This year has been a challenge. The pandemic has proven that in order to be a good marketer, you truly have to be nimble on your feet. But what continues to be one of the biggest challenges that marketers face on a daily basis? Hint – it has nothing to do with trying to find more Lysol wipes or hand sanitizer. To put it simply, it’s MORE LEADS.
This month, we are featuring articles about LeadGen. And recently we held a #HITMC Twitter chat that was centered around just that. The community shared some amazing insights when it came to how to boost LeadGen efforts.
Since we may can’t send you all a truck full of Clorox wipes (although we wish we could), we put together some of the top advice that came from the #HITMC Community.
Check out the best ways you can boost your B2B lead-generation strategy:
Convert leads through useful content marketing
We all know the awesome value that content marketing brings. But did you know that Content Marketing generates three times as many prospects as outbound marketing, but costs 62% less. That’s a staggering result. Not only are you stretching your marketing budget, but your audience is also getting something in return. By providing them with tips, tricks, and maybe a few trade secrets your audience will reward your generosity by interacting with you.
Start with content that typically gets the most engagement. Here are some options:
- Articles or Blog posts
- Long-form guides
- Videos
- Webinars
- Targeted advertising
Determine & use awesome lead magnets
What is considered an awesome lead magnet can differ from company to company. Do your due diligence to know what performs the best for you. For example your audience may like to watch information rather than read In fact 90% of customers say video helps them make buying decisions and 64% of customers say that seeing a video makes them more likely to buy.
Whatever the result, the best lead magnets offer value beyond a simple blog post. It’s typical something that is immediately useful to your target audience.
Maximize your exposure
Once you’ve determined the points above, the next step is to determine how you are going to get your organization’s solutions out to the masses? It’s time to maximize your exposure.
Here are some of the the channels that have been proven to be effective:
Social Media – Social media is great for not only spreading brand awareness, but also converting followers into leads. Keep in mind that LinkedIn consistently ranks the highest among social media platforms for its B2B lead generation value.
Earn Media – Earned media is one of the fastest growing forms of marketing. In fact, 25-40% of all traffic and lead generation comes from earned media. Word of mouth marketing from customers, partners, or industry influencers is a coveted way to start gaining some exposure to create a buzz about your organization.
Email Marketing – Email Marketing is an easy way to maximize your subscribers, engagement, and interactions. Nearly half of organizations say that email is a major source for leads. But how do you stand out in crowded in-boxes? Marketers who segment their email recipient lists achieve 39% higher open rates, 28% lower unsubscribe rates, 24% better deliverability. Sending the right content to the right people at the right time, is key to generating more leads.
Paid Media – There are many forms of paid media that perform well and get your name out to the market. By sponsoring content, you’re able to reach audiences that might not have come across you otherwise. Some of the top performing and more well known are things like PPC advertising, branded content, and display ads. By partnering with someone (like a media outlet, an association, trade group or a partner company), you expand your reach to include THEIR audience, widening your pool of potential leads.
To learn more about Healthcare Scene’s lead generation opportunities, click here.
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