B2B Lead Generation for Your Dallas Small Business

You already know how the Internet has become an active player and resource to help build your business.  Now it’s time to use your website to its full potential by generating solid leads that will expand your customer base in Dallas. Lead generation is a strategic, powerful method of building and maintaining business on a long-term basis. The best part is, you’re using a tool that you probably already have: your website.  By beefing up your website with some interactive features that capture the searchers’ information, you can be like one of many of IPG’s clients who build their list of leads and begin relationships that could lead to better profits for their small business.

What is the best place to start? 
At IPG we encourage our clients to kick off their B2B lead generation with thorough, intelligent search engine optimization for your website.  Once you achieve respectable search engine rankings and track how many visitors hit your site, what you do with that traffic in regard to your company’s marketing strategy is just as critical, if not more. 

Next, offer free (but valuable) information on your website in the form of an article, report, or newsletter.  To receive this piece, of course, the user must supply his/her email address, company name, birthday, and whatever else you deem important information for your sales funnel.  This particular method is one of IPG’s favorites for obvious reasons:  When an information gatherer searches multiple sites for competing products or services, he or she will visit your site, and at least a handful of your competitors’ sites, in an effort to learn more and sort the “maybes” from the “nots.”  Your searcher may not be ready to buy at that time and your site could be potentially forgotten, but not if you’ve given an engaging reason to stay on your site a little longer by offering your newsletter, special offers, and the like.  As you maintain contact in this manner, you’re also building your company’s credibility and position in your industry.

Now, think back to your Business Marketing 101 class and create some calls-to-action for your website that ultimately link to your contact form:

• "Learn more about our scuba classes" 
• "Click here for a FREE E-BOOK on solar panels for your home"
• "Contact us for a 15% discount on your first purchase"

If you’re a service provider such as an insurance agent, repairman, trainer, etc., offer a free evaluation of the prospect’s existing situation to attract visitors to your business.  When they share their information for you to contact them, you’ll have a good start for that lead prior to the consultation.

We’ve found that there is a fine line between capturing as much information from a prospect as you can in a form and building in so many blanks that your potential lead gets frustrated, bored, or runs out of time and leaves your site before the form is ever completed.  With quality analysis of your current and future client base, smart SEO, and tenacious follow-up, B2B lead generation can be the next leg up for your profits.  For more information on this powerful tool contact me, Ken Partain, of IPG in Dallas at 214-755-1996 or www.wemakemarketingeasy.com.