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what to do when b2b inbound leads dry up

Getting started with a B2B inbound digital marketing campaign isn’t easy by any yardstick.

There are so many things to look out for: is your website properly optimized, is the marketing automation software set up properly, are all your blog posts targeting the right keywords, and do you have enough CTAs set up throughout your content?

Unfortunately, things can definitely go awry due to a new Google algorithm update or a rejig of Facebook’s news feed. In such cases, despite your best intentions, your inbound leads can certainly dry up. What do you then?

Well, perhaps it’s time to try something new, fresh, and exciting. After all, B2B content marketing isn’t an exact science so it’s important to keep trying new things and figuring it out as you go along.

3 Ways to Boost Your B2B Inbound Lead Generation

Here are the 3 steps you can take if your inbound leads dry up.

1. Experiment with video

If you aren’t already using video as an important facet of your inbound marketing approach, then you’re not following industry best practices.

The HubSpot state of video marketing report stated that 87% of businesses actively leverage video to drive those high-value leads that have the potential to convert into paying customers.

A further 83% add that video gives them the highest ROI compared to other content marketing approaches.

B2B marketers using videoSource: HubSpot

One of the key reasons why video has swelled in importance is because of the fact that it’s been sanctioned by key executives at the C-suite level. It’s hard to ignore the success rival marketers have had. (Have you ever seen the viral Dollar Shave Club advert which cost just $5,000?)

And because of more demand, overall video production costs have gone down due to more professionals entering the field.

Video analytics give you data points such as how many people viewed your video, the average time, total number of time on site, and more. That’s a digital marketer’s dream -- the ability to collect and synthesize data.

2. Focus on LinkedIn

social media use by B2B marketersSource: Ironpaper

While social media platforms like Facebook and Twitter attract more headlines, LinkedIn has silently crept up to the top of the pack. It currently has more than 500 million active users, with millions of senior-level executives and decision makers in the mix.

That’s a lot of people who have the sway to decide whether to invest in your service or not. And most digital marketers agree on the fact that you must target them at their favorite watering hole.

Furthermore, according to research from the Pew Research Center, 49% of U.S. adults use LinkedIn and 45% of them earn more than $75,000/year. This further drives home the point that LinkedIn should be at the core of your B2B inbound marketing efforts.

So how do you drive more leads for your business via LinkedIn? There are a few ways:

● Reach out to influencers by mentioning them in your newest blog post or company update. After all, they need to know you exist before recommending you to their audience.

● Consistently publish high-value content on LinkedIn. That’s a great strategy because organic engagement rates aren’t suppressed the way they are on Facebook. As long as your content is informative, it’ll generate interest without you having to pay for it.

● Create a specialized group for industry professionals. Remember, LinkedIn is a professional networking site. So by fostering collaboration and open communication, you’re helping establish trust. Your customers will remember that.

3. Podcasts

podcasts as b2b marketing tactic

Podcasts are often overlooked when it comes to planning and strategizing a B2B inbound marketing approach. But that’s a mistake. As evidenced by the chart above, podcasts are exploding in popularity. Thirty-one percent of the population in the United States in the 25-54 age bracket have listened to podcasts at least once in the past month.

The thing about podcasts is that, when done right, they’re full of useful information and nuggets that your audience will find interesting. That’s part of the reason why podcasts have incredibly high engagement rates, with 85% of listeners remaining tuned in until they finish.

If your business podcasts start getting traction, then your audience will automatically associate your brand as the leading authority on the subject. And businesses only want to work with other businesses that they know are reliable.

Conclusion

It can be disconcerting when you don’t receive any high-quality leads for a few weeks. But, as they say, every failure presents an opportunity. In this case, it’s to shake things up and try something new. It might just be the dawn of a new, supercharged strategy that’ll drive your sales needle faster than anything you’ve tried before.

Brianna Pyne

Our guest author Brianna Pyne is a thought leader in the Digital Marketing Industry.

One of Brianna's passions is writing & speaking at conferences. She is currently working with JumpFactor and helps produce content related to content marketing & SEO for B2B businesses.

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