Hi there,
I'm happy to give you some initial thoughts and guidance on getting more qualified leads for your B2B design services agency. It's great that you're focusing on this, as proactive lead generation can really take a business to the next level, especially after a few years of organic growth.
We'll need to look at which ad platform to choose...
Firstly, I'd say take a step back and really nail down your ideal customer profile (ICP). You mentioned needing the "right" clients. Dig deep here. It's not just about company size or industry, but also about their pain points, budget, and decision-making process. Understanding this intimately will inform everything else.
As an agency, I'm guessing you're selling to other businesses? The first thing I'd do is think about your ideal customers. Who are the companies that buy from you, who are the decision makers? Are they actively searching for a solution? Most business services are pretty difficult to sell unless the company already has an urgent need they are looking to solve. In that case, Google Search ads will likely be your best option to get traffic from people searching for help.
If they aren't searching for a solution, social media ads with conversion optimisation can work, but you'll need to get the targeting right. If you need to reach specific decision makers in specific industries, your best option is LinkedIn Ads as you have narrow B2B targeting options available. On the other hand, if you work with small businesses, Facebook/Instagram ads can work well if you use some of their limited B2B targeting options like "small business owners" or "business page admins".
I'd say you should test paid ads
Given that you need leads relatively quickly, paid advertising is probably your best bet to start with. Content marketing is valuable long-term, but it takes time to build up. Paid ads, on the other hand, can deliver results almost immediately, provided you get the targeting and messaging right. When we started running Google ads for a software company, they were surprised at how quick the turnaround was and the amount of users they obtained for under £1 each - around 3,543 users, infact.
I'd suggest experimenting with both LinkedIn and Google Ads. LinkedIn is great for B2B targeting, allowing you to reach specific job titles and industries. We've found that it can be really effective for reaching decision-makers in target companies. For example, we helped a software company generate B2B decision makers at $22 CPL. Google Ads, on the other hand, captures people who are actively searching for design services, which can be a high-intent audience.
Key Action: Set up targeted campaigns on LinkedIn and Google Ads, focusing on your ideal customer profile. Make sure your landing pages are optimised for conversions. Split test your ad creatives to see which messages resonate best. Proper split testing and campaign structure will go a long way.
You probably should invest in quality content
As you mentioned, content marketing is another avenue to explore, but it's more of a long-term investment. The aim here is to establish yourself as a thought leader in the design space and attract potential clients through valuable, informative content. This isn't about churning out blog posts for the sake of it; it's about creating high-quality resources that address your target audience's specific needs and pain points.
I'd suggest focusing on a few key content formats, such as in-depth blog posts, case studies, and white papers. Case studies are particularly effective for showcasing your expertise and demonstrating the value you can bring to clients. You can also consider creating video content, such as webinars or explainer videos.
Key Action: Develop a content calendar that focuses on topics relevant to your ideal customer profile. Prioritise quality over quantity, and make sure your content is well-researched, engaging, and actionable. Promote your content through social media and email marketing.
You'll need to review your website
Your website serves as the digital front door to your business, so it's essential that it makes a strong impression. I'd recommend taking a good hard look at your website and evaluating it from the perspective of your ideal customer. Is it easy to navigate? Does it clearly communicate your value proposition? Does it showcase your best work? Does it inspire trust and credibility?
I've seen some clients struggle with ads because their website doesn't make the best impression. For example, one website, their start page looked pretty cluttered and was slow to load, the product images would probably look much better with proper photography and models (even just a video of you showing/wearing them might work), and there were no product descriptions on the product pages. Overall, the impression was that the store didn't look all that trustworthy yet, which means people didn't feel comfortable ordering from them.
Key Action: Get a professional website audit to identify areas for improvement. Optimise your website for conversions by focusing on clear messaging, compelling visuals, and strong calls to action. Make sure your website is mobile-friendly and loads quickly.
Account Based Marketing
Have you considered Account Based Marketing (ABM)? This approach involves identifying and targeting specific high-value accounts that you'd love to work with. Rather than casting a wide net, you focus your resources on a select few companies and tailor your messaging and outreach to their specific needs and interests.
This can be a really effective strategy for B2B businesses, as it allows you to build deep relationships with key decision-makers and demonstrate the value you can bring to their organisation. It involves quite a bit of research and personalisation but the rewards are worth it.
Key Action: List your target companies that you'd like to see your ads and then target the decision makers at these companies. Then, target them through personalised outreach via social media, content marketing, emails, and even direct mail to build relationships with these companies.
I've detailed my main recommendations for you below:
| Recommendation | Actionable Steps |
|---|---|
| Refine Ideal Customer Profile (ICP) | Conduct thorough research to understand your target audience's pain points, budget, and decision-making process. |
| Test Paid Advertising | Set up targeted campaigns on LinkedIn and Google Ads, focusing on your ideal customer profile. Split test your ad creatives. |
| Invest in Content Marketing | Develop a content calendar that focuses on topics relevant to your ideal customer profile. Prioritise quality over quantity. |
| Review and Optimise Website | Get a professional website audit to identify areas for improvement. Optimise your website for conversions. |
| Implement Account Based Marketing (ABM) | Identify and target specific high-value accounts. Personalise your messaging and outreach to their specific needs. |
Implementing these strategies will take time and effort, but they can significantly improve your lead generation efforts and help you attract the "right" clients.
Of course, if you'd like some help implementing these strategies, we'd be happy to offer a free consultation to discuss your specific needs and goals. We've worked with a number of B2B companies to improve their lead generation and would love to see if we can help you too. I've run quite a few campaigns for B2B SaaS and seen some ROI within a few days.
Regards,
Team @ Lukas Holschuh
