All businesses rely on attracting new customers, but appealing to the modern consumer has become increasingly difficult. Having a data-driven lead generation strategy in place is necessary to keep up with shifting consumer behaviors and expectations.

We outlined 4 great B2C lead generation strategies to help brands fine-tune or refresh their plan of action. But, before we dive in, let’s highlight the key difference between B2C and B2B when it comes to lead generation. 

B2C Lead Generation – Business to customer lead generation generally has a shorter sales/buying cycle than B2B because it’s more direct (involving one individual, the consumer). 
B2B Lead Generation – Business to business lead generation is typically a longer process as deals often involve a group of decision-makers and contract negotiations, etc.  

Now, let’s discuss how B2C brands can reinvigorate their efforts when it comes to lead generation. 

1. Connect Your Email Marketing and Social Channels

When it comes to creating an innovative B2C lead generation strategy, arguably one of the best ways to start is with social media and email. 

Both mediums help brands build personalized, direct (one-to-one) relationships with consumers. Take stock of who you’re engaging with on social media and who’s subscribed to your email lists,  and work to connect these two ecosystems. It will help strengthen the relationship you’re building with interested users and also widen your reach (Neil Patel has a great overview of how to integrate social and email if you’re unsure of where to start).

Try including social buttons in newsletters and email communications so recipients have quick access to these channels, and can share content with friends and followers (which leads to more exposure and even social proof for your brand). 

social share email buttons
ClassPass includes social share buttons in its emails

2. Create High-Quality Content With SEO Best Practices In Mind

To generate leads in an over-saturated market, having an air-tight content strategy is key. To state the obvious: there’s tons of content available to consumers today. How does yours stand out against the competition? 

Keyword research is one of the fundamentals for building an SEO-focused content strategy. It provides insight into what your target audience/buyer personas are interested in, and what they’re searching for (which can then serve as the core themes you explore on your blog, for instance). Providing content that answers a question or solves a problem for these users will not only keep their attention (and establish your brand as an authority) but it will help to improve your ranking on search results pages. 

It’s important that your content doesn’t become overly self-promotional—it should be centered on the user’s needs and interests. 

When users recognize that your brand is providing interesting,  high-quality content, they’ll be more inclined to download gated content like ebooks, white papers, infographics, and so on, which means more leads for your business.

3. Optimize Your Website 

Website optimization is crucial for lead generation. For one, personalizing the customer journey has become a necessity to avoid high bounce rates. If users don’t find what they’re looking for on a website quickly, they’ll move on to the next. Brands need to create a seamless omnichannel user experience to keep up with the competition. Even simple changes can have a huge impact on your site’s UX, like the color or phrasing of a CTA or even the headers in a navigation bar. 

One of the biggest disruptors in recent years when it comes to UX and consumer behavior has been mobile phones. The fact of the matter is, brands with poor-performing or slow-loading websites will be left behind, as 53% of mobile users will abandon sites that don’t load in 3 seconds or less. Focus your attention on improving and optimizing your web content, while making sure your calls to action are prominent and clear.

(Our ebook on Optimizing Mobile Web Pages dives deeper into this topic if you’re looking to learn more.) 

4. Try Cross-Channel Paid Adverts

Google. Facebook. Instagram. 

Chances are, you visit at least one of the above in a given day. Or even more likely, you toggle between all three (and a few other social channels while you’re at it). 

Cross-channel advertising is when a brand’s messaging/adverts are disseminated across multiple channels (like social media sites/platforms, search results pages, and even third-party sites). 

Social media channels like  Instagram and Facebook are great ways for brands to target audiences based on their interests (and to retarget users that have visited your site in the past). By funneling a potential lead through an advert that appeals to them, brands can then capture details through a simple form, sign-up notification or email pop-up box before the user continues their journey on the site.

Google paid adverts, also known as PPC (pay-per-click) ads, are another great way to gain leads by ‘buying’ a place at the top of relevant search results. Again, paid traffic can be funneled directly to a landing page with a form or some other kind of email capture, before letting the visitor continue their journey.

pps ads
Pay-per-click ads appear at the top of Google search results pages (and are always prefaced by “Ad”)

Paid campaigns, no matter the budget, rely on as much data as you can provide to target higher-quality leads. The ‘cost per click’ vs. the ‘cost per lead’ will need to be closely monitored to ensure you aren’t paying high costs for a lower return on leads. Once your paid adverts are up and running, don’t forget to track their performance to see if certain channels work better than others—insight that could help allocate budget costs and increase campaign efficiency. 

Conclusion

Trying one of the tactics above, or using all four in tandem, is a great way to strengthen your B2C lead generation strategy. But, as with any marketing campaign, we’re always in favor of using experimentation to concretely identify what’s working and what isn’t.

Whether it’s A/B testing paid social adverts, changing the language in your email campaigns, or experimenting with the structure and design of your landing pages, the possibilities are endless. Just remember that lead generation is dependent on understanding your target audience’s needs and interests. That way you can launch campaigns that aren’t just relevant to potential customers but resonate with them, so they remember your brand.