The majority of the campaigns that I see are making at least one of the B2B lead generation mistakes listed below. And just one is enough to do serious damage to the results of your B2B content marketing strategy.
If any of the below feel familiar, drop me a line and let’s see what we can do about it.
1 – Focussing on your business, your services and what you know
It should go without saying, but the best lead magnets are user-centric and action-oriented. Which means they help the user do something they already want to do.
More often than not, B2B lead magnets focus on a piece of research or an idea that the business thinks is compelling.
Early stage conversations with clients often involve them asking me: “What can we create do drive data capture?”
A much better question to ask is: “Who is our target audience and what are they trying to do?”
Once you’ve answered this question, ask yourself a second question: “What’s the most user-friendly way to deliver this information?”
2 – Having a flashy but vague title
Focus on creating a title which is clear and compelling. In one short sentence, it needs to tell the user exactly what it is and how it will help them.
People often assume that the title needs to be original or creative. Hubspot are masterful when it comes to content marketing and lead generation. The titles of their lead magnets leave absolutely zero room for misinterpretation.
Whatever your lead magnet is, the effectiveness will be improved by framing the title in terms of the outcome for the end-user. If you have commissioned a piece of research, don’t tell the user what the research is, tell them what it will help them do.
Here is another great example of a lead magnet title. It doesn’t exactly roll of the tongue. But it tells you exactly what it is, why you should care and who it’s targeting.
3 – Overloading the landing page
The more non-essential content you have on your landing page, the less likely the user is to convert.
You need to be absolutely ruthless in cutting out all content which isn’t required in order to get someone over the line. This is what I would consider to be the maximum:
- A headline
- An optional subheading
- A paragraph or two of explanatory copy
- An image
- A form
4 – Having links on the landing page
Your landing page should have one possible action – to fill out the form. Every other link, including the header navigation, should be removed.
The more possible actions you give people, the less likely they are to complete the form and submit.
5 – Only aiming for conversions on the landing page
It’s important to drive people to your landing pages from other parts of your site. But it’s also important to drive conversions from other parts of your site outside of your landing pages.
If we imagine that just 5% of your total site traffic reaches your landing pages. Then 95% of your traffic is being wasted.
Inline, pop-up and slide-in forms give you more ways to convert traffic across your entire site. As an example, here’s an inline form for a campaign I have running right now. I’m currently displaying this form on my homepage as well.
6 – Asking for too much data
The more fields you have the less likely someone is to convert. While it is tempting to get as much data as possible, being too greedy will seriously hamper your lead generation efforts.
7 – Not using exit intent
If you’re reading this then there’s a chance you’ve already seen the Exit Intent campaign I have running on my homepage that directs people to this very page.
Exit Intent is a piece of tech that tracks when someone is about to leave the page. It gives you a last ditch attempt to get them to convert. It’s great for landing pages and other parts of your site.
You see a lot of stats flying around about Exit Intent delivering 300% increase in conversions. Take these with a pinch of salt. However, a smart Exit Intent campaign is a great way to squeeze every last opportunity out of your traffic.
As I said earlier, just one of the B2B lead generation mistakes in this list could be undermining your efforts.
If you want to learn more about how you can avoid these kinds of mistakes, feel free to drop me a line using the button below.