Lead volume: +2600%

Cost Per Lead: -43%

Clicks: +1300%

 

Hello there! I’m thrilled to share my insights on B2B lead generation in the world of digital media. As someone who’s spent years helping businesses like Grainger and Office Depot boost their lead generation efforts, I’ve encountered a wide range of challenges, misconceptions, and mistakes that are all too common in this field. In this article, I’ll delve into these issues while also providing a comprehensive top 10 list of how to set up a successful digital lead generation campaign for your B2B brand.

 

 

 

 

 

 

Common Difficulties with B2B Lead Generation

Many businesses believe that generating a high volume of leads is the ultimate goal. However, quality should always trump quantity in B2B lead generation. It’s better to have a smaller number of highly qualified leads than a large pool of uninterested or unqualified ones. And yes, this will always cause heartburn with teams that are focused on quantity over quality. It is a slippery slope!

1 – Identifying the Right Target Audience

One of the primary challenges in B2B lead generation is identifying and targeting the right audience. Many businesses struggle to pinpoint their ideal customer profile (ICP) and often cast too wide a net, resulting in a lower conversion rate. To address this, start by creating detailed buyer personas that encapsulate the characteristics of your ideal customers, including industry, job roles, pain points, and challenges. Junior PPC team members can not find the balance between quantity and quality, often resulting wasted PPC spend.

2 – Content Relevance

Creating compelling and relevant content is vital for lead generation. Yet, businesses often produce content that doesn’t resonate with their target audience. To avoid this mistake, conduct thorough research to understand your audience’s pain points and preferences. Craft content that directly addresses these issues and positions your solution as the answer. Most B2B marketing teams do not spend enough time on Landing page optimization!

3 – Analytics Overload

The availability of data and analytics tools can be overwhelming. Many B2B marketers either drown in a sea of data or misinterpret it, leading to incorrect decisions. Focus on key performance indicators (KPIs) that align with your goals, such as click-through rates, conversion rates, and cost per lead. Regularly review these metrics and adjust your strategies accordingly.  I have a degree in computer science and my head of analytics has a Masters in Digital Analytics, and trust me, analysis paralysis is the most common issue we face today. Keep things simple!

4 – Ignoring the Middle of the Funnel

Often, B2B marketers put all their efforts into top-of-funnel activities, such as driving traffic and generating leads, but neglect the middle of the funnel (MOFU). This stage is crucial for nurturing leads and moving them closer to conversion. Implement email marketing, remarketing, content marketing, and lead nurturing strategies to keep leads engaged and informed.

Common Misconceptions About B2B Lead Generation

1 – More Leads = Better Results

Many businesses believe that generating a high volume of leads is the ultimate goal. However, quality should always trump quantity in B2B lead generation. It’s better to have a smaller number of highly qualified leads than a large pool of uninterested or unqualified ones.  And yes, this will always cause heartburn with teams that are focused on quantity over quality.  It is a slippery slope!

2 – Quick Results

Lead generation is a long-term game, and expecting instant results can lead to disappointment. Building trust and relationships with B2B clients takes time. Patience and consistency are key. It can easily take 2-3 months in B2B to get a site visitor to make an appointment…

3 – One-Size-Fits-All Approach

There’s no one-size-fits-all solution in B2B lead generation. Every industry, business, and audience is unique. Tailor your strategies to align with your specific target market.  I don’t have a single client where I was able to replicate the lead development model exactly from another client.

Common Mistakes in B2B Lead Generation

1 – Neglecting Remarketing

Remarketing is a powerful tool that many B2B marketers overlook. Once someone has shown interest in your products or services, they are more likely to convert with a gentle nudge. Implementing remarketing campaigns can significantly improve your conversion rates.

2 – Inadequate Email Marketing

Email marketing is still one of the most effective ways to nurture leads and maintain relationships with existing customers. Yet, many businesses fail to utilize it effectively. Segment your email lists, personalize content, and send relevant information at the right time to maximize its impact.  Build value for your site visitors by giving them something of value. Then ask them something of value.

3 – Neglecting Paid Search

Paid search advertising, such as Google Ads, can be a goldmine for B2B lead generation. However, it’s important to have a well-thought-out strategy that includes targeted keywords, compelling ad copy, and a landing page optimized for conversions.  This is the channel that will eat up most of your budgets if you are not careful.

The Top 10 Steps to Ensure a Successful Digital Lead Generation Campaign

Now that we’ve discussed the challenges, misconceptions, and mistakes, let’s delve into the top 10 steps to set up a successful digital lead generation campaign for your B2B brand.

1. Define Clear Goals and KPIs

Start by setting clear and measurable goals for your lead generation campaign. Whether it’s to increase MQLs (Marketing Qualified Leads), SQLs (Sales Qualified Leads), or both, having well-defined objectives will guide your efforts.

2. Create Detailed Buyer Personas

Develop detailed buyer personas that reflect your ideal customers. Understand their pain points, needs, and preferences to tailor your messaging and content accordingly.

3. Craft Compelling Content

Create high-quality, relevant, and valuable content that addresses your audience’s pain points. Content can include blog posts, whitepapers, webinars, videos, and more.

4. Invest in SEO – before Paid Search!

Optimize your website and content for search engines. Keyword research and on-page SEO are crucial for attracting organic traffic and improving your website’s visibility.

5. Utilize Paid Advertising

Leverage paid advertising platforms like Google Ads and LinkedIn Ads to reach your target audience. Allocate your budget strategically and create compelling ad copy that speaks to your audience’s needs.

6. Implement Conversion-Optimized Landing Pages

Design landing pages that are focused on converting visitors into leads. Use clear and concise messaging, compelling calls to action (CTAs), and minimal distractions. Simple LPs work better 90% of the time!

7. Incorporate Analytics and Tagging

Properly implement tracking tags and analytics tools to monitor the performance of your lead generation campaign. Regularly analyze the data and make data-driven adjustments to optimize your strategy.

8. Lead Nurturing with Email Marketing

Implement an email marketing strategy that includes automated drip campaigns to nurture leads. Send relevant content, educational resources, and offers to move leads through the sales funnel.

9. Remarketing

Set up remarketing campaigns to re-engage with website visitors who showed initial interest but didn’t convert. Display targeted ads to remind them of your value proposition.

10. Measure and Optimize

Continuously measure the performance of your campaign against your predefined KPIs. Use A/B testing to refine your tactics and improve conversion rates.

 

Are you looking for a holistic marketing campaign that needs help from a seasoned digital marketer to generate leads and brand awareness?

10 Essential Tips for Personal Injury Attorneys to Find New Clients via Digital Marketing (SEO)

In the ever-evolving landscape of legal marketing, personal injury attorneys must adapt to modern strategies to stay competitive and attract new clients. One of the most effective ways to achieve this is through blogging. Blogging allows you to showcase your expertise, build trust with potential clients, and establish your law firm as a reliable source of information. In this article, we’ll delve into ten essential tips for personal injury attorneys to write blogs that not only inform but also engage and convert potential clients.

1-Know Your Audience

Before you start crafting your blog content, it’s crucial to understand your target audience. Your potential clients will likely have diverse needs and concerns based on their specific personal injury cases. Therefore, tailor your content to resonate with your audience’s pain points, questions, and interests. Consider the demographic, geographic, and psychographic factors that may influence their decisions.

2-Address Different Types of Injuries

Personal injury cases encompass a wide range of injuries, from slip and falls to car accidents and medical malpractice. It’s essential to cover various types of injuries in your blog content. Each injury type has unique legal considerations, so create informative articles that discuss the specific legal aspects and challenges related to each one. This demonstrates your expertise and reassures potential clients that you can handle their particular case.

3-Explain the Timeline for a Personal Injury Case

A critical aspect of writing blogs for personal injury attorneys is educating your audience about the typical timeline of a personal injury case. Outline the key stages, from the initial consultation and investigation to settlement negotiations or trial. Clarify the timeframes involved and provide realistic expectations to help potential clients understand the process better.

4-Share Examples of Past Cases

Sharing real-life examples of successful personal injury cases can be incredibly persuasive. Case studies or client testimonials provide social proof of your competence and can help potential clients relate to your firm’s expertise. Highlight the challenges faced, the strategies employed, and the outcomes achieved to illustrate your track record of securing favorable results for your clients.

5-Explain the Process of Working with Insurance Companies and Defendants

Many personal injury clients are unfamiliar with the intricacies of dealing with insurance companies and defendants. Break down the negotiation and litigation process, emphasizing how you protect your clients’ rights and interests. Provide insights into how you handle negotiations, the importance of gathering evidence, and the strategies used to secure fair compensation.

6-Debunk Common Myths in Personal Injury Cases

Myths and misconceptions about personal injury cases can be barriers to potential clients seeking legal assistance. Write informative blogs that debunk these myths and clarify the realities of personal injury law. Common misconceptions include beliefs that personal injury cases always go to trial, that they’re a quick path to riches, or that insurance companies always offer fair settlements.

7-List the Answers to the Questions Clients Should Ask Before Hiring a Personal Injury Attorney

Here are some suggestions:

-What Is Your Experience in Personal Injury Law?

-Have You Handled Cases Similar to Mine?

-What Is Your Success Rate with Personal Injury Cases?

-How Will You Handle My Case?

-What Fees Do You Charge?

-What Expenses Will I Be Responsible for Regardless of the Outcome?

-Can You Provide References or Client Testimonials?

-How Will Communication Be Handled?

-Do You Have the Resources to Handle My Case?

-What Is the Likely Outcome of My Case?

8-Optimize for SEO

To ensure that your blog content reaches a wider audience, it’s essential to optimize it for search engines. Conduct keyword research to identify relevant terms and phrases potential clients are likely to search for. Incorporate these keywords naturally into your content, including in titles, headings, and throughout the text. Additionally, optimize meta descriptions, images, and use internal and external links to enhance your blog’s SEO performance.

9-Consistency is Key

Consistency is crucial when it comes to blogging. Establish a regular posting schedule that you can realistically maintain, whether it’s once a week or bi-monthly. Consistency not only keeps your audience engaged but also signals to search engines that your website is active and authoritative.

10-Engage Your Audience

Don’t forget the power of engaging content. Encourage interaction and discussion by asking questions, inviting comments, and sharing your blog posts on social media platforms. Respond promptly to comments and engage with your audience to build a sense of community and trust around your brand.

Conclusion

In the digital age, personal injury attorneys must harness the potential of blogging to attract new clients and establish themselves as industry experts. By understanding their audience, addressing various injury types, explaining the personal injury case timeline, sharing past case examples, clarifying the process of working with insurance companies and defendants, debunking myths, and providing valuable information, attorneys can create compelling blog content that resonates with potential clients.

Furthermore, by offering a list of essential questions for people to ask when hiring a personal injury attorney and maintaining consistency in their posting schedule, attorneys can maximize the impact of their blogs. Finally, optimizing content for search engines and actively engaging with their audience ensures that their blogs not only inform but also convert readers into loyal clients. With these ten tips in mind, personal injury attorneys can leverage the power of blogging to enhance their online presence and grow their client base effectively.

 

Are you a personal injury attorney that needs help from a seasoned digital marketer to generate leads and brand awareness?

The Top 10 Stats Every B2B Marketer Needs to Know

 

Importance of data and statistics in B2B marketing

In today’s fast-paced and ever-changing business environment, data and statistics play a crucial role in making informed decisions. B2B marketers are no exception. They need to stay up-to-date with the latest trends and statistics to create effective marketing strategies that drive business growth. By analyzing data and measuring key performance indicators, marketers can optimize their campaigns and improve their ROI.

However, with so much data available, it can be overwhelming to figure out which statistics to focus on. That’s why we’ve compiled a list of the top 10 B2B marketing statistics that every marketer needs to know. These stats cover a range of topics, from the impact of content marketing on lead generation to the effectiveness of email marketing in B2B campaigns. Let’s dive in!

 

Stat #1: The impact of content marketing on B2B lead generation

Content marketing is a powerful tool for B2B lead generation. According to the Content Marketing Institute, 91% of B2B marketers use content marketing to reach customers. Furthermore, companies that prioritize content marketing generate 67% more leads than those that don’t.

To make the most of your content marketing efforts, you need to create high-quality, engaging content that resonates with your target audience. Your content should be informative, educational, and provide value to your prospects. By doing so, you can establish your brand as a thought leader in your industry and build trust with your audience.

 

Stat #2: The effectiveness of video marketing in B2B campaigns

Video marketing is becoming increasingly popular in B2B campaigns. According to HubSpot, 81% of businesses use video as a marketing tool, and 85% of businesses say video is an effective way to get attention online.

Videos can be used to showcase your products or services, provide educational content, or even give a behind-the-scenes look at your company. They are a great way to engage your audience and make your brand more memorable. Furthermore, videos can be easily shared on social media, increasing your reach and driving more traffic to your website.

 

Stat #3: The importance of mobile optimization in B2B websites

Mobile optimization is no longer a nice-to-have feature for B2B websites. It’s a must-have. According to Google, 61% of users are unlikely to return to a mobile site they had trouble accessing, and 40% will visit a competitor’s site instead.

To ensure your website is mobile-friendly, you need to optimize it for smaller screens and slower internet connections. This includes using responsive design, optimizing images, and reducing page load times. By doing so, you can provide a seamless user experience for your mobile visitors and increase the chances of converting them into leads.

 

Stat #4: The role of social media in B2B marketing

Social media is a powerful tool for B2B marketers. According to the Content Marketing Institute, 93% of B2B marketers use social media to distribute content, and 87% of B2B marketers say social media has helped them generate more exposure for their business.

To make the most of your social media efforts, you need to identify which platforms your target audience is most active on and create a content strategy that aligns with their interests. You can use social media to share your blog posts, promote your products or services, and engage with your followers. By doing so, you can build brand awareness, increase your reach, and generate more leads for your business.

 

Stat #5: The impact of personalization on B2B customer experience

Personalization is becoming increasingly important in B2B marketing. According to Salesforce, 76% of B2B buyers expect companies to understand their needs and expectations. Furthermore, 71% of B2B buyers are willing to engage with salespeople who personalize their communication.

To provide a personalized experience for your customers, you need to understand their pain points, goals, and preferences. You can use this information to tailor your messaging, content, and offers to their specific needs. By doing so, you can build stronger relationships with your customers and increase the chances of converting them into loyal advocates for your brand.

 

Stat #6: The rise of account-based marketing in B2B

Account-based marketing (ABM) is a targeted approach to B2B marketing that focuses on specific accounts or customers. According to the Alterra Group, 97% of marketers say ABM has a higher ROI than other marketing activities.

To implement an effective ABM strategy, you need to identify your target accounts, customize your messaging and content to their specific needs, and engage with them through multiple touchpoints. By doing so, you can build stronger relationships with your target accounts and increase the chances of winning their business.

 

Stat #7: The significance of email marketing in B2B

Email marketing is still one of the most effective channels for B2B lead generation. According to HubSpot, email generates $38 for every $1 spent, making it one of the highest ROI channels for marketers.

To make the most of your email marketing efforts, you need to create engaging, personalized emails that provide value to your subscribers. You can use email to promote your content, announce new products or services, and nurture your leads through the sales funnel. By doing so, you can generate more leads, increase conversions, and drive more revenue for your business.

 

Stat #8: The use of marketing automation in B2B campaigns

Marketing automation is a powerful tool for B2B marketers. According to Salesforce, 67% of marketing leaders use marketing automation to improve their campaign effectiveness.

With marketing automation, you can automate repetitive tasks, such as lead nurturing and email campaigns, freeing up your time to focus on higher-value activities. You can also use marketing automation to track your leads’ behavior, score them based on their engagement, and prioritize them for sales follow-up. By doing so, you can improve your lead quality, increase conversions, and drive more revenue for your business.

 

Stat #9: The impact of SEO in B2B lead generation

Search engine optimization (SEO) is a critical component of B2B lead generation. According to BrightEdge, organic search drives 53% of website traffic, making it the most significant source of website traffic.

To improve your SEO, you need to optimize your website for relevant keywords, create high-quality content, and build high-quality backlinks. By doing so, you can increase your visibility in search results, generate more organic traffic, and drive more leads for your business.

 

Stat #10: The ROI of lead gen in B2B marketing

Finally, it’s essential to measure the ROI of your lead generation efforts. According to HubSpot, 69% of companies that calculate ROI say their marketing strategy is effective.

To calculate the ROI of your lead generation efforts, you need to track your leads’ behavior, measure your conversion rates, and calculate the cost per lead. By doing so, you can identify which channels are driving the highest ROI, optimize your campaigns, and allocate your budget more effectively.

 

Conclusion and takeaway for B2B marketers

In conclusion, data and statistics play a crucial role in B2B marketing. By staying up-to-date with the latest trends and metrics, you can create effective marketing strategies that drive business growth. Whether you’re focusing on content marketing, social media, or email, it’s essential to measure your results and optimize your campaigns for maximum ROI.

So, as a B2B marketer, make sure to pay attention to the top 10 stats we’ve covered in this article. By doing so, you can unlock success and take your marketing efforts to the next level.

We started working with a brand that provides software for ecom sites. They launched a PPC program internally in October 2021. They optimized the keywords and ad copy, but no matter what, they simply could not generate leads. The marketing director was frustrated and didn’t know where to go to solve the problem.

We got introduced to this client via a common contact (In fact, 100% of our sales here at 9DigitalMedia is driven by word of mouth.) We did a PPC audit and discovered several issues:

-The keyword match types were not set up correctly. They were bidding against themselves in PPC, unnecessarily increasing their cost per click.

-They had not built their list of keywords deep enough, and they were focused on head terms only. This also contributed to the high cost per click. We built out a much longer list of long tail keywords.

-The number of negative keywords was very small. We expanded it greatly.

-They were not bidding on competitors’ names (while those competitors were bidding on their names), and bidding on their brand names improved brand awareness greatly.

-They had not created ad copy specific to their case studies. We created a new set of ad copy that specifically talked about how they solved a specific problem for a big national brand. This created a great way to get prospects right into the exact problems our client can solve for.

-We launched a YouTube campaign targeting people that were searching for “how to” questions specific to ecom software. This generated a ton of new visitors to their website, greatly helping their brand awareness

As a result, the client went from “not generating any leads via Paid Search to generating a steady flow of leads from their website to their demo request page.

We were able to deliver these results in a span of 2 months and continue to work with the client to expand their lead volume.

This is one of our favorite clients. Not because they have a legal and compliance team that loves to scrutinize every word on every page, but because their marketing team is laser-focused on customer experience. They are on a mission to write industry-leading, educational, slightly humorous (but not too much) Wikipedia in their vertical.

They were looking for a content strategy and development company with deep SEO experience to help them get to the next level. One of our most seasoned writers had first-hand personal experience on the topic, so we were able to bring a lot of personal tone and voice to the content. The fact that our writers have minimum of 12 years of experience always makes our quality one notch above the rest.

We are writing 10-15 monthly blogs, and the content ideas come from their marketing, which then get vetted by their SEO team. (Yes, we are OK when our clients want to split technical SEO from content production.) We write the content, which can go through 1-2 revisions until it gets to a place where our client is happy with it. Six months after each post, we go back, and we add to the existing articles to make them deeper.

We also help our client write web content for their pages, local store pages, and help them with other topics as needed.

The result is simple: this client increased their organic traffic from 170,000 visitors a month to 300,000 visitors a month in 12 months.

While it may seem like a puzzle, and in fact it is sort of a puzzle, it’s actually not that hard to do.

See, there are a few possible ways to reduce PPC cost: you can improve your quality score (takes a long time, but you never will know if you are heading in the right direction or not), eliminate all competitors (if you are Neo from the Matrix, or Superman, this is always an option), or you could switch all of your PPC traffic to Bing (but then you will get only 1/20th the traffic.)

For the rest of us, the start of the solution could be the realization that the big-name national agency that someone hired two years ago (“because no one gets fired from IBM”) has not given you their A team or the B team or the C team, but more like their Z team (even though you pay like you have the A team)

The reality is (as someone who was part of an excellent global agency), it is not the agency, but it is which team in the agency you are working with.

If the agency keeps telling you “the best recommendation from Google to solve for that is to let their AI do the work”, then you know it is time to make some adjustments. I love Google, and I love the Google AI, but trust me: Google AI can’t solve everything. (If it could, we would have answered world hunger and poverty by getting the AI to invent the flux capacitor for every household and would not have to worry about marketing investments or ROI.)

But we live in the real world.

The answer is pretty simple: break out the account into smaller chunks to understand the strategies with the highest cost per click. Is it non-branded ads? shopping ads? DSA ads? Within the branded ads, is it category 1 or 3? Then do some tests with the lower CPC KWs to see if the current impression volume is low enough. If so, this means you can shift the investment from the high CPC keywords to low CPC keywords.

Of course, many of you well-versed PPC marketers are asking right now, what about ROAS? Well, see, now you are talking about a KPI where it makes sense for any advertising platform to do really well, correct? A CFO at a top 5 B2B retail once told me that if he added up all the revenue that these ad platforms reported, our company should have been 10 times the actual size.

Meaning, ROAS is a result of all marketing working together, not just PPC.

Going back to our story, lowering CPC and doubling the PPC traffic yes lowered the ROAS, but in aggregate, the website made 20% more than its planned revenue. I wonder why…

Red: CPC, Solid: ’23, dotted: ’22. Drop of 51%

Blue: Clicks, Solid: ’23, dotted: ’22 Increase of 124%

We started working with a national vitamin brand that sold its products in Whole Foods and the Vitamin Shoppe, but they were not selling direct. They launched a DTC e-commerce site, but they were not getting enough traffic to their site. In fact, most of the SEO searches were going to their distributor’s sites.

The measure of success was to increase SEO traffic greatly.

We started deploying two blogs a week (8 per month) that were highly-curated, included optimized H1 and H2 tags, included questions that people were asking for, and each blog was about 1500 words. The images were optimized for SEO, and we linked them to government studies and university hospital research data.

The copy was written by a copywriter with 12 years of experience.

What was the result?

We doubled their SEO traffic in 5 months!