There are many forms of Lead Generation for B2B. Organic search, paid search, advertising, blogging, social medial, content marketing, email marketing, direct mail, cold calling, appointment setters, database marketing…should I go on?
No matter what method of lead generation you choose for your B2B business the fact remains…Content is a critical component.
The goal with any tactic is to build your internal list of email addresses by getting as many names as possible on your mailing list. But it’s not as easy as collecting a bunch of business cards, entering them into your “system” and sending emails. Not with the GDPR law now in effect.
This new law makes it more difficult to marketing to your mailing list. You need to ensure the people on your mailing list, actually requested information from you. Gone are the days when you got a someone’s business card and added them to your list. That’s a big No-No.
The best way to ensure you’re compliant with GDPR is to gather names and emails by offering something of value that people want. This is done by offering potential prospects valuable content, special reports, discount offers or free trials in exchange for their email address. This allows you to send the information they requested.
But just because you have an email address doesn’t mean all of those names are really true prospects.
For example, say you offer a free widget to those who opt in. They are on your list just because of the free widget and have no real interest in what you can do for them.
However, if potential prospects click to opt in for a special report or another offer, then they may have an interest in the topic of the report they opted in for.
That’s where lead nurturing comes in. Lead Nurturing is different from lead generation because you want to identify the true prospects from just those that signed up for whatever free thing you offered.
Staying in contact with the potential prospects over a period of time by providing valuable content, newsworthy updates, or other special offers through email is a great way to determine whether they have further interest in what you offer.
If they continue to respond to various offers you send, there’s a good chance they might turn into paying customers. The goal in lead nurturing is to get your prospect to take action.
This where email marketing shines through. With a well thought out plan, you can guide your prospects through a series of emails that will “convert” them into a paying customer via the call-to-action within the emails.
That action could be as simple as asking them to visit your website for more details about your company. Or asking them to sign up for a free trial. There are many possibilities.
The diagram below shows some of the possibilities. At the top of the sales funnel, tactics like email, landing pages, newsletter, direct mail, web site, sell sheets, blog and articles are used to collect names for a mailing list. These are primary lead generators.
Over time different informative or educational offers are used in the email marketing to the mailing list. These materials are classified as lead nurturing type because it is content job to help the prospect solve a problem, satisfy a need, or achieve a goal.
You can see the bottom of the sales funnel is when the prospect becomes a customer by buying your product or service.
Keep in Contact
Throughout the process, another purpose is to stay in touch with prospects so they begin to know, like, and trust you. When they are ready to buy, they will check out your store or site to buy what you offer. All because you offered them great content and you were looking out for their best interests.
Remember your prospects are looking for a way to solve a problem, satisfy a need, or achieve a goal.
They are on the search for anything to help them with those things.
That’s where lead generation B2B comes in to play.
Educational material, webinars, special reports, and other offers can be effective ways to help your prospect reach a place of decision. All of these are used in a series of emails designed to peak the prospect’s curiosity and cause them to take action.
By providing helpful pieces of content to answer questions, point to solutions, and guide them in their buying decision process, you set yourself up as an expert. This builds your reputation and brand because you seem like someone who knows and cares about what a prospect might be facing.
As a result, I can write all the content for you, which can save you time and effort.
In conclusion, allow me to help you plan a marketing campaign. I’ll help you identify a way to measure the success before you start. Let me develop the right lead generation b2b tactics for your business. I’ll write lead nurturing emails causing your prospects to take action. Then, we’ll measure the results so you’ll know for sure you made the right choice.
Finally, let me help you save time and money by hiring me for Lead Generation and Lead Nurturing emails. Find out how to get started by contacting me.