“We’re just not getting enough leads,” my clients say.
Here’s how to change that.
First, you have to identify where your prospective clients focus their attention. For a moment, don’t think of your own website, social media platforms, or other marketing channels. Think only about where your prospective customer’s attention is focused.
Where do your prospective clients look for information related to the problems that your business can solve? Wherever that attention is focused, is where your website and content marketing efforts should be directed.
Again: wherever your prospects’ attention flows is where your website, your content and your advertising should be targeted towards as well.
As well, it is better to focus on problem solving rather than on selling; on meeting customers’ needs, rather than on particular products or services. Here’s what I mean:
Rather than focusing on what your prospective clients or customers may want to buy, focus instead on the types of problems they experience, the types of questions they have and the types of solutions they’re looking for.
Well, you search. Put yourself in their shoes. Search Google for the types of questions and problems your prospective customers may have. You can search on Twitter by using search.twitter.com. You can search Facebook or LinkedIn for relevant professional groups. In these cases, see what people are posting, what types of questions they are asking and what some of the best (and even worst) answers to these questions are.
Always look at the comments section underneath your competitors’ posts. This is critical in understanding questions and concerns your prospects have. Because the truth is, if they’re buying from your competitors, they could also be buying from you.
Understand your prospective customer’s mindset and research where online they’re interacting with content related to your business.
So now that you understand where attention flows, you should engage the following platforms:
Typically for B2B purposes, the best channels are primarily Google, followed by LinkedIn. Facebook may offer targeted groups relevant for your industry and there may be a niche on Twitter relevant as well. Do not discount YouTube, which is in fact a powerful lead generation tool for B2B companies.
Once you have narrowed down your channels, you need to create content that is really mindful.
What does it mean to create content that’s mindful? It means the content is not focused on sales. It is focused on building a brand for your business.
Your prospective customers may not care all that much about what you have to sell (at least at the moment). They really care about themselves. They care about their problems. They’re looking for somebody, or some organization, that is going to be their ally. To give them guidance and advice. To help them solve their problems.
So, the more relevant content you produce with these goals in mind, the more you are addressing your prospective clients’ needs and becoming that source of guidance for them.
Once produced, distribute your mindful content across all online platforms so prospective customers will see it everywhere they frequent.
Call it omnipresence. The more brand awareness you create, the more they’re going to reach out when they’re ready to actually have a buying conversation.
If you start to leverage this strategy and at the beginning feel you are not seeing enough gains, be patient. It’s important to remember that consistency is key, so keep on course.
Keep on posting mindful content, because you never know when those B2B prospects will be ready to initiate a commercially-driven conversation. Keep on creating meaningful content until your prospects see an ad or a piece of content that makes them say: “I want to talk to this business.”
Here is another mindful content-tip that’s really simple and will help you generate early-stage leads: just do what I am doing.
I created this video and correlating blog post which concludes with the following offers:
“If you’re struggling to generate more B2B leads, please complete the form down below and we’ll schedule a business analysis, gauge market demand for your product or service and show you how to get more leads.”
“Please click the link below to download a checklist that explains how to generate more B2B leads, either by increasing traffic or improving conversions on your website.”
Those are the types of offers that you can adapt for your own prospective clients and customers.
These are simple yet very effective ways to generate early-stage leads: people who are not necessarily ready to buy yet, but have a problem and are looking for a solution. Your business offers that solution. All you need to do now is keep showing up for the conversation.
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