1. Follow your site visitors
At LeadGen Compass we follow a rough rule in lead generation that we call the Rule of 30. It states that a prospect needs to be exposed to your message ten times before the message gets through. The challenge is in todays oversaturated data market, you’re lucky to get one in three messages through. So plan on 30 touches. Where do these touches come from? Well, if your team is sending prospects to the website, you can use retargeting to increase the number of impressions. It’s an easy way to increase impressions without altering your sales cycle.
2. Engage with prospects directly
The great thing about social media is that your prospects that are active on social media are used to engaging with strangers and brands directly. The challenge with that is it requires someone from your company to be interested in having that same level of engagement. We tested a series of Facebook Messenger ads and learned that the people who responded to the ad expected immediate responses. The bot was not enough. Unless you have someone on staff plugged in enough to stay on top of a message, investing in direct engagement is not recommended. However, if you have the resources, test direct engagement because it works.
3. Buy ads
The demographic and psychographic information that the social media platforms have on their users is impressive. Running ads to the audience you define makes a lot of sense. The challenge we find in B2B lead generation is advertising to these segments is, at best, a branding exercise. Increasing awareness is part of the process for sure, but it takes time and a budget. This is why we prefer and prioritize paying for re-targeting ads as mentioned in point one. That said, anytime you can define your audience and get your brand in front of them, it’s a good thing.