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.
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.
You’ve done all the research and work required to understand your Target Market, craft your Offer, and align your Services to reach and resonate with the best sales prospects and customers for your business.