Do you find it difficult to generate leads for your business? Well, the primary thing that you need to focus on is creating high-quality content. Today, there is a growing trend of B2B content marketing in India and so your content should be unique and exceptional to stand out from the clutter. When you create exceptional content, you drive more traffic to your website and moreover, your conversion rate improves. In order words, you boost your lead generation and get more leads. However, B2B content marketing is not an easy task and therefore, to generate leads, you need to ensure that you do the following.

Research

Before you begin with any business process, you need to carry out research. The same is the case with B2B content marketing. When you carry out content marketing for businesses, you need to understand what your audience is searching for, what kind of keywords to choose, which medium to pick, and which social media platforms to be on. For the right keywords selection, there are sites such as KeywordSpy, Keyword Discovery, Keyword Tool and others. Unfortunately, Google Keyword Planner will give you keywords list only when you are ready to launch a campaign. When it comes to social media, you need to choose the platform that has your target audience. If you want to use all the possible platforms, then you need to alter or tweak your content on different social media platforms. Like Twitter is known for real time updates or latest happenings, Instagram is related to video and image content, and LinkedIn is meant for business professionals. A thorough analysis of all these factors will help you plan an effective content marketing campaign.

Create a Landing Page

Another critical factor in lead generation is the landing page. Once you get visitors to your landing page, it is important that you convert maximum visitors into your customers. For this purpose, your landing page should:

• Load quickly
• Have a compelling headline
• Information in the form of bullet points
• Visual appeal
• Easy to navigate
• Call to action

According to KISSmetrics, 40% of users expect a webpage to load within 2 seconds and 40% abandon a website that takes more than 3 seconds to load. Now, 40% is a significant number of potential leads that you may lose due to your slow landing page. Therefore, ensure that your landing page loads as quick as possible. When it comes to headlines, it should be appealing and catch the attention of visitors. For this purpose, keep a bold headline and convey the message in as few words as possible. Visuals too play an important role to compel a visitor to stay on the page for long. Therefore, you need to have a good design and background colour for your landing page. For providing information, it’s best that you keep it short and straight to the point. You can do this in the form of images, smartart or listing your points. Also, your page should be easy to navigate, and it must have a call to perform a favourable action. This can be in the form of filling a form, subscribing to newsletters, providing their email id, or purchasing products or availing your services. When you follow these elements on your landing page, you are certain to generate more qualified leads through B2B content marketing.

Create Content

Most prospects find content targeted to their industries valuable to them. Therefore, you need to understand what the current industry trend is. This part should be taken care in the first step of your lead generation process; that is research. You can also check what your competitors are doing and get some ideas on how to move forward. Now when it comes to content creation, ensure you have an appealing headline. According to Copyblogger, on an average 8 out of 10 people will visit your website because of your headline. Hence, focus on creating short headlines that persuade a reader to click and go through your content. Moving on to your content, ensure you provide detailed information. Your audience will engage with you only when you provide sufficient information. Make use of charts, statistics, external links and other factual data such as reports or case studies so that you have an in-depth content.

Promote Your Content

B2B content promotion

Source: https://www.flickr.com/photos/132604339@N03/23103437801

It’s not enough that you create content and post it on your website. If your content is good, then Google will certainly rank it higher but if you can do more to promote your content, then why stop there. Use social media to promote your content. Through social media, you can create awareness, increase reach and engage with your potential clients by answering their questions. This way it builds your credibility and your clients begin to perceive you as a professional firm when you clarify their doubts or provide useful information to them. Moreover, if they like your content, then they may even share it with others and thus, you end up reaching to more businesses. Take a look at these examples of how firms have successfully used B2B content marketing to achieve their objectives.

Nurture Your Leads

In order to convert your leads into customers, you need to nurture them. It is not possible that all your leads get converted in the first instance. Some may leave you in the initial stage itself. But the majority that go through your content, you have a chance of converting them into your customers. Here too, some may directly convert into customers but for others, you need to nurture them over time. The best way to nurture your leads is through emails. You need to educate and inform these people regularly. Therefore, create follow-up emails once you have access to their email addresses. Start by sending them a confirmation email which qualifies them as subscribers. Be careful that you do not send too many emails as some of your leads may then unsubscribe to your emails. Therefore, send good quality information but not every day. Sending emails once or twice a week should be ideal to your prospects. Develop your skill on writing emails that your customers may be willing to open and go through your content. You need to be patient and work on developing a relationship with your prospects by continuously delivering high quality content through emails.

Follow these above-mentioned points to generate more leads through your B2B content marketing. If you are unable to come up with good quality content, then it is recommended that you take help of a professional content marketing firm in India. The professional firm will ensure that your content helps you generate more leads and grow your business in the long-run.