and receive 650% more engagement than normal guest posts. Visual marketing is very much in vogue, so you should seize the opportunity by increasing your visual marketing efforts.

Once you’ve begun seeing traffic from your content efforts, the next step is to create content that can be used for lead generation.

A new blog that hasn’t started generating any traffic yet can still generate leads through great content, but what happens then?

3. Use Content Syndication

People seeing your content is one way to leverage content syndication.

What is Content Syndication?

When you post your content on a high-traffic third-party site, you immediately have the potential to generate a lot of leads. Syndicating your content means uploading it to sites that are larger than you to generate more traffic and increase engagement.

Netline is a B2B lead generation network that allows you to syndicate your content so that you can build traffic and generate leads faster. The best thing about this platform is that it is performance-based, meaning you only pay for the leads that are generated.

Make sure to use canonical tags to tell search engines which content is the primary one that should be given SEO value, to avoid having duplicate content issues or getting a penalty from the Google algorithm.

Medium, Slideshare, Quora, Outbrain, Taboola, Scoop.it, Facebook Business, LinkedIn, Reddit, and Tumblr are some of the best platforms for content syndication.

4. Pick Your Content Distribution Network

Creating content is one thing, getting people to see it is another. You must decide on a marketing channel mix to distribute your content. 

There are two main ways to distribute content—organic and paid channels.

You don’t need money to get started with organic distribution channels. Organic channels are the best option if you are on a budget. The only drawback with organic channels is that it takes time to build online authority and credibility. Organic channels grow over time, and it may take a few months before you notice a significant improvement in your audience size or site traffic.

Here are some of the most commonly used organic distribution channels:

Concentrate on spending your budget on the channels where your buyer personas spend most of their time. If you’ve done adequate research on your ideal customers, you’ll know which channels they spend most of their time on. You don’t need to distribute your content across all of these channels at once.

Paid channels generate results immediately but require money to get started. If your PPC (pay-per-click) campaigns are optimally configured, all you have to do is buy some ads and you will start seeing traffic right away.

Here are some of the most commonly used paid distribution channels: 

  • Social media ads
  • Display ads
  • Search ads
  • Content delivery networks
  • Native ads

Using both organic and paid distribution can make give you more comprehensive lead generation for your site in the long run.

5. Use Compelling Lead Magnets

An ineffective lead magnet is detrimental to lead generation, even if you have a lot of traffic.

What is Lead Generation (Lead Gen) Content?

Lead generation content is also referred to as a lead magnet. A lead magnet is a valuable resource that you offer to a prospect in exchange for information (typically an email address). You can also refer to these as gated content.

People are extremely protective when it comes to their email addresses. You must offer something valuable in exchange for an email address in order to convince a prospect to hand one over.

You can use the following types of content to generate leads:

  • Case Studies
  • eBooks/How-to guides
  • Checklists
  • Whitepapers
  • Recipes
  • Free reports
  • Webinars
  • Mini-courses
  • Quizzes
  • Free trials or demos of a product
  • Templates
  • Cheatsheets

An effective lead magnet should possess the following attributes:

  • It should provide a solution for your target audience’s needs. 
  • It should be specific, as it’s targeted to a specific user. Generalized content does not translate to high conversion rates.  
  • It should be easy to access. The user doesn’t need to follow a long process to get it. 
  • It should not only be easy to digest/consume but also engaging to the reader. 

6. Create Optimized Landing Pages

You may be squandering a lot of potentials if your website receives a lot of traffic but your landing page is not optimized to generate leads. Here are some strategies you can utilize to improve the conversion rate of your landing pages:

Delete the navigation bar

An opt-in or close button should be the only option at the top of your landing pages. Having a navigation bar up there can be a distraction and prevent visitors from converting.

An increase of 100% in conversions was recorded on the Yuppiechef case study by deleting the navigation bar from the landing page.

Make sure your call-to-action  (CTA) button is clear

The purpose of a great CTA button is to persuade users to take action. A CTA button should be simple and visible. The colors red, green, orange, and yellow work best for CTA buttons. Make sure your button attracts the visitor’s attention.

Wrapping It Up

For a business plan and marketing strategy to generate maximum return on investment, you need to follow the right steps. By applying these six strategies your lead generation goals are met, that increase your conversion rates, and ultimately drive more sales for your product. 

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