Lead generation for B2B companies in the mortgage, private money, fintech or commercial real estate sectors can be complex. There are so many tools available and they take time to test and optimize to achieve the best result with the highest ROI. In the right combination, balance and frequency, they will create an undeniable impression on your target audience.
Whether you’re a company that buys loans, services, has a wholesale channel, provides technology or any other services…the competition is stiff. And the audience is more discerning than ever.
The core tactics you use need to be proven, up-to-date and be a part of your strategy. They must also have a consistent brand message.
Our experience and the data we collect through online monitoring services and from clients demonstrates the success of certain core tactics.
Here are 5 key refreshed tactics that need to be a part of your strategy.
All these tactics have evolved substantially over the past several years. The changes and modifications to each deserve your attention to give your audience a fresh, updated experience:
Email marketing: Long a staple of new business generation strategies, email marketing has evolved substantially over just the past few years. The biggest trend you need to take advantage of (immediately if not sooner) is automation and personalization. Using the right tech stack will allow you to set up triggers and send highly personalized emails to your prospects. Setting up the right landing pages will ensure your leads are segmented and appropriately followed up on.
Content Marketing: Learn to experiment and use a variety of content to target your audience. Too often, marketers stick to just a couple of formats they’re comfortable with and have proven to work well. But compared to what? Think about investing in other content types and doing some testing. For this audience, there are more than a dozen different preferred content types to master beyond blogging, video and newsletters.
Search marketing: Are you aware of the most recent Google algorithm change? Be aware that a Broad Core Algorithm update started rolling out on March 12th.
Search marketing is one of the most effective long-term strategies available. It takes a pro to stay on top of it and deal with the algorithm updates and continually test and adjust strategy. An SEO/SEM strategy is critical to help you capture those who are doing their research online and looking for solutions right now. If you don’t have one, now’s the time to start. It takes time to do it right and achieve great results, so make sure you’re working with someone you trust that sets reasonable expectations.
Direct mail: That’s right, snail mail! Most companies focus almost all their energy online. An interesting, personalized and well-targeted mailing won’t be forgotten once it lands in the hands of your intended recipient. “Interesting” is the key word here. Make sure you have a great creative person on your side to make it happen and leverage the latest trends in dimensional mail and tracking.
Webinars: Webinars are regarded as one of the most effective ways to generate high-quality leads and they’ve come a long way just in the past few years. For example, consider stretching your dollars and effectiveness through simulive There’s much to consider that can take the old webinar format many still use and make it new.
This list is not comprehensive. There are many others including live chat, paid social, remarketing and many more that have proven their effectiveness as core elements of a B2B strategy. Knowing how to prioritize according to budget, track, measure and then give each the proper weight will yield the best results.