Lead Generation – Listen and Search
What’s the first rule of communicating? That’s right, listening! Unless you listen to your prospective customers, you won’t know what they want to talk about. A classic mistake of many companies – especially those in the B2B space – is to talk about their own business.
Here’s the thing: your business is only interesting to you. Your prospects don’t want to know what happened at the latest board meeting of Joe Bloggs Telecoms – but they may well want to know how switching to a VoIP system can save them money.
In other words, if you ask your customers and prospects, they’ll probably tell you it’s your expertise rather than the minutia of your company that they want to hear about.
Here are some ways to find out what your audience wants to talk about:
- Ask them! Poll your existing customers and prospects to find out what they need to know that you can help with
- Monitor Twitter hashtags to see which relevant topics people are talking about
- Monitor trending keywords on Google to see what people are searching for
- Analyse your competitors’ social profiles and blogs to see which topics are generating engagement
This is where the magic happens. Creating content is easy – there are countless whitepapers, blogs, guides etc etc being published every day. But here’s the catch – most of them are at best unremarkable and at worst, dull. And that’s not good enough to get results. Creating stand-out content is no easy task.
If your content is going to inspire people a) to read it in the first place, and b) to remember who you are afterwards and want to stay in touch, then it’s got to meet certain quality standards. It should be:
- Original – if all you’re doing is repurposing someone else’s content, there’s no reason why it should perform
- Well-written – too many people don’t know their “there” from their “their”
- Relevant – remember what we said about listening to what people are really interested in?
How we create awesome content for your brand
We’ve got a team of professionals, who create content day in day out. They know exactly what it takes to make your content perform in the crowded worlds of social media, blogging and the web. Better yet, they’ve got the ability to put themselves in your prospects’ shoes and position the content accordingly.
34% of the leads marketers generate in 2013 will come from inbound marketing sources — vs. 22% from outbound. Hubspot.
“Listen To Me,” © ~artHeLLo, used under a Creative Commons Attribution-ShareAlike license