As a business owner in the HR tech industry, you're likely familiar with the concept of "leads" – individuals or companies that have shown interest in your brand or product. However, not all leads are created equal.
Business opportunity leads, on the other hand, are high-quality prospects who can benefit significantly from your services. They are targeted and aware of their specific pain points, making them more likely to purchase your product. But how do you identify these elusive business opportunity leads?
A common mistake many businesses make is targeting a wide pool of audiences, resulting in low-quality, low-intent leads. Instead, focus on attracting enterprise HR leads who are in the buying pool for an HR tech product like yours.
For example, if you want to generate more payroll leads for your payroll software, target HR managers, CFOs, payroll managers, and administrators. These people know what matters most in payroll software and can understand why your unique features are valuable. Spending time and money targeting irrelevant leads doesn't help you grow your business and clientele.
So, it's better to attract only 15 high-quality leads instead of 150 low-quality, low-intent professionals. To evaluate how worthy a lead is of a follow-up, exercise the BANT framework:
- Budget: Does this company have the money to purchase your product?
- Authority: Does your lead have the decision-making power to make a purchase, or should you ask them to refer you to someone who does?
- Need: Do they need your services, and when do they want to make a purchase?
- Timing: Is the timing right for a follow-up with this lead?
By answering these questions, you'll realize that you're ending up with fewer targeted leads on your list. But don't worry – lower numbers aren't bad! You're able to focus on those clients who have a high probability of purchasing and invest in account-based marketing tactics.
Here are 11 proven ways to discover business opportunity leads:
- Lead Magnets
- SEO Strategies
- Paid Ads
- Email Marketing
- Directory Submission
- Webinar Marketing
- Consultations
- Referral Programs
- Growth Hacking
- Chatbots
- Inbound Marketing
Lead magnets serve as a great way to capture the interest of valuable prospects who might be ideal business opportunity leads. However, one thing you should know from the start is that lead magnets might bring in low-quality leads who simply want to download your free resource with no intention of purchasing.
To make your lead magnet ideas more targeted to your valued audience:
- Identify common pain points your HR tech buyers have;
- Curate content that addresses and offers solutions to these problems;
- The buying intent should be clear for those who download your high-converting lead magnet.
Focus on your lead magnets' quality, showcasing expertise and value. This is part of your content strategy for B2B software, which should establish thought leadership and deep knowledge of your niche.
SEO strategies are essential for attracting leads organically. Focus on optimizing your web pages for search engine visibility and high rankings by creating content based on keywords your audience searches for.
Internal and external links help establish authority and increase clicks for other pages on your website. Backlink building is another key factor of SEO, but it can be challenging to do without an agency's help.
To succeed in the AI era we live in:
- Get indexed on AI search engines like ChatGPT, Perplexity, Gemini, and Grok;
- Add schema markup, including FAQs, ensure your website is crawlable, improve your content's structure, and optimize for voice search;
- Don't forget about loading speed – Google and other search engines prioritize websites with fast-loading pages.
Until SEO starts bringing in results, you can invest in a more immediate software marketing strategy. Paid ads, like banner ads, can help you bring in targeted leads within hours or days after setting them up.
Email marketing is a powerful tool for attracting and nurturing business opportunity leads. Here are some tips:
- Build an email list by offering free resources or valuable content;
- Curate emails that provide value to your audience, such as industry insights or thought leadership pieces;
- Personalize your emails with a clear subject line and compelling copy.
Don't forget about the importance of timing – make sure you're sending emails at the right moment in the buyer's journey.
Directory submission is another way to attract business opportunity leads. Make sure your company appears on reputable directories like LinkedIn, Crunchbase, and AngelList.
This will help establish your brand's visibility and increase the chances of attracting qualified leads.
Webinar marketing can be an effective strategy for showcasing your expertise and building trust with potential customers. Here are some tips:
- Promote your webinar on social media and email channels;
- Offer a free consultation or resource in exchange for attendees' contact information;
- Follow up with leads after the webinar to discuss their interests and pain points.
Don't forget about the importance of pre-webinar promotion – make sure you're building anticipation and excitement among your audience.
Consultations are an excellent way to build trust and establish yourself as a thought leader in your industry. Here are some tips:
- Offer free consultations to potential customers;
- Use these opportunities to gather information about their pain points and interests;
- Follow up with leads after the consultation to discuss their needs and provide personalized recommendations.
Don't forget about the importance of timing – make sure you're scheduling consultations at the right moment in the buyer's journey.
Referral programs can be a powerful way to attract business opportunity leads. Here are some tips:
- Promote your referral program on social media and email channels;
- Offer incentives for referrals, such as free trials or discounts;
- Follow up with new leads after they refer someone to discuss their needs and provide personalized recommendations.
Don't forget about the importance of building a strong community – make sure you're engaging with your audience and establishing yourself as a thought leader in your industry.
Growth hacking is an excellent way to attract business opportunity leads without relying on traditional marketing channels. Here are some tips:
- Use social media platforms like LinkedIn, Facebook, X, Instagram, and YouTube;
- Leave comments on targeted posts and engage with your audience;
- Invest in videos – long-form and short-form content can be incredibly effective for attracting leads.
Don't forget about the importance of establishing yourself as a thought leader – make sure you're sharing valuable insights and industry knowledge.
Chatbots are becoming increasingly popular in B2B marketing. Here's how you can use them to attract business opportunity leads:
- Train your chatbot to ask for key information, such as name, email address, company name, size, and job role;
- Use this information to add new leads to your CRM and follow up with personalized emails or calls.
Don't forget about the importance of personalization – make sure you're using data to tailor your messaging and interactions with potential customers.
Inbound marketing is an excellent way to attract business opportunity leads without relying on traditional marketing channels. Here are some tips:
- Use lead magnets, such as eBooks or whitepapers, to capture email addresses;
- Curate content that provides value to your audience, such as industry insights and thought leadership pieces.
- Personalize your emails with a clear subject line and compelling copy.
Don't forget about the importance of timing – make sure you're sending emails at the right moment in the buyer's journey.
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