Tips for Running Great Social Media Lead Generation Campaigns

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Virgin Active South Africa used scarcity – a limited-time offer – to increase the value of their offer. Their tagline, “Is summer ready for you?” – refers to seasonality. The question, along with the related offer, is only for the summer season.

What we like: In addition to the seasonal messaging, the image they placed emphasises summer fun. Key messages and CTAs are also clearly highlighted.


B2B lead generation best practices, Virgin Active Facebook Lead Ad example

Case 2. Give before you receive

DigitalMarketer doesn't sell, cameroon phone number material it gives away something valuable for free. That's a compelling deal. By creating a clear value proposition, potential customers are more likely to share information with the brand.
Their image amplifies the message and the CTA is clear but subtle. DigitalMarketer engages potential customers through the law of reciprocity, which makes users feel like they should return the favor through further engagement.


DigitalMarketer Top Performing Facebook Lead Ad B2B Lead Generation Best Practices


What we love: Digital Marketer’s copy emphasizes how templates can save time and drive sales. Find ways to demonstrate your value to attract potential customers to your offer.


Case 3. Finding the right CTA

Your CTA (call-to-action) should be attractive and make it clear what will happen when readers click.

The phrase “Book now” creates a sense of urgency. The viewer feels that they must reserve their ticket for the Van Gogh event before time runs out.

best b2b lead generation example, Van Gogh Sacramento

What we love: This ad describes the art installation in text and visually shows the experience. The viewer can imagine what they will get when they click “Book Now.”

PPC Lead Generation Strategies

Pay-per-click (PPC) lead generation campaigns target a wide range of paid advertising platforms, with the most popular being Google AdWords and Display Network. However, you'll find a wide range of PPC lead generation options outside of Google, including:


B2B review directories or comparison sites

Display ads in commercial media

Social media advertising

Affiliate Marketing


What is the conversion rate in PPC lead generation?

AdWords conversion rates sit at around 2.41% for B2B companies, according to 2021 data from WordStream. Display conversion, meanwhile, averages 0.77% . However, rates vary by industry, so it’s important to know the benchmarks for your industry. A good place to start is by asking each PPC provider for their average conversion rate across the board. This will allow you to better evaluate the results of your campaign.

Should organic marketing replace PPC? No, because they complement each other. For example, many high-value keyword searches only have above-the-fold PPC ads, like the one below.


B2B lead generation best practices Google search for “best small business accounting software”
In other words, even if you have good organic rankings, you may be buried under PPC ads.

An example of an efficient PPC lead generation channel.

Combining the above-mentioned PPC platforms, B2B review directories, and comparison sites can provide a unique and fresh source of leads.

Other PPC channels are likely already saturated by big players in their space – i.e. those with a lot of money to invest. For example, in SaaS, an industry with huge competition across all verticals, AdWords bidding is highly competitive.

To win, you'll need to target a lot of relevant keywords. Sometimes competitors even bid on keywords against your own brand name, as we see in this example, where Netsuite ranks higher for "Intuit Accounting."

B2B lead generation best practices Google search for “intuit accounting”
For many SaaS startups and SMBs, having another source of leads, such as B2B review sites, offers the opportunity to meet and even exceed monthly lead quotas.

Let’s take a look at the most popular marketing tools these sites use for lead generation. For example, here’s what FinancesOnline , a leading software review platform, offers:

1. Lead Generation Campaigns – The review site can link directly to a vendor’s landing page, encouraging people to read their review and then sign up to try out their free trial. These campaigns can lead to a conversion rate of up to 24% .

2. Premium Placement – ​​In an increasingly commoditized SaaS category like a CRM where features are more standardized than unique, being listed in a premium placement can make or break your sales opportunity. You have a much better chance of attracting new leads if you’re listed among the most popular solutions, as leads typically only try out a few products. Make sure you’re on that list, because your competitors are probably already there.

3. Industry Awards – When buyers compare your product to your closest competitors, making your offering stand out with a prominent quality award can have a critical impact on your sales. FinancesOnline, like many other review platforms, can give your product a competitive edge with these types of awards.


B2B lead generation best practices FinancesOnline SaaS directory help desk software

Find a third-party online marketplace in your industry and contact these intermediaries to ensure your product is listed.


Lead Generation Strategies for Blogs

Blogging is at the core of content marketing. This strategy focuses on creating content that is interesting or valuable to your audience. The goal is to attract and maintain online engagement from potential customers in the future. Much has been said about the benefits of business blogging. Let’s go over the main advantages.

1. You can drive traffic to your website. With proper SEO planning, your blog provides a presence in searches, linking to keywords relevant to prospects. Every blog post you write is an additional indexed page that helps your content appear on Google.

2. You can convert traffic into leads. A well-placed CTA on a compelling blog post can direct prospects to your landing page for leads.

3. You can get repeat customers to convert. A blog can delight existing customers with fresh content to get them to convert again or give good referrals.

Blogs also establish niche authority and place potential customers within your sphere of influence. Blogging is an important part of HubSpot's strategy. Just search for "inbound marketing" or its derivatives and you'll come across HubSpot all the time.


B2B lead generation best practices Google search “what is inbound marketing”

How effective are blogs in the long term? At HubSpot, about 90% of the leads our marketing team generates each month come from blog posts that were published several months, or even years, ago.

What types of content drive lead generation?

If you're only planning to blog or work with videos, you're out of luck. Strong content marketing strategies use a variety of formats to engage audiences. Videos, blogs, and images are among the top mediums marketers use.


Best B2B lead generation, top media formats marketers use

When creating your content marketing strategy, consider including the following types of content.

1- Authoritative posts are blog entries about topics you have expertise in. Readers should come away with a better understanding of the topic at hand.

2- Strong opinion pieces can help you build awareness of your brand. However, this shouldn’t just contain your ideas and thoughts. Persuasive pieces are backed by data and research.

3- Original research is commissioned for industry consumption. Focus on questions that haven’t been answered yet or data sets that need updating.

4- How-tos offer tips and tutorials to solve potential customers' problems. In the end, they will have their pain solved and will thank you for it.

5- Trending topics can help you capitalize on popular topics. Are there headlines and trends that relate to your business? Think of a blog post that connects these dots.

6- Infographics turn information into digestible, easy-to-consume visual pieces. Encourage your audience to share these images whenever possible.

7- Videos are booming in content marketing. In fact, 72% of potential customers would rather watch a video about a product than read information about it. If your company doesn't have the talent to make videos, consider hiring a team to help you produce this type of content.

Remember: This content is most effective when it aligns with your marketing goals. In short, the hard work is on you: you have to develop topics that work like magnets for your audience.


Examples of Great B2B Blogging Campaigns

Case 1: Managing Your Blog Like a Media Pro

HubSpot is influential when it comes to inbound marketing. HubSpot’s blog publishes tips, lists, ideas, inspiration, insights, reports, e-books, white papers, videos, and much more. All of this content is related to the inbound methodology in its niche segments of marketing, sales, website, and service. In the inbound marketing SERPs, its blog outperforms even entrenched business media outlets like Forbes and CNN Money.