5 common mistakes in a B2B lead capture strategy through the webDo you know the 5 most common mistakes in a B2B lead capture strategy via the web?
Curiously, these are not usually found on the website itself, but in the strategy carried out to attract traffic that converts.
After our long experience in the world of online marketing with B2B-oriented companies , we have detected these 5 common mistakes:
Poor website orientation
The structure and content of the website are designed to latvia business email list convey the company's structure and products or services instead of designing it with the problems and needs of potential customers in mind.
Peddler Syndrome
We have already talked about this in other posts. It is by far the most common mistake. A website made up of pages in which, with the intention of not wasting a drop of the possible traffic that reaches them, everything is talked about and all the possibilities of interaction are offered.
At first it seems logical, but I assure you that it is a huge mistake. Each page is dedicated to talking exclusively about one thing. And the only way out of the page is to fill out the contact form.
Lack of web analytics
There is a lack of analysis of traffic sources and their behavior on the web, which leads to the "purchase of clicks by weight" of said traffic, most of which is irrelevant to the company and costs it money.
Irrelevant traffic acquisition
It is a mistake to try to imitate what everyone else does by distributing time, effort and money equally between social networks (and the more the better), SEO, SEM, email marketing, display... Our experience tells us that a company that seeks to contact other companies should not use traffic acquisition techniques that are specific to B2C. They waste money and generate enormous frustration in marketing teams due to the lack of results. The traffic acquisition strategy must be exclusive to the type of business in question.
Lack of long-term perspective
Or we could also call it "I want results now." Impatience is a bad advisor in a B2B online marketing strategy. Very bad. It puts pressure on marketing teams to try to capture traffic from wherever and however they can, to see if among so much volume there is something worth thinking about.
It is much smarter and more profitable to have a one-year plan and take methodical steps that allow us to learn and close a circle around our true target audience.
5 common mistakes in a B2B lead capture strategy through the web
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