No leads, no sales.
No sales, no business.
Lead generation is the lifeblood of every B2B business. As a B2B Marketer, I’m sure you agree. Lead generation is your top priority and converting them your greatest challenge.
The trending hot topic for lead generation is content marketing. Last year, businesses spent more than $16 billion
on on-line content marketing. Is that because it works, or because the latest Google slap more or less mandated it and you have to be cool… like everyone else?
Content marketing is not new. Technology companies have been using it for years… even before the Internet. They offer free white-papers or free special reports to encourage prospects to say, “Hey that sounds interesting. I need to read that.”
How hard is it for your sales team to call them and simply ask if they received their report? That beats the dickens out of the ice cold calling some people do!
And it is easy to use the conversation to start qualifying the lead.
You may call it “old school”, but it still works.
Obviously hosting good content is going to help your search engine ratings and might increase traffic to your site, but you still have to convert that traffic to leads. Content can do that IF it persuades the visitor to take the next step.
Too often, web content is a nice article. It might inform… maybe even entertain, but does it tell the highlights of your story and then ask the readers if they want to hear the rest of the story?
If it does, readers raise their hands and ask for more… they give you their name and email address and click the link. In their mind they are saying, “YES! Tell me more!”
That is content marketing.
My focus is Effective Marketing that works
Cool new ideas are great… if they work! But the tried and true still bring in leads… and that’s what it is all about.
What do you think?
Please chime in in the comments section below.