Is your B2B ecommerce site struggling? Have you noticed a plateau or dip in your sales? It could be a lead generation problem.
For any business, big or small, actively generating leads is fundamental to its success. Without a solid plan in place, every company will hit a sales wall. And that goes for B2B ecommerce sites too. If you’re not sure how to generate B2B leads for your ecommerce website, Bing Digital is here to help.
According to the B2B Technology Marketing Community, 61% of B2B marketers think generating high-quality leads is one of their biggest challenges. So, if lead generation is an issue for you, you’re not alone. Only 35% of B2B marketers have actually established a lead nurturing strategy. Making the change will therefore give your B2B ecommerce site an advantage over your competitors.
Businesses that nurture leads make 50% more sales and – according to Forrester Research – the cost is 33% lower in comparison to those that don’t. Act now and you can grow your B2B ecommerce site faster and reduce outgoings – it’s a win-win.
Leading with the basics
A lead is an individual who has shown some level of interest in your company’s products, so they are more likely to become a customer. Lead generation is simply then the process of appealing to and converting strangers into leads. It’s a way of enticing potential customers to eventually get them to purchase what you’re offering.
Social Media Examiner claims that by spending just 6 hours a week on social media lead generation 66% of marketers will see benefits. Read on to discover 10 other ways to generate leads for your B2B ecommerce site and watch your business grow.
1. Webinar Promotion
Webinars are a great way to share industry insights that your target market will find helpful. And as a by-product, they can also help your business capture new leads.
Remember to start promoting the webinar around 3 weeks before the scheduled date, using your social media platforms to remind your followers. Also, ensure you ask any sign-ups for contact information so you can successfully reach out to them afterwards.
It’s important to maintain promotion after the webinar. Try uploading it to YouTube, publishing a summarising blog and answer any questions that were asked during the event.
2. Answer Questions
People are most likely searching for answers about your sector. They might not be asking you directly, but if you search hard enough you’ll be able to find their questions and – most importantly – answer them.
For example, if you’re a stationary wholesaler, you might find the perfect question like “Where can I buy notepads in bulk?” Even if that person is not your ideal customer, by answering the question in a blog you could help hundreds of other people with the same question – some of which could turn to you in the future.
To find questions, try searching on Q&A forums like Quora or on social media sites like Twitter and LinkedIn. Quora, for example, shows the first 50 characters of your name and bio above every answer you submit, so you’re getting free promotion even if someone doesn’t read the full answer. Plus, if you have already covered these topics on your website – perhaps as part of your FAQ page or in a blog post – you can always direct people back to your ecommerce site.
3. Encourage Referrals
People are four times more likely to purchase a product if referred by a friend and 84% of B2B shoppers start the buying process with a referral. If you can get loyal customers to recommend your products to colleagues and associates, you’re generating leads with little effort.
Whether offering a discount code with every referral or simply asking customers to share your social media pages, don’t miss out on this huge opportunity for growth.
4. Get Reviews
With 94% of B2B buyers conducting online research during the buying process, positive reviews are going to increase the likelihood of purchase. Reviewing sites, such as Trustpilot or Feefo, have a pre-established level of credibility and are trusted by customers.
Start with customers who have already provided good feedback or are regular users and simply ask if they would write a short review or rate your service.
5. Live Chats
Some people will visit your website but leave because they can’t find the information they need. This can be reduced with Live Chat, which is similar to a text message conversation with customers direct on your website.
Live Chat isn’t for everyone, especially if you can’t be at your desk answering enquiries from 9 to 5. However, you can manage Live Chat via a smartphone or even use pre-created scripts to answer common questions and generate enquiries. If neither of these options work for you, you can also outsource Live Chat.
6. Lead Adverts
Have you tried lead ads on social media platforms such as Facebook, Instagram and LinkedIn? Unlike other advertising options, like Google’s Search Ads, lead ads include a contact form. People can show their interest in your products by simply completing the form with their details and waiting for you to get in touch.
7. Reveal Anonymous Visitors
Not all of your site visitors will fill out an online form or provide you with their email address, and so you could be missing out on leads every day.
With companies like Leadfeeder, you can now identify those anonymous visitors. Find out important information such as the location of the potential lead, which pages they visited and how long they stayed on your site. You can then reach out to these people and make contact.
Be warned, the brash “you visited my website” approach might put people off, so ensure you use a bit more tact. Try reaching out on LinkedIn or sending a brochure to the company.
Did you know 80% of leads sourced by B2B marketers through social media come from LinkedIn? However, simply connecting with thousands of random people and sharing sales pitches won’t cut the mustard.
Make sure you target suitable prospects and build a relationship before trying to sell your products. You wouldn’t propose on a first date and the same goes with lead generation. Instead, try inviting them to your LinkedIn Group, send over useful content or start a conversation by commenting on one of their posts.
9. Lead Magnets
Lead magnets are tools that provide your visitors with something of value in exchange for their details – such as their name, business name, position and contact details. You can then use this information to get in touch and build a relationship.
A lead magnet should offer visitors something that they would otherwise not have, like a research paper or a free online tool.
9 Email Marketing
As your new leads roll in, what will you do with them? Sometimes the traditional ways prove to be the best. This stands true for email marketing, with lead-nurturing emails getting 4 to 10 times more responses than standalone emails. Simply input all of the new leads into your email marketing software and you can continue to nurture your leads over the coming months and years.
There are loads of different types of email marketing, with some of the most important ones being thank you, free trial and company announcement emails. Make sure you have an interesting relevant subject line and don’t waffle. B2B buyers are generally busy and don’t want to spend ages figuring out what you’re trying to sell.
For email marketing, and all your lead generation activities, make sure you are fully GDPR compliant. There’s no point generating new leads if you’re putting your B2B ecommerce business in jeopardy.
Talk to an ecommerce expert
Need help with lead generation? Don’t have the time or expertise? Don’t worry – you don’t have to go it alone. We can help at Bing Digital.
As a leading Magento web design and development agency, we understand exactly what it takes to grow an ecommerce site from start-up to the up-and-up. And this is exactly why our digital marketing services are such a great fit for ecommerce sites. Whether it’s SEO marketing, content marketing, PPC ads or email marketing, we can find the right marketing mix for you.
Ready to find out more? Get in touch today to talk to one of our ecommerce experts.