Right now, valuable leads are slipping through your fingers at the last minute because of easily overlooked lead generation mistakes in your B2B marketing funnel.
When you’ve taken the time to craft an enticing value proposition and your marketing team is excited to implement it with the latest marketing tools, it can be easy to forget the fundamentals. The modern inbound marketing funnel is a complex beast, but like any other detailed process, the basics must be in place to get the best results.
It all starts with your content.
Here are the 10 most common B2B lead generation mistakes.
The following applies to your landing pages, website, blog and anything else published throughout social media
- Commit to crafting killer headlines
- Learn to use LSI keywords
- Break up your page
- Proper segmentation
- A/B testing
- Marketing material congruence
- Optimising your opt-in forms
- Keep your form above the fold
- Don't ask for too much information
1. Commit to crafting killer headlines
The effectiveness of your headlines is something you should measure continually. As pointed out by renowned management consultant and author, Peter Drucker, “what gets measured gets managed”.
By committing to measuring the conversion rates of your headlines and to continually improving them by engrossing yourself in material published by the likes of Copyblogger, your headlines will get increased clicks across both social media and RSS feeds.
2. Learn to use LSI keywords
Latent semantic indexing (or LSI) refers to the portion of Google’s algorithm that looks for words synonymous with any given keyword. For example, “London discounted widgets”.
In your content, intersperse your copy with variations such as “discounted widgets in London” and “London widgets on discount” or “reduced price widgets in London”. Don’t reuse the same exact match keyword over and over; vary it up instead. It’s more natural for the reader and it’s better for Google, too.
3. Break up your page
It’s surprisingly common to still see websites, blogs, landing pages and other content falling into the “wall of text” trap. It’s impossible to overstate just how fleeting the attention span of the average internet browser is.
Consequently, all content should be broken up using sub headings, bullet points and numbers’ lists. Make this change and watch both your reader retention, lead generation and conversion rates increase.
A closer look at landing pages
Landing pages should be a key part of your inbound B2B lead generation strategy. One study of over 7,000 businesses published by inbound marketing company, HubSpot, showed that companies that increased their number of landing pages from 10 up to 15 saw a massive 55% increase in lead generation. The more you have, the better – provided the fundamentals are in place, of course.
4. Proper segmentation
Having more landing pages with lead magnets allows you to optimise them for specific demographics or people, at specific stages in your marketing funnel. Whatever marketing analytics you use, try to segment your leads in a way that’s appropriate for your business. It might take a little more time, but you’ll see serious returns if done properly.
5. A/B testing
If you’re not already A/B testing, you should be. If you are already testing your landing pages, you should be committed to becoming an A/B testing master. This process is like writing headlines in as much as it’s a skill one must commit to mastering. Make sure you keep up-to-date by reading material such as Conversions XL to continually improve your methodology.
6. Marketing material congruence
Is all of your marketing material (emails, blogs content, advertising etc) congruent with what people find when they get to your landing page?
For example, if you send someone an email offer using a particular style of writing and colour scheme, people expect more of the same when they arrive at your landing page. Without this consistency, a disconnect is created with people’s expectations and your bounce rate will go up.
7. Optimising your opt-in forms
Opt-in form optimisation is a remarkably elusive process. Tiny changes such as the colour, capitalisation and choice of words on your sign-up button can have dramatic impacts on your conversion rates and B2B lead generation activities.
Needless to say, all of the opt-in forms in your landing pages should also be A/B split tested to find which works best for your audience.
9. Keep your form above the fold
If people have to scroll down the page to see the opt-in form, they’re much less likely to sign up. On the face of things, it doesn’t seem like an index finger scrolling a mouse wheel would make such a big difference, but it does. Always have your opt-in forms above the fold.
10. Don't ask for too much information
The more information we have, the better decisions we can make. Consequently, it’s tempting to ask for a little too much information from your customers in the hope that you can gather a little extra intel.
However, even adding one more field, (say, pushing the total number of fields to fill in from 3 to 4) can have a significant impact on how many people sign up. Only ask what’s absolutely necessary to make the sale.
Marketing and particularly inbound marketing, is a complex and often rewarding endeavour. Sure, the fundamentals might not be the sexiest part of the process, but they certainly are one of the most important if you’re serious about maximising your marketing spend and increasing your B2B lead generation.
To avoid the basic lead generation mistakes made by so many companies, follow the above foundational rules. We guarantee that if you follow the steps here, you’ll see a return on investment on both the time and money you have spent.