Context Doesn’t Work: How Else to Attract Traffic to B2B and B2B2C

Lead generation in B2B is not an easy task. Its implementation Context Doesn’t Work is complicated by the characteristic nuances of complex niches: a long transaction cycle, limited demand, a relatively narrow audience, and a number of others.

In addition, over time, traffic channels dry up. It also happens that a company cannot use standard sources for one reason or another.

Maria Ivanova, B2B marketer at the Traffic Completo unit , told us about the non-standard sources of traffic that exist, explained how to choose a platform, and what to do with irrelevant leads.

How to understand that it is time to use additional traffic channels

It’s time to look for new sources of lead accounting directors email lists generation if:

• there is no direct demand. For example, you cannot reach your target audience through direct commercial requests or standard traffic channels. Or you feel that auctions are overheated, traffic from advertising has become prohibitively expensive, or the entire limit for contextual advertising and organic search results has been exhausted;
• your industry is characterized by a long decision-making cycle, that is, you need to make several contacts with the client for there are a variety of ad types to choose him to make a decision in your favor;
• there is a need to develop the brand and work on the company’s recognition on the Internet;
• for one reason or another, standard lead generation channels are not suitable for you.

If at least one point correlates with your situation, then lead generation using non-standard channels should be considered as a growth point.

How to choose the right channels and reduce the risk of error

Channel selection is a critical stage that requires special attention.

We recommend that you follow the caseno data following plan to select the ones that will be most effective in your case.

1. create a list of key queries that are both directly related to your product, such as “buy an elevator,” and those that are relevant to the target audience and its interests/needs, such as “electrical installation of multi-story buildings”;
2. study the results for competitors: brand demand, as well as for queries from point 1;
3. collect a list of them;
4. filter and analyze each site;
5. formulate a pool of hypotheses for each channel. Find out what promotion tools are available on them and build a strategy for each platform;
6. Go out to the site and test your hypotheses in practice.

Site Analysis: What to Pay Particular Attention to

As practice shows, it is definitely worth studying:

• target audience, because, for example, both academic and legal portals can appear in the top search results;
• geography of activity, if our business is geo-dependent. It is necessary for the site to be active in your region of presence;
• advertising opportunities. If a site appears in search results for queries that are important to you, but there is no way to reach it naturally or there are no promotion tools, then it is probably worth abandoning it;
• top results. Pay attention to what sites Yandex and Google give out. Keep in mind that access to these sites is not a strict requirement: it happens that the first page is reliably “occupied” by competitors. This situation is not hopeless, you just need to choose a different approach.