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Drive traffic to an e-commerce website with little or no ad.

There’s a number of things you can do actually, and it’s called inbound lead generation. What this means is that customers come to you instead of you actively reaching out to them to sell your product. From experience, here’s what I think are the three best practices for lead generation.

SEO
SEO is critical in any B2B lead generation effort because it identifies how potential buyers find you. The importance of “user intent” is one that’s often understated in many marketing departments. Beyond keywords, competitor research, and page analytics, there lies the qualitative data that can elevate the way you do marketing: understanding user intent. Knowing what your prospects are searching for when they find you holds great value in shaping your messaging and your product as well.

Content marketing
While everyone’s out there heavily making content, it doesn’t necessarily guarantee an outpouring of leads. The key here is to create content that sets you apart from other players in the field—in short it has to be remarkable.

The mass production of low-quality content plagues B2B marketing departments today. These content pieces leave readers with very little value to take away. Since B2B decision-makers, gatekeepers, and influencers are all sophisticated prospects, you must create content that hits them in different pain points throughout their journey as buyers.

A good practice for your content marketing strategy is to research on your prospects or niche market. For this reason, it’s important that you have an insight on your prospects. Tenfold is a sales solution that gathers customer data from various systems of data and which makes it easier to get a 360 view of your prospects. Having knowledge on your target market lets you craft effective and engaging content.

Social media
You can also utilize social media as it allows for a more targeted approach. 62% of marketers believe that social networks such as LinkedIn are an effective source to generate leads. Most startups are active on social media sites such as Facebook and Twitter to increase reach and engagement. It’s important to keep in mind that different social media sites provide different marketing value.

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