Grab Our B2B Marketing Playbook (Qualified Leads on AUTOPILOT)

Your website is your very best salesperson when done right.

It’s live 24/7, 365 days a year.

This is where most of your marketing and advertising resources, cash, time and effort will send people.

So it better work damn hard to build your brand and fuel your sales team with quality inbound demos or leads.

Check out my B2B website video/podcast/guide: 7 Must Have B2B Website Pages

And Build A Powerful Lead Gen Website (step-by-step guide)

A few best practises:

• Fast load speed
• Design and copy crafted for ideal clients (based on research)
• Key pages: Home, About, Services/Features, Pricing, Results/Case Studies, Contact/Demo Request, Thank you page.
• Your site should attract, build trust with, educate, qualify and convert ideal clients into a steady stream of sales calls

Unless your offer/service/solution is a brand new category or idea. Chances are people are searching for it on Google directly or asking questions around it.

SEO allows you to capture these prospects in Google’s organic search results and ramp up traffic to your website.

And on the basis your website converts like we just talked about, you are getting free inbound revenue (minus your time for the work or paying a B2B SEO agency)

Some of the basics include:

• Keyword research
• Building pages for each key service and location you service
• Making your website a useful resource for visitors
• Building out blog articles
• Answering common questions in your page content
• Providing unique insights
• Solid technical SEO
• Building backlinks to juice up page ranking and website authority
• Making your website the go-to for your sector

This is our top channel, we ranking page 1 for a bunch of terms including ‘web development company’ ‘b2b saas web development’ and a bunch of other SEO and web keywords.

Going for keywords for people wanting to speak to sales right now, along with those searching for questions around your offer and common problems around your offer (that you hear on sales calls) then answering them with top-tier content + media and re-enforcing the content with links is the way.

A few useful podcasts:

• Why Keyword Research Is Key For SEO Success
• When You SHOULDN’T Do SEO
• General B2B SEO tips

Here’s an example of a paid review site we use, Clutch. 

Clutch is solid for web design and SEO.

For other software tools you might use G2, Capterra, TrustRadius or more. 

These sites have free and paid options.

As they have a tonne of content and aggregate LOADS of relevant companies…

They rank exceptionally well on Google organic search and therefore get a HUGE volumes of traffic.

So when you pay for a sponsored listing you can get traffic to your site for relevant search terms of high intent buyers pretty quickly.

They are also good for building trust as they let you collect client reviews and case studies.

We spend around $2k+ per month at the time of recording this on Clutch and it drives leads most days.

If you sell a B2B offer.

You need to be on LinkedIn. No excuses.

The organic content reach of personal pages is still huge and is yours for the taking.

I have a fairly straightforward approach to LinkedIn, let’s break it down to A.B.C.

A. Gear up profile as a landing page

• Top banner clear shares what we do with a call to action (CTA)
• Pro photo
• Headline sharing how you help people
• About section talks about problems we fix, key services we offer to fix the problems, has some social proof then CTA
• Featured links to website/podcast/website guide
• Some client recommendations

B. Engage in the feed

The best thing to do when you’re new is use the search tool to find creators on LinkedIn with decent reach along with potential clients and people in similar industries.

Your posted content won’t get many views until you build a following - so the best first step is to build up connections and comment on these people’s posts.

This is effectively stealing their reach, as if you add useful comments with your thoughts/ideas and showing your area of expertise - it will guide people to view your profile AKA landing page.

C. Post content

LinkedIn lets you post all sorts: text posts, image posts, videos, lives, polls and more. My strategy is to share daily content with:

• Tips
• Answers to common questions
• Video ideas
• Podcast episodes
• Hot takes
• Meme’s
• Jokes
• Experiments we run
• Predictions
• Best practises

All niched towards B2B websites and SEO. So when someone needs this service I am top of mind.

I recommend you do the same to build up credibility in your industry and inbound for the medium to long-term.

This strategy has made LinkedIn our third best performing channel for inbound and I get lots of podcast speaking requests, partnerships requests and drive $100,000’s of revenue. 

Check out my 3 step podcast/video guide to How To Generate INBOUND Leads on LinkedIn (simple 3 step process)

And this video shares how to use the search tool to find hot sales leads for your niche.

Here’s my B2B Marketing Podcast

I recommend keeping the podcast close to your niche with the topics and the podcast title itself to make it easily searchable e.g. mine is: Business Growth Show - B2B Marketing & Demand Generation Podcast. 

There’s a few plays here that impact business revenue you can use:

Option 1: Interview ideal clients, target prospects, or prospects in the sales pipeline

Invite them for a show on their area of expertise relevant to your audience, host a great show with them, promote it to your audience. Send them a promo kit when the episode is produced (episode links, video clips, artwork etc). At end of show ask them to keep in touch around your offer or ask how they are dealing with [problem you fix] today?

A great way to build a relationship and stay top of mind for target clients/prospects.

Option 2: Solo episodes

A solid way to share your own expertise in your niche, build thought leadership over time and attract inbound leads.

Most of my solo episodes are around common questions we get on sales calls around our services, tips and tricks, new ideas and more.

The great thing about answering customer questions/frustrations with video on YouTube is that the content is searchable, evergreen and can bring views and inbound leads for years to come (just like website + SEO content). 

Plus if you record episodes on video you can chop them up for 1 min clips to use on LinkedIn/YouTube Shorts/TikTok to get further exposure.

I recommend recording video first so you have a tonne of options to repurpose.

E.g. I record guest episodes with StreamYard on LinkedIn live.

Then we produce episodes for YouTube and audio channels (spotify/apple etc) then make the episode artwork and 1min video clips for promo.

You can also create a transcript from each episode and make them into blog articles or even walkthrough guides.

This episode How To Start a Podcast That Makes Real Money ft Tom Hunt shares some useful tips.

Referrals are a solid way to get new customers and it doesn’t need to cost you a dime.

I recommend finding complimentary companies that you can pass lead/clients to and vice versa.

For example, we don’t do LinkedIn ads. So we partnered with our friends @ Impactable. So whenever a potential or existing client needs LinkedIn ads help, we intro them.

Fame are a solid choice too for a podcast production agency.

Likewise, whenever they talks to a B2B company needing website, SEO or paid search help - they intro us.

If you can find a bunch of companies like this - you can build a partnership ecosystem to bring in a steady stream of new sales leads every month. 

For just over a year I’ve been running an email list to nearly 1000 B2B marketers and business owners.

A few times a week I’ll share some useful tips/ideas around websites, SEO and B2B marketing along with fresh podcast episodes.

You can try it here: https://podcastchoice.com/email-lander I tend to keep the emails plain text with one image and one link in the body + unsubscribe link at bottom (to avoid spam folders and get max opens). 

The best use case I have seen so far is that prospects in our sales pipeline that didn’t go ahead, we add to the weekly emails - and every now and then they will reach back out to kick off a sales conversation.

I’ve found it a great way to stay top of mind with current clients and past prospects that may not have worked with us for whatever reason.

Experimentation is one of the most fun things about marketing.

Most months we set aside a budget for experiments.

Some recent ones include:

• Cold email
• Cold calling
• TikTok
• YouTube Shorts

If this article (along with supporting podcast + video) and style of building in public gets good feedback I’ll breakdown our experiments and the revenue/failures/wins/learnings from each.

If you aren’t trying new things, you are standing still (in my opinion).

Marketing experiments allow you to test new channels for a certain time length e.g. 3/6/9 months with a certain budget or resource allocation along with a hypothesis of expected outcomes and positive signals to look out for.

E.g. if your experiments was a solo podcast to build thoughts leadership - positive signals might be: 

• Solid feedback on linkedin from audience
• Apple reviews
• Downloads steadily going up
• Inbound leads after 6 months

Even if you fail, you learn and if you have a framework to run experiments with - it means you can keep them rolling. Ramp up the ones that get results and cut the ones that don’t.

We hope you've found this B2B marketing playbook of use.

Enjoy this new style of article, episode and building in public?

If you want more content like this where I share our experiments and results.  

Let me know by messaging me on LinkedIn

Or email me: hello@webchoiceuk.com

If you enjoyed the B2B marketing playbook - why not forward the page to a friend who might find it useful.

Cheers to your B2B company's success!