How to populate the top of the B2B marketing funnel

Creating, publishing and disseminating fresh content

Whether in the form of blogs, eBooks or videos – any fresh content published and promoted on a regular basis will be viewed favourably by Google algorithms as proof that you have something important to say, and will therefore increase your visibility on the web.

A keyword tip for getting found online

While search-optimising your website and blog, you should opt for long-tail terms instead of generic keywords. This will increase your chances of attracting highly qualified visitors who are more likely to convert into leads as you will have provided the exact information they searched for.

Social media interaction

It’s important to be active on the relevant social media platforms where your audience hangs out. Facebook, for instance, has proven to be an effective lead generation tool for B2C companies, while LinkedIn, because of its professional networking focus, is the preferred social channel of B2B organisations. Research shows that IT buyers are 50% more likely to buy on LinkedIn than any other social network and two thirds are happy to use it to connect with vendors. Social media is critical for building your reputation and bolstering your visibility online. 

Bird image via flickr.com/photos/thelightningman/ Funnel image via hubspot.com