marketing<\/a>.<\/p>\nWhat usually works is:<\/strong><\/p>\n\n- Identify the desire you serve (fear, want, aspiration, etc).<\/em><\/li>\n
- What\u2019s your premise? (any belief your prospects hold that needs to be addressed)<\/em><\/li>\n
- How are you different from others in your market?<\/em><\/li>\n
- Make the promise (easy, reliable, cheap, quality, etc)<\/em><\/li>\n
- What\u2019s the cost of doing nothing? (the alternative)<\/em><\/li>\n<\/ul>\n
Once you\u2019ve identified your positioning, build your messaging.<\/p>\n
<\/span>Structure your Website to Generate Leads<\/strong><\/span><\/h2>\nMost organizations are guilty of setting up a new webpage each time a new solution\/feature\/product is launched.<\/p>\n
Don\u2019t add too many pages, such that you forget the journey to get to each page. Start off by making your structure right.<\/p>\n
<\/span>Homepage<\/strong><\/span><\/h3>\nUse a headline that speaks directly to buyers and tells them the product is meant for them. Follow up with a strong benefit statement. Keep in mind that average visitors don\u2019t have a high level of buyer awareness.<\/p>\n
Speak to the visitor on how they feel now vs how they\u2019ll feel once they use this product.<\/p>\n
Eg.\u00a0Increase website visits by 25% by using XYZ tool. Future proof your business.<\/em><\/p>\nLastly, add social proof s\u2014 awards, testimonials, certifications. They increase the chances of conversion.<\/p>\n
<\/span>Products and Features<\/strong><\/span><\/h3>\nDon\u2019t list features for the sake of it. Tell a story \u2014 how will each feature solve the user\u2019s pain. Sell the solution of the problem user is after.<\/p>\n
Try and answer the questions below:<\/strong><\/p>\n\n- o Is it the product user is looking for?<\/em><\/li>\n
- o Does it solve the user\u2019s problem?<\/em><\/li>\n
- o It is a positive return on investment?<\/em><\/li>\n
- o How to take the next step? \u2014 clearly defined CTA<\/em><\/li>\n<\/ul>\n
Invariably, these are the questions you want answers to when you are looking to buy something for yourself (or solve any of your problems).<\/p>\n
<\/span>Blogs<\/strong><\/span><\/h3>\nAlways optimize your blogs for conversion. All your blogs should be aligned to customer pain points. The thought process should be \u2014 how does this blog help a visitor convert?<\/p>\n
A lot of organizations post blogs (and content) without much thought. Make it a point to remember that this will be the highest frequency touchpoint for prospects in the long run.<\/p>\n
Interestingly, a lot of times a call to action comes only at the end of the blog. In this day and age, people will rarely read all the way through. Include CTAs in the body to get maximum traction.<\/p>\n
<\/span>SEO<\/strong><\/span><\/h2>\nSEO is often the most underrated (and therefore overlooked) tool for lead generation. SEO can further be sub-divided into 3 parts:<\/p>\n
<\/span>The Geeky SEO Stuff<\/strong><\/span><\/h3>\n\n- Increase the relevance of your pages to fulfill searcher intent. Work to decrease your crawl errors using Google Search Console. Don\u2019t leak visits off your site.<\/li>\n
- Deploy content changes often. Empower your content team to be cognizant of this.<\/li>\n
- Increase the quality of your content and the context that it is setting up. If you cover your topic well, you\u2019ll do better in search.<\/li>\n<\/ol>\n
<\/span>Content Marketing<\/strong><\/span><\/h3>\n\n- Consolidate existing pages together to avoid keyword cannibalization. If two or more of your pages point to the same keyword, you split the traffic and competitor wins. Lesser pages also mean easier maintenance.<\/li>\n
- Don\u2019t create a page for every new feature or solution. Look for opportunities to club several ones into a single narrative to give out a strong and compelling narrative. And refresh often. Refreshing often is more important than piling on new content.<\/li>\n<\/ol>\n
<\/span>Outreach<\/strong><\/span><\/h3>\nIdentify publications\/influencers relevant to your industry and build relationships. Each time you publish for yourself, share links with them and request their opinions\/insights. Request them to share in their network.<\/p>\n
Secondly, try and reclaim unlinked brand mentions. If there are brand mentions by a third party, provide a link to your website. It will increase traffic and build site credibility.<\/p>\n
<\/span>Performance<\/strong><\/span><\/h2>\nBest ads find the customer channel fit early.<\/p>\n
What does that mean? It means that the creative you are running as ads match the user behavior and intent of the user on your chosen channel.<\/p>\n
Ads work for almost everyone. It doesn\u2019t work for one of the below reasons:<\/strong><\/p>\n\n- Not enough testing<\/em><\/li>\n
- Gap in the buyer journey<\/em><\/li>\n
- Not enough use of Remarketing<\/em><\/li>\n
- Failure to revamp creative<\/em><\/li>\n<\/ul>\n
But then again, which platform works best? Let\u2019s look at each one:<\/p>\n
<\/span>LinkedIn<\/strong><\/span><\/h3>\nWorks best for B2B products and services. Consulting and SaaS organizations must leverage the power of LinkedIn.<\/p>\n
LinkedIn requires a decent budget. It will give you fewer leads but the lead quality will be high. Along with geography, add broad job titles of your target audience and the organization employee size you are after.<\/p>\n
<\/span>Facebook<\/strong><\/span><\/h3>\nFacebook works best if you are a B2C business or an eCommerce business. It is even more effective if your target group is above the age of 30.<\/p>\n
What has worked best for me is retargeting on Facebook. If a customer has visited you, he is most likely to be found on Facebook or Instagram. This will be one of the cheapest sources of your leads.<\/p>\n
What also works is lookalike audiences of your paying customers (B2B or B2C). The Facebook algorithm identifies similar prospects as your customers and gets them to you.<\/p>\n
<\/span>Google<\/strong><\/span><\/h3>\nWorks the best for eCommerce or B2C businesses. It has a huge audience base and allows you to segment basis interests apart from other demographics.<\/p>\n
Invest in search \u2014 it will enable you to form a marketing funnel and categorize users basis their intent.<\/p>\n
Identify:<\/strong><\/p>\n\n- High purchase intent terms for your product\/service and category<\/em><\/li>\n
- Branded search \u2014 for your brand name<\/em><\/li>\n
- Brand vs competitor intent<\/em><\/li>\n
- Google display network using Account-based targeting<\/a><\/em><\/li>\n
- ABM lists paired with keyword targeting<\/em><\/li>\n<\/ol>\n