What is lead generation?
According to the Oxford dictionary, lead generation is “the action or process of identifying and cultivating potential customers for a business’s products or services.” It is mostly accomplished by convincing prospects into giving you their information through an incentive. This incentive can take many shapes and forms. It is up to the marketer or business owner to decide what to use to entice their audience into engaging with their business.
Do you need a complete rundown on what lead generation is, how it is done, and how to apply it to your business? Read our first installation of lead generation blogs “Lead Generation: Understanding the Basics.” But for now, let’s assume you have a rudimentary foundation of knowledge to build upon and move on to the B2C part of B2C lead generation.
What is B2C?
If you clicked on this blog, we are assuming you are already familiar with this term. But in order to cover all of our bases, let’s go ahead and explain what B2C means – specifically in relation to lead generation.
B2C stands for business-to-consumer. It refers to the process of selling products and services directly between a business and the consumers who are the end-users of said products and services. It is among the most popular and widely known sales models.
Before, B2C solely referred to shopping at malls, sales reps selling cars or memberships, eating out at restaurants, infomercials, etc. Today, due to the humongous impact of the internet, a whole new B2C channel emerged in the form of e-commerce. From the smaller online stores selling hand-made products to e-commerce giants like Amazon, all of these businesses are B2C businesses. More than that, all are (or should) be working on B2C lead generation strategies for lead growth.
Are you a B2C business owner in need of guidance when it comes to B2C lead generation? Don’t sweat it, we’ll help unravel the confusion that commonly looms over this highly talked about but not explained strategy.
Why is lead generation important to your B2C business?
Our response to this question is simple: sales leads. Not convinced yet? Then let’s dive deeper.
By implementing a lead generation strategy to your business plan you are opening the door for a plethora of benefits. These benefits range from bringing highly qualified leads to longevity and allowing prospects to interact with your brand on their timing.
Moreover, it generates the much-needed traffic and brand awareness any business on earth could take advantage of. But how exactly can you reap from these benefits? Make way for inbound lead generation!
Inbound lead generation
If you own or work for a B2C business, learning about inbound marketing was bound to happen, especially if you are trying to scale your business. Inbound lead generation is a method for growing your organization by building meaningful, lasting relationships, with consumers, prospects, and customers. Moreover, inbound marketing draws customers to your product or service via the implementation of content marketing, social media marketing, search engine optimization, and more. And if there is something you should take away from this blog is: use inbound marketing for your lead generation strategy! Especially since properly executed inbound marketing is 10x more effective for lead conversion than outbound marketing.
The inbound lead generation method we will focus on today is content creation. This is a known medium that brings increased website traffic and better sales lead conversion to a business. The main goal you want to achieve by adopting inbound lead generation is to create valuable content. This will engage visitors in an information exchange – a.k.a their contact information for your knowledge. The following are a few tactics that can help you build an effective B2C lead generation strategy with some time and patience:
Effective inbound lead generation strategies for B2C
Build a high-quality blog
With companies that blog generating 67% more leads than those who don’t, it is no wonder why so many corporations are taking their blogging so seriously. Blogging is a fantastic way to establish yourself as a thought leader in your industry. This is particularly true if the topics you are covering aren’t usually talked about to a great extent or if they are covered by a veil of confusion for the newbies trying to enter the industry.
A well-intentioned blog with superior quality content can take you farther than you can imagine. However, it is a strategy that needs to be nurtured by time. Your blogs should start attracting your specific target audience and making them join your email list. Over time, they should begin trusting your business enough that when they face a problem related to your field, they look to you for a solution. Our recommendation? Analyze the market and find a gap that needs filling!
Grow your email list
For people outside of the digital marketing industry, email might as well be dead; a tool used to correspond with fellow coworkers and that’s it. Well, it might come as a surprise to you to hear that 42% of companies consider email to be one of their most important lead generation channels. To this day, email correspondence as a marketing channel works wonderfully, and there are countless stats to back that up. But how do you grow an email list out of thin air? You place opportunities to join your email list all over your website.
These opportunities can take the shape of an exit pop-up on your home page, a widget on the side of your blogs, a ribbon ornamenting the top of your services pages, or all three! There are many ways to present opt-in forms for your users to fill out and join your community. Simply start by choosing the right opt-in form marketing service and place your forms on your website. After growing your list, remember to refrain from adding even more noise to your subscriber’s inbox. Instead, add value by sending free resources, tips and tricks, and industry news. Figure out what your subscribers want, and give it to them in the form of an email.
Publish excellent content
Content is a great tool to reach your audience. Even 86% of B2C marketers think content marketing is a key strategy in their marketing plan. Consumers are known to be content-oriented when it comes to making buying decisions, so it makes sense to create supplemental content that ties in with the product or service you are trying to sell. Plus, content marketing also helps your business’s SEO efforts.
The options are infinite. From creating videos, infographics, case studies, and e-books to checklists, content upgrades, white papers, podcasts, social media posts, and more. There is a specific vessel for your content that will resonate with your particular audience best. Just remember that each piece of content should aim to engage your audience and encourage sharing on all social media platforms.
Add live chat to your website
Live chat is a small chat box that sits on a corner of your homepage. It allows visitors to communicate with customer service representatives in real-time. With 44% of online consumers saying that having questions answered by a live person during an online purchase is one of the most important features a website can offer, it is no wonder so many businesses are incorporating this tool to their arsenal of marketing tactics.
Live chat allows you to give quick answers to your prospects’ questions. Moreover, it offers a level of convenience yet to be achieved by other customer service tools. However, live chat does more than simply answer questions; it also gives you the opportunity to initiate a conversation with an already interested prospective customer. Overall, this tool makes it easy for your prospective clients to do business with you, leading to them responding with increased loyalty and spending.
Improvement after implementation
The hard work does not stop there. It is your responsibility to keep a close gaze on your B2C lead generation strategies. This is so you find any faults that might be impeding sales leads growth. It is important to note the types of questions you need to ask yourself in order to give an unbiased analysis of your own strategies. This is why we compiled a few questions to keep in mind. Think of these as you are diagnosing the possible faults in your game plan:
- At what point in the sales process do I want to generate leads and does my strategy reflect this?
- Do I give website visitors enough opportunities to sign up and if so, have I placed these opportunities incorrectly?
- Have I addressed my audience’s biggest pain points with the content I’ve created?
- Am I connecting with prospective customers in the places they are most likely to be found?
- Do my content and offer give enough value for my audience to find them attractive?
And just like that, we are sure you might find some areas with the potential to be optimized in order to increase your B2C lead generation success. We hope you use this insight to plan future lead generation campaigns for your B2C business. Remember that your audience does not want to be annoyed by your offers. Whereas quick spam content and cold calls worked in the past, today, consumers engage with the businesses that offer the most value even before purchasing their product or service.
Need help implementing? Contact us at [email protected] with any question you might need answering and we’ll deliver some expert advice right into your inbox.