Marketing

Marketing Needs to Do One Thing: Generate Leads. Nothing Else Counts

There’s an endless spiel of advertisements all shouting and grabbing for your consumers’ attention. We are experiencing more than 6’000 ad contacts every day. And we marketers have to deal with it. Over this noise, you have to be heard. Finding out what your target consumer likes, dislikes, and is interested in will ultimately decide if they choose to do business with you or not. The whole purpose of marketing is to help identify and finally solve a problem. The best solution provider and/or product will win. It is all about problem finding and creating leads. Sounds easy …

Inbound Marketing Delivers a Targeted Invitation to Dialogue

There needs to be an attraction formed with the consumer right away when you deliver your blogs, newsletters, videos, or social media messages. As the attraction of your service or product grows stronger, your target demographic is brought closer and closer to making a purchase. It also keeps them coming back for more.

Consumer Behavior is Changing Your Marketing Backpack

Change is hard. You have an inbound marketing strategy that you think is working pretty well, and it can be nerve-racking starting from scratch. A good marketing backpack includes what attracts every consumer to your site: The solution to their problem or at least helping to identify a problem. Over time, you need to learn how to personalize your products or services to their specific needs. Combined with the use of analytic tools, you can focus on producing the type of personalized advertisement at the right time and place. The following marketing moves can all result in lead generation and consumer retention, but keep in mind to react to changes: Today’s marketing backpack can be the bin of tomorrow.

1. Educational Blogs

Once you find out what your particular prospective consumer wants, create in-depth, relevant content that not only educates your consumer but also answers their concerns and delivers information they can relate to. Releasing high-quality SEO blogs on a regular basis is a simple but powerful way to stay connected with your consumers. Specific terms and keywords as well as links need to be chosen carefully. However, a blog that can’t be shared by many other people can cramp your marketing style, so to speak. That is why it is important to spread your blog’s content on several social media sites to interact with prospective consumers. The spreading and repetition of information is the fastest way to identify and solidify your brand.

2. Conversions on Landing Pages

Gathering site visitors’ contact information is an easy way to generate conversions. This should at least include email addresses. People in general do not like to fill out a lengthy form if they are interested in your services. Making a personal information form as brief as possible is best. A simple call-to-action encourages web visitors to take a further step getting to know who you are. And most important: You have to give a valuable offer for getting their contact information. This may include downloading a report, white paper, ebook or infographic. A call-to-action has to be fulfilled in order for the visitor to feel like they can truly benefit from using your information.

3. Ongoing Emails

Emails serve as bridges to your blog posts so that prospective customers stay mindful of your website. If contacts are still hesitant to buy your services or products, you can still send noteworthy, relevant content via emails to establish your credibility among your prospects to help them become more comfortable about buying your product. It is always a good idea to adapt to a consumer’s specific behavior by slightly or dramatically changing a message that reflects behavior when they visit pages on Google+, Pinterest, or Twitter, for example.

4. Creating a Feedback/Review Forum

Lead generation is very successful when you take time to ask your prospective customers specific questions through surveys. This is a vital step to ensure you’re providing customers with what they’re looking for. Consumers generally like to exchange their opinions about a particular product or service among themselves. Creating an onsite feedback/review forum (e.g., Amazon) is one way to keep your web visitors and loyal consumer base actively engaged.

5. Story Telling

The market is saturated by three types of products, the poor, the mediocre, and the exceptional. It can be overwhelming trying to choose one product over another, especially if each one of them claims to be the best! You see, the average consumer has heard the same song and dance with each advertisement that crosses their path all day every day.

What makes advertising your products even more challenging is that products in general are not changing at a rapid pace. So the way to attract more consumers is to market your products through great storytelling. People are naturally curious about how a product got its start, the ups and downs of bringing your company’s goals and mission to reality, and how the product has contributed or made a difference in society.

Great story sharing of a product usually offers several benefits with its use. It goes way beyond the statistics of your success. Without great story telling, a website does not have the same meaning, there is no emotional attachment created within the consumer, and thus rarely fosters any call-to-action. Every consumer needs to feel that a product will be good for them as they continue through the different stages of their life. With a solid statement backing your product, you’ll be in a much better position to generate leads. Nothing else counts.

You Might Also Like...

2 Comments

  • Reply
    Robert
    26. July 2016 at 13:34

    Hey Sebastian, as you also talk about attraction, isn’t that a thing marketing needs to do, too? If nobody is aware of your blog, will they visit your landing pages and convert? I discussed this topic in my own (German) blog, highlighting the difference of “lead generation” and “demand generation”: http://goo.gl/gh37rs.

    • Reply
      Sebastian
      29. July 2016 at 23:59

      Hi Robert, thanks for your comment. And congrats on your great blog which I can recommend german readers. You are absolutely right in some way. On the other hand I think that it’s already so obvious for us marketers that there’s no lead generation without demand generation. We shouldn’t look at it too dogmatic. The Attract > Convert > Close > Delight stages are the basis for all our efforts. The attract stage is pretty tough and opens so many interesting battlefields. The question is not IF but HOW we do it … and on the long run this answer is influenced by our main goal: lead generation.

    Leave a Reply