This blog assumes you are already equipped with the fundamental digital marketing knowledge and is now looking to generate B2B leads with your website.
I utilize a customer-centric model to generate B2B leads and I call it:
ICFS
- Impressions
- Clicks
- Form Submissions
Impressions
Impressions refers to the visibility of your website on a search engine result page (SERP) for a given search query.
There are two ways to appear at the top of the SERP – Search Engine Marketing (SEM) and Search Engine Optimization (SEO).
SEM is basically running ads on the search engine (paid traffic). The search engine will show the ad for your website at the top of the SERP and you will pay every time someone clicks into your website. Effective short-term strategy, guaranteed placement at the top of the SERP. It gets expensive overtime as you have to pay to stay at the top of the SERP.
SEO focuses on building authority for your website (organic traffic). This is done through regular updating and generating of content that adds value to users on your website, and building backlinks from relevant websites. Long-term strategy, no guarantees even when its done right. Once you are at the top of the SERP, you will be there for a long time and you do not have to pay to stay at the top of the SERP.
SEM and SEO are very large topics, what I shared above are just a brief summary of what they are.
Clicks
Clicks refers to the number of people who clicked into your website for a given search query.
Which of the website would you click on? (based on the image above with the search query – “car workshops”)
To attract users to click into your website, you have to optimize the appearance of your search result.
For SEO, you would edit the page title and page meta description for the webpage on your website.
For SEM, you would edit the ad title and description on Google Ads.
Form Submissions
Form Submissions refers to the user submitting a form to get in touch with you after clicking into your website.
If the user likes what they see and feels that you have the solution to their problem, they would reach out to you to learn more about your products or services.
To achieve this, you would need to have quality content that is relevant to their query on your webpage (for SEO) or landing page (for SEM).
Example of quality content includes:
- Answers to questions
- Benefits from using the product or service
- Demonstration video
There is no fixed answer for the right content, it really depends on the search query and intent of the user.
Make sure to position your Call-to-Action (CTA) form or button on the very same page, immediately after those quality content.
A CTA is a prompt to tell the user to take some specified action like “submit inquiry” or “add to cart”.
Flow of the B2B lead generation process
- Do due diligence through SEO or SEM on your website
- Your website appears at top of SERP for targeted search queries or keywords
- The title and description of your result looks good and user clicks into your website
- The content on the website addresses the user’s needs and they want to contact you
- The CTA form or button is conveniently positioned after the content and they reach out to you
- You follow up with the user and proceeds to close a million-dollar deal
Exaggerated for the last part 😂, but you never know 😉
By the way, all of the above is applicable to e-commerce as well. Just swap out the “Form Submissions” to “Add-to-Cart” or “Buy Now” and use content that drives purchase such as sales promotion.
All the best for your B2B lead generation, feel free to reach out to me if you have any queries.