But a lot of us are getting iPod results instead. How to Refine Your Marketing for Better B2B Lead Generation #1: Get a Better Audience Match The ability to target ads is more granular and sophisticated than ever. If your business does the latter, it doesn’t help to pursue keywords for the former, regardless of search volume. In fact, within the first 90 days after launch, we saw a 642% increase in asset engagement and a 10% conversion rate to the asset. Read: Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold #4: Get in Front of Your Audience All of the above will get you some stellar content. Target your most relevant audience with amplification and you’ll be more likely to get the folks who will convert into leads. Add in paid amplification to those highly targeted audience segments and you’ll make more of a splash. #6: Optimize for Conversion When you have people digging your excellent content, taking next steps, staying engaged, the final step is to remove every potential obstacle to conversion. But it’s important to keep in mind that the actual conversion point is part of a much longer journey. Looking for more insight on lead generation and lead nurturing?
A few days ago, I was watching a 2005 episode of Doctor Who with my nine-year-old. He saw a strange artifact in a character’s hand. “What’s that thing?” he asked.
“An iPod,” I responded. “It’s like a smartphone, but it could only play music and had a black-and-white screen. No, no touchscreen. It held a LOT of music, though! Like hundreds of CDs! Okay, so a CD is…”
The point being: You kids need to get off my lawn.
Okay, the actual point being: Technology has changed fast in the past decade, and what used to be mind-blowing is now laughably obsolete. That’s doubly true in B2B marketing. We have the tools and tech to do amazing, iPhone-XS-Max-quality B2B lead generation.
But a lot of us are getting iPod results instead.
Ready to evolve past the monochrome screen and the click wheel? Here’s how.
How to Refine Your Marketing for Better B2B Lead Generation
#1: Get a Better Audience Match
The ability to target ads is more granular and sophisticated than ever. You can segment your audience on everything from demographics to pop culture preferences to shopping history. It’s easy to choose who you’re going to target — but first you have to know who is most valuable and why. That knowledge is at the heart of better content, smarter amplification, and ultimately more leads.
If your lead gen efforts aren’t connecting, start by getting a more accurate picture of your buying audience. Use social listening. Ask them questions. Talk to sales and customer service to refine your personas.
Keep in mind, too, that determining who is your best audience means determining who isn’t. Pursuing an irrelevant audience won’t do either of you any good.
#2: Boost Content Relevance
The next step is to bring your content strategy in line with your newly-redefined audience’s wants and needs. Creating best-answer content begins with SEO research. You have to know what your audience is looking for, and how they’re looking for it, to make something worth finding.
Modern SEO research is less about pure search volume and more about topic clusters and searcher intent. For example, the phrase “financial management” can mean financial services like hedge fund management. Or it could mean the office of finance in a business, what accountants and CFOs do. If your business does the latter, it doesn’t help to pursue keywords for the former, regardless of search volume.
As you plan your calendar, pay close attention to the magic convergence of your industry knowledge, your unique insights, and your audience’s needs. Be hyper-relevant and hyper-valuable with your content, and you’re far more likely to bring more leads into your nurturing track.
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