According to findings in the B2B Content Marketing 2015: Benchmarks, Budgets, and Trends
survey, lead generation is second only to brand awareness as a major goal
for content marketers in 2015. But what strategies should you use? What small tasks can you accomplish
each day to earn more qualified leads?
Let’s take a look at 6 ideas that can help you begin your
sales cycle.
1. Embrace social media.
This concept isn’t rocket science, but it does mean more than just creating
a Facebook page. Embracing social media to generate leads means selecting channels
that your target audience uses, creating and curating content daily that works for
those channels and that is compelling and relevant to your audience, developing
a reputation as a thought leader in your industry and talking with your followers, not just to them. While you won’t see an
immediate train of quality leads pulling into your brand’s station, you will
begin to connect with those interested in your services and begin to foster
relationships.
2. Send direct mail.
Yes, you read that correctly. Direct mail may have its detractors, but
don’t count it out when it comes to your lead generation strategies. HubSpot
notes that 18-34 year olds prefer direct mail and that it’s an effective
lead generation investment when targeting hyper-local communities. Many
marketers focus solely on email to generate leads, so direct mail has more of
an opportunity to stand out. Work with professionals who understand how to
create the right content and who can target the right audience for your brand.
3. Hold contests on social media.
There are several ways to hold contests on each social media channel, but
for the purpose of lead generation, focus on email-gated contests. Followers
will need to enter their email addresses before they can successfully enter
your contest, and you can also ask for a follow or a retweet in addition to their contact information. If your contests include the submission of videos or
photos, you can collect user-generated content (UGC) as well.
4. Test and use hashtags.
In 2015, using hashtags should be a no-brainer. What some marketers tend
to overlook is the need to test hashtags. Having your brand be a part of the
conversation on trending topics and participating in Twitter chats are good
ways to be seen as a thought leader, but as you become seen as more of an
expert, you also want to create your own content
and your own hashtags. Ensuring those hashtags will stick means ensuring your message will amplify its reach.
5. Create original content for LinkedIn.
LinkedIn is giving its members access to its long-form blog publishing
privileges as a way to create a stronger community of professional
insights. These blogs can be great resources for lead generation and can be
posted to your company’s LinkedIn page as you further establish yourself as an
expert in the industry. Create content that is helpful and interesting to your target
prospects. Include a specific call-to-action to subscribe to your company blog
or YouTube page and to follow your company’s social media accounts. You can
also include a CTA to sign up for a webinar or download a white paper, but be
careful not to leave your prospects with the feeling that they are being sold to.
6. Revise your strategies as needed.
Your marketing strategies are living, breathing entities; as the behavior
and needs of your prospects change, so should your marketing. Measure the
results of each activity regularly and revise accordingly. There is nothing
about your target audience that is set in stone, so how you interact with them
and earn them as leads must evolve as needed.
By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360
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