Your target audience has a problem, and your business might have developed the perfect solution—but what happens if your potential customers can’t connect the dots in-between? Whether you’re looking to grow your customer base, garner votes in an upcoming election, or increase donations for your charity, lead generation and nurturing are critical skills that every organization can afford to spend more time mastering. When it comes to improving your strategy for outreach (and ultimately increasing your conversion rate), it’s important to recognize which methods are helping your process as opposed to hindering it.
Get the Temperature Just Right: Cold Leads vs. Warm Leads
The leads your sales team targets can be divided into two primary categories: cold or warm. Although they both can make their way onto your client roster with the proper nurturing, there are distinct differences between the two. Cold leads are the result of purchasing data from one of the many data-gathering companies on the market today. These leads require a cold intro, which can make them more difficult to turn into customers. When a person chooses to interact with your company first (meaning they visit your website, provide information in exchange for your content, or fill out a contact form), that’s called a warm lead. Because the latter made the first move, nurturing them is a little more navigable.
Make Your Content Stand Out
It’s easy to feel like you’re constantly being over inundated with information on a daily basis—for a lot of us, the first thing we do in the morning and the last thing we do every night is check our phones. So, how do you avoid just adding to the noise with the content you create for your business? One great way to attract, nurture, and ultimately close the deal with quality leads is to generate SEO-driven content. If you’re incorporating relevant keywords into your homepage, landing pages, contact forms, and service/product pages, you’ll be able to increase inbound traffic more efficiently than ever before. And since it’s organic lead generation (vs. reaching out “cold,”) it’s much easier to minimize the cost per lead.
Diversify Your Strategy
A lot of companies run into issues when they limit their lead generation tactics by putting all their eggs in one basket. So many businesses overlook other methods that might actually work for them, solely because they don’t align with what they’re doing currently. How can you make sure that you don’t fall into that same trap? By expanding your strategy to include a diverse range of outbound marketing tactics, including social media advertising, email marketing, direct mail, or any other strategy that makes sense for the kind of audience you want to attract. Think about what platforms and mediums your ideal customer would utilize—are they likely to be engaged social media users? If so, Facebook, Twitter, Instagram, and LinkedIn are all good places to start. Make sure that the strategy you’re using makes sense for the leads you want to generate.
B2B Marketing Done Right
Whether it’s through search engine optimization (SEO) driven content including blog posts or other creative content, targeted ads and direct mail, or any other inbound or outbound strategy you want to implement, Abstrakt Marketing Group is here to help you identify the audience you’ve always wanted to reach. The core practices of improving your inbound and outbound marketing strategies aren’t overly-complicated, but they do take some time to get exactly right. To find out how we can help grow your business, reach out to our team today.