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With economic downturn looming on an unpredictable world-stage, companies are understandably searching for new ways to boost leads and sales while trimming marketing budgets and advertising spends. This is hardly surprising as, actually, converting cold traffic to buyers is extremely rare in the B2B space – most buyers (c. 95%) carry out extensive research prior to buying. So, why not kill two birds with one stone by thinking less conventionally and trying new ways of generating B2B leads and cut back on your advertising spend at the same time?

Question-and-answer websites / forums

Sharing valuable insight with a receptive audience attuned to the industry or niche is a great way of gaining credibility and demonstrating value – including subtle links in your post or profile to a landing page or website offering more value is a great way of driving traffic and building awareness. Start by joining such websites as Quora or relevant forums or groups on LinkedIn.

Encourage interaction

Use your client profiles to identify common issues, pain-points and questions and build a survey or questionnaire around specific issues relevant to your audience. While the purpose of the survey may simply be to build your email list or drive traffic to your website, you can camouflage this by offering a free consultation, audit or offer to send the results from surveying thousands of like-minded entrepreneurs once the survey is complete. Start by posting a link to the survey in relevant forums, groups and then post the follow-up. Next link the results to a CTA e.g., if you experience similar concerns/issues, contact us to set up a call and see if we can help.

Signatures

Your email signature – or any other place where you sign off (such as a post or your profile on IM) – is a great opportunity to use this space to drive traffic to a landing page, promotion, survey requests. They key here is less is more – so use this limited space wisely but don’t abuse it with countless offers and links.

This is a more subtle tactic as existing clients and new contacts alike will see the link but without being pressured into opening it. It may be worth experimenting with difference signature ‘adverts’ for different groups e.g., existing clients could see a link to a referral programme; while new contacts could be sent a link to a lead magnet offering incredible value.

Retarget & Snare

Take full advantage of website visitors by following up on those who visit but do not engage, provide contact details or request a call. First, install a retargeting pixel on your website and use an ad platform or services (across all major websites, Facebook etc) to target those individual users – the advert could lead back to a landing page, discounted offer for the item or service they did not buy, or a free trial, audit or demo. By the by, if you are getting a lot of traffic that fails to take any action on your site, consider setting up live chat!

Go old-school

Buck the trend and do the one thing most dread: pick up the phone and cold-call people who have subscribed to a list, downloaded an eBook or signed up for a demo. The fact that most have a strong aversion to the cold outreach and potential rejection will set you apart and give you an edge over your competitors.

 

We recommend that you try one or two of these approaches at a time, test a few variations and discover what works best. The key takeaway is make it easy for potential customers to get in touch, take action and open up a dialogue with you. Draw them to your company by offering value, whether in for the form of advice, industry insights or insider shortcuts.

 

We recommend that you try one or two of these approaches at a time, test a few variations and discover what works best. The key takeaway is make it easy for potential customers to get in touch, take action and open up a dialogue with you. Draw them to your company by offering value, whether in for the form of advice, industry insights or insider shortcuts.

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