Every business wants more leads so it can increase its conversions and revenue. However, many businesses do not put enough effort into finding the best lead generation channels for their campaigns. Different lead generation channels, strategies and campaigns work better for some businesses than others. Knowing which channels are available will make it easier to pick one that will work best for your business.
LinkedIn is the most important lead generation channel for marketers, especially for B2B. A major reason for this is that the platform is full of professionals who are more engaged with the content and other LinkedIn users than on other platforms.
There are numerous ways to structure a lead generation campaign, but most marketers find LinkedIn ads the most potent option. LinkedIn has several ads that help B32B marketers including:
- Dynamic Ads – Custom ads for every targeted user depending on the data on their profile.
- Lead Generation Forms – These are Message ad and Sponsored Content ad add-ons that turn ads into lead-generation forms.
- Conversation Ads – These appear as messages but give their recipients different options such as visiting a website, replying, downloading content or taking another action.
Marketers can also combine LinkedIn with other channels for even better outcomes. A typical combination is LinkedIn and email. A marketer can find emails for people they would like to target, find them on LinkedIn and then reach out to them that way. Because most professionals have a LinkedIn profile, this combination produces outstanding results.
Telemarketing
Telemarketing lead generation entails calling potential customers and introducing them to a business or its products and services. Telemarketing produces great results for businesses that use it alongside other targeting and marketing strategies. These strategies allow businesses to call customers they already know have a need that they can fill using their products and services instead of cold calling and hoping the person who picks up has such a need.
Targeted B2B lead generation companies help businesses by completing the telemarketing lead generation on their behalf. Because of their experience in the field, they know how to capture leads and nurture them so that they are ready for your business once they are in the sales funnel.
Google Ads
Understandably, some businesses do not have the budget for large Google Ad lead generation campaigns. Those that do can leverage the platform and get incredible results. Google has added more options for businesses creating ads on the platform, including highly specific targeting, ad personalisation, dynamic ads and specific campaigns that allow you to tweak your campaigns for the best results.
Although there is a lot of competition on the platform, the ability to create highly targeted campaigns makes it worth it. Businesses can target leads using their location, time of day, and devices. Such targeting can improve click-through and conversion rates while keeping the cost per lead low.
Personalised Cold Email Lead Generation
Cold emailing has become less popular in recent years as the number of spam messages has increased, making people less reluctant to open emails. However, email still has a high open rate of about 15%, making it an effective lead generation tool.
The key to getting great results with cold email lead generation is personalisation. Personalisation requires time and research to know what would resonate well with the people you email. Once an email list is ready, create a spreadsheet with each email as the lead for each row.
Next, create columns for different details like their names, social media profiles, companies they work for and an opener or introduction line. The opener is crucial because it will be the icebreaker and will entice the recipient to want to read more of the email. Take some time to think about icebreakers for each recipient, and then start creating your emails.
Use an email automation service to send the emails because it lets you see details such as open and click-through rates.
An alternative to doing the above is creating a drip campaign. Remember to make the first email as enticing and targeted as possible so prospects are more likely to open your emails in the future.
Lead generation is an important part of marketing. Focusing on the right strategies, i.e., the ones that resonate well with your business and customers, will give you the best results.
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Need more customers for your B2B business? Here are the best B2B lead generation channels to use in your campaigns.