In 2023, B2B lead generation experienced its fair share of upheavals, didn’t it? Economic twists, tech leaps, and new privacy rules have all shaken up the scene. And with whispers of a recession, tighter budgets, and an AI-driven market, 2024 is looking like a mix of challenges and big opportunities. At Prolific 10, we're excited to guide you through these challenges with a blend of innovation and tried-and-true strategies.
SEO: Your Long-Term Lead Magnet
While it's tempting to chase quick wins, at Prolific 10 we believe that focusing on long-term strategies like SEO is crucial for a consistent flow of leads. Despite the slow burn of SEO efforts, perseverance pays off, especially as 51% of all website traffic comes from organic search. Being the first name on search engine results is vital, as it's where most online experiences begin. Modern algorithms favour content that meets user intent and is easy to digest. Stick with it, and as you climb the rankings, you'll see an increase in visitors and leads, especially important as voice and mobile searches become more prevalent.
For those of you in competitive industries where SEO might be less of a viable short-medium term strategy, we’d recommend exploring PPC and Paid Social.
Personalisation and Hyper-Personalisation in PPC: Personalisation For Better Results
Personalisation has always been and will continue to be a pivotal aspect of SME marketing. A report from SmarterHQ suggests that 72% of individuals engage only with messages crafted specifically for them, indicating that data-driven personalisation is paramount. Understanding your target audience and customising ad copy to resonate directly with them is crucial in this regard. Employing strategies such as dynamic keyword insertion and A/B ad testing are effective ways to implement personalisation.
Hyper-personalisation takes this a step further, utilising real-time data to customise content and recommendations instantaneously. Hyper-personalisation, although a tedious task, is worth the time and effort, particularly in retargeting campaigns, as it tailors the experience more closely to the individual needs of consumers who have already shown interest in your business, often serving as the final nudge needed to secure that conversion.
Content Strategy: Authenticity and (Meaningful) Engagement
In a world drowning in content, standing out is about quality, not just quantity. We at Prolific 10 strongly believe that good content goes a long way. Today's savvy consumers want content that's not just informative but engaging and trustworthy. Businesses focusing on top-notch content are seeing the rewards in engagement and conversions. So, put your heart into creating content that resonates, and don't forget to jazz it up with videos and infographics to really grab attention. Case studies and thought leadership pieces work particularly well when looking to showcase your expertise and build trust.
AI: Our New Best Friend in Marketing
Let's talk about AI – it's not just buzz; it's a game-changer! A survey conducted by Demandbase and Wakefield Research found that a whopping 80% of B2B marketing experts believe AI will turn their world upside down by 2025. Using AI writers like Jasper, ChatGPT, and Bard is efficient for quick content creation. Yet, their repetitive phrases such as "cutting-edge solutions" and "leveraging strategies" can make your content monotonous and risk plagiarism issues. The answer is to have skilled editors and creative writers who can inject unique brand personality into the content, making it distinctive and engaging.
Navigating the Privacy Maze
With great data comes great responsibility. According to Forbes, 76% of internet users feel uncomfortable with what tech companies are doing with their data. Firefox and Safari have blocked tracking cookies by default, and Google Chrome plans to disable all third-party cookies for 100% of users by Q3 2024. Thanks to laws like GDPR, playing fair with data is more important than ever, however, this requires marketers to innovate their approach to prioritise ethical targeting practices. Getting this right isn't just about dodging fines; it's about building lasting relationships with customers who know they can count on you.
The future of B2B lead generation is awash with both challenges and golden opportunities. We are certain that those who can be agile, tech-savvy, and customer-focused will lead the pack in the new era of lead generation. So, if you are ready to take your B2B lead generation to the next level, let's chat and make 2024 your most successful year yet!
Book a discovery call with the Prolific 10 team – we'd love the opportunity to hear about your current challenges.