Many businesses need help generating qualified B2B leads online. B2B audiences are different from consumer audiences in many ways. Tactics used to sell consumer goods will only sometimes work when selling expensive business products and services.
This article will offer four simple solutions for generating more qualified B2B leads from your website. Let’s get into it!
1. Implement a Live Chat
One of the easiest ways to improve B2B lead generation is to add live chat to your website. B2B purchasing cycles are long and complex. Live chats allow users to easily ask more in-depth questions about products, speeding up their evaluation process.
There are many affordable options to add live chat to websites. Implementation is simple. Usually, a developer needs to install a short code snippet on your website. Live chats may be managed and responded to from a web interface, desktop app, or phone app, depending on your chosen product.
2. Test and Improve Your Core Web Vitals (CWV)
Your website is usually central to online lead-generation efforts. It may be the destination of paid advertisement campaigns, a repository of news and press releases, and a primary method for new customers to contact your business.
A slow or unreliable website will negatively impact your lead generation in many ways. Slow web pages may pay more to advertise on search engines like Google and Bing. A slow website hurts your SEO, preventing you from ranking highly in search engines for your most important business terms. Finally, slow websites frustrate your users, making them less likely to contact you.
Google offers a website speed test that will reveal your Core Web Vitals. These measurements determine if your website is fast, reliable, and accessible. This test may reveal issues with your website. An experienced website developer can help you resolve these performance issues. Better technical performance will support all your online marketing efforts.
3. Learn From Your Competition
Everybody wants to believe that their business is the best. Still, we can learn a lot from our most successful competitors. A simple competitor website analysis can reveal ways to improve your online lead generation.
First, find your top three online competitors. These could be local competition or the best industry websites you can find on Google. For each website, make a list of pros and cons. What do they do best? How do you do things better? Try to list at least three positives and three negatives for each website.
At the end of this exercise, you’ll have a list of your own website’s strengths and weaknesses. This will help you focus on improving the areas where you struggle most.
4. Use a CRM to Re-Engage Lost Leads
Sometimes, B2B businesses start conversations with customers who aren’t ready to purchase. The customer may like the product but not have the budget to buy it. Or, they may be evaluating several options and need time to decide.
A CRM (Customer Relationship Management) program can help you organize and engage these otherwise lost leads. CRMs can remind us to follow up with leads at the right time and help us tag those leads so we can respond with persuasive information. They also let us track our sales performance over time. For example, leads that don’t purchase because of budget/cost concerns might be added to a list that notifies them automatically when the product goes on sale. Re-engaging lost leads increases sales and marketing efficiency without the cost of acquiring brand-new leads.
Conclusion
There are many ways to improve online B2B lead generation. These four suggestions are an excellent place to start for businesses looking to grow their online presence. Implementing these suggestions will establish a solid baseline of lead generation performance. They will improve the impact of more advanced techniques that may follow.
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