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Posted by: Solange Messier

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If you’re hoping to bolster sales for your small business, you might be contemplating focusing more resources on lead generation.

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How do you generate leads?

There are many different tactics a small business can use to boost B2B lead generation. These include diversified content marketing, email marketing, focusing on key accounts and leads, using social media, and creating a comprehensive plan that mixes all of these tactics and more together.


1. Email Marketing Is Still a Top Lead Generation Tactic

Some people have suggested email marketing is going the way of the dinosaur, but the statistics show it’s far more resilient than naysayers will have you believe. In fact, email marketing is still one of the best ways to generate leads.

Be sure to personalize the message of your email marketing campaign. Blasting the same email to 150,000 unique prospects might seem like a good idea, but only a small percentage of those leads will be intrigued by what you’re offering.

Tweaking the message and the offer for different segments of this audience can help you generate more interest and more potential leads for your business.


2. Diversify Your Content Marketing

Are you blogging? You probably should be, as the numbers show companies that blog have a higher rate of success with sales and marketing.

Blogging isn’t the only kind of content marketing you should engage in these days. You might want to consider other forms of content marketing, including creating how-to videos and tutorials, infographics, and more.

Why is it important to diversify your content marketing this way? Your audience, and the potential leads therein, are a diverse group. Just as not everyone on your email list will respond to the same email message, not everyone is looking for the same kinds of content.

Having a diversified content strategy will allow you to serve the needs of more people. In turn, this will generate more leads for your business.


3. Use Social Media for Lead Generation

Chances are your business is present on at least one social media channel. LinkedIn is usually a good choice for B2B businesses, sales reps, and marketers.

Social media allows you to connect with people you may not otherwise encounter. It can also help you research and qualify leads, as well as get in touch with people.

While cold calling is no longer an effective strategy, don’t be afraid to use social media to spark a conversation or to connect with prospective leads.


4. Create a Comprehensive Plan

You don’t need to focus on one of these B2B lead generation tactics over another. If you’re on social media, you can also create content and use that content to bolster your social media feeds and presence.

A truly great lead-generation plan incorporates a number of different strategies and tactics. In turn, this comprehensive plan allows you to reach more potential leads.


5. Focus on Key Accounts and Leads

Once you’ve put your plan into action, you’ll probably find you’re generating more leads than you thought you might.

Keep in mind that not every lead is a great lead, and you won’t be able to follow up with all of them if your lead-generation tactics are as effective as you hope. You need to be sure you’re homing in on the right leads.

Be sure to qualify leads, and be selective about who you follow up with and when.

This focus will help you make the most of all of your B2B lead-generating activities by converting leads into sales and, with some luck, lifelong customers.


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