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10 tips to generate leads for your SME

10 tips to generate leads for your SME

Are you a sales manager or SME executive? Lead generation is essential to feed the sales tunnel, develop your turnover and ensure the growth of your company. How do you capture the attention of your targets and turn them into potential customers? Here are our 10 tips for generating B2B leads effectively!


1 - Define your persona to generate qualified leads

A lead is a contact who is interested in your company, but not necessarily ready to buy your product or service. To maximise your chances of converting your leads into customers, it is best to look for qualified leads.

A qualified lead corresponds to the profile of your ideal prospect, called a buyer persona, whose specific characteristics you must identify:

  • socio-demographic characteristics (age, gender, occupation, etc.);
  • interests ;
  • purchasing behaviour.

Whether it's from market research or feedback from your sales team, this data will help you tailoryour lead acquisition strategy to your target audience.


2 - Optimise the natural referencing of your website

Today, 61% of B2B decision-makers start their buying process with a web search (source: Demand Gen Survey Report). And like 9 out of 10 Internet users, they often stop at the first page of Google results.

In order for your prospects to find you, it is therefore essential to work on your natural referencing or SEO (search engine optimisation). This is based on three pillars: technique, content and popularity. A well-optimised website or blog will generate qualified traffic in the long term and thus represent an excellent return on investment.


3 - Create quality content

With B2B buyers becoming more and more connected and autonomous, traditional sales prospecting methods are a thing of the past. Gone are the days of intrusive phone calls and advertising campaigns, replaced by inbound marketing. You need to guide the prospect through the buying process by offering them high value-added content:

Good content is content that answers the questions your target audience is asking. In addition,SEO optimisation of editorial content can improve the positioning of your website on the keywords your prospects are looking for, and thus generate more leads.


4 - Inserting call-to-actions to improve the conversion rate

Having visitors is good... converting them is better! A call-to-action (CTA ) is a call to action in the form of text, image or button, which encourages the user to perform a specific action, for example : 

  • fill in a contact form;
  • subscribe to a newsletter ;
  • register for an event ;
  • download a free guide;
  • consult a landing page;
  • share a publication, etc.

CTAs should be present on your various communication media (website, social networks, emails) and at all stages of the conversion tunnel. They are an essential part of your lead generation strategy. The aim: to attract attention, encourage engagement and gather information about your prospects.


5 - Building effective landing pages

When a visitor to your site clicks on a call-to-action, they may be redirected to a landing page. This is a web page dedicated to a specific offer: download a lead magnet, request a quote, etc. This marketing strategy makes it possible to direct users to targeted content and capture qualified leads with a better success rate than a traditional page. The content of a landing page must be copywritten to maximise conversion.


6 - Collecting data with contact forms

Essential for generating leads, forms allow you to collect information about your visitors: contact details (name, email address, telephone number), sector of activity, company, function, problems encountered, etc. The objective: to collect the necessary data to be able to contact your leads and evaluate their degree of qualification and maturity

Forms can be used to subscribe to your newsletter, register for an event, download an offer, request information or a quote, post a comment, etc. Remember to optimise the form fields according to :

  • the characteristics of your buyer persona ;
  • the position of the form in the customer journey (a buyer at the beginning of the reflection process will not accept a
  • give the same amount of information as a more engaged prospect);
  • the value of the offer made in exchange.


7 - Offer a lead magnet to generate leads

To convince your qualified prospects to leave their details with you, you need to offer them something interesting in return. A very effective technique for generating leads is to offer a lead magnet. This term refers to free content with high added value that the Internet user can obtain in exchange for their contact information:

  • e-books (electronic books) ;
  • white paper ;
  • case studies;
  • discount coupons ;
  • demonstration or free trial ;
  • webinars, etc.

To encourage visitors to download your lead magnet, place call-to-actions in your blog posts or pop-ups.


8 - Communicate on social networks

To reach a maximum number of potential customers, you need to exploit all the communication channels at your disposal. Social media are omnipresent in our daily lives and are relevant lead acquisition levers. They allow you to :

  • share your content to generate traffic to your website;
  • promote your products or services via social selling;
  • exchange with your community in order to better understand the expectations of your prospects and to refine your personas.

The choice of social network depends on your offer and your target group. The most used social networks in B2B are LinkedIn, Twitter, YouTube, Facebook and Instagram.


9 - Setting up an email marketing campaign

Email is an excellent way to communicate with your existing prospects and customers, but also to acquire new leads. Collecting data through forms allows you to build up a database of qualified contacts. You can distribute relevant offers or content through this channel, not forgetting to include sharing links in your messages.

Marketing automation consists of sending emails automatically according to the actions of the user on your site: welcome message, confirmation of registration for a newsletter or an event, reminder in case of abandoned cart, etc. It is a powerful tool for lead generation and lead nurturing.


10 - Evaluate your lead generation strategy

As with any marketing strategy, it is essential toanalyse the performance of your lead generation campaign to identify the most effective actions. You need to define your objectives beforehand and monitor the associated KPIs to check whether they are being met. You can also use A/B testing for your call-to-actions, landing pages and email marketing.


Do you want to use a marketing agency to help you generate leads? Autour de l'Image can help you, contact us or take directly here to tell us about your needs!


About the author

Philippe Rigault

Philippe Rigault is the founding President of the agency Autour de l'Image. He assists clients in the development and animation of their communication strategy, combining advice, creativity, mentoring and common sense. Autour de l'Image is a global communication agency that simplifies the life of entrepreneurs. It brings together all the communication and marketing skills needed to develop sales and brand awareness.

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