Hello everyone and welcome to our weekly blog post! How often have you spent your time and resources setting up a perfect lead generation strategy only to have disappointing results? If this is your case there is a high chance that you are making some lethal lead generation mistakes.
Lucky for you in this article we are going to tackle in detail 5 common mistakes that you are probably doing that prevent your lead generation strategy to achieve the results it could.
Keep reading if you also want to discover how to avoid making these mistakes and create a strong lead generation strategy!
However, if you are still unsure about what benefits lead generation has to offer to your business we suggest clicking here and reading our past blog article that focuses entirely on lead generation and its benefits.
Ready to dive into the dos and don’ts of B2B lead generation? Let’s get started!
Table of Contents
1. Sending Leads a Generic Page
Even if you spend hours creating the ideal advertisement or a clever campaign message, it won’t benefit your company if you send potential customers to a web page that holds little appeal for them.
In case you were unaware, according to a recent survey report from Nifty, over 76% of clicks made by B2B organizations sent customers to the homepage rather than any specific landing page. This issue contributes to the higher bounce rate.
In particular, most homepages have a variety of navigations for services and information, most of which are useless for a particular ad or campaign, which makes them confusing for new visitors.
In fact, the simplest way to lose leads to competitors is to present generic information rather than particular solutions to actual problems.
How To Solve it:
Start creating specialized landing pages for various goods and services. Make sure the call to action on these sites is appropriate and that the messages are customized.
You can use a landing page, for instance, to persuade visitors to download an eBook or accept an offer. A powerful call-to-action, compelling imagery, precise language, and a lead capture form should all be included on the perfect landing page. You should also make sure that the design of your landing page has an impact and that the CTA may prompt the desired action if you want to get the most out of it.
In addition, to encourage speedy decisions from your audience, create time- or quantity-limited offers. You should also make sure your landing page has pertinent resources, such as articles written with your target audience in mind.
2. Providing Too Many CTAs
While having a distinct call to action is crucial, you also need to be careful not to use too many. No matter how much content you have, it should all point to a single, well-thought-out call to action. If you ask clients for too much information, they could feel overwhelmed.
Additionally, doing so would reduce the efficiency of your conversion rates. Customers would have to search harder and might choose another competitor if there are too many CTAs.
Customers may become confused, irritated, and disappointed if there are too many calls to action. For instance, a rule of thumb is that when you are unsure of where a potential lead is in your sales funnel, two calls to action may work well. Taking the desired action should be the first CTA, and lead nurturing the second one.
How To Solve It:
When you think about how you want to structure your CTAs, keep these things next tips in mind rather than providing users with too many options and putting their minds into overdrive.
First, nobody is denying the effectiveness of many CTAs on a page, but when they do, it’s because they put the action they want customers to take first. For example, if you want customers to make a quotation, make sure this is the first CTA consumers see above the fold.
Don’t include CTAs to “beginners guides” or anything else that might deter users from acting if your page is for the bottom of your sales funnel. Concentrate on one action, and use thoughtful CTAs to move conversions through your funnel.
Second, without any evidence to support it, it is nearly impossible to comprehend what users want from you. Because of this, A/B tests in particular are crucial for resolving those problematic CTAs. You could, for instance, run an A/B test on your homepage to compare the performance of two different CTAs above the fold, such as “request a quote” and “talk to an expert.”
After the testing, you can implement the results across other pages and continue testing them to see how they perform after consistently running this test and getting a good idea of what users prefer.
Finally, if leads aren’t converting despite A/B testing, format changes, and positioning adjustments there’s a good chance that your CTAs aren’t engaging simply because your users don’t want the offer you are making. Try to replace underperforming CTAs with ones that have proven effective elsewhere. Simple.
3. Not Following Up on Your Leads
The majority of B2B organizations commit this error. B2B marketers frequently neglect the potential customers that have previously moved through the pipeline because they are so focused on acquiring new leads. A decade ago, this poor or slow follow-up was effective. It used to be normal to respond to a lead in 3 or 4 days and take a week to prepare a quote.
However, those days are gone. Today, B2B businesses are much more responsive and because of that customers now demand more. As a result, even traditional B2B professionals must change and begin responding to leads right away. If they don’t they risk losing qualified leads who were prepared to convert.
How To Solve It:
If your leads have already been enhanced, you may follow up with them by calling, sending emails, or dividing them into more units and beginning larger campaigns with additional steps and tailored offers.
Try getting more conversions from your leads; you can probably get at least twice as many from your current lists!
Here at Improovy, through our various services, we make sure to follow up and nurture your prospects by creating relevant and personalized outreach for all of them. We not only take care of providing you with qualified leads, but we also ensure that you are always updated about past, current, and future prospects!
4. Not Segmenting Your Prospects
Time and money are wasted when you promote your product to the incorrect demographic. Knowing who your target audience is will enable you to communicate with them in a personalized manner, thus improving conversion rates.
It’s true that more leads are usually better, but you should be wiser and choose a targeted strategy. By choosing the correct audience to target you should expect to see greater results and more conversions.
Your marketing efforts should focus on attracting quality leads. In terms of lead generation, you want to prioritize quality above number.
How To Solve It:
One solution is, for example, to divide up your leads. You can split them by geographic division and create groups based on nations, regions, or cities. This way, you can deliver your message at the appropriate time based on the recipient’s time zone or edit your email copy to reflect the cultural variances.
Otherwise, depending on the size of the firm, you can send different messages to small, medium, and big-level businesses. Always bear in mind that smaller businesses are more interested in affordable goods, while larger companies have bigger budgets and entirely different needs.
Then, once you are comfortable with the fundamentals of segmentation, you can develop more complex categories that are appropriate for your company. After you begin segmenting your leads, you will undoubtedly notice higher click-through and conversion rates.
5. Neglecting Social Media Presence
You lose out on a huge opportunity to connect with and engage with your target market by ignoring social media. A recent study found that 84% of C-level executives and 75% of B2B buyers utilize social media to assist their purchasing decisions.
In other words, this shows how crucial social media is to B2B marketing because it’s a great tool to showcase your expertise, draw in quality leads, and inform potential customers.
How To Solve It:
First of all, to ensure you are making the most out of social media you should carefully choose the social media platforms that are best for your industry. Usually, B2B businesses are most active on LinkedIn, Facebook, and Twitter. Create a well-thought content strategy and start sharing articles, eBooks, and white papers a few times every week. Don’t forget to include calls to action in your posts!
That said, given the amount of new social media platforms that keep popping up It’s never safe to assume that you know what works. Try testing many platforms, this is the greatest method to discover what works for your campaign.
Conclusion
You reached the end of our weekly article! This time we discovered what mistakes every business should avoid, to ensure the success of their lead generation strategy. We hope we gave you useful tips and insights that you can start implementing today to reach all of your goals!
If you found this article helpful, feel free to share it with whomever you want!
See you next week.
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