Generating quality sales leads is a crucial part of any sales manager’s role, and it just so happens to be the hardest part of the job. My experience in sales has taught me that supplying a steady stream of leads into my sales funnel is the only way to ensure that I will hit my sales goals.
The best way to deliver results consistently is to have a growth marketing strategy in line with your sales message. Your customers are online and they are looking for solutions to their problems. If you can provide a solution to their problem than you are going to position yourself to win their business.Creating valuable content for your audience will position you to be a trusted industry resource for your customer.
10 years ago blogs were considered as outlets for political pundits and sources for house wives to find the best meatloaf recipes. Things are different now, mostly because of Google and how it relates to updated content. You can and will see a substantial increase in new and targeted traffic to your website by blogging. Google will index each new blog post as a new page and allow a chance for you to rank well for your industry specific keywords or search string. In my experience blogging is the best way to share your expertise with your ideal clients and market your company. You may be surprised how little time it takes to create some valuable content and start a successful blogging campaign. You are an expert in your industry and you have a multitude of solutions to offer your ideal customers.
Finding new leads can be a hard task, what if I told you about a way to get consistent qualified leads delivered to your website that would only take about 10 hours per week? Where are all these great leads you ask? They are already out there waiting for an expert to address their problem or need. Building trust with your prospects and, ultimately, making it easier to sell your products and services is the ultimate goal of growth marketing.
The best way to find them is to produce valuable content that will help them solve a problem. They will find your content and use it and then share it, thus beginning an inbound marketing cycle. For the staffing and recruiting industry, you will want to use your expertise to create some useful content for them. There is no doubt that your prospects are savvy researchers and confident buyers. According to Kevin Ho of wishpond.com, he was able to create a blog with over 250 thousand readers by using these simple fundamental types of content. A blog will work for you as long as you use these proven strategies. Lets talk about some different types of content you can create and offer.
When people visit your blog they are looking to answer a question, solve a problem or get some information. Numbered list posts are the undefeated champion of posts. They are quick and easy to read and share. An attention grabbing headline is crucial. "It’s a blogosphere favorite for good reason — “list” content works, in large part due to the attention-grabbing power of the headline." copyblogger.com. An effective numbered list post will introduce a complex topic and break it down into consumable material for your ideal client or candidate. If you make the information easily digested, you will get more shares and likes."It has become widely accepted, that content arranged in list form is quicker to find, easier to remember, and more actionable, which makes lists ideal for sharing content as part of a highly effective content plan." Content Marketing Institute List posts also are the most effective ways to funnel traffic from the web via SEO and Google analytics, because they utilize long tail keywords. Long tail keywords are more effective then shorter versions because they deliver the most relevant leads to you. An attention grabbing headline is crucial, your goal is to be found in an organic web search. 75% of users never scroll past the first page of search results. In other words, you are competing to appear on the first page of search results with each new post.
How to post
How to posts are the most important form of content in my opinion. Most people who read your posts will be looking for some information to help them solve a problem or fill a need. How to posts are a great way to establish your self as an industry expert. Depending on your specific area of expertise you can tailor these easily. If you specialize is placing graphic designers for marketing firms you can create a blog titled. "How to find the best Graphic Designers", or "What are the most important traits of an experienced Graphic Designer." The tip is to keep the how-to-guide closely related to either your core product, service or to something that prospective customers of your business would find useful.
Testimonials are a great way to get your customers or candidates to read about your company. Customer reviews and testimonials are more important now than ever, customers are more savvy when it comes to the way they do business online and they want to hear how good you are from their peers. "This phenomenon is known as social proof: a psychological mechanism where people tend follow the actions and behaviors of other people, in an attempt to make the “right” choices." Testimonials also is great because user generated content is one of the newest trends for generating traffic. User-Generated Content will continue to make waves this 2016 and for a good reason. In fact, it is 20% more effective when it comes to facilitating buying decisions, according to a research paper released by Go.crowdtap.com.
At the very least, having an industry news blog will show that you are engaged with your industry and aware of the trends and updates. Blogging about industry news is great because so much information exists about your industry. A never ending amount of content about industry news means that you have something to comment on. You will learn more about your industry while drawing more traffic to your website. According to Hubspot.com, "The more informed we are, the more invaluable and influential we become -- always ready with the statistic that makes the deck, the perfect quote from an industry insider, or a genius idea for a new partnership." Basically, this is the center of your blogging strategy, you have your finger on the pulse of the industry making it consistently more attractive for your inbound leads to do business with you.
Any marketing campaign must be documented and include (SMART) goals. Specific, Measurable, Attainable, Relevant, Timely. Joe Pulizzi, founder of Content Marketing Institute, says in a recent episode of the Marketing Cloudcast, “If you’re not writing down your strategy, it doesn’t exist.” Sixty-eight percent of B2B content marketers don’t have a documented content strategy — and without a documented strategy, you’re creating content without goals or purpose. If you’re going to start content marketing (or doing any other kind of marketing), be sure you have a clearly defined strategy that includes concrete success metrics.
Get your sales team on board prior to the initiation of any lead generation campaign to ensure they are up-to-speed on all company marketing initiatives. The success of your marketing campaign cannot be measured without tracking and reliable data. Marketing campaigns will consistently deliver results and when designed in the right way. Having a blog will also help your company's overall SEO optimization, develop an online personality, differentiate itself from competitors, soft sell to prospects and optimize your website as a resource for repeat visits and more conversions. The best thing about blogging and content marketing is that you can measure your success consistently.
So, do you want to know how to generate more B2B sales leads? Download your free eBook below on how begin the process to incorporating results for content marketing combined with your sales strategy.
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