Getting started with a marketing plan for lead generation can be challenging and overwhelming. How do you know what tools and resources to use? Everyone seems to be using digital and social media, but is it really the best use of your budget?
As discussed in an article on Lead Forensics, there are so many directions to go that it can be difficult to choose a starting point for your lead generation efforts. Once youíve identified your target audience, it is good to get a clear understanding of where your potential buyers spend their time.
In B2B marketing, itís often wise to focus social media marketing on LinkedIn. Not only is it generally geared toward business concerns, but it also has good analytic tools that help you refine your marketing strategy and reach your potential buyers.
There are other marketing channels that tend to be reliable lead generation tools, too. Reaching potential clients through email remains a powerful way to connect with your target audience. Whether you use an email newsletter or other types of email communication can be changed as you get an idea of which methods are most effective.
Make Sure to Measure Results
In order to get started, you need to take a few leaps and try out a variety of marketing methods. No matter which types of marketing you choose and the channels you decide to utilize, be sure to measure your results. You need to know which steps of your strategy produce the best return on investment. Measuring results is a foundational component of any marketing plan.
What are you measuring? This is an important question to address. Are you looking for click-throughs on your emails, or just open rates? Would you like to see comments appearing on your blogs, or are you more interested in counting how many visitors to your blog end up browsing on your website?
What counts as a lead? In any lead generation strategy, itís critical that you determine at which point in the engagement cycle your potential buyer officially becomes a lead. This discussion should ideally include your companyís sales manager and key members of the sales team. For your sales team, considering only those contacts that are ready for a meeting with a salesperson to be a lead is important.
If youíre counting someone that visits your site as a lead, you will have a frustrated sales team if they repeatedly find that your ďleadsĒ are nowhere near deciding to spend money with your company.
Create High Quality Content With a Consistent Brand Message
Your content should be varied in format and topic, but it should be unified by its consistent brand message. Each content piece should answer a question or address a challenge common among your target audience, but it should always have your distinct voice and include a call to action that leads your audience back to your website for more.
Just as important, your content needs to have a high standard of quality. Youíll quickly lose your audience if your topics are too general or if your promise to solve a problem comes up empty. Be sure to publish only content that fits with your brand message and that will be valuable to your target audience.
Choose Reliable Marketing Channels
Deciding where to publish your content requires careful consideration, but there are a few ways to think about it that may help guide your process. One of the best approaches is to choose one or two each of traditional and digital marketing channels:
Traditional: Traditional marketing channels include radio and television marketing and direct mail. It also includes telemarketing. These methods remain reliable ways to reach your target audience, but in the case of radio, television and direct mail, it may be more difficult to personalize the message and zero in on your target audience. Youíre more likely going to be forced to broadcast a message across a larger population.
Digital: Digital marketing channels are social media, email marketing and posting on your own website. It includes earned content, like shares on social media and links on other companiesí content. Digital marketing has huge potential for personalization, but the common drawback is its passive nature. You can post online, send out emails and publish blogs, but you are generally forced to sit back and see what happens once you do.
Combining digital and traditional methods is your best option for lead generation
Choosing only traditional methods or only digital methods can lead to common pitfalls. In the current B2B marketing environment, where social media is a popular choice, many companies are making the mistake of relying too heavily on passive lead generation tools. When companies choose only traditional methods, though, they are likely to miss out on catching the attention of their target audience with a highly personalized message.
In fact, telemarketing is the perfect partner for your digital marketing methods
When you choose digital methods for publishing content, you have the benefit of reaching your specific target audience with a specific, personalized message. What you donít have is a personal relationship with the members of your target audience.
Thatís the perfect place for telemarketing to come in. When you pair telemarketing with social media, email and website postings, you have the chance to get proactive with your potential buyers and make a personal connection with them. While a simple post on social media may result in a lot of waiting to see who will bite, the introduction of telemarketing in the picture gives you several added benefits:
- A clear idea of who the decision-makers are. When you utilize telemarketing, you get immediate clarity on who is involved in the buying process and whether you have a realistic idea of where they are in the engagement cycle.
- The development of a client relationship. A telephone conversation between two people helps you and your potential buyer get back to basics, with one person simply doing business and talking with another. The warmth, trust and loyalty that develop in a conversation canít be duplicated in the digital realm.
- Immediate feedback about your content and your company. Your telemarketing conversation gives you critical information about whether your content is helpful and whether your potential buyer is considering doing business with your company. You can find out whether there are any questions or reservations, and once you do convert them to a customer, you have a natural way of following up on their experience.
To learn more about pairing telemarketing with your chosen digital methods of marketing, talk with the experts at Blue Valley Telemarketing. We can help you develop a seamless comprehensive marketing strategy that aligns your quality content with the specific target audience that youíre trying to reach. Give us a call today.