Your website can be a powerful asset for gathering and connecting with leads. However, it can be difficult to know where to start. Making a few changes to your website can help. Let’s take a look at a few ways to get more B2B leads online.
13 Ways to Get More B2B Leads Online
Is your website helping you get leads? If not, a few changes can put your website to work and help with your lead generation process.
Show Your Expertise
Generally, when compared to B2C customers, prospective B2B customers require more information before becoming leads. B2B purchases are usually higher value, and require more research and buy-in from multiple parties. For this reason, showing off your expertise in your industry can help you get more B2B leads online.
There are a few different ways to use your website to position yourself and your business as a knowledgeable authority in your industry. A B2B blog can help you show your knowledge, respond to barriers or issues in your industry, show the expertise you’ve acquired, and get more B2B leads online.
There are many ways to share your expertise with your audience. Here are a few:
- Blogging and SEO: As previously mentioned, blogging is a great way to show your expertise. To connect with your audience, take advantage of long-tail keywords and SEO strategies. This way, your audience will find your blog posts when they are researching industry issues or questions.
- B2B Emails: If you already have email addresses for potential or current leads, it can be helpful to share your expertise in a B2B email.
- Newsletters: Newsletters are another great opportunity to share your expertise. These might be your own newsletters you share with your leads and customers, or newsletters from a colleague or industry contact.
- Articles: Consider the journals or trade magazines that your potential leads are likely to read. How might you submit to these publications and show your expertise and experience?
- LinkedIn: This professional social networking site can be another great way to share with your audience. You might share your articles or blog posts on your personal account or with a professional group.
- Downloadables: Downloadable content, like guides or templates, are usually longer or more detailed than blog posts or articles, and give readers more information about a problem or obstacle. This is another great way to position your business as an industry authority, while also gathering leads.
- Short Course: A short course, slideshow, or lecture about a subject can help you show a lot of knowledge on the subject. This can also give your audience more information about a problem or obstacle they’re facing in the industry.
Optimize Your SEO
Though in-person or direct interactions used to be the norm in B2B sales, between 70 to 80% of B2B decision makers now prefer remote interactions or digital self-service. If these decision makers can’t find your website, resources, or how to contact your sales reps online, they’ll probably go elsewhere. The right SEO strategies can help your audience find your online content and contact you.
SEO strategies have changed significantly over the last few years. Though keywords and keyphrases are still important to consider, Google and other search engines are now much smarter. These search engines now recognize synonyms and understand the meaning of words; they’re not just matching keywords anymore. Thanks in part to generative AI and large language models, Google and similar programs are answering users’ queries in their own words. So, how can you increase the chances that your content will appear in front of your target audience as they’re searching?
- Relevant Content: Search engines look for content that is relevant to a user’s query, and they do this by looking for more than keywords. However, keywords can be a good indicator of what your audience is searching for and what topics they are interested in. Use keywords and phrases as guideposts for your content.
- Thorough Coverage: Most likely, other businesses or industry professionals have covered the topic in a similar way. Read other, similar articles or watch other videos and similar content. Make sure you’re covering all the essential points on the topic. Add in some of your own knowledge and tips to provide even more information, too. Then, your content will be more likely to perform better.
- Helpful Information: While it’s tempting to make content focused on your own products or services, this can be a turn-off for potential leads who are researching solutions. Focus your content instead on helpful, useful information. If your readers or viewers are interested in contacting you, make it easy for them to do so using calls-to-action (CTAs) which are clear, but not intrusive.
Answer Leads’ Questions
As an experienced industry professional, you probably already know what types of concerns or questions your leads commonly have. Answering these questions on your website can help you get more B2B leads online. This will also show prospective leads that you are experienced, reliable, and able to answer their questions or resolve their concerns.
- Accessible Landing Pages: If your prospective leads have a hard time finding out how to contact your sales reps or get the information they need, they’ll be likely to go elsewhere. Make sure your landing pages are easy to find and your sales reps are easy to contact. Search ads can help your landing pages appear higher up on search results, so they’re readily available for potential leads.
- Descriptive Product Pages: Answering common questions on your product pages can also help your potential leads as they research different solutions. This can also position your business as an authority and show that you are willing and able to resolve their questions and concerns.
- Guides: Informational guides are another great way to answer your potential leads’ questions. These guides might be gated and downloadable, providing a lead magnet, or it might be ungated to show your expertise. Alternatively, you might show some aspects of the guide on the landing page, and make the complete guide available only through email.
Your website can be a powerful tool to get more B2B leads online. Show your expertise, utilize SEO strategies, and answer your leads’ questions to show that you are a trusted and reliable industry expert. As more B2B professionals do their research online and take advantage of remote contact methods, a robust web presence will make your business stand out.