Ken FlandersKen Flanders

If your business sells products and services to other businesses, you need a steady flow of business people interested in what you offer. B2B lead generation is slightly different than generating leads for the consumer marketplace as its more targeted and usually a more focused and specialized group of people you are aiming to reach.
To generate effective leads – prospects that are looking for your products and services, you want to generate specific and targeted traffic, interested in what you offer, which is of course, the name of the game. The more you can pinpoint exactly what your target audience is looking for, the greater the chance of creating content that will be useful to them – which will bring them to your site and into your ‘orbit’.
The key to closing more sales is generating more qualified leads. The great news about using ‘organic’ search on the internet is you can constantly improve your game, build on your web presence and attract more and more targeted and qualified traffic.
Sure, you can advertise and throw money at Pay Per Click campaigns. And while social media is likely an important part of your ongoing marketing and outreach plan (or should be), you want to be sure that everything you do is geared toward bringing people to your website and the more you can do that naturally or ‘organically’, the more cost effective it will be and the more relevant it will be for your target market.


The more valid and relevant content you have on your site, the better it works for you as a tool and the more relevant it is, the more it will bring the right people to the site and then keep them there once they arrive.

What’s the secret?

Excellent keyword research combined with understanding your marketplace. You know your offerings. Can you communicate those offerings in the language your audience use and is ‘thinking in’ and just as importantly the language they use when searching the internet?
Say you offer widgets to a certain business segment. Your widget is durable, well-made and state-of-the art. That’s likely NOT what people are searching for. They might be searching for a widget that will save them time, save them money, make them more efficient.

Do you see how the game (and the resulting language) changes depending on whose point of view you’re looking from? For example, say you market lead generating software. If I’m looking for lead generating software, I might search for more leads or increasing sales or sales productivity. I might not yet be aware that software like you market exists.

More on this topic next week

Ken Flanders
General Mangaer
Business Navigators