5 Ways to Attract More B2B Leads

Generating high-quality leads is one of the best ways to make your B2B business grow. Fortunately, there are a wide variety of strategies you can try to appeal to potential customers and increase your business’s visibility, such as telemarketing, content creation, and ad campaigns. Here are five of the best ways to attract more B2B leads: 

1. Use content marketing to increase your visibility.

Creating educational and informative content is one of the most important aspects of B2B marketing, so all B2B businesses should regularly post blog articles, videos, or infographics. Content marketing can increase your online visibility and improve your search engine rankings, and it can help you establish yourself as a trustworthy expert in your field. 

B2B audiences usually look for informational long-form content. You should aim to provide in-depth insights into your business or industry, which will build up your credibility with your potential customers. If they benefit from your content and trust your expertise, they’re likely to make a purchase. 

2. Create referral or affiliate programs.
Most people trust recommendations from their peers and colleagues more than they trust advertisements or testimonials from strangers. Referral programs are a great way to encourage your customers to spread the word about your business. Possible incentives for customers who refer their peers include a one-time discount, a month of free service, or a credit for services that can be redeemed at any time. You can also offer an incentive to those who are referred by your current customers, so everyone benefits from the program. 

With an affiliate program, influencers in your industry can share links or referral codes for your products or services. When someone clicks the link or uses the code, your business pays a commission to the affiliate. This incentive encourages the affiliate to share information about your business, and their audience is likely to trust their recommendation. 

3. Offer free resources.

Free resources can be excellent lead magnets. In exchange for a potential customer’s email address or phone number, you can offer a webinar, eBook, training program, or other valuable piece of content. After consuming the content, your audience has a stronger understanding of your business and hopefully views you as a credible industry professional. 

You can also implement an email campaign to convert these leads into customers. First, you can send a welcome email thanking them for their interest in your free resource. Then, offer them more informational content with a newsletter or other series. If they express interest, you can send them an offer for a discount or a free trial to encourage them to convert. 

4. Run a Google Ads campaign.

Google Ads allows you to advertise to people who are actively looking for your keywords. This can be a helpful form of advertising because it targets people who already are interested in what your business has to offer, so you don’t have to convince them that they need your product or service. Google Ads appear at the top of a Google search result page, so your potential customers can see your company before your competitors. It’s important to do keyword research before investing in a Google Ads campaign, though. If you don’t choose the right keywords, you may lose money on an unsuccessful campaign. 

5. Get reviews on third-party review sites.

While personal recommendations and referrals from peers are usually the most trusted source, most people also trust reviews on third-party sites. You can encourage your satisfied customers to leave reviews on Google as well as specific B2B review platforms. Your target audience will trust recommendations from other businesses in their industry, so accumulating reviews on third-party sites will help strengthen your company’s image. 

Getting reviews on third-party sites can also make your business more visible. Review websites often rank well in organic searches, so having a presence on these sites can help potential customers find your business. 

Even if you have a small marketing team or a limited budget, you can implement easy and effective lead-generating strategies. The best ways to attract B2B leads are to offer high-quality content and to encourage reviews, recommendations, and referrals. You should try a variety of strategies to figure out what works best for your business, and you should continue to make improvements to your lead-generating techniques for the best results. If you establish yourself as an expert and offer valuable resources to your potential customers, you’ll see your leads increase and your business grow.

About Nate Goodman

USA TODAY BESTSELLING AUTHOR Nathan Goodman is a freelance fiction writer and the author behind The Special Agent Jana Baker Spy-Thriller Series. "A terrorist on the loose, a country in panic, and time is running out..." FOR A FREE COPY of book one, visit the author's website.