Greg Schraff is an online marketing veteran, working for companies such as AOL, Omniture, and Adobe where he experienced digital marketing first-hand. Greg now brings his expertise to small and medium-sized business help them take advantage of industry best practices.
Not too long ago I participated in an excellent webinar round table, Marketing Predictions for 2018, sponsored by Mention. It featured many rock stars from the digital marketing universe, including Larry Kim, Brian Dean, and Aaron Orendorff, among others from HubSpot, Buffer, and CoSchedule. There were 5 topics that everyone agreed are trends to pay attention to. And, I identified a 6th, bonus trend, that all the panelist had in common . . .
I’ve talked a lot about what’s required to generate leads online, and I’m not referring to just getting a couple leads here and there, I’m talking about building a process to predictably produce qualified leads on a consistent basis.
Trying to be everything to everyone is a recipe for failure, particularly when it comes to B2B lead generation.
For example, one mistake I see a lot of small and mid-sized business make are websites that promote a laundry list of services to deliver on a vague offering for a wide range of target markets.
Compounding this mistake is another common error that I see (or don’t see, in this case): the absence of a differentiating value proposition.
Not knowing, or at least not articulating, what makes your business unique and worth your customer’s money and time is a missed opportunity to attract and engage your ideal prospect.
So, in this post we are going to discuss how to create a differentiating value proposition, one that clearly articulates the rare value you can bring to your customers and why someone should work with you.
And content is one of your best marketing vehicles.
More and more content is being created and consumed via video, social media (which is highly visual), infographics and more. And that which is actually written needs to factor in ‘readability’ - which means including images and graphics.
As a small business, entrepreneur, solopreneur, or anyone that lacks the resources to create professional looking graphics, this post is for you.
Below are two, indispensable, free tools that you can use to create high quality, professional looking graphics to boost your small business marketing campaigns. (Hell, I produced the graphic you see above in less than 15 minutes!)
I have found that the best platforms for small business social media marketing, particularly businesses selling professional services, are LinkedIn, Twitter, and Facebook.
I'll explain why I particularly like these three for B2B social media in a seperate post, but the focus of this post is four common mistakes I see many small businesses make in all three of these platforms, all of which negatively impact your social media lead generation capabilities.
The common mistake I see many businesses make on LinkedIn, Twitter and Facebook is not following B2B social media best practices in each of these areas:
The 27 things you need to optimize in your online marketing in order to achieve consistent and predicable lead conversion
As the saying goes, when it comes to creating a successful business everything starts with a sale.
Generate sales and things have a tendency to fall into place. Struggle to get sales, and your business flounders.
But, in order to get sales you first need to generate interest. That is, you need to generate leads – and the best, most effective way is to get these leads online.
Lead generation is especially important if you sell professional services –
Because the price point is higher with services, the sales cycle is naturally longer, and a lull in your lead flow results in a sales drought – often the dagger for young, cash strapped businesses trying to get off the ground.
Without a steady stream of qualified leads business growth will be unpredictable, at best.
Achieving lead flow is not easy, especially if you are building your prospect list from scratch, but it can be done. Like every other aspect of business, if you want success you need a plan, and you need to execute this plan on a regular and consistent basis.
This blog post is that plan – it is the ultimate guide to lead conversion: a 27-point, best practice outline to generating and converting new B2B leads online.
Despite what someone else may tell you or what you believe, business success begins with your first sale (yes, you can develop your product or service, build your website, surround yourself with business essentials – phone, business cards, workspace, etc. – but all of this is naught if you don’t have customers who are paying for all this overhead).
In order to make a sale, you need prospects – and before too long, many prospects – preferably prospects qualified to the point where they have an identified need for your service.
When you are starting from scratch, generating interest, attracting and converting leads, is a challenge.
“Let’s face it, starting a business is difficult, extremely difficult, especially if you are bootstrapping and doing it alone.” (Tweet This!)
Use These Techniques to Create Targeted Email That Result In More B2B Sales Leads
Although email has lost some of its luster as a marketing channel (primarily because it has been around so long and because it has been abused, email is still one of the most effective lead generation and sales tools at your disposal.