B2B lead generation is not necessarily a complex process. In fact, with the right steps, it can be quite simple. However, there are still a few common mistakes that most companies make. Today we are going to talk about 5 such mistakes that you absolutely must avoid at any cost.
- Underestimating the power of social media
Social media is the largest and easiest platform in today’s world. If you ignore its effects, then you are missing out on very big opportunities to reach out to your target audience and catch their attention. A recent survey pointed out that more than 70% of B2B buyers are influenced by social media to make their purchases. Social media has a lot of power over people’s decisions, so ignoring its usage for lead generation would be one of the biggest follies made by companies.
You can use the platform to demonstrate your services/products, attract qualified and good leads and even promote business. There are countless social media platforms like LinkedIn, Facebook, Instagram, etc. that can be used to benefit one’s business by regular posting, sharing articles, publishing eBooks, etc.
- Lower quality content
B2B lead generation thrives on good content. Your content needs to be wholesome, directed towards the targeted audience, clear and applicable. Since consumer needs are ever-changing, your content needs to be updated frequently as well. Often the marketing team will send out content without checking it thoroughly leading to compromised quality. This can have a devastating impact on sales.
What you can do to fix this is to make the content engaging. It should make the prospective leads feel like they are being spoken to directly. Regular monitoring of content helps to keep it updated and identify the weak spots that can be fixed instantly.
- Unaware of the target audience
Companies often make the mistake of improperly identifying their target audience. If you are catering to the wrong audience, you are wasting time is planning, designing, and strategizing tasks that will yield very low results. This can be easily avoided by using sales intelligence tools. Companies need to know their prospects before they dive into a venture, to make the most of their efforts and in turn increase their sales.
What you can do to fix this is detailed research to target the exact audience you’re looking to cater to. A company may outsource this job to external lead generation firms that will help you find people who are genuinely interested in your offer.
- Single tactic usage
You may have hit the jackpot of lead generation using a specific tactic, but if you keep repeating it, it will eventually lose its effectiveness. Using the same tactic for a long period is a mistake that companies often make. Sales pitches and lead generation requires you to be creative and calculative experimental. Different tactics may yield different results and you will be in a better position to find out what works best. Also, leads are attracted to innovation, so it is best to keep things new and happening.
What you can do instead is to stay updated with the suggestions and preferences of both old and prospective leads. With compiled data, it will be easier to use different techniques for lead generation each time.
- Weak call-to-action
With well-written content and an effectively designed landing page, companies aim to catch as many leads as possible. Moreover, they are also competing with other companies who are out to do the same. But all this is a total waste if the call to action is ineffective or weak. CTA is the main element of your content and it needs to be attention-grabbing.
Your blog posts advertisements on both print and audio-visual media should have a compelling CTA that makes it easier for people to reach out to you directly. You can add a Call-To-Action button in every content article. Make sure it is clear and quick to notice. A simple “click here” or “Go to Link” won’t do. It needs to be engaging making people want to click on it.
The list of mistakes to avoid is quite long, but we have included the most important and impactful ones. Keeping these solutions in mind, you can easily avoid these mistakes and in turn, create a better lead generation pattern for your company.